Jay Chou next to discover London with Rimowa

Premium luggage brand Rimowa is releasing a new film featuring musician Jay Chou as part of its "Never still" campaign.

Created in collaboration with creative agency Mother Shanghai, the campaign includes a film featuring Chou as he navigates the streets of London alongside his Rimowa original cabin in titanium. He walks past crowds of people, a cafe and a train station. His voiceover talks about how "travel is like a melody". The film ends with the quote "No one builds a legacy by standing still." 

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Keeping in spirit with the campaign, the new film features a bespoke score by renowned artists Hans Zimmer, who is making his third collaboration with the brand. 

The German composer is set to be featured in an additional part of the campaign, showcasing the Rimowa original cabin twist in brown. 

Chou's film is the fourth iteration of Rimowa's "Never still" campaign. Previous icons featured include K-Pop artist Rosé, Formula 1 driver Lewis Hamilton and soccer player Kylian Mbappé. 

The new instalment of the "Never still' campaign featuring Chou will be available across cinema, digital, OOH and print. 

This campaign follows the brand's recent announcement of Chou as its global brand ambassador earlier this month. Chou marks the brand's first Mandopop artist to be an ambassador for its brand worldwide. 

According to a release on PRNewswire, Chou's career trajectory marked by constant exploration and reinvention mirrors the brand's commitment to constantly push boundaries and set new standards. 

"At Rimowa, we have always believed in the transformative power of travel, and the commitment to constantly honing one's craft while fearlessly pursuing innovation and reinvention," said Rimowa CEO Hugues Bonnet-Masimbert in the release. 

"Jay Chou not only embodies all these values but is someone who we admire for his global impact as an artist. It's an honour to welcome him as a Rimowa global ambassador."

Moon Qi, creative director, Mother Shanghai, said: “While navigating the vibrant streets of London, Jay allows himself to be transformed by his observations of what is going on around him, culminating in an expressive mini-duet with a performer in London's St. Pancras Station.”

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