Exploring how travel shapes us
Every Dent Tells a Story
Rimowa
Rimowa were looking to be at the forefront of culture, reach new discerning travellers or put simply be the most interesting person in the room. One of the really interesting product truths is that an aluminium Rimowa gets better with age – the bumps are almost an indicator of how far you have travelled.
As part of their Never Still campaign platform, we created Every Dent Tells a Story – highlighting the stories of New York nomads Rujeko Hockley co-curator of the Whitney Museum of American Art, Robert Hammond founder of the High Line, and urban farmer Wen-Jay Ying.
My parents were essentially residents of the world, and I picked that up from them. I’m always opting for a path that other people aren’t taking Wen–Jay Ying
The idea here was if you had something old you tore it down and built something new. But I saw different thinking in Europe, in Asia, of how you find those layers of history and reuse these pieces of the past Robert Hammond
On a conceptual level, on a macro level, it's enabled me to think very broadly and to be comfortable with difference, and comfortable with holding even conflicting ideas at the same time Rujeko Hockley
Outcome
- 29 M total impressions
- 67 K page views
- 7.15% average CTR on social
Page views
Total impressions
Reaction
“Nicely done! I actually belong to Wen-Jay’s CSA, the world is smaller than you can ever imagine!” – Robert Corrado
“Amazing work as ever” – Malin Cornelia
“Dang I Love that headline! Branded content done right” – Joe Escobedo
“Trust your intuition”
Studio: The New York Times / Creative Direction: Chomoi Picho-Owiny / Writing: Nelly Gocheva / Photography: Caroline Tomkins
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Chomoi Picho-Owiny
Creative Direction
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