Category A10. Innovative Technology
Name Company Position
RIMOWA - Chief Creative Officer
RIMOWA - Creative Director

The Campaign

The task was to develop a digital user-centred concept that emphasises the innovative character of the quality brand RIMOWA while meeting the luggage manufacturer’s high standards. We aimed at continuing to position RIMOWA as the pioneer of comfortable travel in the future. To achieve that we used RIMOWA technology and created assets to enhance the travel experience.

Creative Execution

RIMOWA ELECTRONIC TAG replaces the conventional paper tag with a digital data module that is integrated into the suitcase. A dedicated smartphone app communicates with the suitcase and allows you to add your personal data. The luggage’s data can then be sent to the airline, which in turn sends a digital tag to the suitcase. This allows you to check in your luggage from wherever you are, saving invaluable time at the check-in counter. RIMOWA ELECTRONIC TAG has already successfully implemented worldwide by Lufthansa, EVA Air, United Airlines, Thomas Cook and SWISS. It has been requested by over 30 other airlines.

The sale of suitcases with an integrated RIMOWA ELECTRONIC TAG module significantly contributes to RIMOWA’s sales. In just a few months the official launch partner Lufthansa has been followed by more airline partners such as EVA Air, United, Condor, Thomas Cook and SWISS. More than 30 other airlines are now in negotiations with RIMOWA. This is the first fully digital check-in solution for luggage, making it a game-changer for the whole air travel industry. The hardware manufacturer becomes a pioneer in the digital age by creating a unique software solution that allows its costumers to have more of their most precious resource: time.

Suitcases equipped with the RIMOWA ELECTRONIC TAG are primarily intended for international frequent-travellers. The target group is characterised by their high brand affinity, their high demand for quality and functionality as well as an appreciation of good design. The majority of RIMOWA customers belong to the high achiever milieu, followed by people in the escapist category. In the long term, the RIMOWA ELECTRONIC TAG is designed for all passengers, as airlines and airports can become fully digitised as a result of the system, thus saving on personnel and processing costs.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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