Formula 1 platinum-level driver Lewis Hamilton shocked the motorsport world earlier this year, when he announced that his 12th 2024 season would be his last with the Mercedes F1 team.

His new home? Only one answer comes up on the scoreboard. Scuderia Ferrari, of course.

In this moment, Hamilton’s global parking space is the September 2024 pages of ELLE Brasil [IG], where he wears Dior Men and Issey Miyake in a fashion story styled by Juliana Gimenez for Rimowa luggage, executed with creative director Luciano Schmitz.

Rimowa [LVMH] fires on all cylinders in images that support its new seasonal Original Emerald color. The fashion shoot by Brazilian photographers MAR + Vin [IG] is both subtle and sophisticated in its layers

New Collab with Dior Men

The newly-minted Dior Men [LVMH] ambassador worked with Kim Jones early in 2024 to create a winter-themed collection created with sustainable and certified materials and focused on skiing and snowboarding. You can see it now at Dior.com.

The Potential Leadership Effect of Big Winners

It’s obvious and understandable beyond the financial terms of Hamilton’s deal and buying into ‘la dolce vita’ lifestyle, why the seven-times world champion driver would come to underdog Ferrari.

It’s a little like American Vice President Kamala Harris and her new political partner, Mn. Governor Tim Walz carrying the entire Democratic party on their backs last week on a blockbuster tour of America’s political swing states.

The crowds were so big and so adoring that Trump is screaming that the crowds are AI-generated. No such luck, MAGA.

Harris and Walz are making us all BELIEVE AGAIN! that we can win and stop the nightmare of a second Trump administration. Winners inspire us in this way. They beckon us to dig into our true-grit selves and straighten our backbones with full-knowledge that the ride is not easy, but the riches are major on a national community level.

Rimowa Leaders are Global Humanists

Lewis Hamilton has seven world championships in his Rimowa suitcases, headed for Ferrari. Hamilton has nothing to prove. But Ferrari’s last world championship win came in 2008.

Hamilton, now 39, can rock on another level of leadership on the Ferrari team. Anne is good at asking neutral questions of AI, rather than loading the deck. Quite positive of the answer, I simply asked if there’s a color associated with winning?

It’s the same color associated with joy. YELLOW is the answer and real men wear yellow. [Sorry about that.]

You can count on Anne of Carversville to be a broken record on issues I believe in. Almost a year ago I compared Rimowa’s luggage-travel campaign to Gucci’s.

The World Is Not Sitting Around in Pause

As an aside, none of my views around Gucci have changed, but as I just wrote last Friday about my alma mater Victoria’s Secret, I sincerely hope both of them get their acts together.

Because the world does not stand still while winners take years to figure out a new strategy. Ironically Victoria’s Secret is back to my original Victoria’s Secret, but Anne digresses.

Lewis Hamilton was one of the global idea and values people focused in the Rimowa campaign I so love. And I’m such a political marketing tart going to bat for Kamala Harris in 2024 after seeing my candidate drop out early in the primary in 2020, that Rimowa should listen up here.

The campaign should follow this new American story, if we really pull this off this election. And the 2028 summer Olympics will be in Los Angeles. Even MAGA agrees that if we win in 2024, with the young people coming of age, MY vision of America will probably win.

The global humanists will win, as we face the very real possibility of losing our democracy.

Meanwhile, I post the campaign again because the message means everything to me. For so many of us, home is on the road of a multicultural world. And we want to make a real difference.

Just now I looked at three older Rimowa campaigns, including one with Louis Vuitton Men ambassador Lebron James. Rimowa so distills the values of luxury customers who are high-achievers, but with humanist values.

They can have a drink with Elon Musk, but they’re not MAGA types. Nor are they poser egomaniacs, but they have fully-developed, confident egos. They are ferocious competitors looking for an ounce of edge in the game, but also they embrace humanist values. We love these winners for their hearts but we gloss over psychological traits that make them winners.

This is a core concept and contradiction in human society. We see people we know with strong values based on humanism, but dominance and competition are not missing from the winning-person tableau. Exploring this juxtaposition is a young, emerging core idea today.

For me, this is the first commercial that actually challenged me to “Think Different” in a long time. It’s very challenging and a great topic for brands to explore. ~ Anne