Louis Vuitton Journeys

Reconnect with Louis Vuitton core values of travel and get worldwide icons as guide through the world’s greatest metropolitan cities with immersive storytelling

The art of travel is one of Louis Vuitton’s core values. However, for all its successes in fashion, Louis Vuitton was having a hard time talking about it heritage. The Challenge was two fold: First, to find a way for Louis Vuitton to reconnect with its core values and vision, and second, to create an appreciation amongst customers that went deeper than the mere desire for its products. The execution needed to challenge conventional thinking and find innovative ways to digitally transcribe all the emotions and sensations inspired by travel.

The campaign began with 2 simple truths: Exceptional lives are born of exceptional journeys and exceptional journeys require exceptional companions.Not only was the concept of using worlwide icons as guide through the world’s greatest metropolitan cities innovative, the execution made it unique.

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A trove of original content, photos, films, musical score, mixed with the personality commentary appealed to the viewer’s imagination and created an intimate connection with the campaign.

This was also a significant shift away from traditional luxury communication,as the content did not focus on the actual product. It also shifted from typical web standards, using lengthy content and creating a mood of total immersion and a first for online luxury brand content.

An Overview of the stories and experiences we created

Watch Paris by Catherine Deneuve Trailer:

Watch Trailer for London by Keith Richards

The 6 Chapters created for André Agassi and Steffi Graff

From the start, we were immediately seduced by the idea of creating journeys driven by sound, and knew digital would be play a central role in this campaign. We did something unexpected and didn’t use any product focussed content online, but rather gave consumers stories that are true to the brand DNA.”

– Antoine Arnault, Communication Director, Louis Vuitton

source (French)

Following the iconic visual created by Annie Leibovitz, we worked. with Sofia Coppola who decided to shoot the digital components herself in Marrakech. and for Francis Ford Coppola, we created an interactive story with multiple chapters to uncover his San Francisco