Case Study for the Digital Experience
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.
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.
Trailer for the Catherine Deneuve Journey.
Andre Agassi and Steffi Graff Journeys