THE CHALLENGE
Show Louis Vuitton’s core values make it more than just a luxury brand; it’s a lifestyle brand.

THE OPPORTUNITY
Louis Vuitton had launched a couple of “Core Values” campaigns, all including a series of ads from 2007-2012 which featured celebrities in different destinations around the world photographed by Annie Leibovitz. Each celebrity introduced a valuable message along their journeys, and on 2011, Angelina Jolie was the chosen spokesperson for Cambodia, although Roger Federer and Rafael Nadal were also considered.

THE OUTCOME
The campaign was launched only on print and on Louis Vuitton’s site, including exclusive videos of the celebrities sharing their powerful stories, communicating an overall message of goodness, and how ‘Life is a journey’. 

Work done in collaboration with Ogilvy, Paris | www.ogilvy.com