Life Is a Journey

The Louis Vuitton Core Values campaign was the pitch winning idea that started the relationship between Louis Vuitton and Ogilvy & Mather Paris. I was fortunate enough to lead this pitch and this account for the 6 years I have spent at Ogilvy. This was a truly special experience and a truly unique campaign that marked the luxury industry forever.

In this campaign, the prestigious trunk maker and pioneer in the art of travel reaffirms its rich 170-year history and longstanding ties with outstanding figures the world over. The campaign revisits the brand’s heritage with a completely fresh interpretation of the concept of travel in an emotional sense, viewed as a personal journey, a process of self-discovery.

The campaign debuted in September 2007 in major international titles alongside seasonal fashion ads. International statesman Mikhail Gorbachev, husband-and-wife tennis stars André Agassi and Steffi Graf, and film icon Catherine Deneuve were the four fascinating personalities of global stature who were photographed for Louis Vuitton by renowned portrait photographer Annie Leibovitz for the inaugural wave of this campaign. They were soon followed by many other iconic personalities.

Results: this campaign won more than 100 national and International creative awards and contributed to the 13% increase globally of Louis Vuitton Monogram products over its first 2 years.