From the July Zeitgeist…
What is a journey? If you believe that it’s a process, a discovery of one’s self; that life itself is a journey, then you should have thought of putting that into the copy for your campaign before Ogilvy Paris did it for Louis Vuitton.
Consumers are increasingly comfortable with shopping for luxury goods online, as long as the experience remains consistent with that of the retail environment of their favourite boutique, (witness Luisaviaroma.com and Dior). The Vuitton Journeys site goes a step further, completely immersing the user in the experience of living with their brand. Their website chapters for each campaign feature photography from Annie Leibovitz, with music composed especially for the site and video podcasts.
The campaign strategy imagines Journeys as “individual trajectories”. It focuses on those in politics, art and culture who have had their own remarkable journeys; Gorbachev, Francis Coppola, Madonna. The latest commemorates the 30th anniversary of the Apollo 11 moon landing, with the label “Some Journeys change Mankind forever”.
Founded over 150 years ago by Mr. Vuitton, the first person to put his name – and thus his brand – on his products, it is part of the holding company LVMH. Both it and it’s archrival, PPR (owner of Balenciaga, YSL, Gucci, and many more) have recently pushed their green credentials to the fore while maintaining their aura of exclusive indulgence (Louis Vuitton has never, ever had a sale). Louis Vuitton’s Journeys campaign is in association with the Oscar-winning, Nobel-winning, almost-President Al Gore’s Climate Project. Supporting copy appears at the bottom of all print ads, and 15% of every online purchase from Vuitton goes to the Project. PPR has just launched a film called “Home” to motivate people into changing the way they live their lives. The film features absolutely stunning satellite imagery of Earth; a glimpse of a place in dire need of saving. Find it on YouTube; it will also be screened in cinemas around the world over the next few months.
Both efforts recognise a real desire with their target audiences to create a more sustainable way of living.