Louis Vuitton, the iconic fashion and accessories house under global luxury conglomerate LVMH, has launched its newest brand campaign featuring the football icons Lionel Messi and Cristiano Ronaldo. The campaign, under the tagline “Victory Is a State of Mind,” was photographed by Annie Leibovitz and dropped one day before the opening day of the FIFA World Cup 2022 in Qatar.
The campaign is reminiscent of Vuitton’s 2010 Core Values campaign featuring celebrated players Pele, Maradona and Zinedine Zidane playing table football. However, here, Messi and Ronaldo are shown intently playing chess on the checkerboard canvas of a Louis Vuitton Damier attaché case.
Antoine Arnault, who heads image and communications at LVMH, said he was “really proud” of having helped bring about this campaign. He described the players as "Two kings. Two idols.”
BFKN served as lead counsel to Louis Vuitton. The team was led by Daniel Dominguez and Kait Kelly.
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