Chase Your Dreams Stylishly With Louis Vuitton
We all have this deep desire to know the unknown, explore, travel, and see as much of mother Earth as possible in this very short life (And have as many foodgasms as we can). This desire to travel and explore is what Louis Vuitton explores in its “Toward a Dream” campaign.
Louis Vuitton embarks on a far-reaching journey, exploring dreamlike settings around the globe in an evocative ode to the inner child. — Louis Vuitton
The campaign takes us on a journey across the globe with childlike wonder through various Louis Vuitton travel bags and trunks acting as a vessel. The campaign photos capture some of the most beautiful shots of the bags in various story series. The videos in the campaign featured a series of short films that showcased Viviane Sassen’s meaningful photography capturing whimsical shots depicting the unbridled imagination of youth.
The Objective
Louis Vuitton aimed to celebrate the brand’s heritage and its association with travel and exploration via this campaign. The campaign’s ultimate goal was to inspire Louis Vuitton’s customers and fans to pursue their dreams and to encourage them to live a life of adventure and exploration (just with a Louis Vuitton in hand).
The campaign is designed to establish Louis Vuitton as a company that is dedicated to encouraging people to follow their passions by emphasizing the value of creativity, tenacity, and innovation and to always be curious just like the child in us.
Call To Action And How They Got Target Audience To Do It
While the campaign didn’t have a clear call to action, it was created to evoke a feeling in viewers and present Louis Vuitton as a company dedicated to promoting curiosity and encouraging exploration.
In essence, it sought to portray the company as a partner and supporter of those pursuing their aspirations as well as cultivate a sense of inspiration and empowerment within its target demographic.
They made wonder and inspiration their emotional triggers for this campaign which worked beautifully to invoke the childlike wonder that all of us have and build a deeper emotional connection with the brand. It also emphasized the wise nature and maturity of the brand and reinforced Louis Vuitton’s mastery in making handbags and trunks ever since its inception in 1854.
Content and Digital Platforms
The campaign utilized a variety of media, including short videos, and images to capture attention with the help of Sassen’s skillful photography in each of the different geographical locations. Each chapter is a different location. The locations for this series are USA, France, Chile, Jordan, Greece, and Iceland. In the video attached above, we can see one of these film series, captured by the campaign photographer Viviane Sassen.
Throughout the chapters of this campaign, Sassen’s images and artistic vision were used to tell the tale of a young artist who journeys to desolate landscapes across the globe in order to produce a piece of art that is inspired by the surroundings. Sassen’s distinctive use of vivid colors and abstract shapes, which were employed to represent the artist’s creative process and the unspoiled beauty of the landscape, were on display in this series of short films.
Sassen specifically makes children her muses and each film in the series is of a new location with the same concept of children exploring the landscapes with Louis Vuitton handbags acting as vessels (I mean of course. Everyone has a soft spot for kids). Through her photography, she emphasized the importance of creativity, exploration, and personal growth, and sought to inspire viewers to pursue their own dreams and passions.
To push this campaign out Louis Vuitton made use of several digital platforms but the main four are, Instagram, Facebook, Youtube as well as their own website. Additionally, it also made use of print ads to support its digital platforms outreach.
Conclusion
The campaign was a huge hit not only because of its marvelous photography and videography but mainly because it evoked a sense of longing to travel and explore. It ignited the childlike desire to know everything and dream big. It reminded people of the importance of dreaming big and going after their goals. Louis Vuitton succeeded in building a deeper emotional connection with their consumers and simultaneously reestablished the value of their bags and the reputation for being the best luxury travel companion (I know I would love an LV trunk to be my best travel buddy).
Let me know what you thought of this campaign and the feelings it invoked in you.
