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The Strategy Behind Louis Vuitton’s Viral Football Campaign

The Annie Leibovitz-lensed luggage campaign harnessed the power of football superstars Cristiano Ronaldo and Lionel Messi to earn the most Instagram ‘likes’ ever, while sidestepping World Cup controversy and staking out precious brand territory.
Football superstars and longtime rivals Lionel Messi and Cristiano Ronaldo play chess on a Louis Vuitton trunk in a campaign shot by Annie Leibovitz.
Football superstars and longtime rivals Lionel Messi and Cristiano Ronaldo play chess on a Louis Vuitton suitcase in a campaign shot by Annie Leibovitz. (Louis Vuitton)

Louis Vuitton’s latest luggage campaign has been hard to miss.

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Further Reading

Can the Changes at Gucci Reignite Growth?

Luxury’s biggest pre-pandemic success story is reinforcing its high-end credentials as it works to transition from an era of fashion-driven ‘reinvention’ to a new chapter of ‘sustainable elevation.’

About the author
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

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