Project 2 : Luxury Ad Campaign PROCESS BOOK
“ Timeless Chic you deserve.” Irene Lai Professor Kara O’Connell LXFM 504 – Visual Communication for Luxury Marketing Fall quarter 2020
Louis Vuitton Pont 9 Handbag
Content Part 1. Marketing Brief and Art Direction Treatment Brand story Marketing mix – 4P theory Big idea Mood board
Part 2. Creative Strategy Big idea of ad. campaign – Louis Vuitton Pont 9 Handbag Art direction Art treatment Production schedule
Part 3. Final three luxury advertisements Three advertisements – print ads
Creative Team Member Reference
Part 1. Marketing Brief and Art Direction Treatment
Brand story
Since 1854
Louis Vuitton is a French luxury brand founded in 1854 by Louis Vuitton. The brand provided leather luggage in the beginning but soon it developed itself as well-established name in luxury market segmentation, by incorporating leather into majority of items. Louis Vuitton insists in highquality of craftmanship, exquisite design and endurable utility, shaping classic and prestige image over ages. Famous monogram of LV was made the worldwide patent in 1896 that successfully stopped counterfeiting. The brand has seen the creation of LVMH group in 1987, strengthening its reputation in luxury world. Nowadays, LV is one of blockbuster brands in fashion industry, providing upscale apparels, bags and other luxury items. In addition of timeless feature, LV bears its innovation in modern era and has been viewed as the most valuable brand so far. Courtesy of LOUIS VUITTON
Part 1. Marketing Brief and Art Direction Treatment
Marketing mix Product • • • •
Leather luggage Handbag Apparels Shoes
Place Official websites Specialty stores E-commerce (e.g.)24S.com
• • •
Promotion
Price •
Selected the price in terms of value at premium level, ranged from $50
• • • • •
TV Commercials Fashion Magazines Billboard Poster Banner
Part 1. Marketing Brief and Art Direction Treatment
Big idea ◼ To deliver the best “value for money quality” in original luxury design ◼ To provide endurable goods and exclusive service for guests
Courtesy of LOUIS VUITTON
Part 1. Marketing Brief and Art Direction Treatment
Mood Board
Part 2. Creative Strategy Louis Vuitton Pont 9 Handbag
“ Timeless Chic you deserve.”
tw.louisvuitton.com
Big Idea of Ad campaign PONT NEUF, NEW ERA.
The new collection of Louis Vuitton, Pont 9 (Pont neuf in French) handbags cast a light on the lockdown period. The archival logo of LV circle is reinterpreted by Nicolas Ghesquière as a modern throwback, embodied perfect image of now-iconic signature which combines contemporary lines with timeless leather, giving us a brand-new vision to face the music. We are empowered with the softy vibe it created, to experience Parisian Effortless Chic in Taiwan. Besides, it seems that we all tend to pursue a simpler living ways, to avoid complicated situation going on fiercely. Pont neuf means “new” in English, unveiling a new era to us, with its smooth padded leather and archival golden logo in the middle, featuring simplicity entirely. Even under the lockdown, Louis Vuitton states firmly that “ Style is timeless, you deserve your own chic” all the time.
Louis Vuitton – Pont 9 handbag
Art direction • • • • • • •
Effortless chic Simplicity Parisian à Taïwan Timeless Nouveau era Modern Urban
Art treatment Location : 1/ National Taichung Theater 2/ Zero Space
Direction: 1/ Urban area 2/ Green view 3/ Modern architecture
https://www.facebook.com/zerospace308/
https://www.npac-ntt.org/index
Pinterest Pinterest
Posture : 1/ lean to one side 2/ standing still in modern vibe 3/ bossy style (sitting) 4/ heroin chic expression 5/ gazing at the distance
Courtesy of Louis Vuitton
Hair Style: 1/ hair down 2/ pony tail 3/ half bun
Makeup : 1/ earth tone yet noticeable @ margo1robbie
Outfit : 1/ white blouse 2/ white T-shirt 3/ plaid blazer 4/ black pants 5/ suit coat
Lighting: 1/ outdoor 2/ nature
Color Grading: 1/ monochrome 2/ vintage
Model: Zora Lai
Camera : iphone 8plus
Production schedule ◼ Preparation : Oct.12 - 16 ◼ Shooting on set : Oct. 17 ◼ 1st Editing : Oct. 18 ◼ 1st Review : Oct. 19 - 20 ◼ 2nd Editing : Oct. 21 - 22 ◼ 2nd Review : Oct. 23 - 24 ◼ Approval/Launch : Oct. 25
Part 3. Three Advertisements 1/
2/
3/
Creative Team Member
Model : Zora Lai Stylist : Irene Lai Photographer :Irene Lai Layout editing : Irene Lai Review : Sunny Chen Finalized date : Oct.24.2020
Reference
Pinterest.com
Instagram @ margo1robbie @louisvuitton https://www.npac-ntt.org/index https://www.facebook.com/zerospace308/ https://tw.louisvuitton.com/ https://www.google.com/url?sa=i&url=https%3A%2F%2Ftravel.yam.com% 2FArticle.aspx%3Fsn%3D117214&psig=AOvVaw2KiTeZUhHrrCwbOWaMXeY E&ust=1631248851234000&source=images&cd=vfe&ved=0CAsQjRxqFwo TCOjvltaJ8fICFQAAAAAdAAAAABAI