PARIS, May 7, 2010 – Three of the greatest footballers of all time are portrayed by the lens of Annie Leibovitz for the latest visual in Louis Vuitton's Core Values advertising campaign, produced by Ogilvy Paris.
Pelé of Brazil, Diego Maradona of Argentina and France's Zinedine Zidane all won football's ultimate prize, and all wore the emblematic N°10 shirt. For Louis Vuitton, they met up in the Café Maravillas, a typical bar in Madrid, and were tempted into a game of table football. Would these three soccer greats bring to this new match the legendary skills they displayed on the pitch? And who would emerge victorious? Annie Leibovitz's image leaves the suspense intact, but clearly captures the atmosphere of fun and friendly rivalry. By the bar, a Louis Vuitton Pégase cabin case in Mon Monogram is personalized with the initials of Zinedine Zidane, while a Keepall rests on a stool nearby. The tagline reads: "Three great journeys, one historic game."
Antoine Arnault, Head of Communications at Louis Vuitton, comments: "What true football fan has not dreamt of seeing these three living legends – Pelé, Maradona and Zidane – play each other? Louis Vuitton is honoured that they agreed to team up for our Core Values campaign."
The new Core Values, produced by Ogilvy Paris, visual will appear in the June 2010 issues of international titles. Simultaneously, the dedicated website louisvuittonjourneys.com will feature a conversation between the three players, in which they discuss their careers, recall the great matches they played in, and exchange views on the world's favourite game. To finish, Pelé and Zidane challenge each other to a match of table football.
In the context of its on-going commitment to environmental responsibility and sustainable development, Louis Vuitton is making a donation to The Climate Project, spearheaded by Nobel Peace Prize winner Al Gore, on behalf of Pelé, Maradona and Zidane.
Louis Vuitton Communication Institutionnel
Alexandra Mendès-France - Andréa-Axel Morville
2, Rue du Pont Neuf – 75001 Paris
Tel: 01 55 80 44 35
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