ANNIE MICHAEL by Ogilvy & Mather Paris for Louis Vuitton

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ANNIE MICHAEL

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market France
Agency Ogilvy & Mather Paris
Creative Director Fabio Costa Tbwa\chiat\day
Art Director Lionel Bui
Copywriter Amy Thomas
Released January 2010

Credits & Description

Category: Best Use of Video
Advertiser: LOUIS VUITTON
Product/Service: LUXURY & FASHION PRODUCTS
Agency: OGILVY FRANCE
Date of First Appearance: Jan 26 2010 12:00AM
Entrant Company: OGILVY FRANCE, Paris, FRANCE
Entry URL: http://www.awards-showcase.net/cannes2010/louisvuitton/annie
Creative Director: Fabio Costa (Ogilvy)
Copywriter: Amy Thomas (Ogilvy)
Art Director: Lionel Bui (Ogilvy)
User Experience: David Raichman (Ogilvy)
Motion Design: Erik Soulard (Ogilvy)
Developer: Sami Mezziani (Ogilvy)
Tech Supervision: Frederic Lim (Ogilvy)
Account Director: Virgine Brou (Ogilvy)
Project Manager: Emilie Thoraval (Ogilvy)

English Synopsis
The challenge: The global strategy has always been about redefining "travel", the core values of the brand. Since the last opus on the Astronauts, the campaign has been focusing on capturing the personalities inner emotional lives, so as to present them in a way the public had never seen before. The creative idea: Annie Leibovitz has captured the emotional depths of the subjects for the LV campaign. After M. Gorbachev, C. Deneuve, ... and the 3 astronauts - to name a few - we finally decided to turn the cameras on Annie. We capture her and her friend Mikhail Baryshnikov, one of the greatest ballet dancers of the 20th Century, in an intimate conversation.