French fashion house Louis Vuitton commissioned Russian statesman Mikhail Gorbachev to feature in an advertising campaign for luggage, launched online at journeys.louisvuitton.com. The site includes a print advertisement, a few reflections on travel by Gorbachev, and a guided tour of Moscow, with Gorbachev’s commentary in Russian, translated into the language of the viewer’s choice.
76 years old Gorbachev sits in a limousine driving past the Berlin Wall. In his luggage is a Russian language magazine with a headline, “Litvinenko’s Murder — They Wanted to Give Up a Suspect for $7,000.” The Louis Vuitton advertisement includes the text, “A journey brings us face to face with ourselves”.
The former president told the French luxury label that he wanted to be pictured by the Berlin Wall because one of his proudest moments was when it came down. The spokesman says Gorbachev believed the photograph could be beautiful and symbolic.” Vuitton made donations to Green Cross International, founded by Gorbachev, as well as The Climate Project, founded by Al Gore.
The Journeys print campaign was developed at Ogilvy & Mather, Paris, by creative director Christian Reuilly, art director Antoaneta Metchanova, copywriter Edgard Montjean, art buyer Laurence Nahmias and photographer Annie Leibovitz.
The Louis Vuitton site was developed at Ogilvy Interactive Paris, by creative director/art director Frédéric Bonn, Lang Teav, Cedric Aceres, copywriters Rosecrans Baldwin, Virginie Achard, Flash designers Lang Teav and Sami Meziani, art producer/3D artist Sylvain Negro, and developers Sami Meziani and Ivan Zindovic.
Photos for the Moscow series were taken by Frédéric Guélaff, with sound and design by Mathieu Baillot.