photo: Annie Leibovitz | Inside every story, there is a beautiful journey
Ogilvy & Mather’s award-winning campaign once again makes clear that travel, interpreted as a personal journey, is Louis Vuitton’s fundamental core value.
The portrait was set in the countryside outside Buenos Aires, where Francis Ford Coppola was filming his latest movie. The director held a script as he talked with Sofia, who was lying in the grass. The scene had a luminous, almost Impressionistic quality, making it clear to the viewer that father and daughter were serenely exchanging ideas.
Inside every story, there is a beautiful journey
Pietro Beccari, Senior Vice President of Communications and Marketing at Louis Vuitton, said: "This magnificent portrait [...] shows the unique value of a father-daughter relationship in which both are enriched by a shared experience, while also referencing Louis Vuitton’s heritage through the suggestion that knowledge is passed from one generation to the next."
At the time, Louis Vuitton emphasized its commitment to a more responsible environmental policy and sustainable development, and made a donation on behalf of Sofia and Francis Ford Coppola to The Climate Project, an initiative led by Nobel Peace Prize winner Al Gore.
The new portrait, the fifth in a series of portraits of remarkable people released by Louis Vuitton, was scheduled to appear in leading international magazines beginning in July 2008.
