Keith Richards, legendary guitarist and songwriter for the Rolling Stones, was featured in Louis Vuitton’s global Core Values campaign.
The campaign, produced by Ogilvy & Mather, presented travel—as a personal quest and a process of self-discovery—as the fundamental and defining value on which Louis Vuitton continued to build at the time.
For the latest advertisement in this campaign, Annie Leibovitz photographed Keith Richards playing his guitar in a hotel room. With black scarves draped over the lamps and a skull on the bedside table, he transforms the room into a setting that suits him.
Antoine Arnault, Head of Communications at Louis Vuitton: "Keith Richards absolutely needs no introduction. He is a global icon and an inspiration to millions of people. We were therefore honored that, following Mikhail Gorbachev, Catherine Deneuve, Steffi Graf, and Andre Agassi, he agreed to represent Louis Vuitton in this way.
This was the first time in his career that Keith Richards had taken part in an advertising campaign. It is hard to imagine anyone who better embodies travel as a personal, emotional quest."
Some journeys cannot be put into words. New York, 3 am. Blues in C.
As with the first part of the campaign, Louis Vuitton—actively committed to environmental protection and sustainable business—made a donation on Keith Richards’s behalf to the Climate Project of Nobel Peace Prize winner Al Gore. This first advertisement in a new portrait series was scheduled to appear in major international publications in April 2008.
More about Louis Vuitton: www.louisvuitton.com
