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FINAL FRONTIER: Louis Vuitton takes its travel theme “to infinity and beyond” in its latest “Core Values” campaign underlining its travel roots:
The campaign features astronauts Buzz Aldrin, Jim Lovell and Sally Ride, marking the 40th anniversary of “One giant leap for mankind.” The image by Annie Leibovitz of the trio in a battered vintage pickup truck, gazing at the moon from the California desert, is slated to appear in a range of international magazine titles in July. In tandem with the print campaign, Vuitton will introduce an interactive Web site at louisvuittonjourneys.com, slated to launch July 2 with a making-of video of the Leibovitz shoot and interviews with the three astronauts. Aldrin made history with Neil Armstrong in July 1969 when the two men were the first to set foot on the moon. Lovell was commander of the ill-fated Apollo 13 mission in 1970, while Ride was the first American woman to enter space aboard the Space Shuttle Challenger. WWD first reported the trio would pose for Vuitton on March 30. Created by agency Ogilvy & Mather, the Core Values spots also have featured the likes of Mikhail Gorbachev, Catherine Deneuve, Keith Richards and Sean Connery — and some monogram canvas travel bags. — Miles Socha
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