The season for everyone who loves football has arrived, held in Qatar, which is the FIFA World Cup. Not only the football fans, but every business is also filled with excitement from this game, as the World Cup has been acknowledged as the biggest platform for advertising. Companies compete to make the most interesting and influential campaigns to attract the attention of people all over the world. One of the most shocking campaigns among the others is the Louis Vuitton campaign. Louis Vuitton has been known to be the designer for the FIFA World Cup Trophy’s Travel Trunk since 2010. In addition to designing the travel trunk for the World Cup trophy, it has launched a capsule collection of football-themed leather goods.
This year, Louis Vuitton came up with a campaign “Victory is a State of Mind”, which was launched a day before the opening of the FIFA World Cup. It featured two most influential football players of all time, in other words two GOATs of football in one frame, Christiano Ronaldo and Lionel Messi. In the picture, Ronaldo and Messi were playing chess on top of the Louis Vuitton trunk. The position of the chess is believed to mimic an iconic game between Grandmaster Magnus Carlsen and Hikaru Nakamura, which took place at Norway Chess in Stavanger in June 2017.
This iconic photo broke the internet through LV, Ronaldo, and Messi posts on their social media. According to the Launchmetrics scoring system that assigns a monetary value to every post, interaction or article about a brand to measure its performance and impact, Ronaldo’s post is believed to had a media impact value of $2.8 million in the first 48 hours, while Messi's post had a value of $2.6 million, and Vuitton’s post was worth $1.1 millions. With only media report ad, LV media impact value (MIV) is believed to be worth around $13.5 millions, according to data and insights firm.
Sources : wwd.com