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Article: Vuitton tinkers with old toys. (Louis Vuitton) (Brief Article)
- Article from:
- WWD
- Article date:
- January 28, 1994
- Author:
CopyrightCOPYRIGHT 1994 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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PARIS -- After years of stately, sometimes predictable product shots, Louis Vuitton is toying with some new ideas...literally.
The company's latest international campaign, which kicks off in France on Feb. 22, features images of tin toys from the first half of the century -- motorcycles, model cars, delivery vans and ostrich carts -- all carrying miniature Vuitton luggage.
Shot by Vuitton's long-standing photographer Jean Lariviere, the ads carry the tag-line: "Louis Vuitton luggage: always the unexpected, since 1854." Vuitton's ad agency remains RSCG, based in Paris.
Vuitton expects to spend half its entire advertising and promotion budget ...