The Louis Vuitton Spring/Summer 2016 campaign features an unorthodox model: Her name is Lightning - the heroic figure in 'Final Fantasy', a cult fantasy game created by Hironobu Sakaguchi. See the campaign video below:
Creative designer Nicholas Ghesquiere said:
“If we push the reflection about heroines, or what might constitute the nature of a woman whose actions can be so courageous that she becomes superior and iconic, it becomes obvious that a virtual entity integrates with the founding principles of the Maison. Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life. She is also the symbol of new pictorial processes. How can you create an image that goes beyond the classic principles of photography and design? Lightning heralds a new era of expression.”
The concept is truly groundbreaking – pushing the boundaries of conceptual advertising to the point of futurism. I am currently undergoing research for my Consumer Culture module, in which I will need to create a formal marketing report aimed towards the Japanese consumer. The unorthodox model within the campaign, a fictional game character, interprets the essence of a heroine. I feel that this could be a strategy of attracting the Japanese market – by appealing to the system of Confucianism, or the "ethical-sociopolitical teachings". This campaign has inspired me to research ‘heroic’ figures to use as a celebrity endorsement within my marketing strategy.
REFERENCES
Nicholas Ghesquiere Quote retrieved from:
http://eu.louisvuitton.com/eng-e1/articles/series%C2%A04%C2%A0lightning-a%C2%A0virtual%C2%A0heroine
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