CHINA. French luxury house Louis Vuitton has unveiled a vividly immersive brand campaign dubbed ‘Towards A Dream’ at Shanghai Hongqiao International Airport in partnership with JCDecaux Momentum Shanghai Airport Advertising Co*.
Louis Vuitton described the campaign, evocatively captured by Dutch photographer Viviane Sassen, as “A continuation of an enduring quest and perennial voyage towards imagination, freedom and discovery.
“Travel transcends the physical, dreamlike landscapes encounter a spirit of youthful wonder, and self-discovery becomes a personal journey,” the company added.
The campaign embraces 57 airbridges and 114 faces at Shanghai Hongqiao International Airport Terminal 2.
It reaches 100% of Hongqiao’s T2 passenger traffic, from departure to arrival.
Chinese readers can view two short films in Chinese (above) and English (below) that capture the impact and drama of the ‘Towards A Dream’ campaign. They are also available to non-Chinese readers via our YouTube channel (below).
Click on the YouTube icon above to discover how, as part of an enduring journey exploring dreamlike landscapes around the globe, Louis Vuitton lands in the USA for the latest chapter of its ongoing campaign.
In a series of chapters thus far spanning Iceland, Greece, Jordan and France, this latest campaign touches down in wild surroundings of New Mexico and Texas where the renowned Louis Vuitton trunk acts as an imaginary vessel from which a young boy and his band of friends set out on an adventure. Photographer Viviane Sassen captures whimsical shots depicting the unbridled imagination of youth. In White Sands, New Mexico and the wilderness outside of Austin, Texas, perspectives are played with, shadows enlivened, and nature harnessed.
Music : The Heart Asks Pleasure First (Michael Nyman) © Michael Nyman Ltd, admin. par Chester Music Ltd Interprétée par Michael Nyman (p) 2005 MN Records Ltd Avec l’autorisation de Première Music Group
About JCDecaux Momentum Shanghai Airport Advertising Co
JCDecaux Momentum Shanghai Airport Advertising Co is a joint venture established by Shanghai Airport Advertising Co Ltd, Media Partners International Limited, and Momentum Media International Limited.
Since 2005, the company has signed exclusive advertising operation contracts with Shanghai Airport to operate and develop all the indoor and outdoor advertising media across both Shanghai Pudong International and Shanghai Hongqiao International airports.
JCDecaux Momentum Shanghai Airport Advertising Co is currently embarking on a sweeping digitalisation programme “to deliver the right message to the right person at the right place”.
New China market launch
An update of this article will appear in the October edition of 穆迪达维特中国旅游零售报告 – The Moodie Davitt China Travel Retail Report, a digital magazine launched in July dedicated to our industry’s hottest market.
The title is published in Mandarin and English four times a year across multiple platforms, including a link through from our popular WeChat Official Account.
The launch edition cover story was dedicated to China Tourism Group. Please click on the image to read. The next edition will also feature a comprehensive follow-up on CTG Duty-Free’s Global Offering and Hong Kong secondary listing. Please email Kristyn@MoodieDavittReport.com for a free first-year subscription and Irene Revilla at Irene@MoodieDavittReport.com for advertising details.
