The whole world admires and admiringly acknowledges the World Cup belongs to Messi on the final night, but when looking at the media aspect, Louis Vuitton is the high-fashion brand that won the World Cup season. The talking numbers surrounding the century photo after a month of posting speak for themselves.
Louis Vuitton wins the world cup 2022
Rivals Cristiano Ronaldo and Lionel Messi appeared together for the first time in an advertising campaign, going head-to-head in a Louis Vuitton chess game. The two characters have personal rivalries, their careers overlap almost perfectly. In addition to rivals on the pitch, Cristiano Ronaldo and Lionel Messi are also two faces that are won by Adidas and Nike – also rival brands.
Now, for the first time, they appear side by side in an advertisement, sitting across from each other in a game of chess and contemplating their next move. Two “old masters” are playing a game of strategy, like what they are about to do to win the World Cup, the only prize that has eluded their illustrious careers.
The author of the photo is photography legend Annie Liebovitz, who has a treasure trove of historical photographs. It’s a very simple photo, but combined with the timing of the launch and the many metaphors that are coined, it makes for a great piece of marketing for luxury fashion.
Although, a spokesman for Louis Vuitton refused to answer how much it costs to sponsor Messi and Ronaldo, but according to Cash N Sports statistics, an article published by Cristiano Ronaldo will cost 2 million. dollars. Equally, $1.7 million is the price for a post on Messi’s 390 million-followed social media site. “Lots of rice and money”, Louis Vuitton has splashed millions of dollars for a photo that will go down in history.
As it turns out, the pieces on the chessboard are not randomly arranged at all. Instead, this is a chessboard that recreates a pivotal moment in the 2017 match between two chess masters, Magnus Carlsen and Hikaru Nakamura.
In chess, the white piece always makes the opening move, to the detriment of the black piece. This can be understood that Ronaldo has more physical advantages than Messi such as height, fitness, and speed. On the other hand, because of his low center of gravity, great game IQ, and near-unbeatable technical ability, Messi can be considered the ideal tactical soccer player. The message behind this is the continuation of the never-ending debate over who is really the “Greatest of All Time”, Ronaldo or Messi.
Unfortunately for anyone hoping for a confrontation at the 2022 World Cup, when Portugal lost to Morocco on December 10, Ronaldo could not meet Messi in the final. And of course who is better than who is still a big question mark.
However, Louis Vuitton probably doesn’t care because no matter who wins, the brand will still be present in the solemn moment. Because the 2022 World Cup trophy is presented in the famous Louis Vuitton chest. A wise move that the fashion house Louis Vuitton took from the beginning.
And then Messi led the world to go from feeling nervous to breaking down in the final victory. He was emotional, “This is my fifth World Cup. The most memorable victory was being applauded by the people of Argentina. It was a great win for me.”
The image of the Louis Vuitton chest goes down in World Cup history not only because of the 2022 trophy but also because it is associated with the first and last World Cup trophy of Messi’s football career: “I think it’s spectacular when The trophy was in a Louis Vuitton suitcase. This trophy is very important, it is the most prestigious award in football. It deserves the best of the best.”
Why spend tens of dollars when Louis Vuitton only put two suitcases in the frame and not a new logo or item? Or Louis Vuitton wants to boost sales of this item?
The placement of the blockbuster chest could help preserve Vuitton’s exclusivity as a superlative fashion brand. The photo of Messi and Ronaldo also draws attention to the famous Damier Azur checkerboard motif, a best-selling “signature” of the brand.
According to analytics site Launch Metrics, the Louis Vuitton branded chess photo created an online buzz worth an estimated $13.5 million in just 48 hours. This is more than double Adidas’ recent collaboration with K-pop supergroup BLACKPINK and about 40% higher than the excitement surrounding the Versace Jungle Dress revival with Jennifer Lopez in 2019.
No need to try to reach into the sportswear market, what Louis Vuitton wants is to enhance the reputation of the world’s most luxurious brand. Thereby stimulating the desire for ownership of potential customers. Being both a chess board of two soccer superstars and a brand sponsor of a treasure chest containing a prestigious cup, the screen “taking waves” at special moments has proven that the 2022 World Cup can only belong to Louis Vuitton.
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