LOUIS VUITTON

The Politician

Background: Louis Vuitton had never engaged an outside agency for placement or integration opportunities.  The brand was looking to raise the awareness of one of its signature bags, the Capucines, and its many style and color variations, through very select entertainment properties.

Ask: LV engaged TMA to establish the Capucines as a wardrobe essential of targeted main characters across TV/OTT/Film properties. Criteria for the property and characters included these factors: 

  • Buzzworthy, with potential of global distribution and/or critical acclaim

  • Opportunity to establish Capucines as part of main character’s wardrobe

  • Character represents ideal LV woman: sophisticated, elegant, classy, stylist and strong (A-lister talent) in age range of 30s/40s

  • Capucines is worn for quality and heritage vs. being ostentatious

  • Capucines will not be associated with any illicit behavior

Results: Through deep relationships with studios, production (including key costumer designers) and talent, TMA secured placements for both the Capucines bag and LV clothing with main characters in The Politician, a highly acclaimed show on Netflix starring Gwyneth Paltrow and Lucy Boyton. 

•Gwyneth shot with (1) red Capucines bag in a key scene in episode 1 and (1) pink Capucines bag in two different episodes.

•The Capucines was visibly on-screen for 05 seconds in the first Gwyneth placement.

•Lucy carried (1) white Capucines bag (and wore white LV booties) in episode 1.

•Front of bag was visibly on-screen in the foreground for 08 seconds.

•Lucy wore a monogrammed leather jacket in an evening scene in episode 2, and a LV gingham collared coat look in episode 3.

•Total Media Value for combined placements: $100K+

 

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