LVMH | THE PARTNERSHIP THAT CHANGED EVERYTHING | 2025
No Logos on the Field, So They Dressed the Whole Country Instead / LVMH "THE PARTNERSHIP THAT CHANGED EVERYTHING"
The Olympics doesn't let brands put logos in the competition areas. LVMH paid 150 million euros, and instead of placing a logo anywhere, it chose to become the Games themselves.
The problem
The Paris Olympics marked the first time France hosted the Games in a century. But the Olympics strictly limits brand exposure. Rather than simply putting up signage, LVMH chose to help build the Games themselves through the craftsmanship of each of its maisons.
The insight
They found a story that connected craftspeople and athletes: both push their limits every single day. The CCO of Havas Play said, "We didn't just want to show things, we wanted to create something new." Even casting Léon Marchand followed this logic—not because he's a champion, but because he's a creator.
The idea
Chaumet embedded a fragment of the Eiffel Tower into the medals. Louis Vuitton made the medal trays and the trunk for the torch. Berluti dressed the French team, Dior styled performers for the opening and closing ceremonies, Sephora added color to the torch relay, and Moët Hennessy handled the victory celebrations. For "Lines," they even created visuals where a javelin looks like a sewing needle.
What happened
The campaign won the Grand Prix in the Luxury category at Cannes Lions. It was a joint effort between Havas Play, Havas Paris, Publicis, and Auditoire.
Afterthought
In a place where you can't advertise, they chose not to advertise. By becoming the medals themselves, the trunks themselves, the ceremonies themselves, they ended up being the most visible thing of all. It's the ultimate loophole—and also the ultimate form of respect.
Awards
- Cannes Lions Grand Prix 2025
