LVMH - Havas Events

LUXURY BRANDS HAVE SO MUCH TO SHARE!

The Journées Particulières are a unique opportunity for the LVMH Group’s Houses to showcase their heritage and the decisive role they play in society and the economy, and also to reduce the distance that can sometimes exist between them and the general public.

By presenting their know-how and their stories, by showcasing their most beautiful creations, by introducing the public to the experts who make up the Houses on a daily basis, by revealing a few secrets, the Group’s Houses have shared a part of the dream with a passionate public, increasingly in demand of content.

For this 5th edition, over the course of 3 days, all over the world, a whole universe of excellence demonstrated its cultural identity, creativity and commitment.

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THE REQUEST

LVMH would like to renew this generous and interactive event, which has acquired a kind of timeless character beyond the current context. This 5th edition, which takes on an original dimension after the period of health crisis, celebrates the pleasure of being together, meeting people, living unique moments and experiencing direct contact with designers and artisans who share their passion and their craft.

How can we renew interest so that the public will want to come back, and what concept/experience will give the event its full scope in terms of communication?

OUR PROPOSAL

The agency proposed to build the JPs around the signature “Savoir Faire Rêver” (Know how to dream), and to roll it out in all its forms: a powerful Social Media campaign, an international poster campaign, the production of a teaser with the participation of Antoine Arnault, the setting up of special itineraries (general public, internal, employer brand, Métiers d’Excellence, press/influencers, VIPs, shareholders, associations) and a launch party.

Overall support and coordination of the event with all the Houses worldwide, for maximum fluidity and information sharing: conferences, workshops, guided tours and masterclasses led by the artisans of each House.

Ensuring that the event is as ecologically responsible as possible (recyclable materials, shared production and logistics processes, etc.).

A constant challenge over the years, deployed internationally with 57 Houses and 93 venues in 14 countries.