Louis Vuitton: why is the campaign featuring Messi and Ronaldo causing such a stir?

The photo of the two football stars made the rounds on social media this weekend, showing the two men playing chess. But not only that…

On Saturday, the two famous football players, Lionel Messi and Cristiano Ronaldo, posted the same photo on Instagram at the same time. The photo is actually a campaign for Louis Vuitton, in which the two men are playing a game of chess.

In the caption, Cristiano Ronaldo writes: “Victory is a state of mind. A long tradition of trunk making photographed by @annieleibovitz for @louisvuitton”. More than 24 hours after it was posted, the photo had already garnered more than 50 million likes on both accounts, becoming the second most liked photo of all time on the platform.

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Une publication partagée par Leo Messi (@leomessi)

The two players have been rivals for years, and this photo is a high-profile marketing coup. According to several sources, this chess match was inspired by the draw between Magnus Carlsen and Hikaru Nakamura in 2017. Ronaldo and Messi have not met in a Champions League or World Cup final since Manchester United and Barcelona.

But according to several predictions, if Portugal and Argentina each top their respective groups, the two players will have a chance to meet again at the World Cup in Qatar.

The bag is rumoured to be a metaphor for the trophy, while the two players placing their pieces on the board illustrates the strategy for getting their respective teams to the final.

Featured photo : © Louis Vuitton

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Hélène Cougot

Passionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.