LVMH Brings Home the Lion
LVMH’s Paris 2024 Olympic campaign wowed the world and won the Luxury Grand Prix at Cannes Lions for its bold creative vision.
LVMH has been awarded the coveted Luxury Grand Prix at the 2025 Cannes Lions International Festival of Creativity, in recognition of its visionary campaign created in partnership with the Paris 2024 Olympic and Paralympic Games.
This distinguished accolade celebrates an ambitious and fully integrated campaign, realised in collaboration with Havas Play and Havas Paris on creative execution, Publicis for media and press strategy, and Auditoire for the architectural design of the LVMH Pavilion.
Credit: LVMH
At the heart of the campaign was a bold and unifying narrative, "Artisans of All Victories", which seamlessly fused the worlds of craftsmanship, sport, and national pride.
It was a striking demonstration of how the creative energy of LVMH and its Maisons can elevate a global event while celebrating French excellence on the international stage.
“This Grand Prix is a tremendous source of pride for all our teams and Maisons. A year on, the emotion remains just as vivid. We are honoured to have showcased the best of France, its artistry, and its spirit, creating indelible memories of an event that inspired the world.”
— Antoine Arnault, Head of Image & Environment, LVMH
A number of exceptional contributions from LVMH’s Maisons punctuated the Games:
- Chaumet transformed the medals into fine jewellery, each one set with a fragment of the Eiffel Tower.
- Louis Vuitton created the presentation trunks for the medals and torches, as well as the trays used in official ceremonies.
- Berluti dressed the French Olympic and Paralympic delegations for the Opening Ceremonies.
- Dior designed performance attire for artists featured in the opening and closing events.
- Sephora animated the Torch Relay across France, engaging local communities.
- Moët Hennessy, as the official champagne partner, brought celebratory flair to dedicated hospitality spaces.
LVMH also designed and produced elegant uniforms for medal presenters, made in France using recycled materials; combining sustainability with craftsmanship.
Further enriching the campaign’s impact, LVMH supported a remarkable group of Olympic and Paralympic athletes whose life stories reflected the spirit of the “Artisans of All Victories” message.
Ambassadors including Antoine Dupont, Léon Marchand, Mélanie de Jesus dos Santos, Enzo Lefort, Pauline Déroulède, Marie Patouillet, and Timothée Adolphe featured throughout LVMH’s communications during the Games, adding depth and humanity to the campaign.
The results were exceptional, with unprecedented global media coverage, widespread public engagement, and a lasting legacy of a campaign that positioned French luxury and creativity at the heart of a historic international event.
