LVMH Wins Luxury Grand Prix for Paris Olympics Campaign
Luxury giant LVMH has clinched the coveted Luxury Grand Prix at the 2025 Cannes Lions International Festival of Creativity. This prestigious award acknowledges the brand’s inventive partnership with the Paris 2024 Olympic and Paralympic Games, a fusion of sport and high fashion.
A Winning Partnership
The award recognizes an extensive collaboration managed with Havas Play and Havas Paris for creative execution, Publicis for media and press strategy, and Auditoire for Pavilion design. This multifaceted approach showcased the alliance between luxury and the global sporting event.
“This Grand Prix is an immense joy for all our teams and Maisons. One year later, we are just as proud! We are thrilled to have showcased France through our craftsmanship and contributed to creating unforgettable memories of an adventure that captivated the entire world.”
—Antoine Arnault, Image & Environment, LVMH
The partnership was exceptionally successful, leading to unprecedented visibility. Luxury brands are increasingly targeting sports marketing; global spending on sports sponsorship is projected to reach $90.2 billion in 2024 (Statista).
“Artisans of All Victories” Narrative
The “Artisans of All Victories” narrative underscored the integration of craftsmanship, sport, and national pride. LVMH’s initiative highlighted its diverse brands and their contributions to the Games. Several iconic designs marked the event.
- Chaumet crafted medal designs featuring an Eiffel Tower fragment.
- Louis Vuitton designed trunks for medals and torches, plus trays for medal ceremonies.
- Berluti outfitted French Olympic and Paralympic athletes.
- Dior created outfits for several performers at the opening and closing ceremonies.
- Sephora animated the Torch Relay across France.
- Moët Hennessy celebrated victories with champagne in dedicated spaces.
- LVMH designed uniforms for medal presenters, made in France with recycled materials.
The brand also supported inspiring athletes. They included Antoine Dupont, Léon Marchand, Mélanie de Jesus dos Santos, Enzo Lefort, Pauline Déroulède, Marie Patouillet, and Timothée Adolphe, all featured in LVMH campaigns.
The exceptional results—both in visibility and public engagement—were evident, as demonstrated by widespread coverage across both international media outlets and various social media platforms. The campaign successfully merged the world of luxury with the excitement of the Olympic Games.
