Louis Vuitton’s Core Values ad campaign started in 2007 and highlights important values and journeys promoted by the company.
U2’s legendary lead singer, Bono, and his wife, Ali Hewson, star in Vuitton’s latest campaign.
The couple have long been vocal advocates in the fight against poverty in Africa. They created the ethical fashion line, Edun, in 2005. It is a collection of fair-trade clothing produced in Africa by Africans.
Louis Vuitton and Bono were on the same wavelength. The slogan of the new campaign is "Every Journey Begins in Africa."
The campaign was shot by famed photog Annie Leibovitz. The famous couple wore clothing from their Edun line and were photographed on the African plain.
In the ad, Ali Hewson carries a bag jointly designed by Louis Vuitton and Edun, an embossed Monogram Revelation Keepall 45 made of brown leather. Bono carries a guitar case and a waterproof Monogram Keepall travel bag.
The couple donated their appearance fee to charity, including the TechnoServe organization in Africa, the Conservation Cotton Initiative and the Chernobyl Children’s Project International.