LVMH Wins Luxury Grand Prix At Cannes Lions For Paris Olympics Campaign

The LVMH Group has won the prestigious Luxury Grand Prix at the 2025 Cannes Lions International Festival of Creativity for its multi-brand campaign developed around the Paris 2024 Olympic and Paralympic Games.

As a premium partner of the Paris Olympics, LVMH invested 150 million euros into the sponsorship—but with advertising banned in competition venues, the luxury group had to think beyond traditional branding. The result: a high-impact, multi-house activation that left a mark without conventional ads.

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Each LVMH brand played a unique role. Louis Vuitton crafted the medal and torch trunks, as well as trays for medal ceremonies. The trunks were also featured in a segment of the Olympics’ opening ceremony.

Chaumet, the fine jeweller, designed the medals themselves—fusing artistry with national symbolism. Meanwhile, Berluti outfitted Team France, and Dior created costumes worn by performers, including Celine Dion, Lady Gaga, and Aya Nakamura, for both the opening and closing ceremonies.

The group’s beauty retailer, Sephora, led activations around the torch relay, and Moët Hennessy, the official Champagne supplier, was present in celebration zones with luxury toasts marking major victories. LVMH also designed and provided uniforms for medal presenters, extending its visual identity across nearly every Olympic touchpoint.

The campaign was developed with support from key creative and production agencies: Havas Play and Havas Paris handled creative execution, Publicis managed media and press strategy, and Auditoire designed the Maison LVMH pavilion in Paris.

The Luxury Lion, previously known as the Luxury and Lifestyle category, is a relatively new Cannes Lions category. It was created to recognize campaigns that combine brand legacy with innovation and relevance in a changing consumer world.

“The award aims to highlight creative campaigns that not only honor brand heritage but also embrace the future by leveraging digital innovation and addressing the changing values of new consumer demographics,” the festival organizers said.

The award jury this year was chaired by Mathilde Delhoume-Debreu, LVMH’s global brand officer, and included global names such as Thebe Magugu (South African designer), Naya Violeta (Brazilian designer), and Kenya Hunt, Editor-in-Chief of Elle U.K., along with several top advertising executives.

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In 2024, LVMH-owned Loewe had won the same category for a stop-motion animation campaign in collaboration with Japanese ceramics house Suna Fujita.

Reacting to the win, Antoine Arnault, LVMH’s head of communication, image, and environment, said:

“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.”