The full campaign surrounding Angelina Jolie’s Cambodia journey with Louis Vuitton has been released on the brand’s website, offering users an interactive experience designed to keep them on the page.
And it works.
This is a great example of content that surrounds everything to do with what the brand is about, yet doesn’t ever actually push the product. Even the bag Jolie holds in the stills shot by Annie Leibovitz is her own six-year-old one.
Under the heading “A single journey can change the course of a life”, the interactive microsite features a series of short video interviews – a great example of ‘snacksize content’ – with the star explaining her relationship with the country.
In the first one, she says: “I first came to Cambodia about 10 years ago for a film and we were the first film back since the war, so we didn’t know quite know what it was going to be like, or what the people were going to be like, and it was the first time I became aware of landmines.
“I remember standing in the waterfall during one of our shots and they said ‘just stay on this side of the waterfall because that side of the waterfall still hasn’t been de-mined’. And I thought, as somebody from America, what does that mean, hasn’t been de-mined? It’s just the craziest, it doesn’t cross our mind that all these children, and people walking around these areas, have landmines in the ground and that’s just a part of their daily life.”
As the spot finishes, users are invited to enter the name of a place that has changed them the most in front of a map highlighting the locations chosen by others.
Further videos are available to watch for those who connect through Facebook, such as Jolie talking about being inspired by the people of the country, or how important it is to leave home comforts behind and become immersed in local culture even if that means sampling delicacies like crickets or beetles as her children do.
There are also portraits of local people in their natural surroundings, the chance to see Jolie and Leibovitz on set, and an interactive video through which you can hear sounds from the country such as the temple of Pradak Village or children playing in a rice paddy.
The brand’s reference to travel is cleverly integrated throughout the site, evoking a sense that the user too is on a journey. By selecting a left-hand tab that says “find your way” for instance, videos that have been seen appear under a heading called “where you’ve been”, and those still to be watched under “yet to discover”.
The video series finishes with a spot called “Advice for the journey from the world’s greatest travellers”. In it are lines such as “The world is a book and those who do not travel see only one page” from St. Augustine, and yet another chance to interact as users can either share the quotes with their Facebook friends or click for another.
Before you know it, you’ve been on the site for quite some time. Nicely done.