Sometimes, we have to get lost to find ourselves

New York

Shanghai

The 2 films for Tourism Australia, titled "Come Walkabout" directed by Baz Luhrmann

Journey of Life

The new Louie Vitton Ad, featuring Francis & Sofia Coppola

美国电影“教父”科波拉父女的LV之旅：“每个故事中都有一段美妙的旅程”

MADISONBOOM- LOUIS VUITTON(路易威登)从去年起，它核心价值广告的代言人就让我们惊喜连连。戈尔巴乔夫、德纳芙、阿加西夫妇、滚石……然后，是谁？科波拉父女。今年7月LV第5辑平面广告已经上档，强调以品牌核心价值为诉求的LV平面广告系列，这一档从友情、爱情走入「父女亲情」。“每个故事中都有一段美妙的旅程”。

对于弗朗西斯·科波拉（Francis Ford Coppola）这个名字，即使你不熟悉，但是说起《教父》与《现代启示录》，你应该还是记得住的，科波拉就是那位该死的牛逼导演；你也许在与“V&A”或者“奥斯卡”以及众多时尚派对的明星红毯照中没有认出那个衣着优雅的美人索菲亚·科波拉（Sofia Coppola），《绝代艳后》（Marie Antoinette就是出自这位女导演之手。

阿根廷布宜诺斯艾利斯市郊，弗朗西斯·科波拉执导新片的拍摄现场，父亲手执剧本与躺在草地上的女儿恳谈，光线柔和，伴着夕阳的雾霭。而这一次，导演权在著名的女摄影师Annie Leibovitz的手中，这是由她掌镜的LOUIS VUITTON最新核心价值平面广告。广告词完美地诠释了一切"Inside every story, there is a beautiful journey"（每个故事都蕴含着一段美丽的旅程）。

路易威登传媒行销高级副总裁Pietro Beccari表示：「这辑优美的影像清晰地表达出LV核心价值的要旨。」柯波拉父女亲情和路易威登品牌工艺薪火相传的精神，不谋而合。

LOUIS VUITTON还将代表科波拉父女捐款予诺贝尔和平奖得主戈尔 (Al Gore) 所领导的The Climate Project。这期广告将由2008年7月起刊登。

Women Power

Research reveals women's spending clout

Hong Kong - New research shows the majority of Hong Kong women are financially independent and influence the purchasing decision of big-ticket items such as property and cars.

The study from Synovate, which surveyed more than 2,000 women in Hong Kong, China, Singapore and Malaysia across all income levels, shows 81% of Hong Kong women can afford to pay for what they want without asking for money from their partners. Some 87% have at least an equal say on major purchases.

The survey reveals that while Hong Kong and Chinese women are the most financially independent, 81% and 75% respectively, Malaysian women are the least independent with only 42% confirming that they can afford to pay for what they want without asking their partners or husbands for money.

"As women in Asia earn and invest more, other sources of wealth, such as marriage, divorce and inheritance become less important," Jill Telford, Synovate CEO for North Asia, said.

"And naturally, as women's financial independence increases, so do their role in the decision making process."

The survey showed Hong Kong women spend just 11% of their monthly personal income on shopping, preferring to allocate a bigger proportion to savings and investments. Mainland women in comparison spend more than half of their income on shopping.

Young women in Shanghai 15 to 24 years old are by far the most enthusiastic shoppers, with 88% of their salary spent on shopping, Telford said.

"Before marketers get too excited however, they should note that the average spend amongst these groups is still quite low at RMB$1,080 per month.

"This is less than the total amount Hong Kong women spend per month (HKD$1,280) which is only 11% of their salary."

- from Marketing magazine