Louis XIII /  NºXIII • KNOW-HOW / Axel Delwarte

With the launch of the limited edition N°XIII, LOUIS XIII wanted to further it’s brand narrative of quality and craftsmanship. And while much has been said about the making of LOUIS XIII, there was actually a larger opportunity to show how much further the LOUIS XIII standard extended.

With cinemagraphic footage and stills of the human-made process, the “Know-How” campaign shifts the focus from the liquor inside to the decanter itself, subtly begging the question that if so much effort is spent on what holds the liquor, how much more is spent on the liquor itself? This commitment of craft and artisanship around just the packaging stands in stark contrast with the industry’s preference for tech-fueled mass production and data-driven instant gratification solutions. But with this campaign, Louis XIII reminds the world that there’s so much the human touch can do that tech and data could never even come close to.