The Most Creative Campaigns, Brands
and Agencies in Luxury

 
Luxury is timeless, according to stellar French agency BETC, which may well be the case. But there were a few surprises in this sector too.

BETC’s cinematic spot for Lacoste topped the luxury rankings this year, and it’s difficult to argue with the top-notch editing, storytelling dynamism and out-and-out romance. But the sector is dominated by an unusual print campaign for designer store The Cartel by Y&R Dubai. The strategy is both respectful of local culture and gently provocative, while also putting the product front and centre – which most luxury campaigns strive to do. Also noteworthy are Serviceplan’s somewhat saucy music video for men’s clothing brand Strellson – full marks for the excellent Queen cover – and Kenzo’s overturning of fragrance advertising clichés.

Most awarded
campaigns, brands &
agencies in
Luxury in 2017

Most awarded
campaigns, brands and
agencies in
Luxury in 2017

CAMPAIGNS

Brand, Title, Agency
1
BETC Paris, Pantin
2
adam&eveDDB, London
3
Y&R Dubai, Dubai Media City
4
Y&R Dubai, Dubai Media City
5
Y&R Dubai, Dubai Media City
6
Y&R Dubai, Dubai Media City
7
Y&R Dubai, Dubai Media City
8
Venables Bell + Partners, San Francisco
9
Serviceplan Group, Munich
10

BRANDS

Brand

AGENCIES

Name
1 Y&R Dubai, Dubai Media City
2 adam&eveDDB, London
3 BETC Paris, Pantin
4 Venables Bell + Partners, San Francisco
5 Serviceplan Group, Munich

Watch

TituloTimeless
Agência
Campanha Life is a beautiful sport since 1933
Anunciante Lacoste
Marca Lacoste
Data da primeira Transmissão/Publicação 2017 / 5
Sector Empresarial Roupa Desportiva
História We’re in the 1930s, and on a railway station a young man bumps into a woman he’d like to see again. After a moment’s hesitation he leaps aboard the train: and so begins a thrilling pursuit through the carriages – and through the decades. As he moves through time, the man’s Lacoste outfit changes to reflect the era. He runs, jumps and scrambles after the young woman, who soon realises what’s happening. Finally they come together in a kiss. Love, like Lacoste, is timeless.

A young man bumps into a woman on a railway station platform as she boards a stream train. Realising he's smitten, he jumps on the train and begins searching for her. As he moves through the carriages he also travels through time, and we see the decades unspool - 50s, 60s, 70s - until the couple finally meet in the present day. Of course, he's been wearing Lacoste all along, because it's timeless.
Tipo de Mídia Televisão e Cinema
Comprimento
Trilha sonora November
Empresa de produção
Director de media
Music Creative Director
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Account Manager
Account Manager
Account Manager
Account Manager
Director executivo criativo
Director criativo
Director de arte
Redator
Director de tráfego
Planeador estratégico
Produtor da agência
Produtora
Produtora
Produção de som
Realizador
Música
Agência de Mídia
Pós-produção
Titulo#BusterTheBoxer
Agência
Campanha #BusterTheBoxer
Anunciante John Lewis
Marca John Lewis
Data da primeira Transmissão/Publicação 2016 / 11
Sector Empresarial Grandes armazéns, supermercados
Tipo de Mídia Televisão
Comprimento
Trilha sonora One Day I’ll Fly Away
Pós produção
Agência de Mídia
Realizador
Produtora
Director de publicidade
Director de publicidade
Chief Creative Officer
Director executivo criativo
Director executivo criativo
Redator
Director de arte
Chief Strategy Officer
Managing Diretor
Diretor dos Negócios
Director de contas
Account Manager
Producer
Director de contas
Producer
Director de fotografia
Production Manager
Produtor de linha
Efeitos especiais
Efeitos especiais
Colorist
TituloMake up
Agência
Campanha Spring Summer 2016: Be Seen
Anunciante The Cartel
Marca The Cartel
PostedJulho 2016
Sector Empresarial Vestuário, moda e calçado
Tipo de Mídia Imprensa e publicações
TituloRing
Agência
Campanha Spring Summer 2016: Be Seen
Anunciante The Cartel
Marca The Cartel
PostedJulho 2016
Sector Empresarial Vestuário, moda e calçado
Tipo de Mídia Imprensa e publicações
TituloShoes
Agência
Campanha Spring Summer 2016: Be Seen
Anunciante The Cartel
Marca The Cartel
PostedJulho 2016
Sector Empresarial Vestuário, moda e calçado
Tipo de Mídia Imprensa e publicações
TituloBag
Agência
Campanha Spring Summer 2016: Be Seen
Anunciante The Cartel
Marca The Cartel
PostedJulho 2016
Sector Empresarial Vestuário, moda e calçado
Tipo de Mídia Imprensa e publicações
TituloSunglasses
Agência
Campanha Spring Summer 2016: Be Seen
Anunciante The Cartel
Marca The Cartel
PostedJulho 2016
Sector Empresarial Vestuário, moda e calçado
Tipo de Mídia Imprensa e publicações
TituloDesolation
Agência
Campanha Desolation
Anunciante Audi
Marca Audi R8 & Airbnb
Data da primeira Transmissão/Publicação 2016 / 9
Sector Empresarial Automotor
Legenda For those who live to drive. Book this house
Tipo de Mídia Televisão
Comprimento
Produção musical
Empresa de produção
Director executivo criativo
Director criativo
Director criativo
Redator
Director de arte
Director de arte
Produtora
Realizador
Director de fotografia
Produtor executivo
Producer
Editor
Compositor
Director criativo
Produtor executivo
Mixer
Sound Designer
Sound Designer
Sound Designer
Produtor executivo
Producer
Colorist
Brand Director
Brand Director
Project Manager
Project Manager
TituloStrellson: Make Yourself Unstoppable
Agência
Campanha Make Yourself Unstoppable
Anunciante Strellson AG
Marca Strellson
PostedSetembro 2017
Sector Empresarial Vestuário Masculino
História Strellson makes premium fashion for passionate men who go their own way. Men who are constantly reinventing themselves. Men who are always up for something new. The aim: To create an idea that conveys the brand message “Never stop beginning” via relevant and entertaining content. We created a music video for the world-famous Queen song “Don’t Stop Me Now”, in an exclusive cover version by star producer MNEK. The lyrics perfectly encapsulate the spirit of the brand and the captivating execution makes the music video literally unstoppable. It tells the story of a confident man in a Strellson suit who is on a spectacular journey through a bizarre world. He continues steadfastly on his way – true to the motto “Make yourself unstoppable”. The consumer-targeted film addresses ambitious, modern men all over the world. It was launched in Europe, Asia and North America. Besides, it gained more than 13 million views on social networks and over 98 million media impressions worldwide.
Tipo de Mídia Interatividade
Comprimento
TituloKenzo World Eau de Parfum by Spike Jonze
BriefFor anyone that’s ever wanted to cut loose and go against the grain, Spike Jonze’s Kenzo World eau de parfum is for you. The clip opens tamely as a woman sits in a ballroom listening to an acceptance speech. She quietly excuses herself from the table and, once alone in the lobby, lets loose. Completely. Her vibrant, violent, energetic dance breaks every code of the classic perfume commercial.
Campanha KENZO World
Anunciante Kenzo
Marca Kenzo
Data da primeira Transmissão/Publicação 2016 / 8
Sector Empresarial Perfumes
História KENZO’s artistic directors Carol Lim and Humberto Leon breathe their vision of fashion into a fragrance.A world in their image: bold, spontaneous, surprising, fun, colorful… that celebrates freedom of expression, diversity.The KENZO woman is a freethinker and somebody who really is in control of herself and a strong woman who knows what she wants to be."American director Spike Jonze : with his offbeat tone and sense of insolence, he unleashes an exhilarating and spectacular emotion that reconnects with the house DNA embodied by Humberto Leon and Carol Lim.
Problema We wanted to create a playful and dynamic contemporary fragrance... like KENZO fashion. From today, when we think about perfume campaigns, we think about a pretty girl with a bottle. This clip is exactly the opposite. It's very multi-faceted and different; it takes the spectator by surprise. The KENZO girl inhabits the present, like right now. She's not nostalgic at all. She likes movement and speed and the way things shift and slide and collide in real time. She's never blasé, always enthusiastic. She stands out from the crowd.
Tipo de Mídia Televisão e Cinema
Comprimento
Trilha sonora by Sam Spiegel & Ape Drums feat. Assassin "Mutant"
Realizador
Actor/celebridade
Redator
Produtora
Director de fotografia
Produtor executivo
Produtor executivo
Produtor executivo
Produtor
Produtor
Director de arte
Director de arte
Director de arte
Fotógrafo