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.
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
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 |
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1. Lacoste / Timeless
Titulo | Timeless |
Agência | BETC Paris |
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 | Whitehouse Post |
Director de media | Julien Leveque |
Music Creative Director | Christophe Caurret |
Director de publicidade | Sandrine Conseiller |
Director de publicidade | Amandine Morel |
Director de publicidade | Mylène Atlan |
Director de publicidade | Sophie Dussillol |
Account Manager | Bertille Toledano |
Account Manager | Marina Zuber |
Account Manager | Fanny Buisseret |
Account Manager | Jeanne Chalumeau |
Director executivo criativo | Rémi Babinet |
Director criativo | Antoine Choque |
Director de arte | Aurélie Scalabre |
Redator | Olivier Aumard |
Director de tráfego | Kémi Zinsou |
Planeador estratégico | Fabien le-Roux |
Produtor da agência | Fabrice Brovelli |
Produtora | Wanda Paris |
Produtora | Academy Films |
Produção de som | Green United Music |
Realizador | Seb Edwards |
Música | Max Richter November |
Agência de Mídia | Havas Media |
Pós-produção | Mikros Image |
2. John Lewis / #BusterTheBoxer
Titulo | #BusterTheBoxer |
Agência | adam&eveDDB |
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 | MPC LDN |
Agência de Mídia | Manning Gottlieb OMD |
Realizador | Dougal Wilson |
Produtora | Blink London |
Director de publicidade | Craig Inglis |
Director de publicidade | Rachel Swift |
Chief Creative Officer | Ben Priest |
Director executivo criativo | Richard Brim |
Director executivo criativo | Ben Tollett |
Redator | Ben Stilitz |
Director de arte | Colin Booth |
Chief Strategy Officer | David Golding |
Managing Diretor | Tammy Einav |
Diretor dos Negócios | Miranda Hipwell |
Director de contas | Caroline Grayson |
Account Manager | Alice Child |
Producer | Panos Louca |
Director de contas | Andrew Darby |
Producer | Nick Goldsmith |
Director de fotografia | Joost van Gelder |
Production Manager | Hannah Fowles-Pazdro |
Produtor de linha | Jack Bingham |
Efeitos especiais | Hannah Ruddleston |
Efeitos especiais | VFX Line Producer |
Colorist | Jean-Clément Soret |
Titulo | Make up |
Agência | Y&R Dubai |
Campanha | Spring Summer 2016: Be Seen |
Anunciante | The Cartel |
Marca | The Cartel |
Posted | Julho 2016 |
Sector Empresarial | Vestuário, moda e calçado |
Tipo de Mídia | Imprensa e publicações |
Titulo | Ring |
Agência | Y&R Dubai |
Campanha | Spring Summer 2016: Be Seen |
Anunciante | The Cartel |
Marca | The Cartel |
Posted | Julho 2016 |
Sector Empresarial | Vestuário, moda e calçado |
Tipo de Mídia | Imprensa e publicações |
Titulo | Shoes |
Agência | Y&R Dubai |
Campanha | Spring Summer 2016: Be Seen |
Anunciante | The Cartel |
Marca | The Cartel |
Posted | Julho 2016 |
Sector Empresarial | Vestuário, moda e calçado |
Tipo de Mídia | Imprensa e publicações |
Titulo | Bag |
Agência | Y&R Dubai |
Campanha | Spring Summer 2016: Be Seen |
Anunciante | The Cartel |
Marca | The Cartel |
Posted | Julho 2016 |
Sector Empresarial | Vestuário, moda e calçado |
Tipo de Mídia | Imprensa e publicações |
Titulo | Sunglasses |
Agência | Y&R Dubai |
Campanha | Spring Summer 2016: Be Seen |
Anunciante | The Cartel |
Marca | The Cartel |
Posted | Julho 2016 |
Sector Empresarial | Vestuário, moda e calçado |
Tipo de Mídia | Imprensa e publicações |
8. Audi R8 & Airbnb / Desolation
Titulo | Desolation |
Agência | Venables Bell + Partners |
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 | Human |
Empresa de produção | Final Cut |
Director executivo criativo | Will McGinness |
Director criativo | Justin Moore |
Director criativo | Erich Pfeifer |
Redator | Matt Miller |
Director de arte | Matt Keats |
Director de arte | Kyle Jones |
Produtora | Morton Jankel Zander (MJZ) |
Realizador | Craig Gillespie |
Director de fotografia | Phillip Lesourd |
Produtor executivo | Emma Wilcockson |
Producer | Martha Davis |
Editor | Crispin Struthers |
Compositor | James Lei Bow |
Director criativo | Craig Deleon |
Produtor executivo | Jonathan Sanford |
Mixer | Chris Pinkston |
Sound Designer | Chris Pinkston |
Sound Designer | A. Josh Reinhardt |
Sound Designer | Rob Marshall |
Produtor executivo | Scott Ganary |
Producer | Jeff Martin |
Colorist | Beau Leon |
Brand Director | Chris Bergen |
Brand Director | Ally Humpherys |
Project Manager | Talya Fisher |
Project Manager | Leah Murphy |
9. Strellson / Strellson: Make Yourself Unstoppable
Titulo | Strellson: Make Yourself Unstoppable |
Agência | Serviceplan Group |
Campanha | Make Yourself Unstoppable |
Anunciante | Strellson AG |
Marca | Strellson |
Posted | Setembro 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 |
10. Kenzo / Kenzo World Eau de Parfum by Spike Jonze
Titulo | Kenzo World Eau de Parfum by Spike Jonze |
Brief | For 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 | Spike Jonze |
Actor/celebridade | Margaret Qualle |
Redator | Spike Jonze |
Produtora | Morton Jankel Zander (MJZ) |
Director de fotografia | Hoyte van Hoytema |
Produtor executivo | Eriks Krumins |
Produtor executivo | Carol Lim |
Produtor executivo | Humberto Leon |
Produtor | Natalie Farrey |
Produtor | Vincent Landay |
Director de arte | Carol Lim |
Director de arte | Humberto Leon |
Director de arte | Spike Jonze |
Fotógrafo | Hoyte Van Hoyteme |