The Most Creative Campaigns, Brands
and Agencies in Luxury

 
Accessible luxury brands were also the most innovative

If you want to look a bit “luxury”, just sport a Lacoste polo and some Diesel jeans. The two brands – which are admittedly premium compared to others of their kind – dominated the luxury rankings: Lacoste with its innovative “Save Our Species” project and classic “Timeless” film, both via BETC; Diesel with its “Go With the Flaw” campaign. Creatively speaking, Diesel’s partnership with Publicis Italy has taken the brand back to its 1990s peaks. Elsewhere, luggage brand Rimowa (with Philipp und Keuntje) struck a chord by allowing travellers to check in their luggage via smartphone. Talking of chords, the Philharmonic Turntable Orchestra from Dentsu and Panasonic is a kind of sublime cacophony. Almost as poetic as the Shiseido ‘Party Bus’. The Volvo safety ad, ‘Moments’ brings the category nicely down to earth.

Most awarded
campaigns, brands &
agencies in
Luxury in 2018

Most awarded
campaigns, brands and
agencies in
Luxury in 2018

CAMPAIGNS

Brand, Title, Agency
1
BETC Paris, Pantin
2
Publicis Italy, Milan
3
BETC Paris, Pantin
4
Publicis Italy, Milan
5
Dentsu Inc., Tokyo
6
Forsman & Bodenfors Göteborg
7
Philipp und Keuntje GmbH, Hamburg
8
Shiseido Creative Division
9
., São Paulo
10
Jung von Matt / Spree, Berlin
11
Grey Brasil, São Paulo
12
Grey New York
13
Net#work BBDO, Johannesburg
14
antoni GmbH, Berlin
15
Publicis Italy, Milan

BRANDS

Brand

AGENCIES

Name
1 BETC Paris, Pantin
2 Publicis Italy, Milan
3 BBH, London
4 thjnk Hamburg
5 Dentsu Inc., Tokyo

Watch

TituloSave Our Species
Titulo (língua original)Save Our Species (anglais)
Agência
Campanha Save Our Species
Anunciante Lacoste
Marca Lacoste
Data da primeira Transmissão/Publicação 2018 / 2
Sector Empresarial Vestuário
Tipo de Mídia Viral
Comprimento
Director de publicidade
Director de publicidade
Director de publicidade
Director de publicidade
Account Manager
Account Manager
Account Manager
Director executivo criativo
Director criativo
Redator
Redator
Director de arte
Art Director Assistant
Planeador estratégico
Produtor da agência
Produtora
Producer
Música DEMON
TituloGo With The Flaw
Agência
Campanha Go With The Flaw
Anunciante Diesel
Marca Diesel
Data da primeira Transmissão/Publicação 2017 / 9
Sector Empresarial Vestuário, moda e calçado
Tipo de Mídia Viral
Comprimento
Empresa de design sonoro
Grade
Director executivo criativo
Director de arte
Director de arte
Redator
Guarda-roupa/estilista
Creative Supervisor
Digital Creative Director
Digital Creative Director
Global Chief Creative Officer
Associate Copywriter
Chief Executive Officer (CEO)
Head Of Planning
Planeador
Produtora
Realizador
Director de fotografia
Account Manager
Account Manager
Produtor da agência
Produtor da agência
Art Buyer
Editor
Produtor
Pós-produção
Colorist
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
TituloKeep The World Flawed
BriefA young man with big ears undergoes surgery to become model handsome. One day at the launderette, he meets his perfect Diesel-clad girl. Soon she's pregnant. But when she gives birth, the young man frowns. A flashback reveals the same girl - with a big nose. She too has had her flaw fixed. When we finally see the child, we recognise dad's big ears. Oh well, perfection is boring. Go with the flaw.
Agência
Campanha Keep The World Flawed
Anunciante Diesel
Marca Diesel
Data da primeira Transmissão/Publicação 2018 / 1
Sector Empresarial Vestuário
História This is the story of a boy and a girl who meet and fall in love right after they both choose to remedy their very obvious, society-defined, flaws. In a short-movie directed, once again, by Francois Rousselet to the timeless soundtrack “What’s a Matter Baby” from Small Faces, we discover that, eventually, our so-called flaws will always be stronger than any of our attempts to hide them. So why not embrace, celebrate them and keep the world as it’s meant to be: beautifully flawed? 
Tipo de Mídia Televisão
Comprimento
Trilha sonora What’s a Matter, baby?
Música
Global Chief Creative Officer
Chief Executive Officer (CEO)
Director executivo criativo
Digital Creative Director
Digital Creative Director
Director assistente criativo
Director assistente criativo
Creative Supervisor
Director de arte
Redator
Head Of Planning
Planeador
Planeador
Account Manager
Account Manager
Account Manager
Account Manager
Produtor da agência
Art Buyer
Produtora
Realizador
Director de fotografia
Editor
TituloThe Philharmonic Turntable Orchestra
Agência
Campanha The Philharmonic Turntable Orchestra
Anunciante Panasonic
Marca Panasonic SL−1200
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Televisão, alta-fidelidade, vídeo, equipamentos de música e acessórios
História Commemorating the first LP record in history, this orchestra used only the analogue SL-1200 record player as an “instrument.” The orchestra united 30 highly skilled DJs from around the world, including scratch legend Q-bert and DJ Rena, the world's youngest scratch champion at age 13. Together they remixed several classical tunes, starting with the first song ever sold as an LP: Mendelssohn’s Concerto in E Minor. The result was a completely different kind of music.
Tipo de Mídia Viral
Comprimento
Director executivo criativo
Director criativo
Director criativo
Redator
Planeador
Redator
Director de arte
Account Manager
Music Producer
TituloMoments (180s)
Agência
Campanha Sometimes The Moments That Never Happen, Matter The Most.
Anunciante Volvo
Marca Volvo XC60
Data da primeira Transmissão/Publicação 2017 / 6
Sector Empresarial Automóveis
História A little girl is on her way to the first day at her new school. In flashback, we see her talking to her mother about her dreams and hopes for the future. Throughout the story we also follow a woman driving a Volvo XC60 on her way to work. Everything is leading up to a critical moment. An accident is about to happen, but Volvo’s City Safety system kicks in and brakes the car automatically. Of all the moments in the little girl's life, this might be the most important one. Sometimes the moments that never happen, matter the most.
Filosofia In the launch campaign for the New Volvo XC60 – one of the safest cars ever made – we celebrate everything that can happen in life, when accidents don’t. We get to follow a young girl on her way to the first day of a new school, while simultaneously hearing her talk to her mom about her dreams and hopes for the future. Throughout the story we also follow a woman driving an XC60 on her way to work. Everything is leading up to a critical moment towards the end of the film. An accident is about to happen, but Volvo’s City Safety system recognizes the little girl and brakes the car automatically. And out of all the moments the young girl talks about in the film, this might just be the most important one. Because sometimes the moments that never happen, matter the most.
Tipo de Mídia Televisão e Cinema
Comprimento
TituloRimowa Electronic Tag
Agência
Campanha Rimowa Electronic Tag
Anunciante Rimowa
Marca Rimowa Electronic Tag
PostedMai 2018
Sector Empresarial Malas de viagem e maletas
Tipo de Mídia Mobile
Comprimento
TituloThe Party Bus
Agência
Campanha The Party Bus
Anunciante Shiseido
Marca Shiseido
Data da primeira Transmissão/Publicação 2018 / 10
Sector Empresarial Maquilhagem
Legenda Make Up your own story
História A costume party is in full flow on a bus rolling through the night. A girl disguised as Princess Kaguya is torn between her jealous boyfriend and a mysterious suitor. Finally she makes a decision, and jumps off the bus to join her new lover. Containing elements of drama, animation and dance, the extraordinary fairy tale is an ode to the power of make-up.

Tipo de Mídia Viral
Comprimento
Mercado Japão
Realizador
Director criativo
Produtora Towerfilm
Pós-produção Digital Eggs
Pós-produção My Working
TituloRicky Brasil
Agência
Campanha Ricky Brasil
Anunciante Forbes Brazil Magazine
Marca Forbes
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Meios de comunicação, publicidade, edição e produção
História Corruption in Brazil is a multi-billion-dollar business. Although the accurate amount siphoned off public coffers escapes any assessment, officers with the ‘Operaçao Lava Jato’ (Operation Car Wash) officially estimate that resources lost to local bribery schemes amount to roughly US$ 61 billion a year. If the sum ended up in the hands of a single individual, she would hold the eighth largest fortune in the world, according to Forbes World’s Billionaires List 2018.   But what would the identity of this Brazilian “billionaire” be? His bodily features? His opinions, consumer habits? Which market segment would be operate in? What would he think about the graft probing operations? To raise public awareness around Brazil and join in the fight against corruption, magazine Forbes Brazil, ad agency Ogilvy Brazil, and technology companies Nexo and Notan have employed artificial intelligence to attempt to vividly depict the ‘face’ of Brazilian corruption. Along with the face itself and its features, our machine-learning device took the experiment one step further and pointed out personality traits associated with this person, called Mr. Ricky Brasil – a reference to Brazil’s billion-dollar corruption.        The project leading to Mr. Ricky Brasil began over ten months ago, with extensive research into the interviews and official depositions of some of the main convicts during operations Mensalão and Car Wash. With this content – local media reports, statements, interviews, books – being fed into the system, artificial intelligence could cross-check information and finally produce what is believed to be the closest portrayal of Mr. Ricky Brasil. The project is under curatorship of a journalist and a specialised writer.
Filosofia Corruption in Brazil is a multi-billion-dollar business. Although the accurate amount siphoned off public coffers escapes any assessment, officers with the ‘Operaçao Lava Jato’ (Operation Car Wash) officially estimate that resources lost to local bribery schemes amount to roughly US$ 61 billion a year. If the sum ended up in the hands of a single individual, she would hold the eighth largest fortune in the world, according to Forbes World’s Billionaires List 2018.   But what would the identity of this Brazilian “billionaire” be? His bodily features? His opinions, consumer habits? Which market segment would be operate in? What would he think about the graft probing operations? To raise public awareness around Brazil and join in the fight against corruption, magazine Forbes Brazil, ad agency Ogilvy Brazil, and technology companies Nexo and Notan have employed artificial intelligence to attempt to vividly depict the ‘face’ of Brazilian corruption. Along with the face itself and its features, our machine-learning device took the experiment one step further and pointed out personality traits associated with this person, called Mr. Ricky Brasil – a reference to Brazil’s billion-dollar corruption.        The project leading to Mr. Ricky Brasil began over ten months ago, with extensive research into the interviews and official depositions of some of the main convicts during operations Mensalão and Car Wash. With this content – local media reports, statements, interviews, books – being fed into the system, artificial intelligence could cross-check information and finally produce what is believed to be the closest portrayal of Mr. Ricky Brasil. The project is under curatorship of a journalist and a specialised writer.
Tipo de Mídia Interatividade
Comprimento
Chief Creative Officer
Director executivo criativo
Director criativo
Director criativo
Director de arte
Redator
Planeador
Project Manager
Producer
Director de media
Editor
Director de publicidade
Produtora
Realizador
Fotografia / Illustration
Producer
Produção de som
Gráficos 3D
Compositor
TituloTransformation of a Landmark
Agência
Campanha 100.000 electric cars sold in 2017
Anunciante BMW
Marca BMW
PostedMai 2018
Sector Empresarial Automóveis
História Monday evening, December 18th, BMW’s iconic Four Cylinder Building underwent a spectacular transformation to mark the 100,000th electrified BMW sold in 2017 and the brand’s unwavering commitment to an electric future.
Designed by Austrian architect Karl Schwanzer, the BMW Headquarters was finished in 1972, in time for the Munich Summer Olympics. The 331 feet tall building is one of the most important German landmarks, mimicking the shape of the four cylinders in a typical car engine. Notably, the cylinders do not stand on the ground; they are suspended on a central support tower.
The light projection turning the old cylinders into iconic electric batteries underscores a new landmark for the Munich-based German automotive manufacturer BMW, which launched the all-electric i3 in 2013. The epic projection involved 9 OPSL laser projectors, 10 additional projectors, 100 LED lights and 480 intelligent moving lights. 84 kilometers of cables were used for data and lighting and 820 cubic meters of materials. Next in the pipeline, BMW plans to offer 25 electrified models by 2025, 12 of which will be fully electric. Some of the cars will have a range of up to 435 miles.
Tipo de Mídia Case Study
Comprimento
Música 2WEI Music
Director executivo criativo
Director executivo criativo
Realizador
Fotógrafo
Realizador
Director criativo
Director criativo
Director criativo
Redator
Redator
Director de arte
Director de arte
Director de arte
Director de arte
Consultant
Consultant
Consultant
Consultant
TituloLive Reviews
Agência
Campanha Volvo live reviews
Anunciante Volvo
Marca Volvo XC60
Data da primeira Transmissão/Publicação 2017 / 10
Sector Empresarial Automóveis
Tipo de Mídia Interatividade
Comprimento
TituloCare by Volvo mobile app
Agência
Campanha Care by Volvo mobile app
Anunciante Volvo
Marca Volvo
PostedJunho 2018
Sector Empresarial Automotor
Tipo de Mídia Interatividade
Comprimento
TituloReturn to Chapman's Peak
Agência
Campanha Return to Chapman's Peak
Anunciante Daimler AG
Marca Mercedes-Benz
Data da primeira Transmissão/Publicação 2018 / 5
Sector Empresarial Automóveis
História Legendary South African crash survivor revisits site of 30 story plunge in autonomous S-Class.
Tipo de Mídia Viral
Comprimento
Director de arte
Produtor da agência
Design de imagens
Director de publicidade
Chief Creative Officer
Cinematografia
Director criativo
Realizador
Editor
Director executivo criativo
Produtora
Música
Pós produção
Producer
TituloThe Amber Cube
Agência
Campanha The Amber Cube
Anunciante Daimler AG
Marca Mercedes-Benz
PostedJunho 2018
Produto G-Class
Sector Empresarial Automóveis
Tipo de Mídia Televisão e Cinema
Comprimento
TituloLazy
Agência
Campanha Go With The Flaw
Anunciante Diesel
Marca Diesel
Data da primeira Transmissão/Publicação 2018 / 7
Sector Empresarial Vestuário, moda e calçado
Tipo de Mídia Imprensa e publicações
Grade
Empresa de design sonoro
Global Chief Creative Officer
Chief Executive Officer (CEO)
Director de fotografia
Produtor
Creative Supervisor
Digital Creative Director
Editor
Produtor da agência
Account Manager
Redator
Account Manager
Realizador
Colorist
Digital Creative Director
Guarda-roupa/estilista
Director de arte
Director executivo criativo
Associate Copywriter
Planeador
Produtor da agência
Head Of Planning
Director de arte
Art Buyer
Produtora
Pós-produção