The Most Creative Campaigns & Agencies in Luxury

The most creative campaigns in Luxury in 2018

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.

THE MOST CREATIVE ADS IN LUXURY IN 2018

Titulo Marca Agência, Cidade
1.  Save Our Species Lacoste BETC Paris, Pantin
2.  Go With The Flaw Diesel Publicis Italy, Milan
3.  Timeless Lacoste BETC Paris, Pantin
4.  Keep The World Flawed Diesel Publicis Italy, Milan
5.  The Philharmonic Turntable Orchestra Panasonic SL−1200 Dentsu Inc., Tokyo
6.  Moments (180s) Volvo XC60 Forsman & Bodenfors, Göteborg
7.  Rimowa Electronic Tag Rimowa Electronic Tag Philipp und Keuntje GmbH, Hamburg
8.  The Party Bus Shiseido
9.  Ricky Brasil Forbes Ogilvy Brasil Comunicação Ltda., São Paulo
10.  Transformation of a Landmark BMW Jung von Matt / Spree, Berlin
11.  Live Reviews Volvo XC60 Grey Brasil, São Paulo
12.  Care by Volvo mobile app Volvo Grey New York
13.  Return to Chapman's Peak Mercedes-Benz Net#work BBDO, Johannesburg
14.  The Amber Cube Mercedes-Benz antoni GmbH, Berlin
15.  Lazy Diesel Publicis Italy, Milan

1 — Lacoste - Save Our Species

MARCA: Lacoste

AGêNCIA: BETC Paris

MEDIA: Viral

2 — Diesel - Go With The Flaw

MARCA: Diesel

AGêNCIA: Publicis Italy

MEDIA: Viral

3 — Lacoste - Timeless

MARCA: Lacoste

AGêNCIA: BETC Paris

MEDIA: Televisão e Cinema

4 — Diesel - Keep The World Flawed

MARCA: Diesel

AGêNCIA: Publicis Italy

MEDIA: Televisão

5 — Panasonic SL−1200 - The Philharmonic Turntable Orchestra

MARCA: Panasonic SL−1200

AGêNCIA: Dentsu Inc.

MEDIA: Viral

6 — Volvo XC60 - Moments (180s)

MARCA: Volvo XC60

AGêNCIA: Forsman & Bodenfors

MEDIA: Televisão e Cinema

7 — Rimowa Electronic Tag - Rimowa Electronic Tag

MARCA: Rimowa Electronic Tag

AGêNCIA: Philipp und Keuntje GmbH

MEDIA: Mobile

8 — Shiseido - The Party Bus

MARCA: Shiseido

MEDIA: Viral

9 — Forbes - Ricky Brasil

MARCA: Forbes

AGêNCIA: Ogilvy Brasil Comunicação Ltda.

MEDIA: Interatividade

10 — BMW - Transformation of a Landmark

MARCA: BMW

AGêNCIA: Jung von Matt / Spree

MEDIA: Case Study

11 — Volvo XC60 - Live Reviews

MARCA: Volvo XC60

AGêNCIA: Grey Brasil

MEDIA: Interatividade

12 — Volvo - Care by Volvo mobile app

MARCA: Volvo

AGêNCIA: Grey New York

MEDIA: Interatividade

13 — Mercedes-Benz - Return to Chapman's Peak

MARCA: Mercedes-Benz

AGêNCIA: Net#work BBDO

MEDIA: Viral

14 — Mercedes-Benz - The Amber Cube

MARCA: Mercedes-Benz

AGêNCIA: antoni GmbH

MEDIA: Televisão e Cinema

14 — Diesel - Lazy

MARCA: Diesel

AGêNCIA: Publicis Italy

MEDIA: Imprensa e publicações