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.
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
BRANDS
Brand |
---|
AGENCIES
Name | ||
---|---|---|
1 | BETC Paris, Pantin | |
2 | Publicis Italy, Milan | |
3 | BBH, London | |
4 | thjnk Hamburg | |
5 | Dentsu Inc., Tokyo |
Watch
1. Lacoste / Save Our Species
Titulo | Save Our Species |
Titulo (língua original) | Save Our Species (anglais) |
Agência | BETC Paris |
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 | Sandrine Conseiller |
Director de publicidade | Felipe Oliveira Baptista |
Director de publicidade | Mylène Atlan |
Director de publicidade | Stéphanie Tournier |
Account Manager | Bertille Toledano |
Account Manager | Fanny Buisseret |
Account Manager | Benjamin Veaute |
Director executivo criativo | Rémi Babinet |
Director criativo | Antoine Choque |
Redator | Céline Mazza |
Redator | Olivier Aumard |
Director de arte | Jonathan Baudet-Botella |
Art Director Assistant | Benoît Ferran |
Planeador estratégico | Céline Mazza |
Produtor da agência | Karine Manzic |
Produtora | AllSo |
Producer | Franck Annese |
Música | DEMON |
2. Diesel / Go With The Flaw
Titulo | Go With The Flaw |
Agência | Publicis Italy |
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 | Grand Central Recording Studios |
Grade | MPC LDN |
Director executivo criativo | Cristiana Boccassini |
Director de arte | Simone Di Laus |
Director de arte | Cecilia Moro |
Redator | Fabio Caputi |
Guarda-roupa/estilista | Davey Sutton |
Creative Supervisor | Costanza Rossi |
Digital Creative Director | Milos Obradovic |
Digital Creative Director | Mihnea Gheorghiu |
Global Chief Creative Officer | Bruno Bertelli |
Associate Copywriter | Beatrice Mari |
Chief Executive Officer (CEO) | Bruno Bertelli |
Head Of Planning | Bela Zieman |
Planeador | Noa Dekel |
Produtora | Division Paris |
Realizador | François Rousselet |
Director de fotografia | Simon Chaudoir |
Account Manager | Giada Salerno |
Account Manager | Maria Elena Gaglianese |
Produtor da agência | Cecilia Barberis |
Produtor da agência | Matilde Bonanni |
Art Buyer | Barbara Centazzo |
Editor | Nicolas Larrouquere |
Produtor | Jules de Chateleux |
Pós-produção | Studio Invisible |
Colorist | Richard Fearon |
3. 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 |
4. Diesel / Keep The World Flawed
Titulo | Keep The World Flawed |
Brief | A 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 | Publicis Italy |
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 | Grand Central Recording Studios |
Global Chief Creative Officer | Bruno Bertelli |
Chief Executive Officer (CEO) | Bruno Bertelli |
Director executivo criativo | Cristiana Boccassini |
Digital Creative Director | Milos Obradovic |
Digital Creative Director | Mihnea Gheorghiu |
Director assistente criativo | Eddy Guimaraes |
Director assistente criativo | Vinicius Dalvi |
Creative Supervisor | Simone Di Laus |
Director de arte | Alice Teruzzi |
Redator | Francesca Ferracini |
Head Of Planning | Bela Ziemann |
Planeador | Noa Dekel |
Planeador | Monica Radulescu |
Account Manager | Barbara Pusca |
Account Manager | Filippo D’Andrea |
Account Manager | Camilla Poli |
Account Manager | Maria Elena Gaglianese |
Produtor da agência | Silvia Cattaneo |
Art Buyer | Caterina Collesano |
Produtora | Division Paris |
Realizador | François Rousselet |
Director de fotografia | Simon Chaudoir |
Editor | Adriana Legay |
5. Panasonic SL−1200 / The Philharmonic Turntable Orchestra
Titulo | The Philharmonic Turntable Orchestra |
Agência | Dentsu Inc. |
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 | Yu Kaneno |
Director criativo | Goro Ohsawa |
Director criativo | Kentaro Suda |
Redator | Ryuta Kimura |
Planeador | Ryuta Kimura |
Redator | Takumi Ichikawa |
Director de arte | Satoshi Kohno |
Account Manager | Takeshi Saito |
Music Producer | Keisuke "Tommy" Tominaga |
6. Volvo XC60 / Moments (180s)
Titulo | Moments (180s) |
Agência | Forsman & Bodenfors Göteborg |
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 |
7. Rimowa Electronic Tag / Rimowa Electronic Tag
Titulo | Rimowa Electronic Tag |
Agência | Philipp und Keuntje GmbH |
Campanha | Rimowa Electronic Tag |
Anunciante | Rimowa |
Marca | Rimowa Electronic Tag |
Posted | Mai 2018 |
Sector Empresarial | Malas de viagem e maletas |
Tipo de Mídia | Mobile |
Comprimento |
8. Shiseido / The Party Bus
Titulo | The Party Bus |
Agência | Shiseido Creative Division |
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 | Show Yanagisawa |
Director criativo | Masoto Kosakawa |
Produtora | Towerfilm |
Pós-produção | Digital Eggs |
Pós-produção | My Working |
9. Forbes / Ricky Brasil
Titulo | Ricky 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 | Claudio Lima |
Director executivo criativo | felix del valle |
Director criativo | Eduardo Doss |
Director criativo | Guiga Giacomo |
Director de arte | Paulo Engler |
Redator | Mariana Albuquerque |
Planeador | Daniel de Tomazo |
Project Manager | Priscilla Saikai |
Producer | Patricia Silveira |
Director de media | Paulo Ferreira |
Editor | Deydson Rocha |
Director de publicidade | Antonio Camarotti |
Produtora | Trator |
Realizador | Vinicius Colé |
Fotografia / Illustration | Vinicius Colé |
Producer | Eduardo Saraiva |
Produção de som | Evil Twin |
Gráficos 3D | Alan Prado |
Compositor | Igor Sacilotto |
10. BMW / Transformation of a Landmark
Titulo | Transformation of a Landmark |
Agência | Jung von Matt / Spree |
Campanha | 100.000 electric cars sold in 2017 |
Anunciante | BMW |
Marca | BMW |
Posted | Mai 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 | Till Eckel |
Director executivo criativo | Joachim Kortlepel |
Realizador | Tobias Paul |
Fotógrafo | Ralph Larmann |
Realizador | Simon and Paul |
Director criativo | Christian Wölky |
Director criativo | Mihai Gongu |
Director criativo | Stefan Amtmann |
Redator | Simon Knittel |
Redator | Lena Charbonnier |
Director de arte | Elena Knittelfelder |
Director de arte | Sebastian Hölzer |
Director de arte | Dustin Przibilla |
Director de arte | Christian Dallmeier |
Consultant | Jan Anderßen |
Consultant | Niels Böse |
Consultant | Stephan Süß |
Consultant | Julian Pankratz |
11. Volvo XC60 / Live Reviews
Titulo | Live Reviews |
Agência | Grey Brasil |
Campanha | Volvo live reviews |
Anunciante | Volvo |
Marca | Volvo XC60 |
Data da primeira Transmissão/Publicação | 2017 / 10 |
Sector Empresarial | Automóveis |
Tipo de Mídia | Interatividade |
Comprimento |
Titulo | Care by Volvo mobile app |
Agência | Grey New York |
Campanha | Care by Volvo mobile app |
Anunciante | Volvo |
Marca | Volvo |
Posted | Junho 2018 |
Sector Empresarial | Automotor |
Tipo de Mídia | Interatividade |
Comprimento |
13. Mercedes-Benz / Return to Chapman's Peak
Titulo | Return to Chapman's Peak |
Agência | Net#work BBDO |
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 | Steven Tyler |
Produtor da agência | Lee-Ann Jacobs |
Design de imagens | Ryan Paikin |
Director de publicidade | Selvin Govender |
Chief Creative Officer | Mike Schalit |
Cinematografia | Lorens Van Rensburg |
Director criativo | Tim Beckerling |
Realizador | Lourens Van Rensburg |
Editor | James O'Sullivan |
Director executivo criativo | Brad Reilly |
Produtora | 7Flims |
Música | Audio Militia |
Pós produção | Ludus |
Producer | Nina van Rensburg |
14. Mercedes-Benz / The Amber Cube
Titulo | The Amber Cube |
Agência | antoni GmbH |
Campanha | The Amber Cube |
Anunciante | Daimler AG |
Marca | Mercedes-Benz |
Posted | Junho 2018 |
Produto | G-Class |
Sector Empresarial | Automóveis |
Tipo de Mídia | Televisão e Cinema |
Comprimento |
Titulo | Lazy |
Agência | Publicis Italy |
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 | MPC LDN |
Empresa de design sonoro | Grand Central Recording Studios |
Global Chief Creative Officer | Bruno Bertelli |
Chief Executive Officer (CEO) | Bruno Bertelli |
Director de fotografia | Simon Chaudoir |
Produtor | Jules de Chateleux |
Creative Supervisor | Costanza Rossi |
Digital Creative Director | Mihnea Gheorghiu |
Editor | Nicolas Larrouquere |
Produtor da agência | Cecilia Barberis |
Account Manager | Giada Salerno |
Redator | Fabio Caputi |
Account Manager | Maria Elena Gaglianese |
Realizador | François Rousselet |
Colorist | Richard Fearon |
Digital Creative Director | Milos Obradovic |
Guarda-roupa/estilista | Davey Sutton |
Director de arte | Simone Di Laus |
Director executivo criativo | Cristiana Boccassini |
Associate Copywriter | Beatrice Mari |
Planeador | Noa Dekel |
Produtor da agência | Matilde Bonanni |
Head Of Planning | Bela Zieman |
Director de arte | Cecilia Moro |
Art Buyer | Barbara Centazzo |
Produtora | Division Paris |
Pós-produção | Studio Invisible |