DOMINATED BY AUTOMOBILES IN THE PREVIOUS EDITION OF THE REPORT, THIS YEAR’S LUXURY CATEGORY IS FASHION-FORWARD.
Fashion at its best is both glamorous and artistic, words that could easily be applied to Burberry’s superbly-choreographed epic in the top slot, which winks at the brand’s heritage while nodding at the golden age of Hollywood. Publicis Italy continues to put Diesel back in the awards spotlight with the provocative “Enjoy Before Wearing”, while Lacoste and BETC return to the category with “Crocodile Inside”. Audi’s “Don’t Hate, Imitate” proved even more popular than the Super Bowl spot it spoofed – and Volvo’s laudable “E.V.A Initiative” continued to reap awards glory.
Fashion at its best is both glamorous and artistic, words that could easily be applied to Burberry’s superbly-choreographed epic in the top slot, which winks at the brand’s heritage while nodding at the golden age of Hollywood. Publicis Italy continues to put Diesel back in the awards spotlight with the provocative “Enjoy Before Wearing”, while Lacoste and BETC return to the category with “Crocodile Inside”. Audi’s “Don’t Hate, Imitate” proved even more popular than the Super Bowl spot it spoofed – and Volvo’s laudable “E.V.A Initiative” continued to reap awards glory.
Most awarded
campaigns, brands &
agencies in
Luxury in
2021
Most awarded
campaigns, brands and
agencies in
Luxury in
2021
CAMPAIGNS
BRANDS
| Brand | ||
|---|---|---|
| 1 |  |
Burberry |
| 2 |  |
Diesel |
| 3 |  |
Volvo |
| 4 |  |
Lacoste |
| 5 |  |
BMW |
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
Riff Raff Films, London |
| 2 |  |
Publicis Italy, Milan |
| 3 |  |
BETC Paris, Pantin |
| 4 |  |
Forsman & Bodenfors Göteborg |
| 5 |  |
POL Oslo |
Watch
1. Burberry / Festive
| Titulo | Festive |
| Agência | Riff Raff Films |
| Campanha | Festive |
| Anunciante | Burberry |
| Marca | Burberry |
| Data da primeira Transmissão/Publicação | 2020 / 11 |
| Sector Empresarial | Roupa de design |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Trilha sonora | Singin' in the Rain |
| Empresa de produção | Final Cut |
| VFX Company | MPC LDN |
| Empresa de design sonoro | 750mph |
| Produtora | Riff Raff Films |
| Chief Creative Officer | Ricardo Tisci |
| Chief Marketing Officer (CMO) | Rod Manley |
| Equipa criativa | Rachel Crowther |
| Director de arte | Al Watts |
| Director de arte | Sean Bell |
| Chefe de produção | Rose Percy |
| Produtor da agência | Asha Joneja |
| Produtor da agência | Cara Gillies |
| Production Coordinator | Rebecca Haddaway |
| Pós produção | Luke Stazaker |
| Realizador | Megaforce |
| Produtor executivo | Matthew Fone |
| Producer | Nick Goldsmith |
| Production Manager | Hannah Fowles-Pazdro |
| Production Manager | Georgia Mills |
| Assistant Editor | Ben Gill |
| Director de fotografia | Katelin Arizmendi |
| Designer de produção | Marco Puig |
| Editor | Joe Guest |
| VFX Producer | Ryan Hancocks |
| Sound Designer | Sam Ashwell |
2. Diesel / Enjoy Before Returning
| Titulo | Enjoy Before Returning |
| Agência | Publicis Italy |
| Campanha | Enjoy Before Returning |
| Anunciante | Diesel |
| Marca | Diesel |
| Posted | Abril 2020 |
| Sector Empresarial | Vestuário, moda e calçado |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Director criativo | Thiago Cruz |
| Director criativo | Mihnea Gheorghiu |
| Director de arte | Andrea Sarcullo |
| Redator | Sébastien Rouvière |
| Chief Creative Officer | Bruno Bertelli |
| Chief Creative Officer | Cristiana Boccassini |
| Fotógrafo | Angelo Pennetta |
| Creative Supervisor | Costanza Rossi |
| Account Manager | Ilaria Castiglioni |
| Account Manager | Filippo D’Andrea |
| Account Manager | Mirko de Martini |
| Senior Strategic Planner | Monica Radulescu |
| Social Media Manager | Doina Tatu |
| Produtor da agência | Erica Lora-Lamia |
| Art Buyer | Caterina Collesano |
| Art Buyer | Marcella Garutti |
3. Lacoste / Crocodile Inside (97s)
| Titulo | Crocodile Inside (97s) |
| Agência | BETC Paris |
| Campanha | Crocodile Inside |
| Anunciante | Lacoste |
| Marca | Lacoste |
| Data da primeira Transmissão/Publicação | 2019 / 5 |
| Sector Empresarial | Vestuário, moda e calçado |
| Tipo de Mídia | Televisão e Cinema |
| Comprimento | |
| Trilha sonora | L’Hymne à l’amour - Edith Piaf |
| Produtora | Iconoclast |
| Director de publicidade | Sandrine Conseiller |
| Director de publicidade | Amandine Morel |
| Director de publicidade | Mylène Atlan |
| Director de publicidade | Amandine Delcour |
| Account Management | Bertille Toledano |
| Account Management | Gaëlle Gicqueau |
| Account Management | Fanny Buisseret |
| Director executivo criativo | Rémi Babinet |
| Director criativo | Aurélie Scalabre |
| Director criativo | Olivier Aumard |
| Director criativo | Damien Bellon |
| Director de arte | Aurélie Scalabre |
| Redator | Olivier Aumard |
| Director associado de arte | Jessica Fecteau |
| Planeador estratégico | Philippe Martin-Davies |
| Music Creative Director | Christophe Caurret |
| Produtora | General Pop |
| Realizador | Megaforce |
4. Audi e-tron / Don't hate. Imitate
| Titulo | Don't hate. Imitate |
| Brief | Audi Norway’s “Don’t Hate. Imitate.” was a series of online films produced in a humorous response to competitor General Motors’ Super Bowl campaign. GM promoted its electric vehicles with the message “Why does Will Ferrell hate Norway?” Their spots featured Hollywood star Ferrell declaring his hate for Norway. His “hatred” was fueled by the fact that Norway is selling more EVs than any other country. As the best-selling EV-brand in Norway, Audi had to fight back. And, we had to act fast to win the EV-battle of The Super Bowl. Our comeback was produced and launched within just 48 hours of the GM ads, just in time for Super Bowl.Our comeback starred Game of Thrones star and proud Norwegian Kristofer Hivju. We fought back with tailor-made responses with one simple message: Don’t Hate. Imitate.In GMs main ad Ferrell, in his determination to hate Norway, punched a hole in a globe where Norway is located. In our first execution we turned the crushed globe, into the key element of our response to GM and Ferrell. |
| Agência | POL Oslo |
| Campanha | Don't hate. Imitate |
| Anunciante | Audi |
| Marca | Audi e-tron |
| Data da primeira Transmissão/Publicação | 2020 |
| Sector Empresarial | Automóveis 4x4 |
| História | Audi Norway's response to the Super Bowl commercial from General Motors. |
| Tipo de Mídia | Interatividade |
| Comprimento | |
| Produtora | Einar Film & Fortellinger |
| Actor/celebridade | Kristofer Hivju |
| Creative Director/ art director | Thorbjørn Ruud |
| Creative Director, Copywriter | Robert Radoli |
| Director de contas | Petter Bryde |
| Project Manager | Shirin Pakzamir |
| Designer | Ole Jacob Boe Skattum |
| Realizador | Aksel Hennie |
| Produtor executivo | Guri Neby |
| Produtor | Nicoline Helgø |
| Director de publicidade | Tommy B. Jensen |
| Director de publicidade | Elin Rosnes Sinervo |
| Director de fotografia | Pål Ulvik Rokseth |
| Pós produção | Cyril Boije |
| Pós produção | Ida Fiskerud |
| Compositor | Petter Fagelund |
| Offline Editor | Magnus Evensen |
5. Volvo / The E.V.A. Initiative
| Titulo | The E.V.A. Initiative |
| Agência | Forsman & Bodenfors Göteborg |
| Campanha | The E.V.A. Initiative |
| Anunciante | Volvo |
| Marca | Volvo |
| Data da primeira Transmissão/Publicação | 2019 / 3 |
| Sector Empresarial | Automóveis |
| História | E.V.A stands for Equal Vehicles for All. Most crash test dummies are modelled on men, meaning that women behind the wheel are often more vulnerable. But since the 1970s Volvo has based its car designs and safety innovations on data from real accidents, involving both men and women, making its vehicles safer for everyone. This data was made public through a digital library, with the aim of making all cars safer. The project had a precedent because Volvo had previously given away its patented seat belt technology. |
| Tipo de Mídia | Integrated Media/360 Activation |
| Comprimento | |
| Mercado | Reino Unido |
| Trilha sonora | “Without You (feat. Kerry Leatham)” |
| Mais Informações | https://www.volvocars.com/intl/why-volvo/human-innovation/future-of-driving/safety/cars-safe-for-all?utm_source=youtube&utm_medium=social&utm_content=safe_bio-description_16x9&utm_campaign |
| Som | Factory Studios |
| Campaign Manager | Louise Ahlström |
| Redator | Hampus Elfström |
| Redator | Simon Lublin |
| Redator | Jacob Nelson |
| Director de arte | Karl Risenfors |
| Director de arte | Leo Dahl |
| Director de arte | Adam Ulvegärde |
| Director de arte | Sophia Lindholm |
| Planeador estratégico | Trine Keller-Andreasen |
| Planeador estratégico | Daniel Sjöstrand |
| Digital Strategist | Peter Gaudiano |
| Produtor | Lena Sellman |
| Executivo de contas | Katarina Klofsten |
| Executivo de contas | Ewa Edlund |
| Web design | F and B Inhouse |
| Artwork | Martin Joelsson |
| Artwork | Ingrid Arnsand Jonsson |
| Supervisor de conta | Magnus Wretblad |
| Public Relations | Maja Bredberg |
| Public Relations | Bjarne Darwall |
| Agência de Mídia | Mindshare Sweden |
| Produtora | NEW LAND Stockholm |
| Produtor executivo | Erik Torell |
| Produtor executivo | Therese Engberg |
| Realizador | Laerke Herthoni |
| Director de fotografia | Rasmus Videbaek |
| Produtor | Joel Rostmark |
| Editor | Johan Söderberg |
| Dancer | Amy Gardner |
| Colorização | Framestore |
| Color Assist | Simon Bourke |
| VFX Supervisor | Joel Lindman |
| CG Artist | Laurent Clermont |
| Online Artist | Rajdarn Elderado |
| Online Studio | Chimney Pot |
| Color Producer | Chris Anthony |
| Post-production Producer | Moa Looft |
| VFX Executive Producer | Anton Söderhäll |
| VFX PRODUCTION | Goodbye Kansas |
| VFX Producer | Linda Öhlund |
| VFX Lead | Filip Orrby |
| Grade | Framestore |
| Intérprete | Lapalux |
| Música | Ninja Tune |
| Publishing Rights | Just Isn't Music |
| Produtor de som | Lucy Spong |
| Sound Design and Mix | Jon Clarke |
| CGI | Superstudios |
6. Volvo XC60 / The Parents
| Titulo | The Parents |
| Agência | Forsman & Bodenfors Göteborg |
| Campanha | The Parents |
| Anunciante | Volvo |
| Marca | Volvo XC60 |
| Data da primeira Transmissão/Publicação | 2020 / 9 |
| Sector Empresarial | Automóveis 4x4 |
| Tipo de Mídia | Viral |
| Comprimento | |
| Produtora | New Land |
| Director de arte | Karl Risenfors |
| Director de arte | Sophia Lindholm |
| Director de arte | Leo Dal |
| Redator | Hampus Elfström |
| Redator | Nicholas Düfke |
| Supervisor de conta | Magnus Wretblad |
| Executivo de contas | Katarina Klofsten |
| Produtor da agência | Lena Sellman |
| PR Strategist | Bjarne Darwall |
| Planner | Daniel Sjöstrand |
| Designer | Martin Joelsson |
| Web Design | F and B Inhouse |
| Realizador | Niclas Larsson |
| Produtor | Joel Rostmark |
| Produtor | Adam Holmström |
| Director de fotografia | Linus Sandgren |
| Produtor executivo | Sophie Tamm Christensen |
| Editor | Carla Luffe |
| Grading/Online | Chimney Pot |
| Fotógrafo | Patrik Johäll |
| Compositor | Pete Seeger |
7. BMW / The Small Escape
| Titulo | The Small Escape |
| Agência | Jung von Matt AG |
| Campanha | The Small Escape |
| Anunciante | BMW |
| Marca | BMW |
| Data da primeira Transmissão/Publicação | 2019 / 10 |
| Sector Empresarial | Automotor |
| Tipo de Mídia | Branded Content |
| Comprimento | |
| Pós-produção | Whitehouse Post |
| Realizador | Alex Feil |
| Câmara | Khalid Mohtaseb |
| Produtora | Tempomedia Filmproduktion GmbH |
| Director executivo criativo | Thim Wagner |
| Editor | Iain Whitewright |
| Produtor | Birgit Damen |
8. Lacoste / IUCN / Crocodile Free (Film Case)
| Titulo | Crocodile Free (Film Case) |
| Agência | BETC Paris |
| Campanha | Crocodile Free |
| Anunciante | Lacoste |
| Marca | Lacoste / IUCN |
| Data da primeira Transmissão/Publicação | 2019 |
| Sector Empresarial | Vestuário, moda e calçado |
| História | For the second year of its partnership with the International Union for Conservation of Nature (IUCN), Lacoste pushed its engagement for wildlife even further. Its iconic crocodile left its usual spots to ten threatened species in every square foot of Lacoste’s main stores in the world. All Lacoste communication and social platforms also became “Crocodile-Free”. All profits from this day helped IUCN’s efforts to conserve threatened wildlife. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Account Management | Bertille Toledano |
| Account Management | Fanny Buisseret |
| Account Management | Charlotte Seillier |
| Account Management | Suzy Morin |
| Director executivo criativo | Rémi Babinet |
| Director criativo | Antoine Choque |
| Director de arte | Jonathan Baudet-Botella |
| Redator | Olivier Aumard |
| Music Creative Director | Christophe Caurret |
| Director associado de arte | Benoît Ferran |
| Director associado de arte | Jessica Fecteau |
| Motion Design | Olivier Kharon |
| Post-production Supervisor | Anne-Sophie Touveron |
| Produtora | General Pop |
| Produção de som | GUM – Green United Music |
| Head of Strategy | Lennie Stern |
| Head of Activation & Strategy | Julien Leveque |
9. Volvo / Volvo – Lifesaver
| Titulo | Volvo – Lifesaver |
| Brief | We decided to train and equip Volvo drivers with AED’s, connecting their Volvos to the national call system for resuscitation.Volvo drivers are registered as civilian first responders. Emergency calls are automatically sent to the car via Volvo On Call. The driver can navigate directly to the victim. With a modest budget and a target of 25, an astonishing 200 enlisted in the first two weeks. The project exceeded expectations by nearly a thousand percent, making national and international headlines. |
| Agência | Ogilvy Social.Lab Netherlands |
| Campanha | Volvo – Lifesaver |
| Anunciante | Volvo |
| Marca | Volvo |
| Data da primeira Transmissão/Publicação | 2019 / 11 |
| Sector Empresarial | Automóveis |
| História | With a cardiac arrest the first six minutes are crucial. But on average ambulances take nine minutes. The concept: equip Volvos with an AED, train drivers on resuscitation and contribute to a better spread of AEDs and thus chances of survival. |
| Tipo de Mídia | Digital Installation |
| Comprimento | |
| Produtora | Smarthouse Films |
| Director executivo criativo | Tolga Buyukdoganay |
| Director executivo criativo | Michael Jansen |
| Equipa criativa | Rens Quirijnen |
| Equipa criativa | Stephan Gonnissen |
| Director criativo | Gijs Sluijters |
| Director criativo | Joris Tol |
| Design Lead | Paul Duijser |
10. Chanel / La Chanel Factory 5
| Titulo | La Chanel Factory 5 |
| Agência | Groupe Mazarine |
| Campanha | La Chanel Factory 5 |
| Anunciante | Chanel |
| Marca | Chanel |
| Posted | Dezembro 2021 |
| Sector Empresarial | Cosméticos, produtos de beleza e perfumes |
| Tipo de Mídia | Interatividade |
| Comprimento |
11. Lacoste / Give For Good
| Titulo | Give For Good |
| Agência | BETC Paris |
| Campanha | Give For Good |
| Anunciante | Lacoste |
| Marca | Lacoste |
| Data da primeira Transmissão/Publicação | 2020 / 12 |
| Sector Empresarial | Vestuário, moda e calçado |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Director de publicidade | Nathalie Beguinot |
| Director de publicidade | Alexandra Van de Vyvere |
| Director de publicidade | Sarah Mugnier |
| Account Manager | Gaëlle Gicqueau |
| Account Manager | Fanny Buisseret |
| Account Manager | Louise Menaige |
| Director criativo | Aurélie Scalabre |
| Director criativo | Olivier Aumard |
| Director de arte | Julien Vergne |
| Redator | Alexandre Girod |
| Director associado de arte | Mathis Payet |
| Produtor | Bao TuNgoc |
| Produtora | General Pop |
| Produção de som | GUM – Green United Music |
12. Bottega Veneta / The Invisible Store
| Titulo | The Invisible Store |
| Agência | Publicis Italy |
| Campanha | The Invisible Store |
| Anunciante | Bottega Veneta |
| Marca | Bottega Veneta |
| Data da primeira Transmissão/Publicação | 2020 / 7 |
| Sector Empresarial | Vestuário, moda e calçado |
| Tipo de Mídia | POP Display |
| Comprimento | |
| Creative Agency | Independent Ideas |
| Global Chief Creative Officer | Bruno Bertelli |
| Chief Creative Officer | Cristiana Boccassini |
| Director executivo criativo | Erick Loi |
| Global Creative Director | Sandra Bold |
| Director criativo | Costanza Rossi |
| Client Services Director | Benedetta Virga |
| Client Services Director | Cabiria Grachelli |
| Supervisor de conta | Alberto De Simone |
| Director de arte | Alberto Santoro |
| Director de arte | Matteo Tommasi |
| Redator | Rajiv Olivato |
| Redator | Edoardo Cervigni |
13. Diesel / The Most Expensive T-Shirt
| Titulo | The Most Expensive T-Shirt |
| Titulo (língua original) | The Condo T-Shirts |
| Agência | Small |
| Campanha | The Most Expensive T-Shirt |
| Anunciante | Diesel |
| Marca | Diesel |
| Data da primeira Transmissão/Publicação | 2019 / 12 |
| Sector Empresarial | Vestuário, moda e calçado |
| Tipo de Mídia | Interatividade |
| Comprimento | |
| Director executivo criativo | Luca Pannese |
| Director executivo criativo | Luca Lorenzini |
| Produtora | MYGOSH |
| Produtor executivo | Natali Sussman |
| Realizador | Hernan Corera |
| Director de fotografia | Mariano Monti |
| Colorist | Alejandra Lescano |
| Empresa de produção | Run Zebra Run |
| Sound Design and Mix | PICKLE MUSIC |
| Sound Engineer | Dario Zarember |
14. Diesel / Francesca
| Titulo | Francesca |
| Agência | Publicis Italy |
| Campanha | Francesca |
| Anunciante | Diesel |
| Marca | Diesel |
| Posted | Abril 2021 |
| Sector Empresarial | Vestuário, moda e calçado |
| Tipo de Mídia | Outros |
| Comprimento | |
| Global CCO Publicis WW | Bruno Bertelli |
| CCO Publicis Italy | Cristiana Boccassini |
| Mihnea Gheorghiu | |
| Thiago Cruz | |
| Director de arte | Mattia Mingardo |
| Redator | Silvia Serreli |
| Planeador estratégico | Monica Radulescu |
| Director de contas | Filippo DAndrea |
| Director de contas | Ilaria Castiglioni |
| Account Manager | Mirko de Martini |
| Produtor da agência | Anna Sica |
| Social Media Manager | Saraluna Micciche |
| Social Media Manager | Strategy |
| MSL Group Director | Kim Piquet |
| Directed | François Rousselet |
| Produced | Division |
| Producer | Jules de Chateleux |
| Director de fotografia | Matias Boucard |
| Editor | Nicolas Larrouquere |
| Produtor de linha | Alexis Fonvieille |
| Art Department | Olga Zlobina |
| Efeitos especiais | Sébastien Noyon |
| Supervisor | Franck Lambertz |
| Flame Artist | Flore Mounier |
| Grader | Arthur Paux |
| Grader Assistant | Loic Lavaux |
| Music Creative Director | Jules de Chateleux |
| Música | Sizzer |
| Music Supervision | Michael Bertoldini |
| Music Producer | Seppl Kretz |
15. Audemars Piguet / Musée Atelier Audemars Piguet
| Titulo | Musée Atelier Audemars Piguet |
| Agência | Atelier Brückner |
| Campanha | Musée Atelier Audemars Piguet |
| Anunciante | Audemars Piguet |
| Marca | Audemars Piguet |
| Posted | Junho 2021 |
| Sector Empresarial | Relógios |
| Tipo de Mídia | Exterior |
| Comprimento | |
| Mercado | Dinamarca |
| Produtora | Atelier Brückner |
| Architectural Designs | BIG Bjarke Ingels |
| Produtora | LDE Belzner Holmes |
| Agência de Mídia | medienprojekt p2 |
