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Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Luxury

 
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.

Most awarded
campaigns, brands &
agencies in
Luxury in 2017

Most awarded
campaigns, brands and
agencies in
Luxury in 2017

CAMPAIGNS

Brand, Title, Agency
1
BETC Paris, Pantin
2
adam&eveDDB, London
3
Y&R Dubai, Dubai Media City
4
Y&R Dubai, Dubai Media City
5
Y&R Dubai, Dubai Media City
6
Y&R Dubai, Dubai Media City
7
Y&R Dubai, Dubai Media City
8
Venables Bell + Partners, San Francisco
9
Serviceplan Group, Munich
10

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

Watch

TitelTimeless
Agentur
Kampagne Life is a beautiful sport since 1933
Werbende Lacoste
Marke Lacoste
Datum der ersten Ausstrahlung/Veröffentlichung 2017 / 5
Geschäftsbereich Sportbekleidung
Story 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.
Medientyp Fernsehen & Kino
Länge
Soundtrack November
Redaktionsbüro
Media Director
Music Creative Director
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Executive Creative Director
Creative Director
Art Director
Texter
Traffic Director
Strategieplaner
Agency Producer
Produktionsfirma
Produktionsfirma
Tonproduktion
Regisseur
Musik
Medienagentur
Post-Produktion
Titel#BusterTheBoxer
Agentur
Kampagne #BusterTheBoxer
Werbende John Lewis
Marke John Lewis
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 11
Geschäftsbereich Kaufhäuser, Supermärkte
Medientyp Fernsehen
Länge
Soundtrack One Day I’ll Fly Away
Post-Produktion
Medienagentur
Regisseur
Produktionsfirma
Werbeleiter
Werbeleiter
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Texter
Art Director
Leiter Strategie
Geschäftsführer
Kaufmännischer Geschäftsführer
Etatdirektor
Kundenbetreuer
Filmproduzent/Produzent
Etatdirektor
Filmproduzent/Produzent
Direktor Fotografie
Produktionsmanager
Herstellungsleiter
Spezialeffekte
Spezialeffekte
Kolorist
TitelMake up
Agentur
Kampagne Spring Summer 2016: Be Seen
Werbende The Cartel
Marke The Cartel
PostedJuli 2016
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Presse & Publikationen
TitelRing
Agentur
Kampagne Spring Summer 2016: Be Seen
Werbende The Cartel
Marke The Cartel
PostedJuli 2016
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Presse & Publikationen
TitelShoes
Agentur
Kampagne Spring Summer 2016: Be Seen
Werbende The Cartel
Marke The Cartel
PostedJuli 2016
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Presse & Publikationen
TitelBag
Agentur
Kampagne Spring Summer 2016: Be Seen
Werbende The Cartel
Marke The Cartel
PostedJuli 2016
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Presse & Publikationen
TitelSunglasses
Agentur
Kampagne Spring Summer 2016: Be Seen
Werbende The Cartel
Marke The Cartel
PostedJuli 2016
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Presse & Publikationen
TitelDesolation
Agentur
Kampagne Desolation
Werbende Audi
Marke Audi R8 & Airbnb
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 9
Geschäftsbereich Kraftfahrzeuge
Slogan For those who live to drive. Book this house
Medientyp Fernsehen
Länge
Produktionsfirma
Redaktionsbüro
Executive Creative Director
Creative Director
Creative Director
Texter
Art Director
Art Director
Produktionsfirma
Regisseur
Direktor Fotografie
Executive Producer
Filmproduzent/Produzent
Cutter
Komponist
Creative Director
Executive Producer
Mixer
Sounddesigner
Sounddesigner
Sounddesigner
Executive Producer
Filmproduzent/Produzent
Kolorist
Brand Director
Brand Director
Projektmanager
Projektmanager
TitelStrellson: Make Yourself Unstoppable
Agentur
Kampagne Make Yourself Unstoppable
Werbende Strellson AG
Marke Strellson
PostedSeptember 2017
Geschäftsbereich Herrenkleidung
Story 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.
Medientyp Interaktiv
Länge
TitelKenzo World Eau de Parfum by Spike Jonze
BriefFor 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.
Kampagne KENZO World
Werbende Kenzo
Marke Kenzo
Datum der ersten Ausstrahlung/Veröffentlichung 2016 / 8
Geschäftsbereich Parfüms
Story 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.
Problem 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.
Medientyp Fernsehen & Kino
Länge
Soundtrack by Sam Spiegel & Ape Drums feat. Assassin "Mutant"
Regisseur
Schauspieler
Texter
Produktionsfirma
Direktor Fotografie
Executive Producer
Executive Producer
Executive Producer
Produzent
Produzent
Art Director
Art Director
Art Director
Fotograf

All rankings

Automotive

AUTOMOTIVE

Finance

FINANCE

Food & Beverages

FOOD & BEVERAGES

Health & Beauty

HEALTH & BEAUTY

Luxury

LUXURY

Retail

RETAIL

Transport & Tourism

TRANSPORT & TOURISM