The Most Creative Campaigns, Brands
and Agencies in Luxury

 
LACOSTE SERVES A GREAT GAME BUT DESIRABLE CARS ARE THE STARS OF THE LUXURY SECTOR.

It’s always interesting to note that the rarefied brands most closely associated with luxury – the Chanels and Cartiers of the world – tend to snub awards shows. And indeed not one of them is present in the top 15. What we see here are more accessible luxury brands. Lacoste tops the line-up with the emotive “Crocodile Inside” film, then “crocs” up again at number 5 with its “Crocodile Free” initiative, making it the most awarded luxury brand. The rest of the peloton is filled with automotive brands: Volvo, BMW and Mercedes. Later in the top ten we find Diesel, purveyor of premium casual wear and back on a creative roll that recalls its glory days in the 1990s, sending Publicis Italy to the second slot on the list of most-awarded agencies (after Lacoste’s BETC).

Most awarded
campaigns, brands &
agencies in
Luxury in 2020

Most awarded
campaigns, brands and
agencies in
Luxury in 2020

CAMPAIGNS

Brand, Title, Agency
1
BETC Paris, Pantin
2
Forsman & Bodenfors Göteborg
3
Jung von Matt AG, Hamburg
4
antoni GmbH, Berlin
5
BETC Paris, Pantin
6
Dentsu Creative, Amsterdam
7
Publicis Italy, Milan
8
Forsman & Bodenfors Göteborg
9
Publicis Italy, Milan
10
Publicis Italy, Milan
11
Ogilvy Social.Lab Netherlands, Amsterdam
12
Publicis Italy, Milan
13
Publicis Italy, Milan
14
Forsman & Bodenfors Göteborg
15
Kworq, New York

BRANDS

Brand
1 Lacoste
2 Volvo
3 Diesel
4 BMW
5 Mercedes-Benz

AGENCIES

Name
1 BETC Paris, Pantin
2 Publicis Italy, Milan
3 Forsman & Bodenfors Göteborg
4 Jung von Matt AG, Hamburg
5 antoni GmbH, Berlin

Watch

TitelCrocodile Inside (97s)
Agentur
Kampagne Crocodile Inside
Werbende Lacoste
Marke Lacoste
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 5
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Fernsehen & Kino
Länge
Soundtrack L’Hymne à l’amour - Edith Piaf
Produktionsfirma
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuung
Kundenbetreuung
Kundenbetreuung
Executive Creative Director
Creative Director
Creative Director
Creative Director
Art Director
Texter
Stellvertretender Art Director
Strategieplaner
Music Creative Director
Produktionsfirma
Regisseur
TitelThe E.V.A. Initiative
Agentur
Kampagne The E.V.A. Initiative
Werbende Volvo
Marke Volvo
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 3
Geschäftsbereich Autos
Story 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.
Medientyp Integrated Media/360 Activation
Länge
Markt Großbritannien
Soundtrack “Without You (feat. Kerry Leatham)”
Mehr Informationen 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
Ton
Kampagnenmanager
Texter
Texter
Texter
Art Director
Art Director
Art Director
Art Director
Strategieplaner
Strategieplaner
Digitale Strategie
Produzent
Account Executive
Account Executive
Web design
Artwork
Artwork
Account Supervisor
Public Relations
Public Relations
Medienagentur
Produktionsfirma
Executive Producer
Executive Producer
Regisseur
Direktor Fotografie
Produzent
Cutter
Dancer
Kolorierung
Color Assist
VFX Supervisor
CG Artist
Online Artist
Online-Studio
Color Producer
Produzent Post-Produktion
VFX Executive Producer
VFX PRODUCTION
VFX Producer
VFX Lead
Grad
Darsteller
Musik
Publishing Rights
Produzent Ton
Sound Design and Mix
CGI
TitelThe Small Escape
Agentur
Kampagne The Small Escape
Werbende BMW
Marke BMW
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 10
Geschäftsbereich Kraftfahrzeuge
Medientyp Branded Content
Länge
Post-Produktion
Regisseur
Kameramann
Produktionsfirma
Executive Creative Director
Cutter
Produzent
TitelBertha Benz: The Journey That Changed Everything
Agentur
Kampagne Bertha Benz: The Journey That Changed Everything
Werbende Daimler AG
Marke Mercedes-Benz
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 3
Geschäftsbereich Kraftfahrzeuge
Slogan She believed in more than a car. She believed in herself
Story To prove that her husband’s invention was the future of mobility, Bertha Benz went on the first long-distance journey in an automobile. 131 years later, she was celebrated in a short film launched on International Women’s Day. We see Bertha driving her "horseless carriage" into a fearful town, where a pharmacy that sells "ligroin" petroleum unwittingly becomes the world's first gas station. After overcoming the scepticism of onlookers, and especially the contempt of the menfolk, she motors triumphantly away.
Medientyp Internet-Film
Länge
Redaktionsbüro
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Geschäftsführer
Geschäftsführer
Geschäftsführer
Executive Creative Director
Executive Creative Director
Executive Creative Director
Creative Director
Texter
Strategist
Produktionsfirma Anorak Film
Regisseur
Geschäftsführer
Executive Producer
Produzent
Filmproduzent/Produzent
Direktor Fotografie
Produktionsdesigner
Cutter
Tonstudio
Komponist
Komponist
Komponist
Filmproduzent/Produzent
TitelCrocodile Free (Film Case)
Agentur
Kampagne Crocodile Free
Werbende Lacoste
Marke Lacoste / IUCN
Datum der ersten Ausstrahlung/Veröffentlichung 2019
Geschäftsbereich Mode, Kleidung & Schuhe
Story 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. 
Medientyp Case Study
Länge
Kundenbetreuung
Kundenbetreuung
Kundenbetreuung
Kundenbetreuung
Executive Creative Director
Creative Director
Art Director
Texter
Music Creative Director
Stellvertretender Art Director
Stellvertretender Art Director
Motion Design
Post-production Supervisor
Produktionsfirma
Tonproduktion
Head of Strategy
Head of Activation & Strategy
TitelRoad Tales
Titel (Originalsprache)Snelweg Sprookjes
Agentur
Kampagne Road Tales
Werbende Volkswagen Group
Marke Volkswagen
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 1
Geschäftsbereich Kraftfahrzeuge
Story How to encourage kids to enjoy the scenery during road trips rather than being riveted to a screen? Road Tales are location-based audiobooks that transform car journeys into magical tales. Landmarks like windmills, bridges and lakes become story elements. Parents can download the app and play the interactive stories through the car’s sound system. 5000 kilometres of highway were scanned to create a custom experience for every ride. Through a mix of classic storytelling, "I spy" and creative use of data, VW turns every journey into a story.
Philosophie Most of us can relate to the image of kids looking outside the window letting their mind wander into imaginary worlds as they travel along the road. But the back seat of most family cars today looks quite differently: children sucked into screens, disconnected from what surrounds them. Screen time is constantly increasing, specially among younger generations. The American Academy of Pediatrics (AAP) updated their guidelines for children’s media use, as children desperately need more free time to ignite their imaginations and develop a sense of wonder . Instead of activating their imagination, children 1 are overstimulated by all that extensive screen time. Creative agency ACHTUNG! mcgarrybowen developed ‘Snelweg Sprookjes’ (translated: Road Tales) for Volkswagen Netherlands. An app with location based interactive audiobooks that transform ordinary road objects into magical characters of a story. The main goal of the app is to make children curious about looking outside again as they ride in the car - but also to give parents a good alternative for the use of screens. In the Netherlands Volkswagen is one of the most driven family cars. Thousands of children are spending time on the back seats of cars on a daily basis. Most of this time is filled with a digital screen. With 'Road Tales', Volkswagen wants to bring imagination back to where it has always belonged: the back seat. Mervyn ten Dam - executive creative director ACHTUNG! mcgarrybowen Amsterdam: “With the app we stimulate the imagination of kids and create a fun and interactive experience for the whole family. Through a custom story-engine, the app builds stories in real-time around ordinary highway objects. For example, a story turns a tunnel into a rocket launcher. With this app we want to give children the ability to trigger their creative thinking skills, which are essential to self-discovery.”
Medientyp Case Study
Länge
Production
Development app
Sound
Illustrations
Manager Marketing Communication
Team Manager Marketing Communication
Brand Communication Manager
Executive Creative Director
Executive Creative Director
Creative Director
Creative Director
Creative
Creative
Creative
Account Manager
Strategy Director
Strategy
Head of Production
Content Producer
Digital Producer
Designer
Designer
Design Director
UX design
Illustrator
Produktionsfirma
Production Company
Production Company
Sound Design
Writer
Writer
Writer
Writer
Writer
Writer
TitelEnjoy Before Returning
Agentur
Kampagne Enjoy Before Returning
Werbende Diesel
Marke Diesel
PostedApril 2020
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Case Study
Länge
Creative Director
Creative Director
Art Director
Texter
Chief Creative Officer
Chief Creative Officer
Fotograf
Kreative Leitung
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Senior Strategic Planner
Social Media Manager
Agency Producer
Art Buyer
Art Buyer
TitelThe E.V.A. Initiative 2
Agentur
Kampagne The E.V.A. Initiative
Werbende Volvo
Marke Volvo
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 3
Geschäftsbereich Autos
Medientyp Presse & Publikationen
Länge
Markt Großbritannien
Soundtrack “Without You (feat. Kerry Leatham)”
Mehr Informationen 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
Ton
Kampagnenmanager
Texter
Texter
Texter
Art Director
Art Director
Art Director
Art Director
Strategieplaner
Strategieplaner
Digitale Strategie
Produzent
Account Executive
Account Executive
Web design
Artwork
Artwork
Account Supervisor
Public Relations
Public Relations
Medienagentur
Produktionsfirma
Executive Producer
Executive Producer
Regisseur
Direktor Fotografie
Produzent
Cutter
Dancer
Kolorierung
Color Assist
VFX Supervisor
CG Artist
Online Artist
Online-Studio
Color Producer
Produzent Post-Produktion
VFX Executive Producer
VFX PRODUCTION
VFX Producer
VFX Lead
Grad
Darsteller
Musik
Publishing Rights
Produzent Ton
Sound Design and Mix
CGI
TitelSIDE:BIZ
Agentur
Kampagne BE A FOLLOWER
Werbende Diesel
Marke Diesel
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 2
Geschäftsbereich Mode, Kleidung & Schuhe
Philosophie IS DIESEL UNLEASHING SOCIAL MEDIA’S REAL INFLUENCERS?
With an ironic flip, Diesel empowers the internet’s followers and fans with SIDE:BIZ

As an extension of its new Spring 2019 campaign, BE A FOLLOWER, Diesel is now empowering social media’s followers with the benefits and rewards one might expect to be exclusive to influencers.
And how exactly is Diesel doing this? With a smart new platform called SIDE:BIZ.

SIDE:BIZ is an innovative approach to e-commerce that allows for any Diesel follower to open their very own Diesel digital shop. Under the program, anyone can become a Diesel Ambassador and earn rewards. SIDE:BIZ is Diesel’s way of celebrating the followers, putting them first, and unleashing their full social media potential by equipping them with the tools needed to live successfully on their own terms. It’s simple: no pressure, no contracts, no proof of influence needed.

To start a SIDE:BIZ, you just need to go to diesel.com/baf/sidebiz; sign up; receive a unique e-commerce link; and then share it, post it, text it and email it to everyone you know. Every time someone shops through your unique link, you earn rewards. Depending on where you live, these rewards vary from discounts and free products, to one-of-a-kind experiences.
SIDE:BIZ will be available in Europe from February 15, in North America from February 18, in Japan from February 22, and it will be launching in China in March.

With SIDE:BIZ, and the entire Spring/Summer ‘19 campaign, Diesel doesn’t just aim to show the world that life is easier as a follower. It also lauds the fact that followers are the social users that matter the most.
Medientyp Interaktiv
Markt Vereinigte Staaten von Amerika, China, Japan
CEO Publicis Italia & Global CCO Publicis WW
CCO
Creative Director
Creative Director
Creative Supervisor
Direktor Digitale Kreation
Creative Director and Head of Social Media
Stellvertretender Creative Director
Stellvertretender Creative Director
Texter
Art Director
Art Director
Texter
Art Director
Texter
Client Service Director
Digital Account Director
Account Director
Strategieplaner
Head of Social Client Services & Strategy
Social Media Manager
Social Media Manager
Creative development & photography
Produktionsfirma
Post-Produktion
Stylist
TitelHa(u)te Couture
Agentur
Kampagne Ha̶u̶te Couture FW18
Werbende Diesel
Marke Diesel
Datum der ersten Ausstrahlung/Veröffentlichung 2018 / 9
Geschäftsbereich Mode, Kleidung & Schuhe
Story This film much more than a fashion film. It’s something that could create a lasting cultural impact by literally spinning the language of abusers into words that can empower. Obviously, ‘I Wanna be Loved by You’ is a tongue-in-cheek, ironic take on the central premise of the campaign - It’s not about being loved, it’s about turning hate against the perpetrators. What we loved about the Calypso style was that it celebrated - to an extreme - the liberation of acceptance.
Medientyp Social Media
Länge
Produktionsfirma
Kolorierung
Post-Produktion
Global Chief Creative Officer
Chief Executive Officer (CEO)
Chief Creative Officer
Creative Director
Creative Director
Stellvertretender Creative Director
Texter
Art Director
Texter
Planungsleiter
Strategieplaner
Produktionsleitung
Produzent
Art Buyer
Designer
Direktor Kundenservice
Direktor Kundenservice
Account Supervisor
Head of Social Media
Social Media Manager
Regisseur
Executive Producer
Filmproduzent/Produzent
Direktor Fotografie
Fotograf
Cutter
Kolorist
Post-Produktion
Musik
Leitung Musik
TitelVolvo – Lifesaver
BriefWe 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.
Agentur
Kampagne Volvo – Lifesaver
Werbende Volvo
Marke Volvo
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 11
Geschäftsbereich Autos
Story 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.
Medientyp Digitale Installationen
Länge
Produktionsfirma
Executive Creative Director
Executive Creative Director
Creative Teammitglied
Creative Teammitglied
Creative Director
Creative Director
Design Lead
TitelReturn Policy
Agentur
Kampagne Return Policy
Werbende Diesel
Marke Diesel
PostedApril 2020
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Andere
Länge
Chief Creative Officer
Chief Creative Officer
Creative Director
Creative Director
Art Director
Texter
Produktionsfirma
Filmproduzent/Produzent
Filmproduzent/Produzent
Filmproduzent/Produzent
Regisseur
Direktor Fotografie
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Senior Strategic Planner
Social Media Manager
Agency Producer
Art Buyer
Art Buyer
Kreative Leitung
TitelInfluencers spend of lot of time doing laundry
Agentur
Kampagne Be A Follower. Spring/Summer 2019
Werbende Diesel
Marke Diesel
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 2
Geschäftsbereich Kleidung
Medientyp Internet-Film
Länge
Grading/Online
Werbeleiter
Werbeleiter
Texter
Art Director
Art Director
Chief Creative Officer
Creative Director
Creative Director
Creative Director
Art Buyer
Texter
Kreative Leitung
Stellvertretender Creative Director
Stellvertretender Creative Director
Etatdirektor
Etatdirektor
Social Media Manager
Social Media Manager
Social Media Manager Head of Social
Direktor Kundenservice
Strategist
Art Director
Texter
Direktor Digitale Kreation
Chief Executive Officer / Partner
Produktionsfirma
Regisseur
Regisseur
Direktor Fotografie
Filmproduzent/Produzent
Filmproduzent/Produzent
Executive Producer
Executive Producer
Cutter
Cutter
Kolorist
Post-Produktion
Grading/Online
Leitung Musik
Executive Producer
Executive Producer
TitelThe Parents
Agentur
Kampagne The Parents
Werbende Volvo
Marke Volvo XC60
Datum der ersten Ausstrahlung/Veröffentlichung 2020 / 9
Geschäftsbereich Allradantrieb
Medientyp Internet-Film
Länge
Produktionsfirma New Land
Art Director
Art Director
Art Director
Texter
Texter
Account Supervisor
Account Executive
Agency Producer
PR Strategist
Planner
Designer
Web Design
Regisseur
Produzent
Produzent
Direktor Fotografie
Executive Producer
Cutter
Grading/Online
Fotograf
Komponist
TitelBad Reviews
Agentur
Kampagne Bad Reviews
Werbende Etat Libre d'Orange
Marke Etat Libre d'Orange
PostedDezember 2020
Geschäftsbereich Parfüms
Story État Libre d’Orange is known for its head-turning scent names, including “I Am Trash” and “Fat Electrician.” Spirited and sometimes ironic, État’s fragrances required smart ads that also spoke to its refined luxury.So we got risky, not risqué: we borrowed from online reviews where the buyer wasn’t entirely thrilled. Instead of near-naked models, we let the customers tell the stories for us. In fact, these bad reviews were so good that they temporarily put our copywriter out of a job.With this idea, we targeted an audience seeking a fragrance that broke from the mold of other luxury brands. Scents are arguably the closest you can get to a physical signature, becoming a part of your body’s chemistry in a way that other fashion pieces and accessories cannot. By taking this approach, we emphasized État’s rebellious and satiric identity that sets it apart from the rest of the industry.
Problem Etat Libre d’Orange presents a collection of fragrances — all aspirational, all essential. With an emphasis on originality, audacity, authenticity and freedom of expression, Etat Libre d’Orange proposes surprising olfactory compositions, without any limitations in terms of creativity, raw materials, or expense.
Medientyp Interaktiv
Gründer
Creative Director
Gründer
Technischer Direktor
Art Director
Designer
Designer
Designer
Marketing Strategist
Agency Producer
Werbeleiter
Werbeleiter
Werbeleiter
Werbeleiter
Projektmanager
Projektmanager
Texter