AdForum
Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Luxury

 
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.

Most awarded
campaigns, brands &
agencies in
Luxury in 2021

Most awarded
campaigns, brands and
agencies in
Luxury in 2021

CAMPAIGNS

Brand, Title, Agency
1
Riff Raff Films, London
2
Publicis Italy, Milan
3
BETC Paris, Pantin
4
POL Oslo
5
Forsman & Bodenfors Göteborg
6
Forsman & Bodenfors Göteborg
7
Jung von Matt AG, Hamburg
8
BETC Paris, Pantin
9
Ogilvy Social.Lab Netherlands, Amsterdam
10
Groupe Mazarine, Paris
11
BETC Paris, Pantin
12
Publicis Italy, Milan
13
Small, New York
14
Publicis Italy, Milan
15
Atelier Brückner, Stuttgart

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

TitelFestive
Agentur
Kampagne Festive
Werbende Burberry
Marke Burberry
Datum der ersten Ausstrahlung/Veröffentlichung 2020 / 11
Geschäftsbereich Designermode
Medientyp Fernsehen
Länge
Soundtrack Singin' in the Rain
Redaktionsbüro
VFX Company
Tonstudio
Produktionsfirma
Chief Creative Officer
Chief Marketing Officer (CMO)
Creative Teammitglied
Art Director
Art Director
Produktionsleitung
Agency Producer
Agency Producer
Produktionkoordinator
Post-Produktion
Regisseur
Executive Producer
Filmproduzent/Produzent
Produktionsmanager
Produktionsmanager
Assistenzredakteur
Direktor Fotografie
Produktionsdesigner
Cutter
VFX Producer
Sounddesigner
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
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
TitelDon't hate. Imitate
BriefAudi 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.
Agentur
Kampagne Don't hate. Imitate
Werbende Audi
Marke Audi e-tron
Datum der ersten Ausstrahlung/Veröffentlichung 2020
Geschäftsbereich Allradantrieb
Story Audi Norway's response to the Super Bowl commercial from General Motors.
Medientyp Interaktiv
Länge
Produktionsfirma
Schauspieler
Creative Director/ art director
Creative Director, Copywriter
Etatdirektor
Projektmanager
Designer
Regisseur
Executive Producer
Produzent
Werbeleiter
Werbeleiter
Direktor Fotografie
Post-Produktion
Post-Produktion
Komponist
Offline Editor
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 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
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
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
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
TitelLa Chanel Factory 5
Agentur
Kampagne La Chanel Factory 5
Werbende Chanel
Marke Chanel
PostedDezember 2021
Geschäftsbereich Kosmetika, Schönheitsprodukte & Parfüms
Medientyp Interaktiv
Länge
TitelGive For Good
Agentur
Kampagne Give For Good
Werbende Lacoste
Marke Lacoste
Datum der ersten Ausstrahlung/Veröffentlichung 2020 / 12
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Case Study
Länge
Werbeleiter
Werbeleiter
Werbeleiter
Kundenbetreuer
Kundenbetreuer
Kundenbetreuer
Creative Director
Creative Director
Art Director
Texter
Stellvertretender Art Director
Produzent
Produktionsfirma
Tonproduktion
TitelThe Invisible Store
Agentur
Kampagne The Invisible Store
Werbende Bottega Veneta
Marke Bottega Veneta
Datum der ersten Ausstrahlung/Veröffentlichung 2020 / 7
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp POS Display/Merchandising
Länge
Creative Agency
Global Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Global Creative Director
Creative Director
Direktor Kundenservice
Direktor Kundenservice
Account Supervisor
Art Director
Art Director
Texter
Texter
TitelThe Most Expensive T-Shirt
Titel (Originalsprache)The Condo T-Shirts
Agentur
Kampagne The Most Expensive T-Shirt
Werbende Diesel
Marke Diesel
Datum der ersten Ausstrahlung/Veröffentlichung 2019 / 12
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Interaktiv
Länge
Executive Creative Director
Executive Creative Director
Produktionsfirma
Executive Producer
Regisseur
Direktor Fotografie
Kolorist
Redaktionsbüro
Sound Design and Mix
Sound Engineer
TitelFrancesca
Agentur
Kampagne Francesca
Werbende Diesel
Marke Diesel
PostedApril 2021
Geschäftsbereich Mode, Kleidung & Schuhe
Medientyp Andere
Länge
Global CCO Publicis WW
CCO Publicis Italy
Art Director
Texter
Strategieplaner
Etatdirektor
Etatdirektor
Kundenbetreuer
Agency Producer
Social Media Manager
Social Media Manager
MSL Group Director
Directed
Produced
Filmproduzent/Produzent
Direktor Fotografie
Cutter
Herstellungsleiter
Art Department
Spezialeffekte
Supervisor
Flame Artist
Grader
Grader Assistant
Music Creative Director
Musik
Leitung Musik
Music Producer
TitelMusée Atelier Audemars Piguet
Agentur
Kampagne Musée Atelier Audemars Piguet
Werbende Audemars Piguet
Marke Audemars Piguet
PostedJunI 2021
Geschäftsbereich Uhren
Medientyp Außenwerbung
Länge
Markt Dänemark
Produktionsfirma Atelier Brückner
Architectural Designs
Produktionsfirma
Medienagentur

All rankings

Automotive

AUTOMOTIVE

Finance

FINANCE

Food & Beverages

FOOD & BEVERAGES

Health & Beauty

HEALTH & BEAUTY

Luxury

LUXURY

Retail

RETAIL

Tech

TECH

Transport & Tourism

TRANSPORT & TOURISM