AdForum
Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Luxury

 
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.

Most awarded
campaigns, brands &
agencies in
Luxury in 2018

Most awarded
campaigns, brands and
agencies in
Luxury in 2018

CAMPAIGNS

Brand, Title, Agency
1
BETC Paris, Pantin
2
Publicis Italy, Milan
3
BETC Paris, Pantin
4
Publicis Italy, Milan
5
Dentsu Inc., Tokyo
6
Forsman & Bodenfors Göteborg
7
Philipp und Keuntje GmbH, Hamburg
8
Shiseido Creative Division
9
., São Paulo
10
Jung von Matt / Spree, Berlin
11
Grey Brasil, São Paulo
12
Grey New York
13
Net#work BBDO, Johannesburg
14
antoni GmbH, Berlin
15
Publicis Italy, Milan

BRANDS

Brand

AGENCIES

Name
1 BETC Paris, Pantin
2 Publicis Italy, Milan
3 BBH, London
4 thjnk Hamburg
5 Dentsu Inc., Tokyo

Watch

TitoloSave Our Species
Titolo (Lingua Originale)Save Our Species (anglais)
Agenzia
Campagna Save Our Species
Cliente Lacoste
Marca Lacoste
Data di Prima Diffusione/Publicazione 2018 / 2
Settore Abbigliamento
Tipo di Media Web Film
Lunghezza
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Account Manager
Account Manager
Account Manager
Executive Creative Director
Creative Director
Copywriter
Copywriter
Art Director
Art Director Assistant
Strategic Planner
Agency Producer
Casa di Produzione
Production Company Producer
Music DEMON
TitoloGo With The Flaw
Agenzia
Campagna Go With The Flaw
Cliente Diesel
Marca Diesel
Data di Prima Diffusione/Publicazione 2017 / 9
Settore Abbigliamento, Moda, Calzature
Tipo di Media Web Film
Lunghezza
Sound Design Company
Grade
Executive Creative Director
Art Director
Art Director
Copywriter
Wardrobe / Stylist
Creative Supervisor
Digital Creative Director
Digital Creative Director
Global Chief Creative Officer
Associate Copywriter
Chief Executive Officer (CEO)
Head Of Planning
Account Planner
Casa di Produzione
Director
Direttore della fotografia
Account Manager
Account Manager
Agency Producer
Agency Producer
Art Buyer
Editor
Producer
Post Production
Colorist
TitoloTimeless
Agenzia
Campagna Life is a beautiful sport since 1933
Cliente Lacoste
Marca Lacoste
Data di Prima Diffusione/Publicazione 2017 / 5
Settore Abbigliamento sportivo
Trama 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 di Media Televisione e Cinema
Lunghezza
Colonna sonora November
Editing Company
Media Director
Music Creative Director
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Account Manager
Account Manager
Account Manager
Account Manager
Executive Creative Director
Creative Director
Art Director
Copywriter
Traffic Director
Strategic Planner
Agency Producer
Casa di Produzione
Casa di Produzione
Sound Production
Director
Music
Media Agency
Post Production
TitoloKeep The World Flawed
BriefA 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.
Agenzia
Campagna Keep The World Flawed
Cliente Diesel
Marca Diesel
Data di Prima Diffusione/Publicazione 2018 / 1
Settore Abbigliamento
Trama 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 di Media Televisione
Lunghezza
Colonna sonora What’s a Matter, baby?
Music
Global Chief Creative Officer
Chief Executive Officer (CEO)
Executive Creative Director
Digital Creative Director
Digital Creative Director
Associate Creative Director
Associate Creative Director
Creative Supervisor
Art Director
Copywriter
Head Of Planning
Account Planner
Account Planner
Account Manager
Account Manager
Account Manager
Account Manager
Agency Producer
Art Buyer
Casa di Produzione
Director
Direttore della fotografia
Editor
TitoloThe Philharmonic Turntable Orchestra
Agenzia
Campagna The Philharmonic Turntable Orchestra
Cliente Panasonic
Marca Panasonic SL−1200
Data di Prima Diffusione/Publicazione 2018 / 4
Settore TV, Hi-Fi, Video, Personal Stereo & Accessori
Trama 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 di Media Web Film
Lunghezza
Executive Creative Director
Creative Director
Creative Director
Copywriter
Account Planner
Copywriter
Art Director
Account Manager
Music Producer
TitoloMoments (180s)
Agenzia
Campagna Sometimes The Moments That Never Happen, Matter The Most.
Cliente Volvo
Marca Volvo XC60
Data di Prima Diffusione/Publicazione 2017 / 6
Settore Auto Nuove
Trama 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 di Media Televisione e Cinema
Lunghezza
TitoloRimowa Electronic Tag
Agenzia
Campagna Rimowa Electronic Tag
Cliente Rimowa
Marca Rimowa Electronic Tag
PostedMag 2018
Settore Luggage & Traveling bags
Tipo di Media Mobile Advertising
Lunghezza
TitoloThe Party Bus
Agenzia
Campagna The Party Bus
Cliente Shiseido
Marca Shiseido
Data di Prima Diffusione/Publicazione 2018 / 10
Settore Trucco
Slogan Make Up your own story
Trama 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 di Media Web Film
Lunghezza
Market Giappone
Director
Creative Director
Casa di Produzione Towerfilm
Post Production Digital Eggs
Post Production My Working
TitoloRicky Brasil
Agenzia
Campagna Ricky Brasil
Cliente Forbes Brazil Magazine
Marca Forbes
Data di Prima Diffusione/Publicazione 2018 / 4
Settore Media/Editoria
Trama 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 di Media Interattivo
Lunghezza
Chief Creative Officer
Executive Creative Director
Creative Director
Creative Director
Art Director
Copywriter
Account Planner
Project Manager
Production Company Producer
Media Director
Editor
Advertising Manager
Casa di Produzione
Director
Fotografia / Illustrazione
Production Company Producer
Sound Production
3D Graphics
Music Composer
TitoloTransformation of a Landmark
Agenzia
Campagna 100.000 electric cars sold in 2017
Cliente BMW
Marca BMW
PostedMag 2018
Settore Auto Nuove
Trama 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 di Media Case Study
Lunghezza
Music 2WEI Music
Executive Creative Director
Executive Creative Director
Director
Photographer
Director
Creative Director
Creative Director
Creative Director
Copywriter
Copywriter
Art Director
Art Director
Art Director
Art Director
Consultant
Consultant
Consultant
Consultant
TitoloLive Reviews
Agenzia
Campagna Volvo live reviews
Cliente Volvo
Marca Volvo XC60
Data di Prima Diffusione/Publicazione 2017 / 10
Settore Auto Nuove
Tipo di Media Interattivo
Lunghezza
TitoloCare by Volvo mobile app
Agenzia
Campagna Care by Volvo mobile app
Cliente Volvo
Marca Volvo
PostedGiugno 2018
Settore Automobili/Motoveicoli
Tipo di Media Interattivo
Lunghezza
TitoloReturn to Chapman's Peak
Agenzia
Campagna Return to Chapman's Peak
Cliente Daimler AG
Marca Mercedes-Benz
Data di Prima Diffusione/Publicazione 2018 / 5
Settore Auto Nuove
Trama Legendary South African crash survivor revisits site of 30 story plunge in autonomous S-Class.
Tipo di Media Web Film
Lunghezza
Art Director
Agency Producer
Image Design
Advertising Manager
Chief Creative Officer
Cinematografia
Creative Director
Director
Editor
Executive Creative Director
Casa di Produzione
Music
Post Produzione
Production Company Producer
TitoloThe Amber Cube
Agenzia
Campagna The Amber Cube
Cliente Daimler AG
Marca Mercedes-Benz
PostedGiugno 2018
Prodotto G-Class
Settore Auto Nuove
Tipo di Media Televisione e Cinema
Lunghezza
TitoloLazy
Agenzia
Campagna Go With The Flaw
Cliente Diesel
Marca Diesel
Data di Prima Diffusione/Publicazione 2018 / 7
Settore Abbigliamento, Moda, Calzature
Tipo di Media Stampa e stampati
Grade
Sound Design Company
Global Chief Creative Officer
Chief Executive Officer (CEO)
Direttore della fotografia
Producer
Creative Supervisor
Digital Creative Director
Editor
Agency Producer
Account Manager
Copywriter
Account Manager
Director
Colorist
Digital Creative Director
Wardrobe / Stylist
Art Director
Executive Creative Director
Associate Copywriter
Account Planner
Agency Producer
Head Of Planning
Art Director
Art Buyer
Casa di Produzione
Post Production

All rankings

Automotive

AUTOMOTIVE

Finance

FINANCE

Food & Beverages

FOOD & BEVERAGES

Health & Beauty

HEALTH & BEAUTY

Luxury

LUXURY

Retail

RETAIL

Transport & Tourism

TRANSPORT & TOURISM