AdForum
Business Creative Report

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

TitoloCrocodile Inside (97s)
Agenzia
Campagna Crocodile Inside
Cliente Lacoste
Marca Lacoste
Data di Prima Diffusione/Publicazione 2019 / 5
Settore Abbigliamento, Moda, Calzature
Tipo di Media Televisione e Cinema
Lunghezza
Colonna sonora L’Hymne à l’amour - Edith Piaf
Casa di Produzione
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Account Management
Account Management
Account Management
Executive Creative Director
Creative Director
Creative Director
Creative Director
Art Director
Copywriter
Associate Art Director
Strategic Planner
Music Creative Director
Casa di Produzione
Director
TitoloThe E.V.A. Initiative
Agenzia
Campagna The E.V.A. Initiative
Cliente Volvo
Marca Volvo
Data di Prima Diffusione/Publicazione 2019 / 3
Settore Auto Nuove
Trama 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 di Media Integrated Media/360 Activation
Lunghezza
Market Regno Unito
Colonna sonora “Without You (feat. Kerry Leatham)”
Più informazioni 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
Sound
Campaign Manager
Copywriter
Copywriter
Copywriter
Art Director
Art Director
Art Director
Art Director
Strategic Planner
Strategic Planner
Digital Strategist
Producer
Account Executive
Account Executive
Web design
Artwork
Artwork
Account Supervisor
Public Relations
Public Relations
Media Agency
Casa di Produzione
Executive Producer
Executive Producer
Director
Direttore della fotografia
Producer
Editor
Dancer
Footage
Color Assist
VFX Supervisor
CG Artist
Online Artist
Online Studio
Color Producer
Post-production Producer
VFX Executive Producer
VFX PRODUCTION
VFX Producer
VFX Lead
Grade
Performer
Music
Publishing Rights
Sound Producer
Sound Design and Mix
CGI
TitoloThe Small Escape
Agenzia
Campagna The Small Escape
Cliente BMW
Marca BMW
Data di Prima Diffusione/Publicazione 2019 / 10
Settore Automobili/Motoveicoli
Tipo di Media Branded Content
Lunghezza
Post Production
Director
Cameraman
Casa di Produzione
Executive Creative Director
Editor
Producer
TitoloBertha Benz: The Journey That Changed Everything
Agenzia
Campagna Bertha Benz: The Journey That Changed Everything
Cliente Daimler AG
Marca Mercedes-Benz
Data di Prima Diffusione/Publicazione 2019 / 3
Settore Automobili/Motoveicoli
Slogan She believed in more than a car. She believed in herself
Trama 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.
Tipo di Media Web Film
Lunghezza
Editing Company
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Managing Director
Managing Director
Managing Director
Executive Creative Director
Executive Creative Director
Executive Creative Director
Creative Director
Copywriter
Strategist
Casa di Produzione Anorak Film
Director
Managing Director
Executive Producer
Producer
Production Company Producer
Direttore della fotografia
Production Designer
Editor
Sound Design Company
Music Composer
Music Composer
Music Composer
Production Company Producer
TitoloCrocodile Free (Film Case)
Agenzia
Campagna Crocodile Free
Cliente Lacoste
Marca Lacoste / IUCN
Data di Prima Diffusione/Publicazione 2019
Settore Abbigliamento, Moda, Calzature
Trama 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 di Media Case Study
Lunghezza
Account Management
Account Management
Account Management
Account Management
Executive Creative Director
Creative Director
Art Director
Copywriter
Music Creative Director
Associate Art Director
Associate Art Director
MOTION DESIGN
Post-production Supervisor
Casa di Produzione
Sound Production
Head of Strategy
Head of Activation & Strategy
TitoloRoad Tales
Titolo (Lingua Originale)Snelweg Sprookjes
Agenzia
Campagna Road Tales
Cliente Volkswagen Group
Marca Volkswagen
Data di Prima Diffusione/Publicazione 2019 / 1
Settore Automobili/Motoveicoli
Trama 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.
Filosofia 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.”
Tipo di Media Case Study
Lunghezza
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
Casa di Produzione
Production Company
Production Company
Sound Design
Writer
Writer
Writer
Writer
Writer
Writer
TitoloEnjoy Before Returning
Agenzia
Campagna Enjoy Before Returning
Cliente Diesel
Marca Diesel
PostedAprile 2020
Settore Abbigliamento, Moda, Calzature
Tipo di Media Case Study
Lunghezza
Creative Director
Creative Director
Art Director
Copywriter
Chief Creative Officer
Chief Creative Officer
Photographer
Creative Supervisor
Account Manager
Account Manager
Account Manager
Senior Strategic Planner
Social Media Manager
Agency Producer
Art Buyer
Art Buyer
TitoloThe E.V.A. Initiative 2
Agenzia
Campagna The E.V.A. Initiative
Cliente Volvo
Marca Volvo
Data di Prima Diffusione/Publicazione 2019 / 3
Settore Auto Nuove
Tipo di Media Stampa e stampati
Lunghezza
Market Regno Unito
Colonna sonora “Without You (feat. Kerry Leatham)”
Più informazioni 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
Sound
Campaign Manager
Copywriter
Copywriter
Copywriter
Art Director
Art Director
Art Director
Art Director
Strategic Planner
Strategic Planner
Digital Strategist
Producer
Account Executive
Account Executive
Web design
Artwork
Artwork
Account Supervisor
Public Relations
Public Relations
Media Agency
Casa di Produzione
Executive Producer
Executive Producer
Director
Direttore della fotografia
Producer
Editor
Dancer
Footage
Color Assist
VFX Supervisor
CG Artist
Online Artist
Online Studio
Color Producer
Post-production Producer
VFX Executive Producer
VFX PRODUCTION
VFX Producer
VFX Lead
Grade
Performer
Music
Publishing Rights
Sound Producer
Sound Design and Mix
CGI
TitoloSIDE:BIZ
Agenzia
Campagna BE A FOLLOWER
Cliente Diesel
Marca Diesel
Data di Prima Diffusione/Publicazione 2019 / 2
Settore Abbigliamento, Moda, Calzature
Filosofia 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.
Tipo di Media Interattivo
Market Stati Uniti, Cina, Giappone
CEO Publicis Italia & Global CCO Publicis WW
CCO
Creative Director
Creative Director
Creative Supervisor
Digital Creative Director
Creative Director and Head of Social Media
Associate Creative Director
Associate Creative Director
Copywriter
Art Director
Art Director
Copywriter
Art Director
Copywriter
Client Service Director
Digital Account Director
Account Director
Strategic Planner
Head of Social Client Services & Strategy
Social Media Manager
Social Media Manager
Creative development & photography
Casa di Produzione
Post Produzione
Stylist
TitoloHa(u)te Couture
Agenzia
Campagna Ha̶u̶te Couture FW18
Cliente Diesel
Marca Diesel
Data di Prima Diffusione/Publicazione 2018 / 9
Settore Abbigliamento, Moda, Calzature
Trama 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.
Tipo di Media Social Media
Lunghezza
Casa di Produzione
Footage
Post Produzione
Global Chief Creative Officer
Chief Executive Officer (CEO)
Chief Creative Officer
Creative Director
Creative Director
Associate Creative Director
Copywriter
Art Director
Copywriter
Head Of Planning
Strategic Planner
Head of Production
Producer
Art Buyer
Designer
Client Services Director
Client Services Director
Account Supervisor
Head of Social Media
Social Media Manager
Director
Executive Producer
Production Company Producer
Direttore della fotografia
Photographer
Editor
Colorist
Post Produzione
Music
Music Supervision
TitoloVolvo – 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.
Agenzia
Campagna Volvo – Lifesaver
Cliente Volvo
Marca Volvo
Data di Prima Diffusione/Publicazione 2019 / 11
Settore Auto Nuove
Trama 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 di Media Digital Installation
Lunghezza
Casa di Produzione
Executive Creative Director
Executive Creative Director
Creative Team
Creative Team
Creative Director
Creative Director
Design Lead
TitoloReturn Policy
Agenzia
Campagna Return Policy
Cliente Diesel
Marca Diesel
PostedAprile 2020
Settore Abbigliamento, Moda, Calzature
Tipo di Media Altre
Lunghezza
Chief Creative Officer
Chief Creative Officer
Creative Director
Creative Director
Art Director
Copywriter
Casa di Produzione
Production Company Producer
Production Company Producer
Production Company Producer
Director
Direttore della fotografia
Account Manager
Account Manager
Account Manager
Senior Strategic Planner
Social Media Manager
Agency Producer
Art Buyer
Art Buyer
Creative Supervisor
TitoloInfluencers spend of lot of time doing laundry
Agenzia
Campagna Be A Follower. Spring/Summer 2019
Cliente Diesel
Marca Diesel
Data di Prima Diffusione/Publicazione 2019 / 2
Settore Abbigliamento
Tipo di Media Web Film
Lunghezza
Grading/Online
Advertising Manager
Advertising Manager
Copywriter
Art Director
Art Director
Chief Creative Officer
Creative Director
Creative Director
Creative Director
Art Buyer
Copywriter
Creative Supervisor
Associate Creative Director
Associate Creative Director
Account Director
Account Director
Social Media Manager
Social Media Manager
Social Media Manager Head of Social
Client Services Director
Strategist
Art Director
Copywriter
Digital Creative Director
Chief Executive Officer / Partner
Casa di Produzione
Director
Director
Direttore della fotografia
Production Company Producer
Production Company Producer
Executive Producer
Executive Producer
Editor
Editor
Colorist
Post Production
Grading/Online
Music Supervision
Executive Producer
Executive Producer
TitoloThe Parents
Agenzia
Campagna The Parents
Cliente Volvo
Marca Volvo XC60
Data di Prima Diffusione/Publicazione 2020 / 9
Settore Four Wheel Drive, SUV(Sports Utility Vehicle)
Tipo di Media Web Film
Lunghezza
Casa di Produzione New Land
Art Director
Art Director
Art Director
Copywriter
Copywriter
Account Supervisor
Account Executive
Agency Producer
PR Strategist
Planner
Designer
Web Design
Director
Producer
Producer
Direttore della fotografia
Executive Producer
Editor
Grading/Online
Photographer
Music Composer
TitoloBad Reviews
Agenzia
Campagna Bad Reviews
Cliente Etat Libre d'Orange
Marca Etat Libre d'Orange
PostedDicembre 2020
Settore Profumi
Trama 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.
Problema 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.
Tipo di Media Interattivo
Founder
Creative Director
Founder
Technical Director
Art Director
Designer
Designer
Designer
Marketing Strategist
Agency Producer
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Project Manager
Project Manager
Copywriter

All rankings

Automotive

AUTOMOTIVE

Finance

FINANCE

Food & Beverages

FOOD & BEVERAGES

Health & Beauty

HEALTH & BEAUTY

Luxury

LUXURY

Retail

RETAIL

Tech

TECH

Transport & Tourism

TRANSPORT & TOURISM