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.
BRAND: Audi R8 & Airbnb
AGENCY: Venables Bell & Partners
AGENCY: Serviceplan Group
MEDIA: Television & Cinema