The Most Creative Campaigns & Agencies in Luxury

The most creative campaigns in Luxury in 2017

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.


1 — Lacoste - Timeless

BRAND: Lacoste

AGENCY: BETC Paris

MEDIA: Television & Cinema

2 — John Lewis - #BusterTheBoxer

BRAND: John Lewis

AGENCY: adam&eveDDB

MEDIA: Television

3 — The Cartel - Make up

BRAND: The Cartel

AGENCY: Y&R Dubai

MEDIA: Print

4 — The Cartel - Ring

BRAND: The Cartel

AGENCY: Y&R Dubai

MEDIA: Print

5 — The Cartel - Shoes

BRAND: The Cartel

AGENCY: Y&R Dubai

MEDIA: Print

6 — The Cartel - Bag

BRAND: The Cartel

AGENCY: Y&R Dubai

MEDIA: Print

7 — The Cartel - Sunglasses

BRAND: The Cartel

AGENCY: Y&R Dubai

MEDIA: Print

8 — Audi R8 & Airbnb - Desolation

BRAND: Audi R8 & Airbnb

AGENCY: Venables Bell & Partners

MEDIA: Television

9 — Strellson - Strellson: Make Yourself Unstoppable

BRAND: Strellson

AGENCY: Serviceplan Group

MEDIA: Digital

10 — Kenzo - Kenzo World Eau de Parfum by Spike Jonze

BRAND: Kenzo

MEDIA: Television & Cinema