The Most Creative Campaigns & Agencies in Luxury
The most creative campaigns in Luxury in 2018
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.
THE MOST CREATIVE ADS IN LUXURY IN 2018
| Title | Brand | Agency, City |
|---|---|---|
| 1. Save Our Species | Lacoste | BETC Paris, Pantin |
| 2. Go With The Flaw | Diesel | Publicis Italy, Milan |
| 3. Timeless | Lacoste | BETC Paris, Pantin |
| 4. Keep The World Flawed | Diesel | Publicis Italy, Milan |
| 5. The Philharmonic Turntable Orchestra | Panasonic SL−1200 | Dentsu Inc., Tokyo |
| 6. Moments (180s) | Volvo XC60 | Forsman & Bodenfors, Göteborg |
| 7. Rimowa Electronic Tag | Rimowa Electronic Tag | Philipp und Keuntje GmbH, Hamburg |
| 8. The Party Bus | Shiseido | |
| 9. Ricky Brasil | Forbes | Ogilvy Brasil Comunicação Ltda., São Paulo |
| 10. Transformation of a Landmark | BMW | Jung von Matt / Spree, Berlin |
| 11. Live Reviews | Volvo XC60 | Grey Brasil, São Paulo |
| 12. Care by Volvo mobile app | Volvo | Grey New York |
| 13. Return to Chapman's Peak | Mercedes-Benz | Net#work BBDO, Johannesburg |
| 14. The Amber Cube | Mercedes-Benz | antoni GmbH, Berlin |
| 15. Lazy | Diesel | Publicis Italy, Milan |
5 — Panasonic SL−1200 - The Philharmonic Turntable Orchestra
BRAND: Panasonic SL−1200
AGENCY: Dentsu Inc.
MEDIA: Web Film
6 — Volvo XC60 - Moments (180s)
BRAND: Volvo XC60
AGENCY: Forsman & Bodenfors
MEDIA: Television & Cinema
7 — Rimowa Electronic Tag - Rimowa Electronic Tag
BRAND: Rimowa Electronic Tag
AGENCY: Philipp und Keuntje GmbH
MEDIA: Mobile Advertising
13 — Mercedes-Benz - Return to Chapman's Peak
BRAND: Mercedes-Benz
AGENCY: Net#work BBDO
MEDIA: Web Film
14 — Mercedes-Benz - The Amber Cube
BRAND: Mercedes-Benz
AGENCY: antoni GmbH
MEDIA: Television & Cinema
