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

1 — Lacoste - Save Our Species

BRAND: Lacoste

AGENCY: BETC Paris

MEDIA: Web Film

2 — Diesel - Go With The Flaw

BRAND: Diesel

AGENCY: Publicis Italy

MEDIA: Web Film

3 — Lacoste - Timeless

BRAND: Lacoste

AGENCY: BETC Paris

MEDIA: Television & Cinema

4 — Diesel - Keep The World Flawed

BRAND: Diesel

AGENCY: Publicis Italy

MEDIA: Television

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

8 — Shiseido - The Party Bus

BRAND: Shiseido

MEDIA: Web Film

9 — Forbes - Ricky Brasil

BRAND: Forbes

AGENCY: Ogilvy Brasil Comunicação Ltda.

MEDIA: Digital

10 — BMW - Transformation of a Landmark

BRAND: BMW

AGENCY: Jung von Matt / Spree

MEDIA: Case Study

11 — Volvo XC60 - Live Reviews

BRAND: Volvo XC60

AGENCY: Grey Brasil

MEDIA: Digital

12 — Volvo - Care by Volvo mobile app

BRAND: Volvo

AGENCY: Grey New York

MEDIA: Digital

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

14 — Diesel - Lazy

BRAND: Diesel

AGENCY: Publicis Italy

MEDIA: Print