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).
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
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
8. Volvo / The E.V.A. Initiative 2
9. Diesel / SIDE:BIZ
| 标题 | SIDE:BIZ |
| 广告公司 | Publicis Italy |
| 广告战役 | BE A FOLLOWER |
| 广告主 | Diesel |
| 品牌 | Diesel |
| 首次发布日期 | 2019 / 2 |
| 行业领域 | 服装、时装和鞋类 |
| 哲学 | 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. |
| 媒体类别 | 互动 |
| 市场 | 美国, 中国, 日本 |
| CEO Publicis Italia & Global CCO Publicis WW | Bruno Bertelli |
| CCO | Cristiana Boccassini |
| 创意总监 | Thiago Cruz |
| Creative Director | Mihnea Gheorghiu |
| Creative Supervisor | Costanza Rossi |
| Digital Creative Director | Sandra Bold |
| Creative Director and Head of Social Media | Marco Viganò |
| 联合创意总监 | Vinicius Dalvi |
| 联合创意总监 | Eddy Guimaraes |
| 文案 | James Andrews |
| 美术指导 | Cecilia Moro |
| 美术指导 | Alice Teruzzi |
| 文案 | Francesca Ferracini |
| 美术指导 | Alex Eftimie |
| 文案 | Anton M. Kuerschner |
| Client Service Director | Eleni Charakleia |
| Digital Account Director | Ilaria Castiglioni |
| Account Director | Filippo D’Andrea |
| 战略企划 | Monica Radulescu |
| Head of Social Client Services & Strategy | Stefano Perazzo |
| Social Media Manager | Doina Tatu |
| Social Media Manager | Filippo Festuccia |
| Creative development & photography | Toilet Paper |
| 制作公司 | Collateral - The Storytellers |
| 后期制作 | Martin&Rainone |
| Stylist | Marc Goehring |
