DOMINATED BY AUTOMOBILES IN THE PREVIOUS EDITION OF THE REPORT, THIS YEAR’S LUXURY CATEGORY IS FASHION-FORWARD.
Fashion at its best is both glamorous and artistic, words that could easily be applied to Burberry’s superbly-choreographed epic in the top slot, which winks at the brand’s heritage while nodding at the golden age of Hollywood. Publicis Italy continues to put Diesel back in the awards spotlight with the provocative “Enjoy Before Wearing”, while Lacoste and BETC return to the category with “Crocodile Inside”. Audi’s “Don’t Hate, Imitate” proved even more popular than the Super Bowl spot it spoofed – and Volvo’s laudable “E.V.A Initiative” continued to reap awards glory.
Fashion at its best is both glamorous and artistic, words that could easily be applied to Burberry’s superbly-choreographed epic in the top slot, which winks at the brand’s heritage while nodding at the golden age of Hollywood. Publicis Italy continues to put Diesel back in the awards spotlight with the provocative “Enjoy Before Wearing”, while Lacoste and BETC return to the category with “Crocodile Inside”. Audi’s “Don’t Hate, Imitate” proved even more popular than the Super Bowl spot it spoofed – and Volvo’s laudable “E.V.A Initiative” continued to reap awards glory.
Most awarded
campaigns, brands &
agencies in
Luxury in
2021
Most awarded
campaigns, brands and
agencies in
Luxury in
2021
CAMPAIGNS
BRANDS
| Brand | ||
|---|---|---|
| 1 |  |
Burberry |
| 2 |  |
Diesel |
| 3 |  |
Volvo |
| 4 |  |
Lacoste |
| 5 |  |
BMW |
AGENCIES
| Name | ||
|---|---|---|
| 1 |  |
Riff Raff Films, London |
| 2 |  |
Publicis Italy, Milan |
| 3 |  |
BETC Paris, Pantin |
| 4 |  |
Forsman & Bodenfors Göteborg |
| 5 |  |
POL Oslo |
Watch
1. Burberry / Festive
| 标题 | Festive |
| 广告公司 | Riff Raff Films |
| 广告战役 | Festive |
| 广告主 | Burberry |
| 品牌 | Burberry |
| 首次发布日期 | 2020 / 11 |
| 行业领域 | 设计师服装 |
| 媒体类别 | 电视 |
| 长度 | |
| Soundtrack | Singin' in the Rain |
| 剪辑公司 | Final Cut |
| VFX Company | MPC LDN |
| 音效设计公司 | 750mph |
| 制作公司 | Riff Raff Films |
| 首席创意官 | Ricardo Tisci |
| Chief Marketing Officer (CMO) | Rod Manley |
| 创意团队 | Rachel Crowther |
| 美术指导 | Al Watts |
| 美术指导 | Sean Bell |
| Head of Production | Rose Percy |
| 广告公司制片 | Asha Joneja |
| 广告公司制片 | Cara Gillies |
| Production Coordinator | Rebecca Haddaway |
| 后期制作 | Luke Stazaker |
| 导演 | Megaforce |
| 执行制片 | Matthew Fone |
| 制作公司制片 | Nick Goldsmith |
| 制作经理 | Hannah Fowles-Pazdro |
| 制作经理 | Georgia Mills |
| Assistant Editor | Ben Gill |
| 摄影指导 | Katelin Arizmendi |
| 制作设计师 | Marco Puig |
| 剪辑师 | Joe Guest |
| VFX Producer | Ryan Hancocks |
| Sound Designer | Sam Ashwell |
2. Diesel / Enjoy Before Returning
| 标题 | Enjoy Before Returning |
| 广告公司 | Publicis Italy |
| 广告战役 | Enjoy Before Returning |
| 广告主 | Diesel |
| 品牌 | Diesel |
| Posted | 4月 2020 |
| 行业领域 | 服装、时装和鞋类 |
| 媒体类别 | 案例研究 |
| 长度 | |
| 创意总监 | Thiago Cruz |
| 创意总监 | Mihnea Gheorghiu |
| 美术指导 | Andrea Sarcullo |
| 文案 | Sébastien Rouvière |
| 首席创意官 | Bruno Bertelli |
| 首席创意官 | Cristiana Boccassini |
| 摄影师 | Angelo Pennetta |
| 创意总监 | Costanza Rossi |
| 客户经理 | Ilaria Castiglioni |
| 客户经理 | Filippo D’Andrea |
| 客户经理 | Mirko de Martini |
| Senior Strategic Planner | Monica Radulescu |
| Social Media Manager | Doina Tatu |
| 广告公司制片 | Erica Lora-Lamia |
| Art Buyer | Caterina Collesano |
| Art Buyer | Marcella Garutti |
3. Lacoste / Crocodile Inside (97s)
| 标题 | Crocodile Inside (97s) |
| 广告公司 | BETC Paris |
| 广告战役 | Crocodile Inside |
| 广告主 | Lacoste |
| 品牌 | Lacoste |
| 首次发布日期 | 2019 / 5 |
| 行业领域 | 服装、时装和鞋类 |
| 媒体类别 | 影视 |
| 长度 | |
| Soundtrack | L’Hymne à l’amour - Edith Piaf |
| 制作公司 | Iconoclast |
| 广告经理 | Sandrine Conseiller |
| 广告经理 | Amandine Morel |
| 广告经理 | Mylène Atlan |
| 广告经理 | Amandine Delcour |
| Account Management | Bertille Toledano |
| Account Management | Gaëlle Gicqueau |
| Account Management | Fanny Buisseret |
| 执行创意总监 | Rémi Babinet |
| 创意总监 | Aurélie Scalabre |
| 创意总监 | Olivier Aumard |
| 创意总监 | Damien Bellon |
| 美术指导 | Aurélie Scalabre |
| 文案 | Olivier Aumard |
| 联合美术指导 | Jessica Fecteau |
| 战略企划 | Philippe Martin-Davies |
| Music Creative Director | Christophe Caurret |
| 制作公司 | General Pop |
| 导演 | Megaforce |
4. Audi e-tron / Don't hate. Imitate
| 标题 | Don't hate. Imitate |
| Brief | Audi Norway’s “Don’t Hate. Imitate.” was a series of online films produced in a humorous response to competitor General Motors’ Super Bowl campaign. GM promoted its electric vehicles with the message “Why does Will Ferrell hate Norway?” Their spots featured Hollywood star Ferrell declaring his hate for Norway. His “hatred” was fueled by the fact that Norway is selling more EVs than any other country. As the best-selling EV-brand in Norway, Audi had to fight back. And, we had to act fast to win the EV-battle of The Super Bowl. Our comeback was produced and launched within just 48 hours of the GM ads, just in time for Super Bowl.Our comeback starred Game of Thrones star and proud Norwegian Kristofer Hivju. We fought back with tailor-made responses with one simple message: Don’t Hate. Imitate.In GMs main ad Ferrell, in his determination to hate Norway, punched a hole in a globe where Norway is located. In our first execution we turned the crushed globe, into the key element of our response to GM and Ferrell. |
| 广告公司 | POL Oslo |
| 广告战役 | Don't hate. Imitate |
| 广告主 | Audi |
| 品牌 | Audi e-tron |
| 首次发布日期 | 2020 |
| 行业领域 | 四轮驱动，SUV（运动型多功能车） |
| 剧情简介 | Audi Norway's response to the Super Bowl commercial from General Motors. |
| 媒体类别 | 互动 |
| 长度 | |
| 制作公司 | Einar Film & Fortellinger |
| 演员/名人 | Kristofer Hivju |
| Creative Director/ art director | Thorbjørn Ruud |
| Creative Director, Copywriter | Robert Radoli |
| 客户总监 | Petter Bryde |
| 项目经理 | Shirin Pakzamir |
| 设计师 | Ole Jacob Boe Skattum |
| 导演 | Aksel Hennie |
| 执行制片 | Guri Neby |
| 制片 | Nicoline Helgø |
| 广告经理 | Tommy B. Jensen |
| 广告经理 | Elin Rosnes Sinervo |
| 摄影指导 | Pål Ulvik Rokseth |
| 后期制作 | Cyril Boije |
| 后期制作 | Ida Fiskerud |
| 音乐作曲家 | Petter Fagelund |
| Offline Editor | Magnus Evensen |
5. Volvo / The E.V.A. Initiative
| 标题 | The E.V.A. Initiative |
| 广告公司 | Forsman & Bodenfors Göteborg |
| 广告战役 | The E.V.A. Initiative |
| 广告主 | Volvo |
| 品牌 | Volvo |
| 首次发布日期 | 2019 / 3 |
| 行业领域 | 轿车 |
| 剧情简介 | E.V.A stands for Equal Vehicles for All. Most crash test dummies are modelled on men, meaning that women behind the wheel are often more vulnerable. But since the 1970s Volvo has based its car designs and safety innovations on data from real accidents, involving both men and women, making its vehicles safer for everyone. This data was made public through a digital library, with the aim of making all cars safer. The project had a precedent because Volvo had previously given away its patented seat belt technology. |
| 媒体类别 | Integrated Media/360 Activation |
| 长度 | |
| 市场 | 英国 |
| Soundtrack | “Without You (feat. Kerry Leatham)” |
| 更多信息 | https://www.volvocars.com/intl/why-volvo/human-innovation/future-of-driving/safety/cars-safe-for-all?utm_source=youtube&utm_medium=social&utm_content=safe_bio-description_16x9&utm_campaign |
| 音效 | Factory Studios |
| Campaign Manager | Louise Ahlström |
| 文案 | Hampus Elfström |
| 文案 | Simon Lublin |
| 文案 | Jacob Nelson |
| 美术指导 | Karl Risenfors |
| 美术指导 | Leo Dahl |
| 美术指导 | Adam Ulvegärde |
| 美术指导 | Sophia Lindholm |
| 战略企划 | Trine Keller-Andreasen |
| 战略企划 | Daniel Sjöstrand |
| Digital Strategist | Peter Gaudiano |
| 制片 | Lena Sellman |
| 客户主管 | Katarina Klofsten |
| 客户主管 | Ewa Edlund |
| Web design | F and B Inhouse |
| Artwork | Martin Joelsson |
| Artwork | Ingrid Arnsand Jonsson |
| 客户主管 | Magnus Wretblad |
| Public Relations | Maja Bredberg |
| Public Relations | Bjarne Darwall |
| 媒介公司 | Mindshare Sweden |
| 制作公司 | NEW LAND Stockholm |
| 执行制片 | Erik Torell |
| 执行制片 | Therese Engberg |
| 导演 | Laerke Herthoni |
| 摄影指导 | Rasmus Videbaek |
| 制片 | Joel Rostmark |
| 剪辑师 | Johan Söderberg |
| Dancer | Amy Gardner |
| 着色 | Framestore |
| Color Assist | Simon Bourke |
| VFX Supervisor | Joel Lindman |
| CG Artist | Laurent Clermont |
| Online Artist | Rajdarn Elderado |
| Online Studio | Chimney Pot |
| Color Producer | Chris Anthony |
| Post-production Producer | Moa Looft |
| VFX Executive Producer | Anton Söderhäll |
| VFX PRODUCTION | Goodbye Kansas |
| VFX Producer | Linda Öhlund |
| VFX Lead | Filip Orrby |
| Grade | Framestore |
| 表演者 | Lapalux |
| 音乐 | Ninja Tune |
| Publishing Rights | Just Isn't Music |
| Sound Producer | Lucy Spong |
| Sound Design and Mix | Jon Clarke |
| CGI | Superstudios |
6. Volvo XC60 / The Parents
| 标题 | The Parents |
| 广告公司 | Forsman & Bodenfors Göteborg |
| 广告战役 | The Parents |
| 广告主 | Volvo |
| 品牌 | Volvo XC60 |
| 首次发布日期 | 2020 / 9 |
| 行业领域 | 四轮驱动，SUV（运动型多功能车） |
| 媒体类别 | Web Film |
| 长度 | |
| 制作公司 | New Land |
| 美术指导 | Karl Risenfors |
| 美术指导 | Sophia Lindholm |
| 美术指导 | Leo Dal |
| 文案 | Hampus Elfström |
| 文案 | Nicholas Düfke |
| 客户主管 | Magnus Wretblad |
| 客户主管 | Katarina Klofsten |
| 广告公司制片 | Lena Sellman |
| PR Strategist | Bjarne Darwall |
| Planner | Daniel Sjöstrand |
| 设计师 | Martin Joelsson |
| Web Design | F and B Inhouse |
| 导演 | Niclas Larsson |
| 制片 | Joel Rostmark |
| 制片 | Adam Holmström |
| 摄影指导 | Linus Sandgren |
| 执行制片 | Sophie Tamm Christensen |
| 剪辑师 | Carla Luffe |
| Grading/Online | Chimney Pot |
| 摄影师 | Patrik Johäll |
| 音乐作曲家 | Pete Seeger |
7. BMW / The Small Escape
| 标题 | The Small Escape |
| 广告公司 | Jung von Matt AG |
| 广告战役 | The Small Escape |
| 广告主 | BMW |
| 品牌 | BMW |
| 首次发布日期 | 2019 / 10 |
| 行业领域 | 汽车 |
| 媒体类别 | Branded Content |
| 长度 | |
| 后期制作 | Whitehouse Post |
| 导演 | Alex Feil |
| 摄像师 | Khalid Mohtaseb |
| 制作公司 | Tempomedia Filmproduktion GmbH |
| 执行创意总监 | Thim Wagner |
| 剪辑师 | Iain Whitewright |
| 制片 | Birgit Damen |
8. Lacoste / IUCN / Crocodile Free (Film Case)
| 标题 | Crocodile Free (Film Case) |
| 广告公司 | BETC Paris |
| 广告战役 | Crocodile Free |
| 广告主 | Lacoste |
| 品牌 | Lacoste / IUCN |
| 首次发布日期 | 2019 |
| 行业领域 | 服装、时装和鞋类 |
| 剧情简介 | For the second year of its partnership with the International Union for Conservation of Nature (IUCN), Lacoste pushed its engagement for wildlife even further. Its iconic crocodile left its usual spots to ten threatened species in every square foot of Lacoste’s main stores in the world. All Lacoste communication and social platforms also became “Crocodile-Free”. All profits from this day helped IUCN’s efforts to conserve threatened wildlife. |
| 媒体类别 | 案例研究 |
| 长度 | |
| Account Management | Bertille Toledano |
| Account Management | Fanny Buisseret |
| Account Management | Charlotte Seillier |
| Account Management | Suzy Morin |
| 执行创意总监 | Rémi Babinet |
| 创意总监 | Antoine Choque |
| 美术指导 | Jonathan Baudet-Botella |
| 文案 | Olivier Aumard |
| Music Creative Director | Christophe Caurret |
| 联合美术指导 | Benoît Ferran |
| 联合美术指导 | Jessica Fecteau |
| 动作设计 | Olivier Kharon |
| Post-production Supervisor | Anne-Sophie Touveron |
| 制作公司 | General Pop |
| 音效制作 | GUM – Green United Music |
| Head of Strategy | Lennie Stern |
| Head of Activation & Strategy | Julien Leveque |
9. Volvo / Volvo – Lifesaver
| 标题 | Volvo – Lifesaver |
| Brief | We decided to train and equip Volvo drivers with AED’s, connecting their Volvos to the national call system for resuscitation.Volvo drivers are registered as civilian first responders. Emergency calls are automatically sent to the car via Volvo On Call. The driver can navigate directly to the victim. With a modest budget and a target of 25, an astonishing 200 enlisted in the first two weeks. The project exceeded expectations by nearly a thousand percent, making national and international headlines. |
| 广告公司 | Ogilvy Social.Lab Netherlands |
| 广告战役 | Volvo – Lifesaver |
| 广告主 | Volvo |
| 品牌 | Volvo |
| 首次发布日期 | 2019 / 11 |
| 行业领域 | 轿车 |
| 剧情简介 | With a cardiac arrest the first six minutes are crucial. But on average ambulances take nine minutes. The concept: equip Volvos with an AED, train drivers on resuscitation and contribute to a better spread of AEDs and thus chances of survival. |
| 媒体类别 | Digital Installation |
| 长度 | |
| 制作公司 | Smarthouse Films |
| 执行创意总监 | Tolga Buyukdoganay |
| 执行创意总监 | Michael Jansen |
| 创意团队 | Rens Quirijnen |
| 创意团队 | Stephan Gonnissen |
| 创意总监 | Gijs Sluijters |
| 创意总监 | Joris Tol |
| Design Lead | Paul Duijser |
10. Chanel / La Chanel Factory 5
| 标题 | La Chanel Factory 5 |
| 广告公司 | Groupe Mazarine |
| 广告战役 | La Chanel Factory 5 |
| 广告主 | Chanel |
| 品牌 | Chanel |
| Posted | 12月 2021 |
| 行业领域 | 化妆品、美容产品及香水 |
| 媒体类别 | 互动 |
| 长度 |
11. Lacoste / Give For Good
| 标题 | Give For Good |
| 广告公司 | BETC Paris |
| 广告战役 | Give For Good |
| 广告主 | Lacoste |
| 品牌 | Lacoste |
| 首次发布日期 | 2020 / 12 |
| 行业领域 | 服装、时装和鞋类 |
| 媒体类别 | 案例研究 |
| 长度 | |
| 广告经理 | Nathalie Beguinot |
| 广告经理 | Alexandra Van de Vyvere |
| 广告经理 | Sarah Mugnier |
| 客户经理 | Gaëlle Gicqueau |
| 客户经理 | Fanny Buisseret |
| 客户经理 | Louise Menaige |
| 创意总监 | Aurélie Scalabre |
| 创意总监 | Olivier Aumard |
| 美术指导 | Julien Vergne |
| 文案 | Alexandre Girod |
| 联合美术指导 | Mathis Payet |
| 制片 | Bao TuNgoc |
| 制作公司 | General Pop |
| 音效制作 | GUM – Green United Music |
12. Bottega Veneta / The Invisible Store
| 标题 | The Invisible Store |
| 广告公司 | Publicis Italy |
| 广告战役 | The Invisible Store |
| 广告主 | Bottega Veneta |
| 品牌 | Bottega Veneta |
| 首次发布日期 | 2020 / 7 |
| 行业领域 | 服装、时装和鞋类 |
| 媒体类别 | POP Display |
| 长度 | |
| Creative Agency | Independent Ideas |
| Global Chief Creative Officer | Bruno Bertelli |
| 首席创意官 | Cristiana Boccassini |
| 执行创意总监 | Erick Loi |
| Global Creative Director | Sandra Bold |
| 创意总监 | Costanza Rossi |
| Client Services Director | Benedetta Virga |
| Client Services Director | Cabiria Grachelli |
| 客户主管 | Alberto De Simone |
| 美术指导 | Alberto Santoro |
| 美术指导 | Matteo Tommasi |
| 文案 | Rajiv Olivato |
| 文案 | Edoardo Cervigni |
13. Diesel / The Most Expensive T-Shirt
| 标题 | The Most Expensive T-Shirt |
| 标题 (原始语言) | The Condo T-Shirts |
| 广告公司 | Small |
| 广告战役 | The Most Expensive T-Shirt |
| 广告主 | Diesel |
| 品牌 | Diesel |
| 首次发布日期 | 2019 / 12 |
| 行业领域 | 服装、时装和鞋类 |
| 媒体类别 | 互动 |
| 长度 | |
| 执行创意总监 | Luca Pannese |
| 执行创意总监 | Luca Lorenzini |
| 制作公司 | MYGOSH |
| 执行制片 | Natali Sussman |
| 导演 | Hernan Corera |
| 摄影指导 | Mariano Monti |
| Colorist | Alejandra Lescano |
| 剪辑公司 | Run Zebra Run |
| Sound Design and Mix | PICKLE MUSIC |
| Sound Engineer | Dario Zarember |
14. Diesel / Francesca
| 标题 | Francesca |
| 广告公司 | Publicis Italy |
| 广告战役 | Francesca |
| 广告主 | Diesel |
| 品牌 | Diesel |
| Posted | 4月 2021 |
| 行业领域 | 服装、时装和鞋类 |
| 媒体类别 | 其他 |
| 长度 | |
| Global CCO Publicis WW | Bruno Bertelli |
| CCO Publicis Italy | Cristiana Boccassini |
| Mihnea Gheorghiu | |
| Thiago Cruz | |
| 美术指导 | Mattia Mingardo |
| 文案 | Silvia Serreli |
| 战略企划 | Monica Radulescu |
| 客户总监 | Filippo DAndrea |
| 客户总监 | Ilaria Castiglioni |
| 客户经理 | Mirko de Martini |
| 广告公司制片 | Anna Sica |
| Social Media Manager | Saraluna Micciche |
| Social Media Manager | Strategy |
| MSL Group Director | Kim Piquet |
| Directed | François Rousselet |
| Produced | Division |
| 制作公司制片 | Jules de Chateleux |
| 摄影指导 | Matias Boucard |
| 剪辑师 | Nicolas Larrouquere |
| Line Producer | Alexis Fonvieille |
| Art Department | Olga Zlobina |
| 特效 | Sébastien Noyon |
| Supervisor | Franck Lambertz |
| Flame Artist | Flore Mounier |
| Grader | Arthur Paux |
| Grader Assistant | Loic Lavaux |
| Music Creative Director | Jules de Chateleux |
| 音乐 | Sizzer |
| Music Supervision | Michael Bertoldini |
| 音乐制作人 | Seppl Kretz |
15. Audemars Piguet / Musée Atelier Audemars Piguet
| 标题 | Musée Atelier Audemars Piguet |
| 广告公司 | Atelier Brückner |
| 广告战役 | Musée Atelier Audemars Piguet |
| 广告主 | Audemars Piguet |
| 品牌 | Audemars Piguet |
| Posted | 6月 2021 |
| 行业领域 | 手表 |
| 媒体类别 | 户外广告 |
| 长度 | |
| 市场 | 丹麦 |
| 制作公司 | Atelier Brückner |
| Architectural Designs | BIG Bjarke Ingels |
| 制作公司 | LDE Belzner Holmes |
| 媒介公司 | medienprojekt p2 |
