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. Timeless||Lacoste||BETC Paris, Pantin|
|2. #BusterTheBoxer||John Lewis||adam&eveDDB, London|
|3. Make up||The Cartel||Y&R Dubai, Dubai Media City|
|4. Ring||The Cartel||Y&R Dubai, Dubai Media City|
|5. Shoes||The Cartel||Y&R Dubai, Dubai Media City|
|6. Bag||The Cartel||Y&R Dubai, Dubai Media City|
|7. Sunglasses||The Cartel||Y&R Dubai, Dubai Media City|
|8. Desolation||Audi R8 & Airbnb||Venables Bell & Partners, San Francisco|
|9. Strellson: Make Yourself Unstoppable||Strellson||Serviceplan Group, Munich|
|10. Kenzo World Eau de Parfum by Spike Jonze||Kenzo|
MARQUE: Audi R8 & Airbnb
AGENCE: Venables Bell & Partners
AGENCE: Serviceplan Group
MéDIA: Télévision & Cinéma