The Most Creative Campaigns & Agencies in Luxury

The most creative campaigns in Luxury in 2017

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.

Titre Marque Agence, Ville
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

1 — Lacoste - Timeless

MARQUE: Lacoste

AGENCE: BETC Paris

MéDIA: Télévision & Cinéma

2 — John Lewis - #BusterTheBoxer

MARQUE: John Lewis

AGENCE: adam&eveDDB

MéDIA: Télévision

3 — The Cartel - Make up

MARQUE: The Cartel

AGENCE: Y&R Dubai

MéDIA: Presse & publications

4 — The Cartel - Ring

MARQUE: The Cartel

AGENCE: Y&R Dubai

MéDIA: Presse & publications

5 — The Cartel - Shoes

MARQUE: The Cartel

AGENCE: Y&R Dubai

MéDIA: Presse & publications

6 — The Cartel - Bag

MARQUE: The Cartel

AGENCE: Y&R Dubai

MéDIA: Presse & publications

7 — The Cartel - Sunglasses

MARQUE: The Cartel

AGENCE: Y&R Dubai

MéDIA: Presse & publications

8 — Audi R8 & Airbnb - Desolation

MARQUE: Audi R8 & Airbnb

AGENCE: Venables Bell & Partners

MéDIA: Télévision

9 — Strellson - Strellson: Make Yourself Unstoppable

MARQUE: Strellson

AGENCE: Serviceplan Group

MéDIA: Digital

10 — Kenzo - Kenzo World Eau de Parfum by Spike Jonze

MARQUE: Kenzo

MéDIA: Télévision & Cinéma