Luxury
Celebrating creative communications for luxury goods and experiences with work that brings an aspirational lifestyle to life.
The Luxury Lions will recognise branded communications and solutions that drive business performance and brand loyalty.
The Lion will also recognise creativity and innovation that are rooted in craftsmanship. Work that should aim to set a new benchmark for the luxury sector, including the creative evolution of business models and broader transformation.
The Luxury Lions will recognise branded communications and solutions that drive business performance and brand loyalty.
The Lion will also recognise creativity and innovation that are rooted in craftsmanship. Work that should aim to set a new benchmark for the luxury sector, including the creative evolution of business models and broader transformation.
Overview
A number of criteria will be considered during judging, weighted as follows: 20% creative idea; 20% strategy; 30% execution; 30% results
There is no overall limit to how many times the same piece of work can be entered into Luxury Lions as long as the categories chosen are relevant.
All case films, films, demo films and original content must be subtitled in English.
There is no overall limit to how many times the same piece of work can be entered into Luxury Lions as long as the categories chosen are relevant.
All case films, films, demo films and original content must be subtitled in English.
A. Luxury
A01 Experience.
Physical or digital luxury experiences that are set up to engage and strengthen relationships and make the brand more memorable. This may include, but is not limited to, immersive experiences, live events, AR/VR, installations, virtual worlds, multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.
A02 Sustainable Luxury.
Work that demonstrates a long-term impactful environmental contribution. Innovative approaches to being sustainable and work that creates a long-term positive impact on the environment.
A03 Craft.
Luxury work brought to life through exceptional craft. This may include, but is not limited to, art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.
A04 360 Campaign.
Work that successfully carries a luxury brand’s message across multiple platforms/channels, both online and offline. The work should demonstrate how luxury content featuring a brand’s message and/or product has been seamlessly implemented across various channels to amplify meaningful experiences and customer engagement.
A05 Data & Targeting.
Work that effectively attracts new customers, drives engagement or strengthens existing customer relationships. The work should show innovative use of data and insights leading to an increase in new business or customer activity.
A06 Brand Storytelling.
Luxury campaigns that use exceptional brand/consumer stories to drive meaningful engagement with a specific audience.
A07 Transformation.
Creative transformation of the luxury consumer experience. Initiatives that strengthen customer relationships by creating seamless journeys that span the digital and physical worlds, characterised by timely and personalised touchpoints.
A08 Partnerships/Collaborations.
Partnerships/sponsorships that create immediate and long-term brand experiences or activations.
A09 Technology.
Immersive luxury experiences that creatively push the boundaries of technology and engage with consumers. This may include, but is not limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
A10 Social Campaign.
Celebrating social media storytelling that builds brand awareness and drives impact. The work should demonstrate how social media was harnessed by luxury brands to increase awareness and relevance.
A11 Diversity, Equity & Inclusion.
Luxury work that tackles and confronts disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the luxury space.
A12 Commerce.
Luxury commerce work focusing on the customer journey, ensuring a seamless experience at every touchpoint.