Havas and LVMH revel in Luxury

HAVAS Play and French luxury giant LVMH have secured the Grand Prix in the second year of the Luxury category. Their entry, ‘The Partnership That Changed Everything’, came out ahead of 181 entries from around the world.

The campaign centred on LVMH’s activation of its Paris 2024 Olym- pics sponsorship. This involved the creation of various bespoke outfits and accessories by LVMH brands in- cluding Dior, Berluti, Louis Vuitton and Chaumet — with the ultimate goal of taking the various Olympic ceremonies to a new level of performance, creativity and elegance.

Jury President Mathilde Delhoume Debreu, global brand officer, LVMH, who was not present for the final decision because of the potential conflict, said: “This partnership changed sports sponsorship for ever. It was about more than just sponsorship, it was about crafting the Games in a way that was con-sistent with with LVMH’s brands.”

Jury President Mathilde Delhoume Debreu

The Luxury category is about work that brings an aspirational lifestyle to life. It recognises branded communications and solutions that drive business performance, brand loyalty and creativity — and innovation rooted in craftsmanship.

While the primary goal is to find work that sets a benchmark for luxury, Delhoume Debreu said: “We viewed luxury as a lighthouse, a pioneering sector that challenges existing norms. We wanted entries that pushed creativity without betraying the DNA of the brand. We asked whether luxury does enough on DEI and sustainability.”

The Jury awarded seven Lions in total. One Gold went to ‘Late Checkout: A Ritz-Carlton Story’, entered by Little Spain Madrid, Late Checkout Madrid and The Ritz-Carlton Bethesda.