Introducing The Luxury & Lifestyle Lions

Celebrating creativity and innovation in the ever-changing luxury sector

‘Kaguya by Gucci’ by Tsuzuku and Dentsu Inc

THE LUXURY & Lifestyle Lions are introduced this year “to recognise those bold enough to challenge the narrative”, according to the Festival organisers. Jurors will be on the lookout for the luxury brands and agencies “creating work that breaks convention and bridges the gap between culture and commerce – the work that gives this space a new meaning”.

Since branding began, from fashion to automotive – from Chanel to Mercedes – luxury brands have played a role in all kinds of cultural contexts, from sport to cinema.

And as audience expectations shift, and new platforms continue to emerge, brands are moving into new creative spaces.

“Creativity is the tool that will push the luxury market into unchartered territory,” the Festival organisers say, and this is the moment “to reinvent, and challenge what it means to be in the luxury space”.

“Luxury campaigns aren't just about glittering celebrities dancing in the sunset. For years, luxury marketing has served as a rare platform to exhibit visual art and pop culture in the most contemporary way,” according to Toshihiko Tanabe, creative director behind last year’s Bronze Lion winning campaign ‘Kaguya by Gucci’ by Tsuzuku and Dentsu Inc., Tokyo – in the Film Craft category. The work featured music that celebrates a mix of historical Japanese artforms with the latest technology in creativity.

“When we introduce a Lion that reflects the needs of an industry sector, the Award is crafted in collaboration with the relevant industry. Our global committee of experts have advised us that this highly disrupted sector needs its own benchmark, so that we can move from driving awareness to recognising solutions that are changing business models and setting a new creative standard for a market in flux,” Lions CEO Simon Cook said.

“The Luxury & Lifestyle Lions will recognise branded communications and solutions that drive business performance and brand loyalty. A multi-disciplined Jury will set a new benchmark for the luxury sector, with the Lion recognising creative work that elevates the discipline and the sector.”  

The Luxury & Lifestyle Lions jury and jury president are shortly to be announced.