Inside The Debut Luxury & Lifestyle Lions
With 188 entries in its inaugural year, the category saw the highest participation from brands directly
The Cannes Lions International Festival of Creativity introduced the Luxury & Lifestyle Lions this year to recognise and celebrate creative excellence in communications for luxury goods and aspirational lifestyles. This inaugural year saw 188 entries, which the Festival organisers see as a “strong start” for the category, as it highlights the global industry’s enthusiasm and commitment to high standards in creativity and quality.
The Luxury & Lifestyle Lions were established to honour work that not only embodies luxury and sophistication but also elevates the aspirational lifestyle through compelling storytelling and innovation. The jury, led by Charles Georges-Picot, CEO of Global Luxury Practice at Publicis Groupe, had the task of evaluating entries that showcased excellence in craftsmanship, cultural sensitivity and positive impact.
The First Ever Luxury & Lifestyle Grand Prix
The Grand Prixwas awarded to ‘Loewe x Suna Fujita’ by Loewe Spain. This campaign saw the collaboration between the Spanish luxury fashion house Loewe and the Japanese artisanal ceramicist studio Suna Fujita. The partnership resulted in a collection of bags, jumpers, accessories and more, inspired by the world created by Suna Fujita.
“This year’s Grand Prix, the first ever in this new category, is awarded to Loewe. Luxury is about quality and creativity. But it’s not enough: luxury Maisons also have a responsibility. Jonathan Anderson, their creative director since 2017, does all of that, and it drives results. He can blend traditional craftsmanship with contemporary design. Cultural engagement and sustainability are also key elements of his vision. It is the craftsmanship and attention to the tiniest detail that ultimately lifted this to Grand Prix. This campaign with Suna Fujita is a wonderful example of what Loewe is doing so well,” commented Jury President Charles Georges-Picot.
In total, seven Lions were awarded in this category: one Gold, two Silver, and three Bronze. The jury’s decision-making process involved a deep appreciation for quality, creativity and the ability to resonate on a cultural level. Georges-Picot emphasised the importance of these elements, and said, “We had a lot of discussions about work that was of the highest quality standards and craft, but also had positive impacts around us, work that was respecting cultures as well.”
Challenges and Discussions
The introduction of this new category was not without its challenges. The jury had to navigate the complexities of defining what luxury means in a modern context, balancing traditional craftsmanship with contemporary innovation, and ensuring cultural sensitivity. As Georges-Picot noted, “Luxury creative is quite different from mainstream brands, but the luxury industry has a great responsibility. We looked for work that was not only of high quality but also had a positive impact and respected cultural contexts.”
Future of Luxury & Lifestyle Lions
Indian agencies did not have any work shortlisted in this category. The category launch however allows for one more area for companies to consider and sets a promising precedent for the future. The awarded campaigns show that luxury brands can combine tradition with innovation and cultural engagement, and are expected to continue evolving.
Georges-Picot said, “It's great to see luxury brands that are touching so many people around the world take the lead in creativity and responsibility. This year's entries have set a high standard, and we look forward to seeing how the luxury and lifestyle sector continues to innovate and inspire in the years to come.”
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