Subsequent 12 months’s Cannes competition will embody a brand new Luxurious & Life-style awards observe, which CEO Simon Cook dinner says is right here to reward “disruption” within the sector, with a deal with work that “drives enterprise efficiency and model loyalty”.
Gucci gained a Bronze Lion in movie craft this 12 months for a marketing campaign with Dentsu Tokyo (pictured).
In the meantime, the Cell Lions have sensibly been retired in recognition of the truth that “Over the previous variety of years, mobile-led creativity has been increasing into virtually each Lion.”
Marian Brannelly, the worldwide director of awards, factors out that luxurious the sector is negotiating “the altering values of latest demographics, the evolving definition of luxurious in non-Western markets and the necessity for a heightened deal with sustainability and acutely aware consumption.”
All of which is true, but it surely’s additionally tempting to conclude that Cannes Lions has seen the cash in luxurious and desires to carry a few of it into the competition. And who can blame them, particularly given the French dominance of the market? Paris-based LVMH owns (amongst others) Louis Vuitton, Dior, Tiffany, Givenchy, and three of one of the best recognized champagnes – Möet & Chandon, Dom Pérignon, and Veuve Clicquot.
