Cannes Lions International Festival of Creativity has announced the launch of Luxury & Lifestyle Lions. This Lion provides a global benchmark for brands in the luxury sector and recognizes and celebrates the most influential creative works, experiences and creative business solutions in the luxury and lifestyle sector.
Simon Cooke, Lions CEOSaid: “This award is created in collaboration with relevant industry to showcase Lions that reflect the needs of the industry. Our global panel of experts has advised that this highly disruptive sector requires its own benchmarks. By doing so, you can move from increasing awareness to recognizing solutions that change business models and set new creative standards in a changing market. Luxury & Lifestyle Lions recognize brand communications and solutions that drive business performance and brand loyalty. A multi-disciplinary jury sets new benchmarks for the luxury sector, and Lions recognize creative works that elevate the sector and the field.”
Marian Brannelly, Lions Awards Global DirectorAdded: “The luxury goods market has faced significant disruption in recent years and post-pandemic. Changing consumer behavior, accelerating the transition to e-commerce and emerging technologies are just some of the areas where markets must respond and innovate quickly. Add to this the changing values of new demographics, the evolving definition of luxury in non-Western markets, and the need for greater attention to sustainability and conscious consumption, and world-class creativity is needed in this matter. We begin to see that we can play a vital role. conversion.”
Euromonitor's research in WARC's “Guide to Luxury Marketing in Times of Change” shows that sales in the luxury category have rebounded post-COVID-19 and will continue to grow in 2023 as activity in China normalizes. cites this as indicating that it is expected to exceed pre-pandemic levels.
Further research by Ipsos, as cited in WARC, shows that the global luxury goods market is changing, bringing new opportunities and challenges. Demographic shifts in emerging economies will create more than 1 billion first-time consumers, concentrated in China, India, and Southeast Asia. Their purchasing power is supported by rapid digital adoption among tech-savvy urban youth.
Comments regarding the award include: Charles Georges-Picot, Marcel and Publicis Luxe Global CEO, Global Client LeadSaid: “At a time when the luxury sector needs to constantly reinvent, transform and honor its brand heritage as it looks to the future, the introduction of Luxury & Lifestyle Lions sets a new creative benchmark for this highly disrupted and exciting sector. It will help you set it up. We know that creativity has the power to push boundaries and advance fields and disciplines. We are excited about the new industry standards that will redefine the way we look at brand communications, business models, and creative transformation in this dynamic space.”
At this year's Cannes Lions, “Kaguya by GUCCI'' by Tsuzuku and Dentsu Inc. (Tokyo) won the Bronze Lion in the film craft category. The production featured music celebrating the creative fusion of historic Japanese art and cutting-edge technology. The creative director who worked on this work is Toshihiko Tanabesaid of the launch of Luxury & Lifestyle Lions.Luxury campaigns are more than just glamorous celebrities dancing into the sunset. For many years, Luxury His Marketing has served as an unusual platform for showcasing visual art and pop culture in the most contemporary way.”
Other changes for the Lions include: Brannelly comment:”It's important that the awards reflect the current situation and pave the way forward, so it's equally important to not only evolve the Lions, but also retire them if necessary. In 2024, after deliberation with the jury, Mobile His Lions will be terminated. Mobile devices are integrated into work across all channels and sectors, and over the past few years, mobile-driven creativity has expanded to nearly every lion.”
Complete information about Luxury & Lifestyle Lions, including definitions, criteria and categories, will be published in November along with entry kits. Details of the jury chair and jury will be announced early next year, and entries for Cannes Lions 2024 will be accepted below. January 18, 2024.
Learn more about the Cannes Lions Awards and the 2023 winners here.
