The Cannes Lions International Festival of Creativity is launching the Luxury & Lifestyle Lions. This Lion will provide a global benchmark for brands in the luxury space, recognizing and celebrating the most impactful creative work, experiences and creative business solutions for the luxury and lifestyle sector.
Simon Cook, CEO, Lions, said, “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 recognizing solutions that are changing business models and setting a new creative standard for a market in flux. The Luxury & Lifestyle Lions will recognize 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 recognizing creative work that elevates the discipline and the sector.”
Marian Brannelly, global director of awards, Lions, added: “The luxury market has faced significant disruption in recent years and post-pandemic. A shift in consumer behavior and an accelerated shift towards e-commerce and emerging technologies are just a few of the areas the market has had to navigate and innovate in at speed. Add to this the changing values of new demographics, the evolving definition of luxury in non-Western markets and the need for a heightened focus on sustainability and conscious consumption, and you begin to see the pivotal role that world-class creativity can play in this transformation.”
In WARC’s ‘Guide to luxury marketing in an era of change,’ Euromonitor research cited shows that sales in the luxury category have bounced back post-COVID-19 and are expected to exceed pre-pandemic levels in 2023 as China activity normalizes.
As cited on WARC, further research by Ipsos, shows that the global luxury market is changing, bringing new opportunities and challenges. Demographic shifts in emerging economies will create more than one billion first-time consumers, concentrated in China, India and Southeast Asia. Their purchasing power is supported by rapid digital adoption amongst a youthful, urban and tech-savvy population.
Charles Georges-Picot, global CEO at Marcel and Publicis Luxe, global client lead, said: “At a time where the luxury sector must constantly reinvent, transform and honor brand heritage with a keen eye on the future, the introduction of a Luxury & Lifestyle Lions will help set a new creative benchmark for this highly disrupted and exciting sector. We know that creativity has the power to push boundaries and progress sectors and disciplines. We’re excited about a new industry standard that will redefine how we look at branded communications, business models and creative transformation in this dynamic space.”
At this year’s Cannes Lions, “Kaguya by GUCCI” by Dentsu Inc., Tokyo, was awarded a Bronze Lion in Film Craft. The work featured music that celebrates a mix of historical Japanese artforms with the latest technology in creativity. The creative director behind the piece, Toshihiko Tanabe, said about the launch of the Luxury & Lifestyle Lions: “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.”
In other changes to the Lions, Brannelly commented: “It’s important that the Awards reflect the current landscape and pave the way forward, so as well as evolving the Lions, it’s equally important for us to retire Lions when necessary. In 2024, following consultation with our juries, we will close the Mobile Lions. Mobile devices are embedded in work across every channel and discipline, and over the past number of years, mobile-led creativity has been expanding into almost every Lion.”
Full information on the Luxury & Lifestyle Lions, including the definition, criteria and categories, will follow, along with the entry kit, in November. Details of the jury president and jury will be announced early next year, with submissions into Cannes Lions 2024 being accepted from January 18, 2024.
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More