Cannes Lions International Festival of Creativity introduced the Luxury & Lifestyle Lions for the first time ever to celebrate creative communications for luxury goods and experiences with work that brings an aspirational lifestyle to life.
For this new category, Cannes Lions received 188 entries and seven Lions were awarded by the jury – one Gold, two Silver and three Bronze. ‘LOEWE x Suna Fujita’ for LOEWE by LOEWE, Madrid, Spain was awarded the Grand Prix. It highlighted LOEWE x Suna Fujita exclusive collection of bags, jumpers, accessories and more.
Charles Georges-Picot, CEO of Global Luxury Practice, Publicis Groupe, Global and Jury President of the Luxury & Lifestyle Lions, said this year’s Grand Prix for the new category went to LOEWE. He highlighted that luxury is about quality and creativity. “But it’s not enough: luxury Maisons also have a responsibility.”
Georges-Picot spotlighted Jonathan Anderson – their creative director since 2017, who does it all and drives results. “He is able to blend traditional craftsmanship with contemporary design,” he said. “Cultural engagement and sustainability are also key elements of his vision.”
The executive added that it is the craftsmanship and attention to the tiniest detail that ultimately lifted the Grand Prix. “This campaign with Suna Fujita is a wonderful example of what LOEWE is doing so well.”
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