A New Era of Luxury Cannes, 24 October 2023. The world-famous Cannes Lions International Festival of Creativity is making waves with the launch of the Luxury & Lifestyle Lions. This new Lion is all about setting a global standard. They celebrate outstanding creativity, experiences, and innovative solutions tailored specifically for the luxury and lifestyle industry.
Simon Cook, CEO of LIONS, stated, “When an industry needs its own recognition, we craft an Award that’s a collaborative effort with experts in the field. Our global team of experts has told us that the luxury sector, with all its disruptions, deserves a spotlight. The Luxury & Lifestyle Lions will honor creative work that drives business performance and brand loyalty, setting a new benchmark for the luxury market.”
Adapting to Market Changes
Marian Brannelly, Global Director of Awards at LIONS, explained, “The luxury market has seen significant changes, especially post-pandemic. Rapid shifts in consumer behavior, the rise of e-commerce, and emerging tech have pushed the industry to innovate quickly.”
Recent insights from WARC’s ‘Guide to luxury marketing in an era of change’ highlight the luxury market’s robust recovery after Covid-19, with sales expected to surpass pre-pandemic levels in 2023, particularly in China.
The Changing Face of Global Luxury
WARC’s Ipsos study shows a changing global luxury market. This market is influenced by demographic shifts in emerging economies. It introduces over a billion potential consumers, primarily in regions like China, India, and Southeast Asia. This growth is fueled by tech-savvy, urban youth who are increasingly digitally integrated.
Charles Georges-Picot, Global CEO at Marcel and Publicis Luxe, Global Client Lead, shared his thoughts: “In a time when the luxury industry must reinvent itself while honoring its heritage, the Luxury & Lifestyle Lions will set a new creative standard for this dynamic sector. Creativity can reshape boundaries and redefine branded communications, business models, and creativity in this space.”
Celebrating Creative Excellence
As we celebrate the recent Cannes Lions awards, ‘Kaguya by GUCCI,’ crafted by Dentsu Inc., Tokyo, clinched a Bronze Lion in Film Craft. Toshihiko Tanabe, the mind behind the creation, emphasized, “Luxury campaigns are more than just celebrities in fancy settings. Luxury marketing is a platform for contemporary art and pop culture.”
Farewell to the Mobile Lions
To stay aligned with the ever-changing market, Brannelly pointed out, “Awards should reflect the present and lead the way into the future. In 2024, following discussions with our Juries, we’ll retire the Mobile Lions. Mobile devices have become central in all creative work across different channels and disciplines, and mobile-led creativity has expanded into nearly every Lion.”
Stay tuned for details on the Luxury & Lifestyle Lions, including criteria and categories, set to be unveiled next month. Submissions for Cannes Lions 2024 will open on January 18, 2024, with more information coming early next year. Get ready to embrace the future of creativity!
