Cannes Lions 2024: Luxury & Lifestyle Lions  /

A collaboration between Spanish luxury brand and an undiscovered Japanese ceramicist duo from the countryside of Kyoto won the Grand Prix in the new Luxury & Lifestyle category at Cannes Lions today. 

The Loewe x Suna Fujita collection was inspired by the artisanal craft and whimsical designs of the ceramic studio and the various bags, jumpers and accessories showcased the intricate techniques for which Loewe is known.

The collection was promoted with stop-motion animations that were broadcast on 3D screens in London, Shanghai and Tokyo.

Organic impressions of the work across Instagram, TikTok, X, YouTube, Twitter and LinkedIn reached 17.4 million, while organic engagements reached 1.6 million. Video views for the campaign film hit 11.1 million.

Speaking about the introduction of the new Luxury & Lifestyle Lions category at Cannes Lions, jury president Charles Georges-Picot, CEO of the global luxury practice at Publicis Groupe, said: ‘Working on luxury was always a bit frustrating, to see that those brands touching so many people around the world, that have so much power, but they didn’t have their place in Cannes. Luxury creative is quite different to what we see for mainstream brands. But yet, as an industry, luxury is super creative when you look at the clothing products, their fashion shows…there's so much creativity in there.’

When it came to judging the work, Georges-Picot said that a certain responsibility comes with being a big luxury brand. ‘There are not that many brands that touch so many people around the world, that have so much power, so they have probably even bigger responsibility than anyone else. So we had a lot of discussions about what had the highest quality standards and craft, but also had a positive impact around us, work that was respecting cultures as well.’

George-Picot noted that the Grand Prix went to Loewe in part because it reflected the brand’s strong performance over the past seven years with creative director Jonathan Anderson.

George-Picot said: ‘It’s a maison that respects other cultures and blends traditional craftsmanship with more contemporary design. It's a maison that really respects all the people that they would work with, and they are pushing the limits of sustainability. They are amazing in terms of diversity and inclusion. So they are ticking all the boxes in a very intelligent way. They move at the speed of culture. They do all the things that luxury brands should be doing today, and it's working well.’

Aya Nakamura: Haut Niveau for Lancôme by Publicis Luxe, Paris

Contagious’ analysts and strategists spend their time at Cannes Lions interviewing jury presidents and attending seminars and press briefings, to find out what’s really going on.

Then, we use our two decades of experience to put those findings into perspective and analyse what they mean for marketing and the marketing industry.

Finally, we condense all those insights and case studies into an informative, insightful and (occasionally) entertaining 50-minute briefing (plus 10 minutes of Q&A) that we deliver to brands and agencies.

Book a Cannes Deconstructed briefing and you’ll learn:

• The strategies that underpin the big winners
• The jury perspective on what it took to win in 2024
• The trends that are shaping the most effective, influential work and what they mean for brands
• The brands and campaigns that are raising the bar for commercial creativity

To find out more, click here.