May 20, 2016

D&AD is a name that everyone in the creative industries knows and looks up to. Every year the organisation presents awards – pencils – which are recognised as simply the very best creative work of the year. And as we, in the luxury sector, often credit ourselves with being “unrivalled”, “the best of the best” and “at the pinnacle of…”, it would serve us to be informed about the work. It may well have the effect of humbling us to review our own brands. And hopefully inspire us to push our creative boundaries further to launch the next awarded piece.

Although grounded in design and advertising, awarded pieces usually transcend traditional media categories into tech innovations, spatial and experiential, product development, packaging and others. And even when a project apparently fits squarely within a category, it often has the effect of redefining that category and making it less square. As a result, it is fair to say that the true criteria which unites the work at D&AD is out-of-the-box thinking executed in an out of the ordinary way.

This year – in fact last night – D&AD announced the winners at the award ceremony in London. Among the awarded pieces that are of interest to the luxury sector include Rémy Cointreau’s film to be premiered in 100 years, emphasising the length of time to make the Louis XIII cognac (#notcomingsoon, starring John Malkovich, awarded bronze), Aston Martin’s DB10, made for Bond’s “Spectre” (awarded bronze), Lexus’ “Heartbeat” projection concept (bronze), KOI’s packaging design, which made the sake appear as though it were a koi fish (silver) and The Dalí Museum’s virtual reality exhibition, where users could “enter” paintings (“Dreams of Dali”, awarded bronze).

Switzerland also had awarded work. One of them was the “HIV + Issue” for Vangardist Magazine – a men’s lifestyle magazine. The magazine was a provocative piece printed with HIV+ blood to draw attention to the stigma associated with HIV. This won a prestigious yellow pencil (gold) at the festival. To disclose all personal interests, our Editor-in-chief was also part of the team who brought this concept to life. The Graubünden Tourism Board also won an award for its innovative brand experience campaign called “The Great Escape”, which allowed people in the city to interact with a spokesman living in the countryside (awarded bronze).

All of these pieces demonstrate the scope of creativity available to luxury brands. And considering that we set the benchmark in the industry for our products, there’s no reason why we shouldn’t set the benchmark for branding and marketing them. Here at Luxuria Lifestyle we hope to see a greater proportion of winners in the luxury sector next year!


See here for more details.

Photographer: Gustavo Figueiredo

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