A01 Experience.
Physical or digital luxury experiences that are set up to engage and strengthen relationships and make the brand more memorable. This may include, but is not limited to, immersive experiences, live events, AR/VR, installations, virtual worlds, multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.
A02 Sustainable Luxury.
Work that demonstrates a long-term impactful environmental contribution. Innovative approaches to being sustainable and work that creates a long-term positive impact on the environment.
A03 Craft.
Luxury work brought to life through exceptional craft. This may include, but is not limited to, art direction, digital craft, film craft, copywriting, illustration, typography, photography, etc.
A04 360 Campaign.
Work that successfully carries a luxury brand’s message across multiple platforms/channels, both online and offline. The work should demonstrate how luxury content featuring a brand’s message and/or product has been seamlessly implemented across various channels to amplify meaningful experiences and customer engagement.
A05 Clienteling & VIP Experiences.
NEW
Bespoke, high-touch programmes designed to surprise and retain high-value clients. This includes but is not limited to private previews, atelier services, concierge and after-sales rituals, personalised gifting and invitation-only experiences.
A06 Brand Storytelling.
Luxury campaigns that use exceptional brand/consumer stories to drive meaningful engagement with a specific audience.
A07 Celebrity & Cultural Influence.
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Recognising creative use of celebrity and cultural moments as strategic media. The work should demonstrate how it orchestrated narrative, PR and social architecture before, during and after the moment.
A08 Partnerships/Collaborations.
Partnerships/sponsorships that create immediate and long-term brand experiences or activations.
A09 Technology.
Immersive luxury experiences that creatively push the boundaries of technology and engage with consumers. This may include, but is not limited to, AI, AR, VR, XR, wearable tech and mobile devices, voice technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
A10 Luxury Creator Partnership.
NEW
Luxury brands partnering with creators to communicate craftsmanship, heritage, and exclusivity through authentic, high-quality content.
A11 Diversity, Equity & Inclusion.
Luxury work that tackles and confronts disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the luxury space.
A12 Luxury PR & Editorial Partnerships.
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Recognising earned influence in luxury through editorial craft. This includes but is not limited to magazine photo or video editorials, publisher co-created franchises and cultural media tie-ins.