A01 Experience.
NEW
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.
NEW
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.
NEW
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.
NEW
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 Data & Targeting.
NEW
Work that effectively attracts new customers, drives engagement or strengthens existing customer relationships. The work should show innovative use of data and insights leading to an increase in new business or customer activity.
A06 Brand Storytelling.
NEW
Luxury campaigns that use exceptional brand/consumer stories to drive meaningful engagement with a specific audience.
A07 Transformation.
NEW
Creative transformation of the luxury consumer experience. Initiatives that strengthen customer relationships by creating seamless journeys that span the digital and physical worlds, characterised by timely and personalised touchpoints.
A08 Partnerships/Collaborations.
NEW
Partnerships/sponsorships that create immediate and long term brand experiences or activations.
A09 Technology.
NEW
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 Social Campaign.
NEW
Celebrating social media storytelling that builds brand awareness and drives impact. The work should demonstrate how social media was harnessed by luxury brands to increase awareness and relevance.
A11 Diversity, Equity & Inclusion.
NEW
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 Commerce.
NEW
Luxury commerce work focusing on the customer journey, ensuring a seamless experience at every touchpoint.