Revving Up Luxury

The five luxury auto brands featured in this collection show original ways to convey their premium status, rejecting category conventions like lush leather interiors, hi-tech features and sleek body shots. Given that DataHorizzon Research estimates that the global luxury car market will reach $1.2tn by 2032, up from $714.2bn in 2022, there is growth there for the brands that get it right. Read more in LIONS Intelligence On… Luxury, in Reports on The Work.

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Nothing But Sheer Joy

BMW moved away from traditional tear-jerkers to welcome the Lunar New Year with joy instead. Fast-paced, brightly coloured content earned the brand 140,000 new social followers, 65% of whom were from Gen Z. The work demonstrates how to hero brand values with a fresh twist on a cultural event. It won Gold in the Social & Influencer Lions.
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Drive2Extremes

Porsche could have just served its target audience with a film they’d love, but it didn’t stop there. By inviting them to co-create the content, the luxury auto brand persuaded its target audience to spend more time with it, allowing for a deeper emotional connection. Reaching 733 million people, this Bronze Film Craft Lion winner demonstrates how to give younger audiences a platform to express their creativity.
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Clowns

A troupe of comic characters cause havoc on the road in this film from Audi. But they’re no feat for the brand’s ‘clown-proof’ driver-assist technology. Winning Gold in the Film Lions, the ad shows how to use storytelling to highlight product features in a novel way.
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Ramadan Unveiled

A four-part branded docuseries from American car brand Cadillac reflected the more clandestine side of the Islamic holy month. Despite facing backlash, it resulted in a stock oversell of 42%. Winner of Bronze in the Entertainment Lynx, it shows how to collaborate with local creators to ensure that risk taking is executed authentically.
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“Future 2021” – The Concept EQG

Silver suits, cyborgs and the Mercedes Benz electric G-Wagen occupy this futuristic film, which imagines today’s world through the eyes of someone from 1979. It’s a far cry from standard representations of green vehicles and shows how a shift in perspective can drive aspiration for the tech we take for granted. It took Bronze in the Film Craft Lions.
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