In a strategic move acknowledging the transformative landscape of luxury brand marketing, the Cannes Lions International Festival of Creativity has revealed the launch of the Luxury & Lifestyle Lions. This new Lion aims to establish a global benchmark, celebrating impactful creative work and innovative solutions within the luxury and lifestyle sector.

Simon Cook, CEO of LIONS, highlighted the need for a dedicated award, emphasizing the sector’s disruption and the shift towards innovative business models. The Luxury & Lifestyle Lions will recognize creative initiatives driving business performance and brand loyalty, setting a new standard for the dynamic luxury market.

Marian Brannelly, Global Director of Awards at LIONS, noted the significant disruptions faced by the luxury market, including shifts in consumer behavior, e-commerce growth, and the importance of sustainability. The award aims to spotlight the pivotal role of world-class creativity in navigating these challenges.

Charles Georges-Picot, Global CEO at Marcel and Publicis Luxe, Global Client Lead, welcomed the new award, stating it would redefine how the industry perceives branded communications and creative transformation in the luxury space.

In response to the evolving landscape, the Mobile Lions will be retired in 2024. Brannelly explained the decision, stating the importance of aligning awards with the current creative landscape.

Full details on the Luxury & Lifestyle Lions, including criteria and categories, will be released in November. The Jury President and Jury information will follow in early 2024, with Cannes Lions 2024 submissions accepted from January 18, 2024.

For more information on Cannes Lions Awards and the 2023 winners, visit their website.