The Cannes Lions International Festival of Creativity has launched the Luxury & Lifestyle Lions.

This Lion will provide a global benchmark for brands in the luxury space, recognising and celebrating the most impactful creative work, experiences and creative business solutions for the luxury sector. They will celebrate those bold enough to challenge the narrative, the luxury brands and agencies creating work that breaks convention and bridges the gap between culture and commerce, as well as the work that gives this space a new meaning.

Since branding began, the luxury sector has had a unique ability to bring people together over shared tastes, aspirations and stories. From fashion to automotive, these are brands that have defined culture. But today, as audience expectations shift, brands have the chance to push into a new creative space. The rules are different every day for this global market. And different rules mean new opportunities to turn creativity and craft on its head.

Luxury brands have the ability to shape culture. And shaping culture means tapping into it. Creativity is the tool that will push the luxury market into unchartered territory. Submitting work into the awards provides a moment to reinvent, and challenge, what it means to be in the luxury space. To show that you’re bold enough to go against what’s been done before to capture an audience who wants more. To show that you’re changing the narrative of Luxury through creativity, now and in the future.

We invite people to define culture and make history by setting the new global benchmark for brands in the Luxury and Lifestyle space at Cannes Lions 2024. If you are interested in submitting work, the team at LIONS will be happy to provide additional time to get your entry ready and are on hand to support with any questions you might have. Find out more at canneslions.com/awards or by emailing awards@canneslions.com.  

At Cannes Lions, the advertising and communications industry meets to celebrate the world's best work. Insight from iconic thought leaders, ideas from the world's most innovative companies, and inspiration from every corner of the creative marketing community come together at the Festival – for a week of world-class networking, learning, and history-making creativity. Learn more about how to be a part of the Festival and Awards at canneslions.com.