Cannes Lions 2025: LVMH Wins the Grand Prix for Luxury & Lifestyle

For its second edition, the Cannes Lions Luxury & Lifestyle category recognized the most daring and innovative communication campaigns in the sector. The jury, chaired this year by Mathilde Delhoume-Debreu, global brand officer at LVMH, evaluated the projects according to the following criteria: 20% for creative ideas, 20% for strategy, 30% for quality of execution, and 30% for results achieved.

Among the 17 finalist campaigns, LVMH stood out with three nominated projects. One of them won the prestigious Grand Prix this afternoon. “The Partnership That Changed Everything,” designed by the Havas Play Paris agency and nominated in the “Experience” subcategory, illustrated the partnership between LVMH and the Paris 2024 Olympic Games in a strict regulatory context where sponsor logos are prohibited during ceremonies. "This is the culmination of all the work that has been done. It is a source of immense pride and recognition for all our partners to win this first Grand Prix almost a year after the start of the Olympic Games. With LVMH, we have been on a unique adventure and, despite the pressure, we have managed to push the boundaries of creativity," said Fabrice Plazolles, director of the agency, in an interview with Luxury Tribune a few hours after winning the Grand Prix in Cannes.

LVMH therefore opted for a subtle strategy, highlighting the expertise of its partner houses. “As a partner of the world's biggest sporting event, LVMH has gone beyond a simple partnership to create a creative partnership,” said Mathilde Delhoume-Debreu at a conference at the Théâtre Lumière on Wednesday.

The result was more than €350 million in “earned media,” in other words, exceptional free visibility without having to purchase advertising space.

In a completely different vein, the Ritz-Carlton won a Gold Lion for a campaign created by Little Spain in Madrid, in collaboration with Madrid fashion house Late Checkout. The retro-style short film, starring Josh Hutcherson, was accompanied by an exclusive capsule collection and a viral social media strategy, racking up more than 17 million views and selling out in a matter of days.

Tiffany & Co, owned by LVMH, won the Silver Lion for its environmentally conscious campaign “1837 Tiffany Blue Conservation,” created by the L&C agency in New York. The Bronze Lions went to Bottega Veneta, Prada Beauté, Yves Saint Laurent Beauté, and Loewe. The latter – winner of last year's Grand Prix – was one of the few to break the rules of luxury with its TikTok campaign, integrating meme culture and taking a gamble by placing the brand and product in the background to highlight the creators and capture the attention of Generation Z.

The conclusion of this year's awards is that the luxury sector, mainly represented by LVMH, is still lagging behind in terms of technology and innovative design, which could ultimately widen the gap with others who are investing heavily in artificial intelligence and immersive experiences. On stage at the Théâtre Lumière, Neal Mohan, CEO of YouTube, said in a conference on Wednesday: “AI will enhance this creativity and provide endless possibilities.” This is also the stated goal of the American platform, after announcing the arrival of Veo 3, Google's Gemini AI, on YouTube Shorts, which has “surpassed 200 billion views per day.”