"},"content":{"rendered":"Celebrating the creativity, effectiveness and innovation of advertising campaigns around the world, the 71st Cannes Lions<\/strong><\/b>, which took place on the Croisette from June 17 to 21, 2024<\/strong><\/b>, created a major event by establishing a separate category entitled Luxury & Lifestyle Lions<\/strong><\/b>.<\/p>\n <\/p>\n Loewe<\/strong><\/b> (owned by the LVMH group) is the first luxury brand to win the Grand Prix in this new category<\/strong><\/b>.<\/p>\n <\/p>\n Its communication campaign, dedicated to the capsule collection designed with the Kyoto-based ceramics studio Suna Fujita<\/strong><\/b>, released last November, won the jury’s approval for its cheerfulness and poetry, as much as for its technical prowess and impact.<\/p>\n <\/p>\n <\/p>\n While Herm\u00e8s is undoubtedly associated with poetic universes and creative side-stepping, Loewe<\/strong><\/b> proved that it, too, has the makings of a storyteller, winning the Luxury & Lifestyle Lions Grand Prix<\/strong><\/b> at Cannes Lions 2024.<\/p>\n <\/p>\n Loewe has created a video series<\/strong> to promote its capsule collection of leather goods and tableware<\/strong> created with Suna Fujita<\/strong>. The luxury brand used five pieces of pottery <\/strong>(teapots, cups and plates) from the Japanese workshop, depicting hand-painted stories<\/strong>, as the basis for <\/strong> a 360\u00b0 brand activation<\/strong>.<\/p>\n <\/p>\n Suna Fujita’s unique characters made of pandas, penguins, lemurs, otters and mandrake roots<\/strong>, accompanied by their human friends<\/strong> traditionally present on Suna Fujita’s ceramic objects, are transformed on social networks into dolls handmade from needle-felted wool and animated by director Andr\u00e9a Love<\/strong>.<\/p>\n <\/p>\nCraftsmanship in all its forms<\/h2>\n