A collaboration between Spanish luxury goods maker Loewe and a Japanese ceramicist studio Suna Fujita won the Grand Prix in the newly Launched Luxury & Lifestyle Lions. 

The partnership spawned an exclusive collection of bags, sweaters, accessories and more that were inspired by Suna Fujita’s ceramic creations. 

Beyond the global luxury fashion target, the partnership enabled Loewe to appeal to artisanal enthusiasts as well as increase the Loewe fanbase in Asia.  

Special packaging, including boxes, ribbons and tags, as well as a special pop-up holiday storybook gave the campaign a dimension beyond the collection itself. 

Special animations were made for 3D screens in prime locations: London, Shanghai and Tokyo. 

The collection was also brought to life in a stop-motion film crafted by hand from needle-felted wool. In addition, Loewe created a documentary that showcased the life and work of the duo behind the artisanal ceramicists’ studio. 

Engagement and sentiment were strong across Instagram, TikTok, X, YouTube, Twitter, LinkedIn, organic impressions reached 17.4M, organic engagements reached 1.6M and video views soared to 11.1M.  

The collection drove increased traffic during the Christmas period: gifting season search sessions were up 45% versus 2023, with a 35% increase in revenue. 

Creative was done in-house. Film production credits went to Output, Shanghai and Andrea Animates, Port Townsend, WA. Media placement credits went to Assembly, Ocean Outdoor, Screenbase and Zhongxi Media.