Best Fashion & Beauty Campaign – Billion Dollar Boy & LVMH

Billion Dollar Boy

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Loewe Squeeze Bag

The “Loewe Squeeze Bag” campaign by Billion Dollar Boy, LVMH, and Meta won gold in this category for its innovative, platform-native approach that positioned Loewe’s new luxury bag, the Squeeze, as an instant icon.

Faced with the challenge of standing out in a saturated social feed, the campaign eschewed traditional ads in favour of a social-first strategy that celebrated the bag’s playful craftsmanship.

The campaign enlisted three personality-first creators and one craft creator, fostering creative collaboration through workshops that influenced the final content.

By utilising cutting-edge CGI and remixing content in unexpected ways, the campaign delivered visually compelling videos that resonated deeply with the target audience.

This approach resulted in outstanding engagement, with a 10% engagement rate—10 times higher than the average—28.2 million Reel plays, 29.2 million impressions, and over 10.4 million unique viewers, exemplifying the power of strategic, creator-driven partnerships in fashion marketing.

“This content is absolutely outstanding and the results speak for themselves.”

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