Valtech Radon & Eton shirts win creative commerce Bronze at Cannes Lions 2023

junho 28, 2023

Eton Shirts and Valtech Radon capture the jury’s imagination with a limited-edition Index Shirt with a price connected to the Nasdaq Index.

23rd June 2023, Cannes, FRANCE – Market-leading luxury menswear retailer Eton and leading creative agency Valtech Radon have taken home a Bronze Lion award at the 2023 Cannes Lions International Festival of Creativity. Recognized in the Creative Commerce category, the campaign – known as The Index Shirt, which saw Eton launch the first-ever garment pegged to the Nasdaq index – was honoured for its uniqueness, innovation, and creativity.


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The Index Shirt is inspired by our customers’ explicit sense of trends, which becomes highly relevant during these times where everything is about making the right decision at the right time,” says Janelle Hallberg, Brand & Communications Director at Eton Shirts. “To be awarded at the most prestigious and respected creativity festival in the world in a relatively young category shows how, with Valtech Radon, we pushed the boundaries of what’s possible with commerce. Creativity will be important in redefining the future of commerce, so we’re excited to be recognized as one of the drivers of this movement.”


With the challenge of selling white shirts in a highly competitive New York City market during a time of economic hardship, Valtech Radon and Eton created The Index Shirt. Using the Nasdaq index to inform the pricing model of the garment, the limited-edition shirt appealed to an audience inundated with white-shirt options.

On Eton’s website, data from the The Index Shirt site fed into a dynamic ad display system, showing customers how the shirt's price fluctuates in real-time. This triggered this hard-to-reach audience to engage with the brand and to strike when the price was right. With more than 137M people being exposed to the campaign across multiple channels, Eton saw a 98.4% increase in organic new user traffic and a 100% increase in new search queries.

“We’re delighted that the campaign caught the attention of the Cannes Lions jury, having recently also won a 2023 Golden Egg Award,” says Petter Rudwall, Creative Director at Valtech Radon. “Exemplifying Eton's commitment to innovation and excellence and our creative ideation and execution, The Index Shirt is the ultimate example how collaboration and chemistry are key ingredients in pioneering creative commerce experiences.”

Petter adds: “Creativity in commerce is paramount in forming lasting customer relationships in an omnichannel world. As creative and commerce increasingly collide, it has become essential for brands to begin operating at the intersection of commerce, experience, and the digital enterprise. With Valtech’s strong digital commerce expertise and creative muscles, we’ve successfully expanded our creative commerce capabilities by ideating and delivering something that’s groundbreaking in this space. We’re exceptionally proud of this Bronze Lion. It’s a testament to the talent and creativity of our teams, and to the ideas and support of our clients at Eton.”

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