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The Festival will leverage the new platform to award Entertainment Lions and Entertainment Lions for Music
Cannes Lions has introduced Lions Entertainment, a new stream which galvanises sound and vision to bring together brands and creators. The category is aimed at recognising engaging content through the new Entertainment Lions and Entertainment Lions for Music.
The said extension replaces the current Branded Content & Entertainment Lions so as to concentrate on what’s important. “The category has grown exponentially since launching four years ago, but it’s no secret that Branded Content & Entertainment has seen two years without a Grand Prix,” said Philip Thomas, CEO of Lions Festivals.
“Customers are telling us that entertainment is a huge part of the industry and that work has to be more creative, so we’ve made the decision to reflect this, shine a spotlight on Entertainment, and re-examine what it takes to make content that cuts through.”
Encompassing Lions Health, Lions Innovation, and Lions Entertainment, the latest installation will take place across eight days, from 18-25 June 2016. The new programme will unite the platforms that are reinventing consumption, labels and studios adapting to channel disruption, and brands that have created authentic, compelling content.
“Entertainment Lions reflects the necessity for marketers to shift away from creating content that interrupts the entertainment, and toward creating the entertainment itself,” said Jae Goodman, Chief Creative Officer and Co-Head of CAA Marketing, and winner of the 2012 Branded Content & Entertainment Grand Prix.
In the first year, it will cover all forms of audio-visual entertainment, live experiences, gaming, sport, and more. Since music is a huge part of the equation, the Festival has created a dedicated Lion with its own specialist jury. At its core are the two aforementioned associated Lions which will identify and celebrate the work.
“Of course, entertainment from a brand needs to be more than entertaining. It needs to accrue to the brand’s benefit and drive business results. The brands and agencies who win this category will show us all the near future of marketing,” added Goodman.
Lions Entertainment will take place during Cannes Lions from 23-24 June 2016 at the Palais des Festivals, Cannes, France. Entry to the Lions Entertainment awards night will be available as a standalone pass, and is included in the 8-day Classic pass.
“The power of music to create memorable brand experiences when artists and marketers partner is a testament to how well entertainment and advertising fit together. The introduction of Lions Entertainment is the next logical step,” said Russell Wallach, President of Live Nation Media & Sponsorship.
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