Cannes Lions has announced the launch of Lions Entertainment. At the core of Lions Entertainment are two associated Lions which will identify and celebrate the work: the Entertainment Lions and the Entertainment Lions for Music.
According to Philip Thomas, CEO, Lions Festivals, the Entertainment Lions will replace the current Branded Content & Entertainment Lions 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,” continued Thomas. “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.”
Jae Goodman, chief creative officer and co-head of CAA Marketing, and winner of the 2012 Branded Content & Entertainment Grand Prix, believes that “Entertainment Lions reflects the necessity for marketers to shift away from creating content that interrupts the entertainment, and toward creating the entertainment itself. 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.”
In year one, the Entertainment Lion will cover all forms of audio-visual entertainment, live experiences, gaming, sport and more. Because music is such a huge part of the equation, the Festival has created a dedicated Lion, with its own specialist Jury. “This is something that has been campaigned-for and designed by the music and creative industries. The vision is that as more branches of this dynamic industry mature, other areas currently under the Entertainment Lion may become significant enough to follow suit with further dedicated Lions. We are very much looking to evolve with the industry,” said Thomas.
Adding to this, Russell Wallach, president, Live Nation Media & Sponsorship, remarks that “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.”
Lions Entertainment will take place on June 23-24 the week of the eight-day Cannes Lions (June 18-25, 2016) in the Palais des Festivals, Cannes.
Registration for Cannes Lions opens on January 14, 2016, and entries will be accepted from January 21, 2016.
