Entertainment

Celebrating creativity that goes beyond branded communications to create authentic entertainment that engages consumers and impacts culture.

  • Entertainment Lions

    The Entertainment Lions celebrate creativity that turns content into culture. Entries will need to demonstrate ideas that are unskippable; that is, work which captivated in order to cut-through, communicate a brand message or connected with consumers in a new way.

    • There is no overall limit to how many times the same piece of work can be entered into Entertainment as long as the categories chosen are relevant.

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    • A. Audiovisual Branded Content

      Films, series or audio content created for a brand, independently or in collaboration with a producer or content platform, to amplify a brand's message and engage with consumers.

      • A01 Cinema & Theatrical: Fiction Film

        Scripted film or series created for theatrical release and/or cinema distribution.

      • A02 Cinema & Theatrical: Non-fiction Film

        Un-scripted film, series, or documentary/reality film created for theatrical release and/or cinema distribution.

      • A03 TV & VOD: Fiction

        Fiction films or series created for television or video on demand platforms.

      • A04 TV & VOD: Non-fiction

        Un-scripted film, series or documentaries created for television or video on demand platforms.

      • A05 Online: Fiction

        Fiction films or series created for online platforms such as company websites and social media (excluding video on demand, to be entered in categories A03 or A04).

      • A06 Online: Non-fiction

        Un-scripted film, series, or documentaries created for online platforms such as company websites and social media (excluding video on demand, to be entered in categories A03 or A04).

      • A07 VR, AR & Mixed Reality

        Fiction films, documentaries or series created for emerging platforms including VR and AR.

      • A08 Live Broadcast / Live Streaming

        Cinema, TV or online live content, including live coverage of events and use of live streaming platforms.

      • A09 Audio Content

        Content created for radio, podcasts or other audio platforms.

      • A10 Excellence in Brand Integration & Sponsorships / Partnerships for Branded Content

        Integration of brands into existing content such as films, series and TV or radio shows as well as strategic and creative partnership / sponsorships for branded content.

      • A11 Excellence in Audience Engagement or Distribution Strategy for Branded Content

        Exceptional audience engagement and distribution strategies that creatively and effectively further the content's reach.

    • B. Talent

      Entertainment that features or is developed in collaboration with a talent to amplify a brand's message.

      • B01 Talent: Film, Series & Audio

        Branded fiction films, documentaries, series or audio content that feature a talent to amplify a brand's message and increase engagement with an audience.

      • B02 Talent: Live Experience

        Live entertainment, including concerts, stunts and festivals that feature a talent to amplify a brand's message and increase engagement with an audience.

      • B03 Talent: Digital & Social

        Digital and social media initiatives, which feature a talent to amplify a brand's message and increase engagement with an audience.

      • B04 Excellence in Partnerships with Talent

        This category recognises excellence in strategic partnerships between a brand and a talent. Entries will be judged on how effective and mutually beneficial the partnership was.

    • C. Branded Games

      Games and gaming initiatives that communicate a brand, product or artist through the creative production, promotion and distribution of content with gaming at the core.

      • C01 Live Experience Games

        Real-world games which engage through the harnessing of multiple platforms and technologies.

      • C02 Digital & Mobile Games

        Console, online and mobile games.

      • C03 Excellence in Brand Integration & Promotional Content for Games

        The strategic and creative integration of a brand into an existing game or gaming platform, including In-Game marketing, as well as promotional content creation for Games.

      • C04 Use of Emerging Tech for Games

        Games designed for VR, AR or other emerging technologies and platforms.

    • D. Sports

      Rewarding excellent examples of sports entertainment and initiatives across different platforms, including esports.

      • D01 Sports: Film, Series & Audio

        Films, documentaries, series, live streams or audio content with sports at their core that aim to amplify a brand's message and increase engagement with an audience.

      • D02 Sports: Live Experience

        Live sporting events and shows, stunts and installations that enable a brand to provide message amplification and engage with an audience.

      • D03 Sports: Digital & Social

        Digital, mobile and social media initiatives with sports at their core.

      • D04 Use of Emerging Tech for Sports

        Sports entertainment designed for VR, AR or other emerging technologies or platforms.

      • D05 Excellence in Brand Integration & Sponsorships / Partnerships for Sports Entertainment

        The strategic and creative partnership with a team, athlete, or organisation or integration of a brand into existing sports entertainment, such as sports events or sports TV shows.

      • D06 Excellence in Audience Engagement or Distribution Strategy for Sports Entertainment

        Exceptional audience engagement and distribution strategies that creatively and effectively further the content's reach.

      • D07 Sports for Good

        The use of sports in collaboration with a brand, athlete, team, or sports organisation for a social purpose, including grassroot initiatives.

    • E. Innovation in Entertainment

      Innovative Branded Content that pushes the boundaries of the industry, and forward thinking ways to engage with the public.

      • E01 Innovation in Branded Content

        Ground-breaking and unparalleled branded content.

  • Entertainment Lions for Music

    The Entertainment Lions for Music celebrate creative musical collaborations and original music content. Entries will need to demonstrate original production, promotion or distribution of music for brands; work where a recording artist or platform is innovatively leveraged to communicate with consumers.

    • There is no overall limit to how many times the same piece of work can be entered into Entertainment Lions for Music as long as the categories chosen are relevant.

    • A. Music Content

      Original music content to promote a track, album or artist.

      • A01 Excellence in Music Video

        The jury will consider exceptional examples of original music videos.

      • A02 Excellence in Interactive Music Video

        The jury will consider exceptional examples of original music videos with interactivity at their core, including VR or mixed reality music videos.

      • A03 Brand or Product Integration into Music Content

        Relevant and symbiotic brand integration into music videos or other music content.

    • B. Community

      Initiatives to promote a track, album or artist, created to engage new or existing fans.

      • B01 Music Live Experience

        The design and production of experiences with music at its core. This might include concerts, stunts, installations and activations.

      • B02 Fan Engagement / Community Building

        Strategic initiatives designed to engage, build and/or maintain an artist's fanbase/community that may result in an enhanced brand affinity. Community activity (passive fans vs active fans), engagement levels and the appropriateness of targeted conversation/ communication directed at active/non-active users will all be considered.

    • C. Innovation in Music

      Creative use of music platforms and technology for a brand or artist. Focus will be placed on the creative application of technology to enrich a brand's content and its product or service.

      • C01 Use of Music Streaming Platform or Video Hosting Service

        Creative use of music streaming platforms or video hosting and service playlist strategies to promote a brand or an artist.

      • C02 Use of Music Technology or Innovation

        Creation or use of apps, devices, and new technology in the promotion of a brand or an artist.

    • D. Excellence in Music

      Collaboration between a brand and music artists to co-create and develop entertaining and engaging content to further a brand's reach, increase awareness and drive business.

      • D01 Use of Original Composition

        The impact and success of original music compositions, created specifically for a brand's use. The artistic achievement of the track itself will be considered as well as its successful use in branded communications.

      • D02 Use of Licensed / Adapted Music

        Placement of a track that has been licensed or adapted by, but not specifically created for, a brand for use in it's communications. The sourcing and suitability of the music for the brand will be considered.

      • D03 Artist as a Brand or Cause Ambassador

        Collaborations between a brand or charity/non-profit organisation and music artists to increase a brand's reach or awareness for a cause. Entries in this category should demonstrate how the brand's spokesperson/ambassador played an integral part in the building of the brand persona.

      • D04 Artist Associated Event or Stunt in Partnership with a Brand or a Cause

        Collaborations between a brand or charity/non-profit organisation and an artist to co-create entertaining and engaging live content to increase a brand's reach and awareness and drive business. Including but not limited to concerts, tours, festivals, sports events, exhibitions, publicity stunts and other brand activations.

      • D05 Production of Exclusive Artist Content in Partnership with a Brand or a Cause

        Collaborations between a brand or charity/non-profit organisation and a music artist to produce exclusive content to increase the brand's reach and awareness.

      • D06 Excellence in Music / Brand Partnership

        Exceptional strategic partnerships between brands and music artists that mutually benefit everyone involved.

      • D07 Brand Endorsement / Partnership for Artist Breakthrough

        Collaborations between a brand and an upcoming artist to raise the artist's profile. Entries will need to demonstrate a progression in the artist's reach and fanbase.