awards / lions / Entertainment - Lions

Entertainment Lions

In partnership with

EFG Logo Black 63

The Entertainment Lions celebrate creativity that turns branded content into culture.

Entries will need to demonstrate ideas that are unskippable; work which captivates in order to cut-through, communicating a brand message or connecting with consumers in a new way.

Overview

A number of criteria will be considered during judging and weighted as follows: 20% strategy & insight; 30% creative idea; 30% craft & execution; 20% results.

Brands refers to talent, artists, creators, influencers, streamers, athletes, teams, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the entertainment industry.

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.

Explore the categories

A. Branded Content

Creative content crafted to build awareness for a brand by associating it with culture and values through entertainment.

A01 Fiction Film: Up to 5 minutes.
Branded fiction films or series created for cinema, TV, online or video on demand platforms.
* If you are submitting a series please upload all episodes in a single video file with slates denoting the start of the next episode.

Traditional film advertising should be entered into the Film Lions.

A02 Non-fiction Film: Up to 5 minutes.
Factual film, series, or documentary / reality film created for cinema, TV, online or video on demand platforms.
* If you are submitting a series please upload all episodes in a single video file with slates denoting the start of the next episode.

Traditional film advertising should be entered into the Film Lions.

A03 Fiction Film: 5-30 minutes.
Branded fiction films or series created for cinema, TV, online or video on demand platforms.
* If you are submitting a series please upload all episodes in a single video file with slates denoting the start of the next episode.

Traditional film advertising should be entered into the Film Lions.

A04 Non-fiction Film: 5-30 minutes.
Factual film, series, or documentary / reality film created for cinema, TV, online or video on demand platforms.
* If you are submitting a series please upload all episodes in a single video file with slates denoting the start of the next episode.

Traditional film advertising should be entered into the Film Lions.

A05 Fiction Film: Over 30 minutes.
Branded fiction films or series created for cinema, TV, online or video on demand platforms.
* If you are submitting a series please upload all episodes in a single video file with slates denoting the start of the next episode.

Traditional film advertising should be entered into the Film Lions.

A06 Non-fiction Film: Over 30 minutes.
Factual film, series, or documentary / reality film created for cinema, TV, online or video on demand platforms.
* If you are submitting a series please upload all episodes in a single video file with slates denoting the start of the next episode.

Traditional film advertising should be entered into the Film Lions.

A07 Live Broadcast / Live Streaming.
Cinema, TV or online live content, including live coverage of events and use of live streaming platforms.
* Please supply a sample film file of up to 30 minutes.

A08 Audio Content.
Content created for radio, podcasts or other audio platforms.

A09 Brand Integration.
Integration of brands into existing content such as films, documentaries, series, live streams, TV or radio / audio shows.

A10 Promotional Content for Publishers & Networks.
Original content / programming created to promote a media company, network, broadcaster or publisher. Entries will be judged not just on the content, but how it communicated or evolved the identity of the publisher.

B. Entertainment-led Brand Experience

Meaningful, engaging experiences and activations created to attract or maintain an audience.

B01 Live Entertainment. NEW
Live entertainment, including concerts, live streams, stunts and festivals held physically or within virtual worlds, crafted to amplify a brand’s message and increase engagement with an audience.

B02 Metaverse, New Realities & Emerging Tech. NEW
Immersive experiences which creatively push the boundaries of technology within entertainment. Including but not limited to AR, VR, AI, voice technology, blockchain technology, gamification, virtual worlds, metaverse and all other emerging platforms. Does not include prototypes of early stage technology.

B03 360 Integrated Brand Experience. NEW
Experiences that successfully carry a brand’s message across multiple platforms / channels, both online and offline. Entries should demonstrate how content featuring a brand’s message, product or service has been seamlessly implemented on various platforms to continue and amplify meaningful consumers’ experience and engagement.

C. Community

Work which focuses on the development, maintenance and nurturing of a community or fanbase.

C01 Audience Engagement / Distribution Strategy. NEW
Audience engagement and distribution strategies that creatively and effectively further the content’s reach.

C02 Influencer & Co-Creation. NEW
The creative and innovative use of content creators, streamers and/or influencers to drive a brand's message and engage with a specific audience through entertainment. This may include, but is not limited to, collaborations, sponsored content and user-generated content.

D. Partnerships



Exceptional strategic partnerships between brands and entertainment entities.

D01 Brand Partnerships, Sponsorships & Collaborations. NEW
Strategic brand partnerships and collaborations that leverage branded content and entertainment to meet specific business goals and mutually benefit everyone involved.

D02 Partnerships with Talent.
Strategic partnerships between a brand and a talent. Entries will be judged on how effective and mutually beneficial the partnership was.

E. Challenges & Breakthroughs

Creative and innovative work which is brought to life through deep cultural insight, regional context and progressive thinking.

E01 Diversity & Inclusion in Entertainment. NEW
Brand-led creative work that tackle and confront disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the entertainment industry.

E02 Innovation in Branded Content.
Ground-breaking and unparalleled branded content.

E03 Challenger Brand. NEW
Brands which have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

E04 Social Behaviour & Cultural Insight. NEW
Work inspired by a specific audience or community, hinging on identifiable social behaviour or cultural insights, stemming from the ideas, customs, values and lifestyles found within a specific region or locality.

What does winning work look like?

EAT A SWEDE | SWEDISH FOOD FEDERATION 2022 EntertainmentMcCANN STOCKHOLM | SWEDENENTERTAINMENT LIONS GRAND PRIX

Using an entertainment format to subvert the conventions of the category and create a mockumentary placing the future of food within reach (lab grown meat solutions are already on the market). The film follows Erik Karlsson, a Swedish entrepreneur, who believes the best proteins for humans are made from cells of Swedes, most preferably Sweden’s biggest actor Alexander Skarsgard.

2023 Jury President

Brent Anderson

Global Chief Creative Officer

TBWA\Media Arts Lab

Other Lions in Entertainment

New for 2023

Entertainment Lions For Gaming