Entertainment Lions

Branded fiction films or series created for cinema, TV, online or video-on-demand platforms.

If you're 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.

Factual film, series or documentary/reality film created for cinema, TV, online or video-on-demand platforms.

If you're 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.

Branded fiction films or series created for cinema, TV, online or video-on-demand platforms.

If you’re 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.

Factual film, series or documentary/reality film created for cinema, TV, online or video-on-demand platforms.

If you’re 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.

Original entertainment properties created by or with brands that deliver intrinsic audience value and demonstrate fan growth. This may include but is not limited to series or formats, franchises, audio originals, games or live formats.

If you're 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.__

Recognising entertainment-first content and experiences centred on food, drink and dining that create cultural participation and grow fan communities.

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

Please provide a sample film file of up to 30 minutes.

Content created for radio, podcasts or other audio platforms.

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

Original content/programming created to promote a media company, network, broadcaster or publisher. The work will be judged not just on the content, but also on how it communicated or evolved the identity of the publisher.

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.

Immersive experiences that creatively push the boundaries of technology within entertainment. This could include, but not be limited to, AI, AR, VR, XR, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.

Experiences that successfully carry a brand’s message across multiple platforms/channels, both online and offline. The work 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.

Audience engagement and distribution strategies that creatively and effectively further the content’s reach.

The creative and innovative use of content creators, streamers or fan co-creation to activate communities and shape the entertainment itself. Work should demonstrate cultural participation and may include, but is not limited to, collaborations, sponsored content and user-generated content.

Strategic brand partnerships and collaborations that leverage branded content and entertainment to meet specific business goals and mutually benefit everyone involved.

Strategic partnerships between a brand and a talent. The work will be judged on how effective and mutually beneficial the partnership was.

Brand-led creative work that tackles and confronts disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the entertainment industry.

Ground-breaking and unparalleled branded content.

Brands that 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.

Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.

Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.

Work that honours brands that craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.

The word limit for this section is 100 words.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There is no word limit for this section.

This question is compulsory.

Please provide a summary of your entry.

• describe the background and context behind the work
• what creative challenges did the work face

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the creative idea:

• Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
• Does the work evoke surprise/have the power to continue captivating attention?
• Does the work transcend the original challenge?
• Does the work incorporate breakthrough thinking?
• How did the creative insight directly influence the amplification of the brand message?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the strategy:

• Was the strategy based on consumer behaviour and/or cultural insight?
• Did the insight come from research and data?
• Did creativity play a key role in the interpretation of the business challenge?
• Was this piece of work relevant to the defined target audience?
• Does the work genuinely solve a real problem?
• Community building and management approach

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the execution:

• How effectively was the concept brought to life?
• What specific implementation strategies were employed to ensure success?
• Which channels were utilised for placement, and were they optimal for reaching the target audience?
• How extensive was the scale of the execution in relation to the defined objectives?
• Did the execution adapt to any unexpected challenges or changes in the environment?

The word limit for this section is 150 words.

This question is compulsory.

Please refer back to the objectives selected when answering this question. Consider:

• performance against brand metrics (e.g. awareness, engagement)
• change in consumer behaviour (e.g. attitudes, frequency, penetration)
• indications of short-, medium- or long-term sales success (e.g. shareholder value, profit, revenue, ROI, sales, share)
• brand health improvement (e.g. consideration, preference, quality of experience and interaction)
• potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors).

The word limit for this section is 150 words.

This question is compulsory.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

There is no word limit for this section.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Please tell us how the work tackled and confronted disparities within the entertainment industry.

The word limit for this section is 150 words.

This question is compulsory for E01.

Please outline the innovative elements of the work.

The word limit for this section is 150 words.

This question is compulsory for E02.

Please tell us how the work challenged or was different from the brand's competitors.

The word limit for this section is 150 words.

This question is compulsory for E03.

Please tell us about the social behaviour that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for E04.

Please tell us about the humour insight that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for E05.

Please tell us about the specific cultural insight that drove the nuanced engagement behind this work.

The word limit for this section is 150 words.

This question is compulsory for E06.