Social & Creator
Award categories and overview
The Social & Creator Lions celebrate social-first creative thinking and impactful creator collaborations.
The work should demonstrate how platform-native strategy, creator partnerships, and community engagement drove cultural impact, audience connection, or commercial success.
The work should demonstrate how platform-native strategy, creator partnerships, and community engagement drove cultural impact, audience connection, or commercial success.
Overview
A number of criteria will be considered during judging and weighted as follows: 30% idea; 20% strategy; 20% execution; 30% results.
For creator-led work, the entry must focus on an individual whose influence and audience are built primarily through original content created for social platforms.
There is no overall limit to how many times the same piece of work can be entered into Social & Creator as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Social & Creator: Sectors’.
Subtitles are highly recommended on all case films, films, demo films and original content.
For creator-led work, the entry must focus on an individual whose influence and audience are built primarily through original content created for social platforms.
There is no overall limit to how many times the same piece of work can be entered into Social & Creator as long as the categories chosen are relevant. However, the same piece of work may only be entered once in ‘A. Social & Creator: Sectors’.
Subtitles are highly recommended on all case films, films, demo films and original content.
A. Social & Creator: Sectors
The same entry can be submitted only once in this section.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, beauty products, toiletries, cleaning products, other household goods, other FMCGs, fashion, lifestyle, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, education, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit/Charity/Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.
A01 Consumer Goods.
All fast-moving and durable consumer goods, including but not limited to food and beverages, beauty products, toiletries, cleaning products, other household goods, other FMCGs, fashion, lifestyle, clothing and accessories, furniture, and consumer electronics.
* All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
A02 Healthcare.
Pharma, OTC drugs, wellness.
* If the work has been created for a Charity/NFP then this should be entered into A07.
A03 Automotive.
Vehicles, other automobiles.
A04 Travel, Leisure, Retail, Restaurants & Fast-Food Chains.
All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.
A05 Media/Entertainment.
Music, film, television, publications and media, books, news, digital platforms and other media.
A06 Consumer Services/Business to Business.
All commercial public services, legal, financial, education, B2B technology, consultancies and professional services, other business services, internal and corporate communications.
A07 Not-for-Profit/Charity/Government.
Government, public information, NGOs, military, charities, non-profit organisations.
* All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.
B. Social Insights & Engagement
Work in these categories will be judged on how successfully social was used to engage with online communities and deliver measurable and meaningful results for a brand.
B01 Community Management.
Social activity that is designed to engage, build or maintain an online social community. Engagement levels and the relevance of targeted communications directed at active/non-active users will all be considered.
B02 Audience Targeting/Engagement Strategies.
Social activity customised for predefined communities, groups or individuals based on social insights such as behaviour, interests, geolocation, etc. This may include, but is not limited to, native advertising and programmatic campaigns, the customisation of messages, their relevance and creative execution, etc.
B03 Real-Time Cultural Response.
Targeted social activity that demonstrates speed, cultural awareness and creative excellence by responding to real-time events, cultural moments or public conversations. Entries must demonstrate how the brand inserted themselves into the conversation in a way that prompted community interaction, organic sharing or social amplification.
B04 Social Listening & Insight.
Social campaigns that are elevated through their use of data and insights to engage or develop a meaningful relationship with a specific audience or community. Insights gained through the strategic application of social data / listening / analytics will be considered.
B05 Brand Storytelling.
Social campaigns that use exceptional brand/consumer stories to drive meaningful engagement with a specific audience. This could be through creators, influencers or communities (where brands speak indirectly to audiences through creators/influencers).
B06 Innovative Engagement of Community.
Creative use of social platforms for entering and activating existing online communities a brand does not own, through authentic participation and cultural understanding. This may also include the use of new functions built for existing social platforms, levels of engagement, social reach and the creative strategy, etc.
B07 Creator & Influencer Sourced Insight.
The creative interpretation of data specifically generated from creator or influencer campaigns in order to target, engage or develop a relationship with a specific audience or community.
B01 Community Management.
Social activity that is designed to engage, build or maintain an online social community. Engagement levels and the relevance of targeted communications directed at active/non-active users will all be considered.
B02 Audience Targeting/Engagement Strategies.
Social activity customised for predefined communities, groups or individuals based on social insights such as behaviour, interests, geolocation, etc. This may include, but is not limited to, native advertising and programmatic campaigns, the customisation of messages, their relevance and creative execution, etc.
B03 Real-Time Cultural Response.
Targeted social activity that demonstrates speed, cultural awareness and creative excellence by responding to real-time events, cultural moments or public conversations. Entries must demonstrate how the brand inserted themselves into the conversation in a way that prompted community interaction, organic sharing or social amplification.
B04 Social Listening & Insight.
Social campaigns that are elevated through their use of data and insights to engage or develop a meaningful relationship with a specific audience or community. Insights gained through the strategic application of social data / listening / analytics will be considered.
B05 Brand Storytelling.
Social campaigns that use exceptional brand/consumer stories to drive meaningful engagement with a specific audience. This could be through creators, influencers or communities (where brands speak indirectly to audiences through creators/influencers).
B06 Innovative Engagement of Community.
Creative use of social platforms for entering and activating existing online communities a brand does not own, through authentic participation and cultural understanding. This may also include the use of new functions built for existing social platforms, levels of engagement, social reach and the creative strategy, etc.
B07 Creator & Influencer Sourced Insight.
The creative interpretation of data specifically generated from creator or influencer campaigns in order to target, engage or develop a relationship with a specific audience or community.
C. Creator & Influencer Marketing
The work in this category should demonstrate how a social campaign was enhanced through the use of social influencers and content creators. For creator-led work, the entry must focus on an individual whose influence and audience are built primarily through original content created for social platforms.
C01 Organic Reach & Cultural Breakthrough.
Brand-led social activity that become part of popular culture and is subsequently amplified by creators, celebrities or social ambassadors, further expanding the campaign’s reach and impact through unpaid endorsement. Entries must state which creators, celebrities or social ambassadors picked up the campaign (organic and paid results to be provided separately in the Results field).
C02 Creator Cross-Channel Storytelling.
Brands or agencies that have successfully partnered with content creators to develop cohesive stories that seamlessly span digital, social and traditional media, creating a unified brand message. The work should demonstrate how creators' unique voices and authentic content have been effectively integrated to engage diverse audiences, amplify reach and drive meaningful brand impact across various touchpoints.
C03 Creator Collaboration.
Impactful creative collaborations between a brand and a creator, whose influence and audience are built primarily through original content created for social platforms. The work should demonstrate the creator’s involvement as a strategic partner, shaping creative direction, strategy or product development, and blend the creator’s unique voice with the brand’s identity to produce authentic, engaging narratives that go beyond a standard brief execution.
C04 Creator-Led Content Strategy.
Content strategies driven by creators, where the creator plays a pivotal role in shaping the overall long-term vision for a brand’s content. The strategy should demonstrate a deep understanding of audience engagement, innovative content planning and a clear alignment with the brand's goals.
C05 Excellence in Craft.
Creative execution where a creator demonstrates mastery of their medium, from distinctive visual aesthetic and creative voice to pacing, editing and narrative structure. The work should demonstrate the intentional choices in composition, style and storytelling that elevate the content, resulting in a compelling and memorable audience experience.
C06 Fandom & Community Building.
Work that fosters deep, passionate and self-sustaining fandom around a creator or brand-creator partnership. The work should demonstrate how the creator sparked fan identity, rituals, and sustained participation that delivered measurable brand value beyond a single campaign moment.
C07 Creator-hosted Live Experiences. NEW
Live events (in-person or hybrid) hosted by, or built around creators that generate engagement on social media, deepens fan relationships and delivers brand impact.
C01 Organic Reach & Cultural Breakthrough.
Brand-led social activity that become part of popular culture and is subsequently amplified by creators, celebrities or social ambassadors, further expanding the campaign’s reach and impact through unpaid endorsement. Entries must state which creators, celebrities or social ambassadors picked up the campaign (organic and paid results to be provided separately in the Results field).
C02 Creator Cross-Channel Storytelling.
Brands or agencies that have successfully partnered with content creators to develop cohesive stories that seamlessly span digital, social and traditional media, creating a unified brand message. The work should demonstrate how creators' unique voices and authentic content have been effectively integrated to engage diverse audiences, amplify reach and drive meaningful brand impact across various touchpoints.
C03 Creator Collaboration.
Impactful creative collaborations between a brand and a creator, whose influence and audience are built primarily through original content created for social platforms. The work should demonstrate the creator’s involvement as a strategic partner, shaping creative direction, strategy or product development, and blend the creator’s unique voice with the brand’s identity to produce authentic, engaging narratives that go beyond a standard brief execution.
C04 Creator-Led Content Strategy.
Content strategies driven by creators, where the creator plays a pivotal role in shaping the overall long-term vision for a brand’s content. The strategy should demonstrate a deep understanding of audience engagement, innovative content planning and a clear alignment with the brand's goals.
C05 Excellence in Craft.
Creative execution where a creator demonstrates mastery of their medium, from distinctive visual aesthetic and creative voice to pacing, editing and narrative structure. The work should demonstrate the intentional choices in composition, style and storytelling that elevate the content, resulting in a compelling and memorable audience experience.
C06 Fandom & Community Building.
Work that fosters deep, passionate and self-sustaining fandom around a creator or brand-creator partnership. The work should demonstrate how the creator sparked fan identity, rituals, and sustained participation that delivered measurable brand value beyond a single campaign moment.
C07 Creator-hosted Live Experiences. NEW
Live events (in-person or hybrid) hosted by, or built around creators that generate engagement on social media, deepens fan relationships and delivers brand impact.
D. Social Content Marketing
Work in these categories will be judged on how successfully content was used to engage with consumers and target audiences.
D01 Content Placement.
Content and editorial strategy and placement using social channels. The strategic arrangement and curation of appropriate content that may either drive or enhance a wider social campaign.
D02 Social Film.
One-off social film specifically created for online social platforms that are conceived, structured and produced for the social environment. Results, engagement and number of views will be taken into consideration.
D03 Social Film Series.
Social film series specifically created for online social platforms that are conceived, structured and produced for the social environment. Results, engagement and number of views will be taken into consideration during the judging process.
* Please upload all executions in a single video file with slates denoting the start of the next execution.
D04 Co-Creation & User Generated Content.
Social activity designed to encourage a community/fanbase to contribute or collaborate with a brand initiative to enhance loyalty and engagement.
D05 Social Commerce.
Work that harnesses social media, social platforms and virtual communities for e-commerce and m-commerce to drive business results.
D01 Content Placement.
Content and editorial strategy and placement using social channels. The strategic arrangement and curation of appropriate content that may either drive or enhance a wider social campaign.
D02 Social Film.
One-off social film specifically created for online social platforms that are conceived, structured and produced for the social environment. Results, engagement and number of views will be taken into consideration.
D03 Social Film Series.
Social film series specifically created for online social platforms that are conceived, structured and produced for the social environment. Results, engagement and number of views will be taken into consideration during the judging process.
* Please upload all executions in a single video file with slates denoting the start of the next execution.
D04 Co-Creation & User Generated Content.
Social activity designed to encourage a community/fanbase to contribute or collaborate with a brand initiative to enhance loyalty and engagement.
D05 Social Commerce.
Work that harnesses social media, social platforms and virtual communities for e-commerce and m-commerce to drive business results.
E. Excellence in Social & Creator
E01 Multi-Platform Social Campaign.
Social campaigns that utilise multiple media online and/or offline platforms and live events. The work should illustrate that these elements drive or are inherently necessary to the overall execution of the social campaign.
E02 Sponsorship & Brand Partnership.
Social campaigns that utilise sponsorship or partnership programmes to support a product or service, meet specific awareness or business goals and enhance brand image. All partnership types are eligible, including work that leverages celebrities and creators.
E03 Social Purpose.
Social campaigns specifically designed to engage consumers through authentic alignments with a social purpose/cause. The work should demonstrate how the core values of the brand align with the cause or wider social purpose. This may include, but is not limited to, nonprofit social responsibility initiatives.
F. Culture & Context
Work that is brought to life through cultural insights and regional context.
F01 Local Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
F02 Challenger Brand.
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.
F03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
F04 Social Behaviour.
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.
F05 Use of Humour.
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.
F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
F07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
* All not-for-profit, charity or government work should be entered in the relevant sector and/or A07. Not-for-profit / Charity / Government category in section A. Social & Creator: Sectors.
F08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
F09 Cultural Engagement.
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.
F01 Local Brand.
Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.
F02 Challenger Brand.
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.
F03 Single-Market Campaign.
Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.
F04 Social Behaviour.
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.
F05 Use of Humour.
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.
F06 Breakthrough on a Budget.
Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.
F07 Corporate Purpose & Social Responsibility.
Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.
* All not-for-profit, charity or government work should be entered in the relevant sector and/or A07. Not-for-profit / Charity / Government category in section A. Social & Creator: Sectors.
F08 Market Disruption.
Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.
F09 Cultural Engagement.
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.