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 thecategories chosen are relevant.

Entertainment Lions Sections

  • A. Audiovisual Branded Content

    • A01 Fiction Film: Up to 5 minutes

      Branded fiction films or series created for cinema, TV, online or video on demand platforms up to 5 minutes long.

    • 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.

    • A03 Fiction Film: 5-30 minutes

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

    • A04 Non-fiction Film: 5-30 minutes

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

    • A05 Fiction Film: Over 30 minutes

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

    • A06 Non-fiction Film: Over 30 minutes

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

    • A07 New Realities

      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.

    • A12 Promotional Content for Publishers & Networks New!

      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 influenced audience perception, drove engagement, and communicated or evolved the identity of the publisher.

  • B. Talent

    Entertainment that features or is developed in collaboration with a known talent. Entries should show how the talent’s influence was leveraged 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 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: Content

      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 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.

  • 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

      Innovative Branded Content that pushes the industry forward.

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Entertainment Lions Jury
Full jury announced in 2019

Scott Donaton President

Global Chief Creative & Content Officer, Digitas

As Chief Content Officer at Digitas, Scott Donaton leads the agency's content practice in North America, partnering with clients to tell their stories in innovative and memorable ways. Donaton launched and leads Digitas Studios, which develops unique custom-content initiatives, strategies, and business models. Donaton’s thought-leadership has been published in numerous media outlets including Fast Company, Adweek, and Ad Age, among others, and he is a frequent speaker at industry events. Before joining Digitas, Donaton was Global Chief Content Officer at IPG’s UM and founded Ensemble, an IPG content studio where he served as CEO from 2009 till 2013. Donaton coined the phrase “Madison & Vine”, and is the author of a book by the same name, which helped launch the branded-content revolution. A longtime media executive, Donaton served as publisher of Entertainment Weekly and before that was at Advertising Age, where he served as editor for 10 years before becoming publisher. Donaton’s awards and accolades include being inducted into the Advertising Hall of Achievement, being honored as one of the “21 Most Intriguing People in Media” and being named to the Folio 40. In 2013, Donaton served as president of the Branded Content & Entertainment jury at the prestigious Cannes Festival.

Past winners of the Entertainment Lions

EVERT_45

2018 · N=5 for KPN

Grand Prix ENTERTAINMENT > AUDIOVISUAL BRANDED CONTENT > ONLINE: FICTION

Evert_45 is an immersive campaign played out as an ongoing series on Instagram, YouTube and evert45.com. Evert’s war story recounts his journey to find his brother in hiding after escaping a German labour camp. The narrative was carefully crafted from numerous insightful interviews with WWII eyewitnesses, historians and teachers. The initiative was developed in response to a Dutch newspaper article featuring interviews with elderly resistance fighters who pleaded to keep their stories alive when they would no longer be around to tell them.

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Entertainment Track Lions