Media Lions

The Media Lions celebrate the context of creativity.

Entries will need to demonstrate the creative implementation of ideas through the use of media. That is, work which is enhanced and amplified by a game-changing channel strategy to produce measurable results.A number of criteria will be considered during judging and weighted as follows: 30% insight and idea, 20% strategy and targeting, 20% execution, 30% impact and results.

Media Lions Sections

  • A. Media: Sectors

    The same entry can be submitted only once in this section.

    • A01 Food & Drink

      All food and drinks.

    • A02 Other FMCG

      Beauty, cleaning products, other household goods, other FMCG.

    • A03 Healthcare

      Pharma, OTC drugs, wellness.

    • A04 Consumer Durables

      Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.

    • A05 Automotive

      Vehicles, other automotive.

    • A06 Retail

      Retail, eCommerce, restaurants, fast food.

    • A07 Travel

      Travel, tourism, transport.

    • A08 Leisure

      Live events, museums & galleries, gambling, sports, gaming, other recreation.

    • A09 Media / Entertainment

      Music, film, television, publications & media, books, news, digital platforms, other media.

    • A10 Consumer Services / Business to Business

      Legal, financial, B2B technology, consultancies & professional services, other business services, internal & corporate comms.

    • A11 Not-for-profit / Charity / Government

      Government, public information, other not-for-profit, military, charities, non-profit.

    • A12 Corporate Social Responsibility (CSR) / Corporate Image

      Non-product based social responsibility campaigns aimed to address social, ethical and environmental issues. Corporate Image campaigns including event sponsorship to build the image/ raise the profile/ shape the perceptions of a brand.

  • B. Channels

    Work in these categories will be judged specifically on creativity and innovation within a channel as a medium regardless of the product/service advertised.

    • B01 Use of TV & Other Screens

      Including TV, video-on-demand platforms (VOD) and other online service providers. Screens other than TV might include, but are not limited to, screens that require interaction with the consumer e.g. touch screens and responsive displays.

    • B02 Use of Audio Platforms

      Including radio, podcasts and other audio technology.

    • B03 Use of Print / Outdoor

      Including, but not limited to, newspapers, magazines, inserts and trade journals. Outdoor channels include traditional billboard or poster sites, bus shelters and transit advertising using standard advertising space.

    • B04 Use of Ambient Media: Small Scale

      Non-mail and print collateral, including small physical objects and all other hand-held (or equivalent in size) items.

    • B05 Use of Ambient Media: Large Scale

      Non-traditional outdoor/billboards, including 3D and non-standard shaped sites, ticket barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter banners and other executions that utilise a space or an existing permanent feature.

    • B06 Use of Events

      Including live shows, festivals, concerts, sporting events, event sponsorship etc.

    • B07 Use of Stunts

      Including guerrilla marketing, large and small scale stunts, one off experiential events, etc.

    • B08 Use of Digital Platforms

      Online platforms or associated technologies and the harnessing of a digital environment in a media campaign. These might include, but are not limited to, websites, microsites, games, search engines, banner ads and instant messaging.

    • B09 Use of Mobile

      Mobile technology including smartphones, tablets, Bluetooth, SMS, MMS, WAP, GPS, mobile games and applications, etc.

    • B10 Use of Social Platforms

      Media campaigns that use social networking sites, blogs, wikis, video-sharing sites, hosted services, etc. to create and/or enhance relationships with consumers.

    • B11 Use of Technology

      Use of existing or new technology to execute or support a media campaign. Including, but not limited to, artificial intelligence, augmented and virtual reality, robotics, gadgets and electronics, wearable and interactive technology etc. Does not include prototypes of early stage tech.

  • C. Data

    Entries in these categories must demonstrate how a media execution was enhanced or driven by data.

    • C01 Use of Data-driven Insight

      Entries in this category should demonstrate how data was used to uncover or generate insights that contributed to the effectiveness of a media campaign.

    • C02 Use of Real-time Data

      Entries in this category should demonstrate how data, created or used in real-time, provided dynamic content or enabled an on-going consumer relationship.

    • C03 Data-driven Targeting

      Entries in this category should demonstrate how the creative use or interpretation of data delivered effective targeting. Entrants should show how data contributed either to programmatic targeting, or provided a key quantitative insight that helped define the target, brand message or channel.

  • D. Branded Content & Entertainment

    Work in these categories will be judged on how successfully the placement of the content was used to engage with the consumers and deliver measurable results. Please note that the entries in these categories will not be judged on the content itself, but the role of media in creating, leveraging, and amplifying the content.

    • D01 Use of Brand or Product Integration into a Programme or Platform

      Including product placement and branding in film, TV, mini-series, web series, music video, streaming services, sponsorship, etc.

    • D02 Use of Branded Content Created for Digital or Social

      Including branded social media, websites, microsites, mobile applications, games, native advertising, etc.

  • E. Excellence in Media

    In these categories your entry will be judged on how the work demonstrates exceptional and creative best practice within media.

    • E01 Excellence in Media Insights & Strategy

      Entries in this category will be judged on how a media campaign unlocked insights and understanding of consumer behaviours/needs in order to develop a customised media strategy to meet a client’s specific business objectives, marketing goals and overall brand’s positioning.

    • E02 Excellence in Media Planning

      Entries in this category will be judged on how successfully media platforms were sourced and selected to deliver a brand's message. Entrants should detail reach, penetration and frequency of the message to generate the desired response.

    • E03 Excellence in Media Execution

      Entrants should demonstrate how media thinking and skilful negotiations with media owners contributed to the execution of a campaign across selected channels and achieved business goals. Consideration will be given to the buying of media as part of brand storytelling and to the creative delivery.

    • E04 Use of Integrated Media

      Entrants will be judged on how successfully they have integrated the chosen media throughout the campaign and must demonstrate how well the different mediums complement and build on each other to communicate the brand’s message.

  • F. Culture & Context

    • F01 Local Brand New!

      Campaigns for brands distributed in a single locality or market which resonated with a specific target audience.

    • F02 Challenger Brand New!

      Celebrating the success of disruptive, game-changing work for an aspiring brand that uses progressive thinking and innovative creativity to challenge the status quo.

    • F03 Single-market Campaign New!

      Campaigns that aired or ran in a single country / region / market. Entries should describe how the campaign was designed for the specific target market.

    • F04 Social Behaviour & Cultural Insight New!

      Campaigns inspired by a specific audience / community, hinging on identifiable social behaviour or cultural insights.

    • F05 Breakthrough on a Budget New!

      Strategic and creative use of modest budgets and/or resources to create maximum impact.

Find the right categories for your work

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The Media Lions President's Message

Karen Blackett OBE President

WPP UK Country Manager & MediaCom Chairwoman UK & Ireland, WPP

"I am honoured and thrilled to be Jury President for The Cannes Media Lions! I hope to see work that makes me excited, proud and jealous – jealous that I was not their architect.

Everything is media, and everything is connected. This year’s winners will have truly embraced how the medium and the message worked together to leverage an increasingly complex and dynamic communications system, and demonstrated a true understanding of what each individual channel is trying to achieve within that system. Our winners will not have been distracted by the new and shiny without context, nor by empty one-off stunts. Winning Media campaigns will embrace relevant technology and use data responsibly to ensure the work was both top of mind and top of algorithm, making them culturally visible and relevant.

Our winners will show media creativity, diversity and transformation."

The Media Lions Jury

Karen Blackett OBE Jury President

WPP UK Country Manager & MediaCom Chairwoman UK & Ireland

Karen is a proven business leader with a track record in creating vibrant cultures, energising teams and consistently delivering business growth and success. Karen is UK country manager for WPP and Chairwoman of MediaCom UK & IRE Karen champions diversity and equality of opportunity throughout the advertising industry. In 2012 Karen launched the first ever Government backed Apprentice Scheme for the sector. In June 2014, Karen received an OBE in the Queen's Birthday honours and in 2015 Karen was the first business woman to be named Britain's Most Influential Black person in the Power List. Karen is an external advisor to the UK Government Civil Service. Karen was recently appointed Race Equality Business Champion by the UK Prime Minister, Theresa May, and sits as a Non Exec for the UK Cabinet office Karen is on the board for Creative England, is a council member for the Creative Industries Federation, and Chancellor of the University of Portsmouth. Karen became a Fellow of the IPA (FIPA) in their new years honours list.
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Alan Vainrub

CEO
PHD
Costa Rica

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Atva Van Zanten

Managing Director
Mindshare
The Netherlands

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Carlos Rojas Girao

CEO
IPG Mediabrands
Peru

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Corinne Verstraete

Managing Director
Mediacom
Belgium

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Daniel Bueckman

Executive Director
Hearts & Science
USA

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David McCallen

Head of Strategy
OMD
New Zealand

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Emer Fitzgerald

Head of Media Connections
Rothco
Ireland

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Ernest Riba Awarding Jury

Managing Director
Havas Media Group
Argentina

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Geovanna Nassar

Head of Trading, Planning & Buying and General Manager GMT
Group M
Colombia

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Irina Andreea Stoleru

Senior Art Director
Publicis
Romania

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Karin Libowitzky

CEO
Vizeum
Germany

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Karine Courtemanche Awarding Jury

President
Touché!
Canada

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Kasper Aakerlund Awarding Jury

President - APAC
UM
APAC

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Kate Ivory

Managing Partner, Strategy
OMD
UK

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Kelly Huang

CEO
Omnicom Media Group
Taiwan

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Lars Samuelsen

Chief Strategy Officer and Head of Digital
Uncle Grey
Denmark

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Lee-Ann Morris

Managing Director
PHD
New Zealand

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Mallika Shankarnarayan

Chief Strategy Officer
Havas
Singapore

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Marie-Esther Mathonnat

Managing Director
Arena Media
France

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Mark Murray Jones Awarding Jury

Chief Strategy Officer - EMEA
OMD
EMEA

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Michael Zylstra

SSA Chief Strategy Officer
Dentsu Aegis Network
South Africa

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Nathalie Diethelm

CEO
Havas Media
Switzerland

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Nickie Scriven Awarding Jury

CEO - Australia
Zenith Media
Australia

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Nonora Elmudesi

President
Ogilvy
Dominican Republic

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Oscar Dorda

General Manager
PHD
Spain

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Paulo Ilha Awarding Jury

Vice President, Media
DPZ&T
Brazil

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Peder Mittet

CEO
Publicis Media
Norway

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Rachel Forde

CEO
UM
UK

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Rathi Gangappa

CEO
Starcom
India

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Sargi Mann Awarding Jury

Executive Vice President , Head of Digital Strategy
Havas Media Group
USA

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Shula Sinclair

Global Head of Strategy
Spark Foundry
Global

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Simone Skoog

Former Chief Operations Officer
GroupM
Sweden

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Steve Williams Awarding Jury

Global Chief Operations Officer / Americas CEO
Essence
Global

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Tarek Daouk

CEO
Dentsu Aegis
United Arab Emirates

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Tifenn Cloarec

Strategy Partner
Vizeum
USA

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Tim Ringel

Global CEO
Reprise Digital
Global

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Vincenzo Piscopo

Head of Branded Content
Ciaopeople
Italy

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Vivian Zhu

CEO
Zenith
China

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Yean Cheong Awarding Jury

Head of Cadreon Asia Pacific
Cadreon
APAC

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Past winners of the Media Lions

Tesco's Food Love Stories

2018 · BBH London/Mediacom for Tesco

Grand Prix MEDIA > EXCELLENCE IN MEDIA > EXCELLENCE IN MEDIA PLANNING

Tesco’s Food Love Stories is a story of success - their most effective campaign ever, driving an incremental sales uplift of 38% YOY, with £231 million of sales being attributable to the campaign.Tesco tasked us with boosting quality perceptions, so we innovatively partnered data with media to deliver a campaign personalised to food preferences.

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