Friday 16 June 2017 - Cannes
Lions has today announced final details of the work entered for the 2017
Festival. After submissions were checked and validated, a total of 41,170
entries were received across 24 Lions.
nascent trend of clients entering work directly continues to grow strongly
across all Lions, and is up 69% year on year.
associated with Lions Health, (Health & Wellness and Pharma), now in its
fourth year, were up 9% on last year, as this specialist area of the Festival
builds a loyal and growing following.
Effectiveness, the only global award linking award-winning creative work with
business driving results, is up 59% on 2016 and demonstrates that client and
creative collaboration is stronger than ever.
Papa, Managing Director of Cannes Lions commented, “The interest around the Creative Effectiveness
Lion is very exciting. Not only does it chime with the Festival’s campaign for
creativity as a positive force for business, but the work that wins here equips
clients everywhere with the guidance and reassurance they need as they seek to
become more ambitious creatively.”
also a strong growth year for work submitted into Glass: The Lion for Change,
up 31% on last year, showcasing the breadth of work that has the power to shift
culture. Since the Glass Lion launched in 2015, all entry fees have been
donated to high-profile organisations tackling gender inequality across the
world and the Festival has raised more than €290,000 to date.
representing traditional channels, such as Outdoor and Print & Publishing,
have experienced a decline in entry numbers, mirroring the changing shape of
the communications landscape, accounting for the vast majority (80%) of the difference
from 2016 entry numbers.
the international nature of the Festival, there was a notable shift in the
increase in work from the UAE, China and the LATAM region, and a resurgence of
submissions from Brazil after several years of reduced participation offsetting
slightly lower entry numbers from the UK and other Western European countries.
Craft and the Entertainment Lion for Music, both launched in 2016, and report
lower entry numbers in their second year, following an established pattern for
new Lions before they enter a period of sustained and steady growth.
Cook, Director of Awards for Cannes Lions, said “We have continued in 2017 to see the key trends
across the Lions continue from previous years, with strong growth in categories
that have been a focal point for the industry over the last 12 months.
Individual Lions can see ebbs and flows but over time we have learnt it is
always best to take a long-term view as the broad trends have not really
changed. The Radio Lions are just one example of that – a drop last year of 11%
prompted commentary about a decline in the sector, but this year we’ve seen an
increase of 5%.”
added: “At the award
shows last year we watched creative comms and campaigns sitting very
comfortably alongside a rich mix of emerging, new forms of creativity which was
a clear demonstration of how creative companies were beginning to embrace and
adopt a wider creative palette. It’s an exciting time and we expect to see a
natural progression of this on stage at the festival this year.”
on plans for future additions or changes to the existing Lions, Cook said, “As ever, we will monitor the
trends in work, and consult with the industry as we develop plans for next
year. But here and now in 2017, the winning work will not only inform the shape
of the Lions going forward – but a rapidly evolving industry.”