A Guide to the Cannes Lions Awards
Welcome
Welcome to this step-by-step guide to entering the Cannes Lions Awards. For more than 70 years, the Lions have existed to set the global benchmark for creative excellence.They sit at the heart of the Festival and attract tens of thousands of entries from companies all over the world. To win a Lion is to inspire confidence in your clients, to attract exciting new briefs and to build your profile on the global stage. This guide will explain, step-by-step how to make the most out of the entry process, to ensure learnings and the best chance for success.
First time entering?
If this is your first time entering, we suggest reading through this guide in order. It covers everything you’ll need to know at each stage of your entry journey. From how to select the most appropriate categories for your work, to guidance on how to craft your entry, right through to what happens during the Festival in June.
And if you still have questions or can’t find what you’re looking for, our Awards team is on hand to help.
Entered before?
If you've entered before and are looking for a more specific piece of information, use the side navigation to quickly locate it. Alternatively, explore the ‘How to craft your entry’ section for advice from former Jurors and examples of winning work.
How to craft your entry
Once you feel confident with your category selection, it’s time to think about how best to tell your story. Allowing yourself enough time to do this thoroughly gives you the best chance of success.
Written submission
The written explanation is a compulsory element for every Award. It serves as an opportunity for you to tell the Jurors everything they need to know about your work, from the creative idea, strategy and execution, right through to the results.
Each question has been specifically designed to help you showcase your work, so make sure you take full advantage of each one and answer with as much relevant detail as possible. If you’re entering your work across multiple Awards, resist the temptation to copy and paste your answers. Tailoring them for each entry, within the context of that Award and category, will make it easier for the Jury to understand why your work deserves to win there.
“Anything you supply in terms of real factual impact. We read it. We read it over and over again. You’d be surprised how much is copy and pasted. We are aching for more information. Just that little bit can turn an entire Jury.”
Mel Routhier, Chief Creative Officer, VML Chicago Health & Wellness Jury President | Cannes Lions 2023
Often, the first thing the Jury looks for when distinguishing between shortlisted pieces and Lion winners is how the objective links to the impact and results.
You may have a beautiful piece of work, but did it work for the brand? If your objective is to drive sales but your results focus on increased awareness, the Jury will notice this disconnect. They’re industry experts, so think carefully about what they would view as a metric of success.
It’s also important to remember that we operate with a global Jury, so most people in the room won’t be from your market. This is where the cultural context question comes into play. Use it to provide insight into why your work is relevant for this particular brand, at this particular moment, in this particular market. Help them understand why this work pushed the boundaries of what great is for the audience in the market where it ran.
So, to summarise:
- Make the most of every question.
- Link your objective to your outcome.
- Include relevant results and provide cultural context.
"Simplicity matters. Keep it simple, keep it honest, keep it about the idea."
Ali Rez, Chief Creative Officer, MENAP | Impact BBDO Print & Publishing Jury President | Cannes Lions 2023
Supporting materials
The supporting materials are some of the most important elements of your entry. They are what the Jury examine, watch and read during their decision-making. Each Award has different material requirements. Some elements are mandatory, others recommended or optional. Below is an overview of the entry requirements – please see Entry Kit 1 for the full list, plus formatting guidelines.
Regardless of the Award you’re entering, some general rules to remember are:
- All case films and presentation images must be in English.
- Work that was not originally published in English (TV commercials, print ads, billboards, etc.) can be translated or subtitled exactly as it was published or aired so that it can be understood in English by the Jury.
- If translating original video work, please note that dubbing is not allowed. Voiceovers can be translated, but visible speech must be kept in the original language and subtitled.
- Supporting materials must not contain any reference to your agency or any contributing creative companies or individuals.
Presentation image
The presentation image is compulsory across many Awards. This is a visual presentation of your work, including images and English text, concisely summarising the brief, execution and results. It is often referenced by Jurors and should provide an engaging, easy-to-digest overview of the work.
“Think about the storytelling and what is the best way to articulate that story and not just follow a formula.”
Roanna Williams, Chairperson | Creative Circle Outdoor Jury Member | Cannes Lions 2023
Case film
The case film is not mandatory for all Awards but is often a highly recommended addition to your submission. A case film gives you an opportunity to introduce and explain your work. It’s often the first thing the Jury sees, so include your cultural context, reference your original objective and final outcome and keep it under 2 minutes. The case film will be displayed publicly on our intelligence platform The Work.
Helpful resources
We have a range of resources available to help with crafting your entry. Get inspired by previous winning work, dive into Jury room insights to better understand what Jurors are looking for and talk to our Awards team about category selection.
The LIONS Creativity Report
The LIONS Creativity Report 2023 is available to everyone for free via The Work. The annual report includes the definitive rankings for creative excellence in branded communications and provides insights, analysis and interviews with Lion-winning creators.
The Work
Search 250,000 of the best pieces of creative work, plus reports, interviews and insights from leading brands and agencies.
Festival content
Subscribe to The Work to get access to insights on the 2023 winning work, straight from the Jury rooms via our Inside the Jury Room stage sessions and Unlocked interview series.
Awards Team
Our Awards team is available to help you with any questions you might have throughout the entry process.
How to submit
Once you’ve got everything together, you’ll need to add all of the material to the entry system.
Checkout checklist
Use this checkout checklist to ensure you’ve completed everything correctly:
Have you double checked your work meets the eligibility criteria detailed in Entry Kit 2?
Have you made sure you’ve got permission from the brand to enter the Work?
Have you made sure you’re entering your work exactly as it aired?
Have you entered this work in multiple Lions? If so, have you made sure not to exceed the six Lion limit?
Have you checked to make sure your visual assets are all in English or include English subtitles?
Have you got the rights to all the assets you’re submitting with your Entry?
Have you supplied all of the media placement information outlining when and where your work ran? (This information is used frequently, so make sure it’s correct!)
Have you made sure not to reference the agency or any contributing creative companies in the written submission, as well as in any digital assets or physical materials?
Have you asked a fresh pair of eyes to sense and spell check your entry?
Are you completely satisfied with the final version? Remember, once you checkout you can’t make any more changes.
Please note
No changes can be made once you have clicked “Submit” and “Checkout”. Please only check out when your entry is 100% complete. All supporting case films and materials need to be the correct and final versions and cannot be changed once you’ve submitted your entry.
What happens next?
Judging
After you check out your entry, each piece of work is reviewed multiple times by our Awards team before it gets to the Jury. If there are any issues, a member of the team will be in touch. If you don’t hear from us, it means you’re all set and your work has progressed through to the judging stages.
1. First stage
The first stage involves looking through each piece of work to establish a shortlist. Jury members review and score each entry on a scale of 1 to 9 based on whether they consider it a shortlist candidate.
2. Onsite judging
Onsite judging is guided by the Jury President. Jurors review and debate the shortlist before voting on which entries should be awarded a Bronze, Silver or Gold Lion. It takes a two-thirds majority vote to secure an Award.
3. After voting
Results are read out and the Jurors confirm the decisions. Candidates for Grands Prix, selected from among Gold or equivalent winners, are then identified and discussed further before a final vote takes place.
4. Non-profit organisations & charities
Entries for non-profit organisations and charities aren’t eligible for the Grand Prix in their Lions but will be considered for the Grand Prix for Good or Lions Health and United Nations Grand Prix for Good.
Clarification about your entry
Our team will use the entry contact you’ve provided if the Jury needs any clarification about your entry.
Shortlists
What happens if you’ve been shortlisted?
Shortlists are decided in the first round of judging. From 15 June 2024, you’ll be able to start checking The Work to see if your work has been shortlisted.
Where can you find shortlisted work?
Success at the Festival is a remarkable achievement and no easy feat. Each year, only 10% of all entries make the shortlist and only 3% win an Award.
All entries submitted will be exclusively available on The Work. Non-subscribers will be able to access a list with the winners’ details, while subscribers can read the full entry and supporting material.
Winners
What happens if you win?
If your work has been selected for a Gold Lion or a Grand Prix, our team will get in touch with you via phone or email. This usually happens at least 24 hours before the Awards Show. We’ll send you all of the details about where to go and when you need to be there.
Please remember that we’re sharing this information under embargo so that you can make sure the right people are at the Palais to accept the Award. This means that the news cannot be shared externally until we announce it onstage.
Each day at 2.30pm we will announce that evening's Bronze and Silver winners on the Lumiére stage, with a brief showreel of a selection of the winners. This will also be updated on The Work at the same time. Your win will be celebrated at that evening's Awards Show but only Gold and Grand Prix winners will be called onstage due to time constraints.
After the Festival, Silver and Bronze Lion winners will receive an email asking them to confirm their delivery address so their Awards can be mailed to them.
Who is called on stage to accept Award?
The team behind the Grand Prix and Gold Lion-winning companies will be called to collect the Award on stage. You’ll be asked to confirm the full names of up to six nominated people. If you’re not able to find anyone to collect your Award, please notify us and someone will do this on your behalf. It may be your local Festival representative or someone from your network.
If someone doesn’t have a Festival Pass, we can coordinate access for the Awards Show.
Please note, due to the running time, if the same piece of work wins more than one Gold or Grand Prix Cannes Lions Award, you will only be invited onstage once during the Awards Show. So don’t panic if you’ve won a Gold Lion but haven’t heard your company being called on stage. You’ll be called up in a different section.
We know that you value diversity and representation as much as we do, so please consider who will represent your organisation onstage.
Can you get a duplicate of the trophy?
Winning a Lion is a huge achievement. It puts you among the global creative elite and deserves to be celebrated. Ordering duplicate trophies and certificates to reward the team behind your winning work is a meaningful way to do this.
All credited Lion winners, both companies and individuals, can purchase additional hand-crafted Lion trophies, as well as certificates. Visit the Cannes Lions Store to place your order. If you have any questions, please contact merchandise@canneslions.com.
My work was awarded. Do I need to book a seat at the Awards Show?
You don’t need to book a seat for the Awards Show.
If you haven’t received an email from us before the Awards Show, you’ll need to join the queue on the red carpet to enter. You will need a Delegate Pass to attend.
If you are a Gold or Grand Prix winner, our team will be in touch to confirm allocated seats.
You’ll receive an email prior to the show detailing next steps and asking for a list of the people who will be attending (up to six guests, including idea creation and brand contacts).
If your guests don't have a Delegate Pass, you must ensure that you provide their names so that they’re on the guestlist. We will, of course, do our best to accommodate guests that aren’t on the guestlist, but depending on how busy that night’s show is, and to ensure a smooth process for you and your guests, please provide the names in advance.
For any questions about attending, please contact winners@canneslions.com.
How can we make the most of our win?
Celebrate on social media! We’ll share assets that you can use to share across Facebook, Instagram, Twitter and LinkedIn.
Our LIONS Intelligence content team regularly interviews winners to find out more about how the work got made. These interviews will be used in editorial content such as the LIONS Creativity Report. If you’ve got a story to share, please reach out to the team.
What happens if I’ve won but did not plan to attend the Festival?
If you’re not in Cannes to collect your Award onstage, please let the Awards team know as early as possible and we’ll help you identify someone to accept on your behalf. It may be your local Festival representative or someone from your network.
At the Festival
Where the world’s greatest creativity gets its moment in the spotlight. It’s where groundbreaking work from across the globe is awarded, and where today’s most influential thought leaders and industry titans come together on stage – from Malala Yousafzai to David Droga.
Live judging
Experience the judging process up close and personal. Watch on as entrants present their cases live to the Jury and hear how the Jury analyses the shortlisted work in the Titanium, Glass: The Lion For Change, and Innovation Lions.
Inside The Jury Room
Hear from Jury Presidents and Jurors exploring the winning pieces of work. Find out what it takes to be in the Jury room and gain exclusive insights into the discussions and debates behind the selection of the winners. You'll leave this session inspired and equipped with guidance on how to create world-class work and tips on how to craft your future submissions.
Tours of The Work
A guided journey through an exhibition of shortlisted and winning work, led by a Jury member. Immerse yourself in different tracks and discover the key ingredients of Award-winning work. And much more.
Digital Pass
Won’t be in Cannes this year? Turn your office into the best seat in the house with our Digital Pass. Watch what happens as it happens – tune into live Awards Shows and celebrate the world’s best work from anywhere. Catch up on Talks from official Festival stages on demand and in your own time. Pause, rewind, take note – you won't miss a beat.
Festival checklist
Be present and come with a plan.
Take a look at the Festival programme ahead of time and plan your week out. Which sessions, panels, tours and ceremonies are going to be the most useful and relevant to you and your business? Make use of Lions Daily News, available in the Palais de Festivals, to stay up to date and attend evening events to network and celebrate with fellow delegates.
Calibrate your creativity.
Visit the Basement to spend time with the work and attend our Inside The Jury Room sessions. Take note of general thoughts and feelings for the winning work – how do they measure up to your own analysis? Is your team on the same creative page as the rest of the industry?
Be a sponge.
Don’t arrive looking to confirm a preconceived hypothesis. Come with an open mind and find the lesson in every session. Take physical notes that you can bring back to your team. Look out for common trends, popular tools and innovative ideas.
Don’t forget to debrief.
Attending the Festival is step 1 – step 2 is debriefing your team and using your learnings to plan for the next year of improved creative effectiveness.
Post-Festival
The end of the Festival does not mean the end of our content. There’s plenty of post-Festival content for you and your team to engage with when you get back to the office.
The LIONS Creativity Report
The LIONS Creativity Report will be available to everyone for free in September via The Work. It includes the definitive rankings for creative excellence in branded communications and provides insights, analysis and interviews with Lion-winning creators.
Get the Wrap-Up Report
Get The Official Cannes Lions 2024 Wrap-Up Report, in partnership with Google, for insights from across the Festival stages and an analysis of the Lion-winning work.
Contact us
Our dedicated Awards team is on hand year-round to support you with your entry journey. Our Awards experts can help you formulate your entry plan by:
- explaining the updates to the Lions, e.g. what’s new and what’s changed this year
- talking through your work and suggesting relevant categories
- sharing tips about how to craft your entry
- scheduling regular catch-ups to answer any questions you have throughout the entry process.
You don’t have to wait a full year to enter Cannes Lions.
As you shift your focus to your next project, consider our regional Awards programmes to celebrate great creativity from your region.
Spikes Asia Asia Pacific's most prestigious creative communications awards.
Dubai Lynx MENA’s leading platform for creative excellence and branded communications.
Eurobest Europe's benchmark for creative and effective communications.
Our Awards team is available at awards@canneslions.com year-round to help support you on any future entries.
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Carousel of Quotes
Cannes Lions is an example of the best winning work worldwide, so to be here and to be recognised here is amazing. It's proof of all the hard work the team did. It's going to motivate us to continue working for causes that we really care about and striving to do even better work each day.
Monica Blanco
Strategic Data Lead
PHD, Costa Rica
I’ve been on the Jury twice so I know the standard is world-class. When I told my team I thought, ‘Finally, I can bring them on stage'.
Chris Chen
CCO
Dentsu Creative
We hope the work inspires other teams inside and outside of Supercell to really be ambitious with the work. Our company mission is to make great games that people play for years and are remembered forever. With this win, with this work, we hope to.
Derek Chan
Marketing Leader
Supercell
You come because you want to keep pushing yourself, you come because you believe that greatness is a never ending thing, you have to be resilient. It’s a mix between refreshing your mind, having fun, bringing the clients to show them the difference between good and great.
Renata Maia
CCO
Ogilvy Health
It's sort of addictive. We're already writing down notes and insights that we're getting from the Palais and from the Basement, looking at all the inspiring work. We've told each other once we're back from Cannes, we have to keep the fire going.
Hannah Sterke
Art Director
TBWA\Neboko
We’ve participated and won in other Awards but there's nothing like Lions. The connections you make, the ideas you see, it’s a Festival like no other. I believe if you haven’t won a Lion you haven’t won any Festival at all.
Benjamín Pedrero
Executive Creative Director
BBDO, Mexico
Frequently Asked Questions
No. Cannes Lions does not cover the cost of travel or accommodation for its speakers.
You must be registered for your Speaker's Pass before you can access bnetwork's website to find live availability and book rooms.
Demand is high in the select number of hotels we negotiate discounted rates with, so we’re normally heavily booked from the moment passes go on sale. Therefore, we’re unable to guarantee a room in the centre of Cannes at any time.
No. Demand is high in the select number of hotels we negotiate discounted rates with, so we’re normally heavily booked from the moment passes go on sale.
You can choose to pay by either credit or debit card, or bank transfer. Please note that payment for your accommodation is made to bnetwork, not Cannes Lions.
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