Half the battle of winning a Lion is properly understanding the category. In this essential weekly guide for Festival veterans and first-timers alike, the Cannes Lions Awards team will share five examples of work to help you make sense of the category.
The Entertainment Lion launched last year with the specialist Lions Entertainment programme, and represented an evolution of the old Branded Content & Entertainment Lion originally introduced in 2012. Revamped and expanded for 2016 after consultation with the industry, the new Entertainment Lion includes categories that reflect the broader entertainment landscape, with new categories for sport, live events and partnerships.
As the title of this guide suggests, this is the Entertainment Lion explained in Lions. This isn’t just a selection of big winners from last year. These campaigns have been picked by a specialist Awards Manager to help future entrants make sense of the subtleties of the award.
Whether you’re a seasoned veteran of the awards, or you’re thinking of entering for the first time, this guide will give you a better understanding of the kind of work that performs well.
So grab some popcorn, sit back and enjoy this tour through the Entertainment Lion universe.
The series and brand experience campaign
House of Little Moments, by Uni-President
Gold Entertainment Lion: Brand Experience – Cross channel brand experience
“This is an impeccably crafted series that was a huge success in Taiwan, picking up 9 million views on YouTube within the first three months. On top of that they created a ton of content around it, including a website with recipes. Due to popular demand, ADK even opened up a noodle restaurant!”
The sports or talent campaign
The Leap of Faith, by Formula E
Shortlisted in Entertainment: Sports – Visual Storytelling in Sports Entertainment
"Hollywood stuntman and YouTube star Damian Walters wanted to complete the world's first blind back-flip over a moving car, so Formula E used this crazy driving idea as a key piece of content to help it grow a millennial audience.”
The website idea
Cocainenomics, by Netflix Bronze Entertainment Lion: Branded Content & Visual Storytelling – Excellence in partnerships between a content producer and a brand/product/talent
“This was a very ambitious piece gathering news, statistics and editorial about the cocaine trade on one website for the launch of TV series Narcos. It’s a huge exercise that combines serious journalism and entertainment."
The 'proper' film
The Family, by Ford Motor Company Gold Entertainment Lion: Branded Content & Visual Storytelling – Online: Fiction 15 Minutes or over in length
“A Scandi-minimalist-independent film with great cinematography… made for a car company. The brand is beautifully integrated throughout the film, but it isn’t distracting in any way. No special effects, no VR, no huge budget, just a good old movie."
The game idea
Rick and Morty Rickstaverse, by Adult Swim Bronze Entertainment Lion: Games – Innovation in branded games
“An Instagram hack for the nerd demographic. This game rebuilt the entire universe of Rick and Morty using one of the most popular and accessible social platforms: Instagram. Hiding exclusive content like comics, minigames, and clips from the upcoming season within the various worlds.”
For more information about the Entertainment Lion or any of the other Lions, visit our Awards section. You can browse previous winners from all the categories in the Cannes Lions Archive.
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