Cannes Lions Launches Lions Entertainment
Cannes Lions has announced the launch of Lions Entertainment, a new stream which galvanises sound and vision to bring together brands and creators, recognising engaging content through the new Entertainment Lions and Entertainment Lions for Music.
Cannes Lions 2016 will take place across eight days from 18-25 June and will encompass Lions Health, Lions Innovation and the new Lions Entertainment.
The Lions Entertainment programme will bring together the platforms that are reinventing consumption, the labels and studios adapting to channel disruption and the brands who’ve created authentic, compelling content. At the core of Lions Entertainment are two associated Lions which will identify and celebrate the work: the Entertainment Lions and the Entertainment Lions for Music.
According to Philip Thomas, CEO, Lions Festivals, the Entertainment Lions will replace the current Branded Content & Entertainment Lions to “concentrate on what’s important”. “The category has grown exponentially since launching four years ago, but it’s no secret that Branded Content & Entertainment has seen two years without a Grand Prix,” continued Thomas. “Customers are telling us that entertainment is a huge part of the industry and that work has to be more creative, so we’ve made the decision to reflect this, shine a spotlight on Entertainment and re-examine what it takes to make content that cuts through.”
Jae Goodman, who is Chief Creative Officer and Co-Head of CAA Marketing, and winner of the 2012 Branded Content & Entertainment Grand Prix, believes that "Entertainment Lions reflects the necessity for marketers to shift away from creating content that interrupts the entertainment, and toward creating the entertainment itself. Of course, entertainment from a brand needs to be more than entertaining, it needs to accrue to the brand's benefit and drive business results. The brands and agencies who win this category will show us all the near future of marketing."
In year one, the Entertainment Lion will cover all forms of audio-visual entertainment, live experiences, gaming, sport and more. Because music is such a huge part of the equation, the Festival has created a dedicated Lion, with its own specialist Jury. “This is something that has been campaigned-for and designed by the music and creative industries. The vision is that as more branches of this dynamic industry mature, other areas currently under the Entertainment Lion may become significant enough to follow suit with further dedicated Lions. We are very much looking to evolve with the industry,” says Thomas.
Adding to this, Russell Wallach, President, Live Nation Media & Sponsorship, remarks that “The power of music to create memorable brand experiences when artists and marketers partner is a testament to how well entertainment and advertising fit together. The introduction of Lions Entertainment is the next logical step.”
Lions Entertainment will take place during Cannes Lions on 23 & 24 June in the Palais des Festivals, Cannes, France. Entry to Lions Entertainment will be available as a standalone pass, and is included in the 8 day Classic pass.
