New lions in Cannes, Lions Entertainment

Cannes Lions launched Lions Entertainment, new stream to galvanize sound and vision and bring together brands and creators, recognizing engaging content through the new Entertainment Lions and Entertainment Lions for Music. The new Lions will take place during Cannes Lions 2016, scheduled to take place for eight days, on June 18-25, in Cannes.

The Lions Entertainment program will bring together 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.

Philip Thomas, CEO Lions Festivals, said that 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  (…) 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.

Philip Thomas

Jae Goodman,  Chief Creative Officer and Co-Head of CAA Marketing, and winner of the 2012 Branded Content & Entertainment Grand Prix

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

Philip Thomas.

Russell Wallach, President, Live Nation Media & Sponsorship:

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. Registration for Cannes Lions opens on 14 January 2016 and entries will be accepted from 21 January 2016.