The Cannes Lions organization has launched a new awards program, Lions Entertainment that will issue two sets of awards Entertainment Lions and Entertainment Lions for Music. The new awards will debut during the 2016 Festival of Creativity next June.
The new awards program replaces the four year old Branded Content & Entertainment Lions. Commenting on the switch, Lions Festivals CEO Philip Thomas said that “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.”
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 marketing equation, the Festival said, it has created a dedicated Music Lion, with its own specialist Jury.
“This is something that has been campaigned-for and designed by the music and creative industries,” said Thomas. “The vision is that as more branches of this dynamic industry mature other areas currently under the Entertainment Lion may become significant enough” to deserve dedicated Lions as well, Thomas said.