Entertainment Lions

The Entertainment Lions celebrate creativity that turns content into culture.

Entries will need to demonstrate ideas that are unskippable; that is, work which captivated in order to cut-through, communicate a brand message or connected with consumers in a new way. There is no overall limit to how many times the same piece of work can be entered into Entertainment as long as thecategories chosen are relevant.

Entertainment Lions Sections

  • A. Audiovisual Branded Content

    • A01 Fiction Film: Up to 5 minutes

      Branded fiction films or series created for cinema, TV, online or video on demand platforms up to 5 minutes long.

    • A02 Non-fiction Film: Up to 5 minutes

      Factual film, series, or documentary/reality film created for cinema, TV, online or video on demand platforms.

    • A03 Fiction Film: 5-30 minutes

      Branded fiction films or series created for cinema, TV, online or video on demand platforms

    • A04 Non-fiction Film: 5-30 minutes

      Factual film, series, or documentary/reality film created for cinema, TV, online or video on demand platforms.

    • A05 Fiction Film: Over 30 minutes

      Branded fiction films or series created for cinema, TV, online or video on demand platforms

    • A06 Non-fiction Film: Over 30 minutes

      Factual film, series, or documentary/reality film created for cinema, TV, online or video on demand platforms.

    • A07 New Realities

      Fiction films, documentaries or series created for emerging platforms including VR and AR.

    • A08 Live Broadcast / Live Streaming

      Cinema, TV or online live content, including live coverage of events and use of live streaming platforms.

    • A09 Audio Content

      Content created for radio, podcasts or other audio platforms.

    • A10 Excellence in Brand Integration & Sponsorships / Partnerships for Branded Content

      Integration of brands into existing content such as films, series and TV or radio shows as well as strategic and creative partnership / sponsorships for branded content.

    • A11 Excellence in Audience Engagement or Distribution Strategy for Branded Content

      Exceptional audience engagement and distribution strategies that creatively and effectively further the content’s reach.

    • A12 Promotional Content for Publishers & Networks New!

      Original content/programming created to promote a media company, network, broadcaster or publisher. Entries will be judged not just on the content, but how it influenced audience perception, drove engagement, and communicated or evolved the identity of the publisher.

  • B. Talent

    Entertainment that features or is developed in collaboration with a known talent. Entries should show how the talent’s influence was leveraged to amplify a brand's message.

    • B01 Talent: Film, Series & Audio

      Branded fiction films, documentaries, series or audio content that feature a talent to amplify a brand’s message and increase engagement with an audience.

    • B02 Talent: Live Experience

      Live entertainment, including concerts, stunts and festivals that feature a talent to amplify a brand’s message and increase engagement with an audience.

    • B03 Talent: Digital & Social

      Digital and social media initiatives, which feature a talent to amplify a brand’s message and increase engagement with an audience.

    • B04 Excellence in Partnerships with Talent

      This category recognises excellence in strategic partnerships between a brand and a talent. Entries will be judged on how effective and mutually beneficial the partnership was.

  • C. Branded Games

    Games and gaming initiatives that communicate a brand, product or artist through the creative production, promotion and distribution of content with gaming at the core.

    • C01 Live Experience Games

      Real-world games which engage through the harnessing of multiple platforms and technologies.

    • C02 Digital & Mobile Games

      Console, online and mobile games.

    • C03 Excellence in Brand Integration for Games

      The strategic and creative integration of a brand into an existing game or gaming platform, including In-Game marketing, as well as promotional content creation for Games.

    • C04 Use of Emerging Tech for Games

      Games designed for VR, AR or other emerging technologies and platforms.

  • D. Sports

    Rewarding excellent examples of sports entertainment and initiatives across different platforms, including esports.

    • D01 Sports: Content

      Films, documentaries, series, live streams or audio content with sports at their core that aim to amplify a brand’s message and increase engagement with an audience.

    • D02 Excellence in Brand Integration & Sponsorships / Partnerships for Sports Entertainment

      The strategic and creative partnership with a team, athlete, or organisation or integration of a brand into existing sports entertainment, such as sports events or sports TV shows.

  • E. Innovation in Entertainment

    Innovative Branded Content that pushes the boundaries of the industry, and forward thinking ways to engage with the public.

    • E01 Innovation in Branded Content

      Innovative Branded Content that pushes the industry forward.

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The Entertainment Lions President's Message

Scott Donaton President

Global Chief Creative & Content Officer, Digitas

"en.ter.tain.ment (noun): the action of providing or being provided with amusement or enjoyment.

The definition is notable for what it doesn’t say: interruption. Let other juries knock themselves out judging things that interrupt the stuff people want to spend time with. Our jury gets to judge the stuff that people actually seek out and share. want to spend time with. (Though we still love the other juries, mostly because we have to share a daily lunch-buffet queue with them.)

The Entertainment jury appraises storytelling in its highest form. Stories that make people laugh, cry and care. Stories expressed in beautiful and innovative ways that delight our senses, inspire our minds and redefine how brands connect with humans.

The best lens I’ve heard articulated for how to look at this work is simple and elegant: was it worthy of a person’s time and a brand’s money?"

The Entertainment Lions Jury

Scott Donaton Jury President

Global Chief Creative & Content Officer
Digitas
Global

As Global Chief Creative & Content Officer at Digitas, Scott Donaton leads the agency's worldwide creative practice, which includes brand creative, branded content, experience design and integrated production teams. The 400+ global team develops stories and experiences that connect brands such as American Express, Whirlpool, Dunkin and Starz to consumers to drive ambitious business results. Donaton is also a member of Digitas Global Operating Committee, charged with executing the agency's purpose as The Connected Marketing Agency, and growth plan. In addition, Donaton serves as Head of Content for The Americas for Publicis Media, and is the chief architect of the Digitas NewFront, the anchor event of the annual NewFront marketplace that Digitas co-founded in 2012. Before joining Digitas in 2015, Donaton was Global Chief Content Officer at Interpublic Group's UM and head of UM Studios, where he led a team of award-winning content strategists and producers around the globe who developed creative programs and innovative experiences for clients including Chrysler, Coca-Cola, J&J, BMW and Sony.
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Asawin Phanichwatana

Executive Creative Director
GreynJ United
Thailand

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Brent Anderson

Chief Creative Officer
TBWA\Media Arts Lab
USA

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Daniela Busoli

CEO
Formata Produções e Conteúdo
Brazil

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Emily Bull

Co-Founder and Managing Director
Hellofuture.TV
Australia

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Jenny Orru

Director of Branded Content
No Filter
France

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Jesus Revuelta

Chief Creative Officer
FCB&FiRe
Spain

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Jill Wilfert

Vice President Global Licensing & Entertainment
LEGO
Global

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Matt Hyde

Creative Director and Co-Founder
Glitchers
UK

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Mindy Hamilton

Senior Vice President, Global Marketing Partnerships
Marvel Entertainment
Global

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Richard Brim

Chief Creative Officer
adam&eveDDB
UK

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Ryan McManus

Chief Creative Officer
VMLY&R
South Africa

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Tamara Howe

Chief Content Officer - EMEA
Vice
EMEA

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Thijs Bontje

Managing Creative Director
N=5
The Netherlands

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Vivian Yin

CEO
Fremantlemedia China

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Wale Gbadamosi Oyekanmi

Founder and President
Dare.Win
Global

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Past winners of the Entertainment Lions

EVERT_45

2018 · N=5 for KPN

Grand Prix ENTERTAINMENT > AUDIOVISUAL BRANDED CONTENT > ONLINE: FICTION

Evert_45 is an immersive campaign played out as an ongoing series on Instagram, YouTube and evert45.com. Evert’s war story recounts his journey to find his brother in hiding after escaping a German labour camp. The narrative was carefully crafted from numerous insightful interviews with WWII eyewitnesses, historians and teachers. The initiative was developed in response to a Dutch newspaper article featuring interviews with elderly resistance fighters who pleaded to keep their stories alive when they would no longer be around to tell them.

Love The Work

Entertainment Track Lions