The 59th International Festival of Creativity announced winners for Film, Film Craft, Titanium and Integrated, and the inaugural Branded Content and Entertainment Lions on June 23, 2012. The only shortlist from India – Bacardi’s ‘The Dewarists’ has won a Bronze Lion.
‘The Dewarists’ for Dewar's Scotch was shortlisted under the Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s) sub category. The agencies that have worked on the project are Babble Fish Productions, Only Much Louder Entertainment and Design of Information – all from Mumbai.
A total of 18 entries from India entered the competition this year.
Giving a perspective on the category, Avi Savar, Founder and Chief Creative Officer, Big Fuel, also the Jury President said, “Branded Content and Entertainment category is about the ability to put audience first versus product. Traditional advertising in its purest form has been about finding a unique selling proposition of a particular product or service, its feature and benefits driven and connects product to people. It delivers that communication to particular audience but start with the product and then end up with people. True, pure, terrific work in Branded content and Entertainment category is inverse of that. Its flips it completely on its head where we start with people stories first and then figure out how to connect these stories with products. So people first, product second versus the other way around. I think this is one formulae of what terrific branded content should represent.”
Sharing his opinion on the winning entry from India, Cyrus Oshidar, Creative Director, Bawa Broadcasting and the Jury Member from India said, “We considered factors such as relevance to the brand, relevance to the audience, inspiring, entertainment and outcome while judging entries. Dewarists is a great piece of work. The best thing – it’s come from Bacardi. Being an alcohol brand they cannot advertise on TV so they have taken the route of music which is the best way to reach out to people. But they have done it in a very nice, a very comprehensive manner. Fantastic storytelling, fusion project, live concert – it is a great integrated approach and it was very comfortable there competing with the best in the world.”
Adding on importance of branded content, Oshidar said, “Advertising is ads. Most of the people today are not even watching TV. So you have to engage them in a different way, reach out to them in a unique manner. The way you can engage them is by telling stories and weave your brand into those stories relevant to the audience, relevant to the brand. Dewars also has been packaged in exactly that way.”
Creative Artists Agency, USA has won this year’s Grand Prix in this category for its ‘Cultivate Campaign’ for Chipotle.
New for this year, the Branded Content and Entertainment Lions award has been designed to reward
creativity in branded content and entertainment, defined as: the creation of, or natural integration into, original content by a brand. The purpose of branded entertainment is to deliver marketing messages by engaging consumers via relevant content platforms rather than traditional advertising methods. A total of 800 entries from 52 countries were submitted in the Branded Content and Entertainment Lions category in its launch year.