The organisers of the Cannes Lions International Advertising Festival have announced that this year, the festival has close to 25,700 pieces of work from 80 countries. This is an increase of 3.2 per cent from last year. India has sent 931 entries in all this year.
Indian agencies have sent the highest in the Press Lions category, with a total of 300 entries. The Outdoor Lions category follows with 252 works entered. Media Lions will see 105 Indian agencies compete with the rest of the world, and there are 80 entries in the Direct Lions category. As many as 77 pieces have been entered to compete in the Films Lions. There are 46 entries in Radio Lions, 36 entries in Cyber Lions and 31 in Promo Lions.
Only four Indian works have dared to compete in the big one -- the Titanium Lions. This category had created a stir at the event last year when the jury announced that a Titanium was not for an integrated campaign, but for a work or idea that was unprecedented in global advertising, and took creativity to a new level. In fact, globally the least number of works have been entered in this category with only 324 entries. Nonetheless, this is an increase from last year of over 60 per cent.
Looking at an overall figure, the total 25,660 entries are a 3.2 per cent increase from last year’s 24,863. Promo Lions at 786 entries this year have grown by 26.36 per cent. Direct Lions have grown from 1,509 to 1,689 and Media Lions to 1,661 from 1,466. The Outdoor Lions have grown from 5,282 to 5,758 and Radio Lions have moved up from 1,032 to 1,273 this year.
Entries for Cyber Lions, at 2,711 this year, have seen an increase of 8.35 per cent while Titanium & Integrated Lions have increased from 202 to 324.
There is a drop however in the Press Lions from 7,387 last year to 6,984 this year and Film Lions have dropped from 4,860 to 4,474.
“Industry trends are continuing to evolve and showcasing work at a global level in Cannes is more important than ever,” said Terry Savage, Festival Executive Chairman. He further explained, “The decline in the film entries is a trend that has been apparent for the last three years. We are seeing the strongest growth in the most recently launched categories like Titanium and Integrated, Promo and Radio. There is robust growth in Cyber, Media, Outdoor and Direct. For the fourth year in a row we’ve seen a record number of total entries taking part in Cannes.”