Shortlists for Titanium & Integrated and Branded Content & Entertainment Lions, at the 60th Cannes Lions International Festival of Creativity, have been announced. No Indian entries have managed to make the cut this year in both the categories.
A total of 968 entries from 57 countries were submitted in the Branded Content & Entertainment Lions category this year – an increase of 21 per cent in comparison to 2012. Titanium & Integrated received a total of 437 entries from 56 countries – showing a decrease of 15 per cent compared to last year.
On the whole, 105 entries were shortlisted in the Branded Content & Entertainment Lions category and 30 entries in Titanium & Integrated Lions category. 18 entries were entered from India in Branded Content and Entertainment Lions and 12 in Titanium & Integrated Lions this year.
56 awards were given out in Branded Content & Entertainment last year, with India winning a Bronze for its Bacardi’s The Dewarist.
Jury President for Branded Content and Entertainment is Scott Donation, President, CEO, Ensemble. There is no jury member from India in this category. The Titanium and Integrated Lions Jury President is Dan Wieden, Co-Founder, Chairman Wieden+Kennedy, while the Jury Member from India in this category is Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather.
The Branded Content & Entertainment was introduced in 2012 to acknowledge 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.
The Titanium Lion, brainchild of Dan Wieden, was originally introduced in 2003 to reward ground-breaking and innovative concepts in the world of advertising and marketing. In 2005 Titanium Lions was re-launched as an integrated campaign category but specifically to celebrate integrated communication with a difference, with the jury looking for work with an edge, a risk, a challenge to the norm.
The Branded Content & Entertainment Lions Awards Ceremony and the Titanium & Integrated Lions Awards Ceremony will take place on Saturday evening 22 June, in the Grand Auditorium, Palais des Festivals.
Story by Saloni Surti and Twishy