The organisers of the Cannes Lions International Festival of Creativity responded to the concerns raised by advertising industry and announced a complete overhaul in November 2017. The upcoming Cannes Lions festival will be the first edition of the new avatar of the 5-day extravaganza.
Here is what is new this year:
Reduced costs: There has been a âŹ900 reduction in the cost of a Complete Pass. The price for the Complete Pass last year was âŹ4,135, and it now is âŹ3,249. Festival delegates will benefit from some money-saving schemes.
New awards architecture: There is a new creative framework that is relevant, accessible and simple. The new structure creates a set of clear creative lanes for people to choose from. Rather than have all Lions sit under the single banner of âCannes Lionsâ, Cannes Lions now has a new set of constants called âtracksâ.
These tracks allow related Lions to be grouped together, and provide an opportunity to reimagine and refocus existing Lions, as well as introduce new Lions as the festival evolves. There are nine tracks in total: Reach, Communication, Craft, Experience, Innovation, Impact, Good, Health, and Entertainment.
Reduction of subcategories in each Lion: More than 120 removed across the entire family of Lions. The organisers hope that this will give each Lion greater focus and clarity of purpose, as well as streamline the overall awards structure, and reduce the overlap among different Lions.
Entry cap on work: Up until now, there has been no limit on the number of Lions a piece of work could be entered into. From 2018, there will be a new six-Lion limit for each piece of work. This is to ensure that the best work is able to shine, and allow each Lion to remain distinct and focussed.
Revised points system: More recognition of creativity over volume of entered work. The new point structure better represents the difficulty of winning a Lion compared to getting on the shortlist.
New Point Structure:
Shortlist: 1 point
Bronze: 3 points
Silver: 7 points
Gold: 15 points
Grand Prix: 30 points
Grand Prix in Creative Effectiveness or Titanium: 35 points
Changes to categories: The organisers have retired some categories, and introduced new Lions to reflect the modern creative communications landscape. The Cyber, Integrated Lions and Promo & Activation Lions have been retired. Five new categories have been introduced. These are: Creative eCommerce Lion, Social & In uencer Lion (evolved from elements of Cyber Lion), Industry Craft Lion, Sustainable Development Goals Lion, and Brand Experience & Activation Lion.
New judging format for charity and NGO work: Organisers have taken the first transitional steps to separate charity and NGO work from brand-led communications. During the shortlisting stage of judging, charity work will be presented to the juries separately. Winning charity and NGO work will be awarded separately at the award shows. The festival aims to fully segregate charity work by 2019/2020.
In addition, Lions Entertainment and Lions Innovation have been integrated into the main festival to remove the barriers between these two specialist sections and the main festival. Also, Lions Innovation will run for five days.
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