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Entertainment Lions

The Entertainment Lions celebrate creativity that turns branded content into culture.

Introduction

The history of the Entertainment Lions

The Entertainment Lions, formerly known as the Branded Content and Entertainment Lions, were launched in 2015 to celebrate content that cuts through, turns consumers into fans and ascends to the cultural mainstream.

It was originally launched alongside the Lions Entertainment Stream (a mini festival within the main Festival) to show just how important branded content is to the advertising industry.

This Stream has since been retired, however the Lion has gone from strength to strength, prompting the creation of three additional awards beneath the entertainment umbrella. The Entertainment Lions for Music was launched in 2016, the Entertainment Lions for Sport in 2018 and the Entertainment Lions for Gaming in 2022.

What kind of work can be entered?

Eligible work may include brand content, film and video content such as short films, branded content, digital videos and live events, activations and immersive experiences like AR, VR, or MR. Interactive campaigns, gamified experiences, and viral content for social media platforms are also considered, as well as music-driven campaigns and soundtracks that enhance the entertainment value.

Additionally, content for TV, radio, or streaming platforms and work that addresses cultural or social issues through entertainment are all eligible.

Brand refers to talent, artists, creators, influencers, streamers, athletes, teams, organisations, sponsors, platforms, media owners, rights holders or any entity that produces and distributes products and content related to the entertainment industry.

What’s the Jury looking for?

The work should demonstrate exceptional creativity, innovation, and the ability to deeply engage audiences. It should prioritise originality and creative execution, seeking fresh ideas that push the boundaries of entertainment through compelling storytelling, design, and production. Audience engagement is a key focus, with an emphasis on emotional impact, interactivity, and work that resonates on a personal level, whether through humour, drama, or surprise. The Jury will also value cultural relevance, looking for projects that connect authentically with current trends, social issues, or cultural moments.

Additionally, the Jury may assess how well the work integrates across multiple platforms, creating cohesive, cross-channel experiences that captivate audiences whether experienced on TV, social media, in live events, or through digital channels. They may also consider the reach and impact of the work, valuing campaigns with viral potential and measurable success in engaging broad or targeted audiences.

HUTUKARA | SALGUEIRO & URIHI YANOMAMI | ACADEMICOS DO SALGUEIRO, ANDARAI | BRONZE, ENTERTAINMENT LIONS | 2024

The Categories

A. Branded Content

Creative content crafted to build awareness for a brand by associating it with culture and values through entertainment.

B. Entertainment-led Brand Experience

Meaningful, engaging experiences and activations created to attract or maintain an audience.

C. Community

Work that focuses on the development, maintenance and nurturing of a community or fanbase.

D. Partnerships

Exceptional strategic partnerships between brands and entertainment entities.

E. Challenges & Breakthroughs

Creative and innovative work that is brought to life through deep cultural insight, regional context and progressive thinking.

Eligibility

Work will need to have been executed during the eligibility period of 8 February 2024 – 10 April 2025.

Is there a limit to how many times I can enter?

There’s no overall limit to how many times the same piece of work can be entered into Entertainment as long as the categories chosen are relevant.

LAY'S CHIP CAM | PEPSICO PURCHASE | SLAP GLOBAL, BUENOS AIRES | SILVER, ENTERTAINMENT LIONS | 2024

Previous Winners

We Are Ayenda

Cannes Lions 2024 Grand Prix Creative X, Palo Alto / WhatsApp / 2024

To boost conversation around its privacy features, WhatsApp’s ‘We Are Ayenda’ documentary highlights how its encryption technology enabled the Afghan Girls National Football Team to escape the Taliban in 2021. It garnered 550m impressions and overdelivered on Prime Video viewership expectations by nearly 40%.

WE ARE AYENDA | WHATSAPP | CREATIVE X, PALO ALTO | GRAND PRIX, ENTERTAINMENT LIONS | 2024

Why the work won

The Entertainment Jury awarded this work the Grand Prix for its outstanding brand relevance and human-centric storytelling, recognising how it seamlessly blended creativity with a deep understanding of its audience.

Jury President Geoffrey Edwards praised the piece as “the perfect marriage of narrative storytelling with the brand playing a central and critical role,” emphasising the delicate balance between storytelling and brand integration. The campaign stood out for its ability to craft a compelling narrative that not only entertained but also stayed true to the brand’s identity, ensuring it resonated deeply with the audience without feeling forced or contrived.

WE ARE AYENDA | WHATSAPP | CREATIVE X, PALO ALTO | GRAND PRIX, ENTERTAINMENT LIONS | 2024

Inside the Jury Room: Entertainment Jury

To hear more from the Jury and how they decided on the winning work, check out the video below.

Entries & Judging

What are the judging criteria?

A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.

What do I need to provide with my entry?

To enter, you’ll need to complete an online entry form, which can be found on the Cannes Lions entry site. In the ‘Written Explanation’ section, you’ll be asked to provide the Jury with everything they need to know about your work.

You’ll also be able to submit optional supporting materials to provide additional context with your entry.

All case films, films, demo films and original content must be subtitled in English.

Detailed information outlining the entry process can be found on A Guide to the Cannes Lions Awards.

What if I don’t have all the details right away?

Don’t worry – you can fill in the form in any order and save your progress at any time while it’s still in the pending stage. However, please only check out when your entry is 100% complete as no changes can be made to your entry once you’ve clicked “Submit” and “Checkout”.

The Written Submission

Here’s the questions you’ll be asked regarding your work.

To start your entry to the Entertainment Lions, go to our Awards page.

The Jury will refer to the written explanation you provide throughout the judging process. Our advice is to provide as much relevant detail as possible.

When answering the following questions keep the main element you’re trying to celebrate in mind (e.g. the storytelling, the strategy, the craft, the use of data).

The bullet points under each question are prompts designed to guide your thinking, based on the factors the jury will be considering when reviewing your work. You might not need to use them all, and that’s totally fine. They’re there to help you consider what’s most important in your work.

Questions

Category Specific Questions

THE STORIES THAT KILLED US | PROPUESTA CÍVICA | LANDIA, MEXICO CITY | BRONZE, ENTERTAINMENT LIONS | 2024

Contact us

Everything you need to know to enter

For more detailed information on how to use the entry site, craft a compelling submission or submit your work we have a whole range of resources.

From Entry Guides that give you a step-by-step overview of the entire process to the Entry Kits that provide all the detailed rules and requirements for each and every category.

Information and advice on how to enter

We are here to help

As Awards Experts, we know the Lions inside out. We can help with:

  • Sharing the updates to the Awards for 2025
  • Offering best-practice advice on how to craft a compelling entry
  • Discussing your work and relevant categories
  • Scheduling regular catch-ups to answer any questions that arise throughout the entry process.

Whether you have a specific query or would like expert advice, get in touch today.

Email: awards@canneslions.com Helpline: +44 0 20 7046 1155