Entertainment
The Entertainment Lions celebrate creativity that turns branded content into culture.
The work should demonstrate ideas that are unskippable. It should captivate in order to cut through, communicating a brand message or connecting with consumers in a new way.
The work should demonstrate ideas that are unskippable. It should captivate in order to cut through, communicating a brand message or connecting with consumers in a new way.
Overview
A number of criteria will be considered during judging, weighted as follows: 30% creative idea; 20% strategy & insight; 30% craft & execution; 20% results.
Brands 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.
There is 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.
All case films, films, demo films and original content must be subtitled in English.
Brands 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.
There is 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.
All case films, films, demo films and original content must be subtitled in English.
A. Branded Content
Creative content crafted to build awareness for a brand by associating it with culture and values through entertainment.
A01 Fiction Film: Up to 5 minutes.
Branded fiction films or series created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A02 Non-Fiction Film: Up to 5 minutes.
Factual film, series or documentary/reality film created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A03 Fiction Film: 5–30 minutes.
Branded fiction films or series created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A04 Non-Fiction Film: 5–30 minutes.
Factual film, series or documentary/reality film created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A05 Fiction Film: Over 30 minutes.
Branded fiction films or series created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A06 Non-Fiction Film: Over 30 minutes.
Factual film, series or documentary/reality film created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A07 Broadcast/Live Streaming.
Cinema, TV or online live content, including live coverage of events and use of live streaming platforms.
* Please provide a sample film file of up to 30 minutes.
A08 Audio Content.
Content created for radio, podcasts or other audio platforms.
A09 Brand Integration.
Integration of brands into existing content such as films, documentaries, series, live streams, TV or audio/radio shows.
A10 Promotional Content for Publishers & Networks.
Original content/programming created to promote a media company, network, broadcaster or publisher. The work will be judged not just on the content, but also on how it communicated or evolved the identity of the publisher.
A01 Fiction Film: Up to 5 minutes.
Branded fiction films or series created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A02 Non-Fiction Film: Up to 5 minutes.
Factual film, series or documentary/reality film created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A03 Fiction Film: 5–30 minutes.
Branded fiction films or series created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A04 Non-Fiction Film: 5–30 minutes.
Factual film, series or documentary/reality film created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A05 Fiction Film: Over 30 minutes.
Branded fiction films or series created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A06 Non-Fiction Film: Over 30 minutes.
Factual film, series or documentary/reality film created for cinema, TV, online or video-on-demand platforms.
* If you're submitting a series, please upload all episodes in a single video file with slates denoting the start of the next episode. Traditional film advertising should be entered into the Film Lions.
A07 Broadcast/Live Streaming.
Cinema, TV or online live content, including live coverage of events and use of live streaming platforms.
* Please provide a sample film file of up to 30 minutes.
A08 Audio Content.
Content created for radio, podcasts or other audio platforms.
A09 Brand Integration.
Integration of brands into existing content such as films, documentaries, series, live streams, TV or audio/radio shows.
A10 Promotional Content for Publishers & Networks.
Original content/programming created to promote a media company, network, broadcaster or publisher. The work will be judged not just on the content, but also on how it communicated or evolved the identity of the publisher.
B. Entertainment-led Brand Experience
Meaningful, engaging experiences and activations created to attract or maintain an audience.
B01 Live Entertainment.
Live entertainment, including concerts, live streams, stunts and festivals held physically or within virtual worlds, crafted to amplify a brand’s message and increase engagement with an audience.
B02 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within entertainment. This could include, but not be limited to, AI, AR, VR, XR, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
B03 360 Integrated Brand Experience.
Experiences that successfully carry a brand’s message across multiple platforms/channels, both online and offline. The work should demonstrate how content featuring a brand’s message, product or service has been seamlessly implemented on various platforms to continue and amplify meaningful consumers’ experience and engagement.
B01 Live Entertainment.
Live entertainment, including concerts, live streams, stunts and festivals held physically or within virtual worlds, crafted to amplify a brand’s message and increase engagement with an audience.
B02 New Realities & Emerging Tech.
Immersive experiences that creatively push the boundaries of technology within entertainment. This could include, but not be limited to, AI, AR, VR, XR, voice technology, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.
B03 360 Integrated Brand Experience.
Experiences that successfully carry a brand’s message across multiple platforms/channels, both online and offline. The work should demonstrate how content featuring a brand’s message, product or service has been seamlessly implemented on various platforms to continue and amplify meaningful consumers’ experience and engagement.
C. Community
Work that focuses on the development, maintenance and nurturing of a community or fanbase.
C01 Audience Engagement/Distribution Strategy.
Audience engagement and distribution strategies that creatively and effectively further the content’s reach.
C02 Influencer & Co-Creation.
The creative and innovative use of content creators, streamers and/or influencers to drive a brand’s message and engage with a specific audience through entertainment. This may include, but is not limited to, collaborations, sponsored content and user-generated content.
C01 Audience Engagement/Distribution Strategy.
Audience engagement and distribution strategies that creatively and effectively further the content’s reach.
C02 Influencer & Co-Creation.
The creative and innovative use of content creators, streamers and/or influencers to drive a brand’s message and engage with a specific audience through entertainment. This may include, but is not limited to, collaborations, sponsored content and user-generated content.
D. Partnerships
Exceptional strategic partnerships between brands and entertainment entities.
D01 Brand Partnerships, Sponsorships & Collaborations.
Strategic brand partnerships and collaborations that leverage branded content and entertainment to meet specific business goals and mutually benefit everyone involved.
D02 Partnerships with Talent.
Strategic partnerships between a brand and a talent. The work will be judged on how effective and mutually beneficial the partnership was.
D01 Brand Partnerships, Sponsorships & Collaborations.
Strategic brand partnerships and collaborations that leverage branded content and entertainment to meet specific business goals and mutually benefit everyone involved.
D02 Partnerships with Talent.
Strategic partnerships between a brand and a talent. The work will be judged on how effective and mutually beneficial the partnership was.
E. Challenges & Breakthroughs
Creative and innovative work that is brought to life through deep cultural insight, regional context and progressive thinking.
E01 Diversity & Inclusion in Entertainment.
Brand-led creative work that tackles and confronts disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the entertainment industry.
E02 Innovation in Branded Content.
Ground-breaking and unparalleled branded content.
E03 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
E05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
E01 Diversity & Inclusion in Entertainment.
Brand-led creative work that tackles and confronts disparities based on sex, sexuality, disability, age, race, ethnicity, origin, religion or other status within the entertainment industry.
E02 Innovation in Branded Content.
Ground-breaking and unparalleled branded content.
E03 Challenger Brand.
Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.
E04 Social Behaviour.
Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.
E05 Use of Humour.
Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.
E06 Cultural Engagement. NEW
Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.
DIRTY LAUNDRY | ABAAD RESOURCE CENTER FOR GENDER EQUALITY | LEO BURNETT, BEIRUT | GOLD, ENTERTAINMENT LIONS | 2023
This film uses the visually arresting metaphor of dirty laundry to challenge the silence around sexual assault cases in Lebanon. The influencer-driven work amplified the voices of survivors, prompting a majority of members in parliament to commit to increasing prison sentences for rapists. The work took home a Gold Lion in Entertainment.