Branded content and entertainment aims to deliver marketing messages by engaging consumers via content platforms rather than traditional methods. The new category at Cannes Lions specifically rewards the creativity of brands, agencies and production companies that have developed and created this content for their audience.
Work could make use of a single media channel, such as video or broadcast, but may also use multiple platforms to deliver content to audiences.
The definition of Branded Content and Entertainment for the purpose of Cannes Lions is 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 jury will be led by Avi Savar, the Founder and Chief Creative Officer of Big Fuel, a pure-play social media agency designed for the needs of large brands.