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Cannes Lions unveils New Lion for Gaming, changes and enhancements for its 2023 edition

Adding to the renaming for the Titanium Lions in memory of Dan Wieden, the organisers of Cannes Lions have unveiled today some aditional news concerning the Lions for the 2023 Festival:

1.- A new Lion: The Entertainment Lions for Gaming

This Lion celebrates creative work that connects people to brands through gameplay.

Entries will need to demonstrate how brands successfully tapped into complex gaming communities and seamlessly added real value to the overall gaming experience while driving commercial success.

A number of criteria will be considered during judging and weighted as follows: 20% strategy & insight; 30% creative idea; 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 gaming industry.

Esports may be entered across all categories within Entertainment Lions for Gaming.

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

2.- Metaverse is introduced across the Lions

The use of the Metaverse is defined for the purpose of the Lions as ‘the creative application of immersive experiences which creatively push the boundaries of technology’.

The Metaverse is introduced into categories focused on New Realities and Emerging Tech.

Other category descriptions across the Lions have been expanded to include virtual worlds, new realities and the associated technology and innovations.

3.- Eligibility Period, updated

For 2023, the work submitted must have aired, launched or been released to the public for the first time between 21 Feb 2022 and 23 April 2023. (If only part of the campaign falls into this window, see the Rules for more information).

4.- Refresh for 3 Lions: Creative B2B, Pharma and Mobile

a) Creative B2B

The distinction between Products and Services across the categories hs been removed to better reflect the B2B industry.

A new ‘Integrated Campaign’ category has been introduced to ensure that the Lion recognises the multi-touchpoint, multi-stakeholder nature of the buying journey for B2B creative work.

The weight of each judging criteria have been altered to place more emphasis on the strategy of the work.

b) Pharma

Changes are aimed to ensure the Lion clearly distinguishes the difference between Pharma work that faces heavy regulation and Health & Wellness work which can air without the same stringent restrictions.

All work entered into Pharma Lions must be aimed at specific practitioners and patient groups in relation to the management of a disease or medical condition diagnosed and treated by a healthcare professional.

The sections have been restructured to ensure that all Regulated work and Non-Regulated work are now separate.

The Health Mediums have also been updated to align more closely with the specialisms of the Lions.

c) Mobile

The definition of Mobile Lions has been updated for 2023 to include all applications of portable devices and mobile technology.

Entries will need to demonstrate creativity through the application of technology on portable platforms; work where a hand-held or wearable environment is central to the idea and the experience and enables key aspects of the execution.

Categories across the Lion have been amended to celebrate work that focuses on how the mobile device was central to the user experience.

5.- Focus on Impact, Effectiveness and Growth

All Lions except Digital Craft, Film Craft and Industry Craft will have a question on Impact , Effectiveness and Growth as part of the written submission.
Entrants will be asked to provide information that demonstrates the impact of the creative work, taking into account the wide variety of metrics that showcase the effectiveness of creativity.

6.- Sustainability embeded across the Lions

Starting this year, all entrants will be encouraged to provide information that outlines their C02 emissions as part of the production process, using AdNet Zero’s five-point Action Plan as a guide.

In this first year, the information won’t be used as part of the judging process, but will be used to help set a baseline to use for future criteria.
This movement is rooted in the fact that Cannes Lions is a proud member of Ad Net Zero and as part of this, the organisers of the Festival want to support the industry’s drive to reduce the carbon impact of developing, producing and airing creative work to real net zero by 2030.

7.- Encouraging Diversity, Equity & Inclusion through information

Information diversity, equity and inclusion won’t be part of the written submission, and so won’t contribute towards judging.

Despite this fact, in 2023, entrants will be encouraged to provide information about the composition of the teams involved ‘behind the camera’ and any relevant information about the brand or agency’s DE&I agenda.

The information provided will be used to measure progress and help inform future criteria.

This move builds on the objectification and harmful stereotypes criteria introduced in 2017 and will contribute to the ongoing partnerships by continuing to work closely with the Geena Davis Institute for Gender in Media, and the Unstereotype Alliance.

Image over the headline.- © Cannes Lions

Related Eastwind Marketing links:

Cannes Lions renames the Titanium Lion in memory of Dan Wieden

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