Failure to award Grand Prix in Branded Content sparks controversy

The Branded Content and Entertainment jury failed to award a Grand Prix at last week's Cannes Lions, despite handing out 11 gold Lions.

Cornetto cupidity: won a silver Lion in Branded Content for Mofilm London and The Audience Londonon
Cornetto cupidity: won a silver Lion in Branded Content for Mofilm London and The Audience Londonon

The controversial decision sparked anger in the audience at Saturday’s award ceremony, with audible hissing. The Film Craft jurors had also failed to award a Grand Prix earlier in the evening.

The jury member Olivier Gers, the global president, LiquidThread, defended the decision and said: "Out of the almost 1,200 entries, we shortlisted less than eight per cent and gave 11 gold that each represented the excellence we were looking for.

"This rigour in the pursuit of excellence in all aspects of the work should set the bar for the industry for years to come, and allow it to evolve as needed.

"Judging by the time spent this morning in the press conference to discuss the Grand Prix, I'm really happy we shone a light on these great pieces of work instead of selecting just one almost perfect one."

The UK received two silver Lions, including one for Unilever’s "Cornetto cupidity", entered by Mofilm London and The Audience London, and one for "D Rose jump store" by TBWA/London for Adidas.

There were seven bronze Lions for UK entrants, including two for the "Sapeurs documentary", created by Abbott Mead Vickers BBDO for Diageo’s Guinness. AMV BBDO also won a bronze for "Christmas in a day" for Sainsbury’s.

The Branded Content jury also awarded bronze Lions to Bartle Bogle Hegarty London for "generation astronaut" for Unilever Lynx, PHD London for "the Lego ad-break" and Ogilvy & Mather for "travel your tweet interesting" for Expedia.

The 11 gold Lions included Chipotle’s "The Scarecrow" by Creative Artists Agency, "sweetie" by Lemz for Terre Des Hommes Netherlands and "Bob Dylan like a rolling stone" by Interlude for Sony Music.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Lost in translation: when brand taglines don't travel

Lost in translation: when brand taglines don't travel

These might be some of the most memorable brand taglines in English but when they cross oceans, they mean something entirely different. We searched the depths of the internet to find the best, or worst.

Share
Traditional TV viewers predicted to drop as mobile fuels rise in online video

Traditional TV viewers predicted to drop as mobile fuels rise in online video

Linear TV viewing figures are set to drop worldwide for the first time next year, with online video consumption set to rise by 23.3 per cent in 2015, according to a report by ZenithOptimedia.

Share
The 7 deadly sins of brand management - and how to avoid them

The 7 deadly sins of brand management - and how to avoid them

Some of the most valuable assets a firm has are the brands it has developed. Brands create identification, differentiation and value for customers and shareholders alike. By influencing customer choice, creating a loyal and passionate following as well as commanding a premium for their products and services, strong brands can be key to great business performance.

Share

Get news by email