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

PHD co-founder Jonathan Durden reflects 25 years on

PHD co-founder Jonathan Durden reflects 25 years on

Who knew that a global phenomenon could be spawned from such humble beginnings? PHD co-founder Jonathan Durden takes a trip down memory lane.

Share
Friday's lesson? We should all be more unprofessional

Friday's lesson? We should all be more unprofessional

What kind of time is 18:05 to you? Home time? Carry on working time? Bloody big glass of wine time? At Brand Republic we know it's often time to recoup, when the day's meetings are over and you can catch up on the most important developments of the day. Our 18:05 digest brings you the five things you need to know at the end of every day. Whether it's the top news stories, what's trending on social, what the wider media is saying or irreverent inspiration for your journey home - we've got it covered. And don't worry, we'll keep it short.

Share
#MediaWeek30 set for bumper issue and party on 29 April

#MediaWeek30 set for bumper issue and party on 29 April

Media Week's 30th celebrations are taking shape, offering the chance for the UK's vibrant commercial media businesses to get involved.

Share

Get news by email