Branded Content & Entertainment: Winners Announced

Bringing the 60th Cannes Lions Festival to a close, the Branded Content & Entertainment Lions winners were announced last night at the final awards ceremony of Cannes Lions 2013.

Pereira O’Dell San Francisco took its second Grand Prix for The Beauty Inside, created for Toshiba and Intel. The award was presented by jury president Scott Donaton, president, CEO of Ensemble.

“When we came across this piece of work we didn’t talk about anything else for an hour. It’s born out of a very powerful brand truth, that it’s what’s inside that counts,” said Donaton. “These are the only brands that could produce this work. This is a story that would have stalled if it wasn’t for the role of the laptop and the video diaries in Alex’s life.”

Other winners in the category included golds for Dove’s Beauty Sketches, IBM’s A Boy and His Atom, VW’s Building the People’s Car, Perrier Secret Place and Old Spice Dikembe Mutombo’s 4.5 Weeks to Save the World.

In a record breaking 60th year, the Cannes Lions International Festival of Creativity, the week-long event held annually in the South of France, celebrating creative communications, saw around 12,000 attendees from more than 90 countries, of which almost 25 per cent were from client companies.

Throughout the week, over 35,500 pieces of work from across the globe were judged by 16 juries composed of top international industry leaders. Delegates enjoyed an outstanding content programme which included seminars, workshops and forums given by keynote speakers that ranged from artists, musicians, social media pioneers, senior marketers and industry greats amongst others, as well as 60th celebrations that included the Game Changers Exhibition showcasing six decades of campaigns that have changed the landscape of the advertising industry forever.

Further commenting on the Branded Content & Entertainment Grand prix winner, Donaton continued: “It’s not the future of marketing, it’s actually here. Brands don’t treat it as a side tactic anymore but put it at the heart of everything they do. We had one other contender from the early stages, a 90-minute piece of content. We felt that the quality of the content fell a little bit short.”

All the winning work from Cannes Lions 2013, are available to view online along with their credits at Cannes Lions.