Cannes Lions Branded Entertainment 2017
Only 5 years ago the ‘Branded Content & Entertainment’ was a category of the festival of Creativity, today the classic ADV has become a sub-category of the Branded Entertainment Festival
This year the jurors of the Branded Entertainment Festival at Cannes Lions have struggled a lot: about two months of preparatory work, for an average of 20 hours per week of projects review. The President (PJ Pereira, CCO & Co-Founder – Pereira ‘O Dell) invited the jurors to examine in full all the ‘ works ‘ (I can no longer call them ‘ campaigns ‘) with lengths that were up to 1 ½ hours for feature films or up to 4 hour total for podcasting episodes.
The presidency of PJ Pereira led to the festival more awareness about the identity of this new frontier to communicate for brands. Projects with the highest number of awards are two films of more than 15 minutes. Beyond Money won the Grand Prix in the category TV & VOD: Fiction 15 minutes or over and two silver for the Categories Cinema & theatrical: fiction film, online: fiction 15 minutes or over, the other project is Lo & Behold : three Golds respectively in cinema & theatrical: non-fiction film, Excellence in audience engagement and or Distribution Strategy for Branded Content, TV & VOD: Non-Fiction 15 minutes or over. In short, a clear exhortation to the community of creatives interested in excelling in the BC&E to overcome the barriers of the short format (2/3 minutes) and at the same time an invitation to advertisers to wear the shoes of ‘ producers of stories ‘, like the Hollywood majors and the TV newtorks. As the jury president P.J. Pereira stressed, “the work that got picked as the Grand Prix is the most perfect example of a how a brand could make a statement about itself but also earn the precious time consumers are going to invest in it”.
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