ENTRY KIT 1 CATEGORIES & MATERIAL GUIDELINES - CANNES LIONS 18-22 JUNE 2018
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
ENTRY KIT 1
CATEGORIES &
MATERIAL
GUIDELINES
Last updated 10-04-2018
CANNES
LIONS
18–22 JUNE 2018
CANNES LIONS
CONTENTS
p.03 p.21 p.40
REACH COMMUNICATION CRAFT
The insight, strategy and planning The big creative idea – where Focusing on the artistry, skill,
enabling brands to effectively campaigns are brought to life talent and flair required to deliver
engage consumers, at scale, and through brilliant partnerships, beautifully executed ideas with the
be heard amid the ongoing battle people and storytelling. power to cut through and bring the
for attention. creative idea to life.
Creative Data | p.03 Design | p.21 Digital Craft | p.40
Direct | p.05 Film | p.25 Film Craft | p.43
Media | p.09 Mobile | p.28 Industry Craft | p.45
PR | p.13 Outdoor | p.31
Social & Influencer | p.17 Print & Publishing | p.35
Radio & Audio | p.37
Titanium | p.39
p.47 p.53 p.56
EXPERIENCE INNOVATION IMPACT
Focusing on the powerful Showcasing the conception and Celebrating commercial creative
brand currency of intelligent application of product development, effectiveness and the techniques
customer journeys and immersive business transformation, and the new used to measure and impact
experiences – captivating new data-driven, tech-enabled creativity branded communications.
audiences at every touch point. re-shaping the conversation between
brand and consumer.
Brand Experience & Activation | p.47 Innovation | p.53 Creative Effectiveness | p.56
Creative eCommerce | p.50 Product Design | p.54
p.57 p.60 p.65
GOOD ENTERTAINMENT HEALTH
Going beyond brand purpose to Celebrating creativity that goes Celebrating creativity in branded
use creative communications to beyond branded communications to communications in this highly
shift culture, create change and create authentic entertainment that innovative but fiercely regulated
positively impact the world engages consumers and impacts sector, with the unique power to
culture. truly change lives.
Glass: The Lion for Change | p.57 Entertainment | p.60 Health & Wellness | p.65
Sustainable Development Goals | p.58 Entertainment Lions for Music | p.63 Pharma | p.67
Health Mediums | p.70
Supporting Material Guidelines | p.76 p.76
2
CANNES LIONS i Each of your campaigns can
CREATIVE DATA be entered in up to 6 Lions.
Entry limits within each Lion
are different.
REACH: CREATIVE DATA LIONS
The Creative Data Lions celebrate the interplay of ideas and information. Entries in the Creative Data
categories must clearly demonstrate how the execution/campaign was enhanced or driven by the creative use,
interpretation, analysis or application of data. The creative use of data must sit at the core of the idea and the
results/impact must be clear and robust.
• A number of criteria will be considered during judging and weighted as follows: 30% strategy; 30% application; 20% innovation;
20% impact and results.
• There is no overall limit to how many times the same piece of work can be entered into Creative Data.
• The compulsory materials for Creative Data are listed below. For more details on the optional materials you may also submit, please
refer to the Supporting Material Guidelines here.
A. Creative Data Materials
A01. Data-enhanced Creativity Compulsory
Creative campaigns elevated through their use of data or data-driven methods, including, • Digital Presentation Image
but not limited to, personalisation, interactivity and relevance. The enhancement should Highly Recommended
demonstrably improve both customer experience and outcome.
(Optional)
• Case Film
A02. Data-driven Targeting
The creative use or interpretation of data to deliver effective targeting. Entrants should show
how data contributed either to programmatic targeting or provided a key quantitative insight
that helped define the target, brand message or channel, allowed for better personalisation or
increased a brand’s position in the market.
A03. Data-driven Consumer Product
Products developed using data and research. Entrants should supply a thorough breakdown of
any client business objectives, research and goals that relate to the product’s evolution, as well
as including the product’s journey to improvement from the use of data.
A04. Data Storytelling
Campaigns in which data has contributed to successful brand/consumer stories. Entrants will
show how the story was developed through data in order to drive a meaningful consumer
engagement or how messages derived from data were presented to provide a powerful brand
narrative. Including data journalism.
A05. Data Visualisation
Bespoke visualisations of complex data that communicate information clearly and efficiently
to consumers in a way that led to a change in behaviour. Including online dynamic, static,
interactive or real-time infographics and offline visualisations such as visual installations and
activations.
A06. Data-technology
Including but not limited to, models, tools, platforms, apps and algorithms. Entries must
demonstrate how the application or invention of innovative data technology enhanced a
creative message. You must clearly illustrate how the data technology improved a campaign,
including a breakdown of audience, message, channels and delivery.
A07. Use of Real-time Data
Data created or used in real-time, which provides dynamic content or enables an on-going
consumer relationship. Entries must clearly discuss the responsive relationship between
real-time data and the creative output, showing how the data improved the consumer
experience by making the creative more relevant, timely or personalised.
3
CANNES LIONS
CREATIVE DATA
A08. Social Data & Insight Compulsory
The creative interpretation of data specifically generated from social media platforms in order • Digital Presentation Image
to target, engage or develop a relationship with a specific audience or community. Insights Highly Recommended
gained through the strategic use of social data and associated targeting methods will be
considered. (Optional)
• Case Film
A09. Creative Data Collection & Research
Data-driven research (including market research), data sourcing and/or data aggregation,
carried out in order to deliver a stronger campaign or client strategy. Entrants must thoroughly
outline how the selected processes, research methodologies, technologies, channels and/or
resources influenced the overall outcome.
A10. Data Integration
Entries in this category must clearly demonstrate how disparate data streams were integrated
to provide new insights from planning through to delivery of a creative campaign or client
strategy. This may include, but is not limited to, data collection, fusion, technology enabled
integration of data from various sources and connecting data streams.
4
CANNES LIONS i Each of your campaigns can
DIRECT be entered in up to 6 Lions.
Entry limits within each Lion
are different.
REACH: DIRECT LIONS
The Direct Lions celebrate response-driven and relationship-building creativity. Entries will need to demonstrate
the pursuit and application of customer relationships, directly targeting a specific audience with a call-to-action
which produced measurable and meaningful results.
• A number of criteria will be considered during judging and weighted as follows: 30% idea; 20% strategy; 20% execution; 30%
impact and results.
• The same piece of work can be entered up to four times in Direct. However, the same piece of work may only be entered once in ‘A.
Direct: Sectors’.
• The compulsory materials for Direct are listed below. For more details on the optional materials you may also submit, please refer to
the Supporting Material Guidelines here.
A. Direct: Sectors Materials
In these categories, the jury will reward the best direct campaigns for the sector selected.
The same work can be submitted only once in this section.
A01. Food & Drink Compulsory
All food and drinks. • Digital Presentation Image
Highly Recommended
A02. Other FMCG (Optional)
Beauty, cleaning products, other household goods, other FMCG. • Case Film
A03. Healthcare
Pharma, OTC drugs, wellness.
A04. Consumer Durables
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.
A05. Automotive
Vehicles, other automotive.
A06. Retail
Retail, eCommerce, restaurants, fast food.
A07. Travel
Travel, tourism, transport.
A08. Leisure
Live events, museums & galleries, gambling, sports, gaming, other recreation.
A09. Media / Entertainment
Music, film, television, publications & media, books, news, digital platforms, other media.
A10. B2B
Legal, financial, B2B technology, consultancies & professional services, other business services,
internal & corporate comms.
A11. Consumer Services
Financial & insurance, telecommunications, private education, veterinary, energy, other
consumer services.
5CANNES LIONS
DIRECT
A12. Corporate Social Responsibility (CSR) / Corporate Image Compulsory
Non-product based social responsibility campaigns aimed to address social, ethical and • Digital Presentation Image
environmental issues. Corporate Image campaigns including event sponsorship to build the Highly Recommended
image/ raise the profile/ shape the perceptions of a brand.
(Optional)
• Case Film
A13. Not-for-profit / Charity
Government, public information, other not-for-profit, military, charities, non-profit.
B. Channels Materials
Work in these categories will be judged specifically on how the channel was used as a piece of
direct communication for a brand.
B01. Mailing Compulsory
One dimensional and multi-dimensional mailings. This may include greeting cards, invitations, • Digital Presentation Image
samples, pop ups and all other types of mailed collateral. Highly Recommended
Please send physical samples for the jury to experience. (Optional)
• Case Film
B02. Use of Ambient Media: Small Scale
Non-mail and print collateral, including items in bars & restaurants and all other hand-held
(or equivalent in size) items.
‘Small Scale‘ refers to the physical size of the ambient item, not the scale of the distribution.
B03. Use of Ambient Media: Large Scale
Non-traditional media, including direct response stunts, street teams, direct response events,
outdoor/ambient media and other mediums which encourage direct interaction and seek a
measurable response.
‘Large Scale‘ refers to the physical size of the ambient item, not the scale of the distribution.
B04. Use of Broadcast
Direct campaigns using Cinema, TV or Radio. Entries should demonstrate how the chosen
medium led the other direct elements in the campaign.
B05. Use of Print / Outdoor
Direct campaigns using Print or Outdoor. Entries should demonstrate how the chosen medium
led the other direct elements in the campaign. Including, but not limited to, newspapers,
magazines, inserts, trade journals, traditional billboard or poster sites, bus shelters and transit
advertising using standard advertising space.
Augmented billboards to be entered into B03. Use of Ambient Media: Large Scale
B06. Use of Technology
Use of existing or new technology to execute or support a direct campaign. Including, but not
limited to, digital installations (POS & Outdoor), interactive screens, augmented reality, virtual
worlds, 3D printing and wearable technology. Does not include prototypes of early stage tech.
6CANNES LIONS
DIRECT
C. Data Materials
Work in these categories should demonstrate how a direct campaign was enhanced or driven
by the creative use of data which enhanced the customer experience and led to measurable
business results.
C01. Data Strategy Compulsory
Entries in this category should show how the application of data significantly formed the basis • Digital Presentation Image
of the direct campaign strategy. Entrants should also provide evidence of how their data-driven Highly Recommended
strategy helped to profile customers’ behaviour and segmentation, which ultimately led
to successful direct marketing activities. (Optional)
• Case Film
C02. Data-Driven Targeting
Entries in this category should clearly demonstrate how the interpretation and analysis of data
was used to build a targeted communication with a specific audience. Entrants should also
show how data contributed to generating insights that helped define the target and messaging,
allowing for better personalisation within a direct campaign.
C03. Use of Real-time Data
Entries in this category should illustrate how real-time data drove immediate conversation with
the targeted audience or was utilised in promoting an ongoing relationship with the consumer.
Entries should clearly demonstrate how the responsive relationship initiated by real-time data
led to measurable and meaningful results.
D. Digital & Social Materials
Work in these categories will be judged on how well the digital and social mediums and
techniques were used as a piece of direct communication for a brand.
D01. Use of Digital Platforms Compulsory
Online platforms or associated technologies harnessing a digital environment in a promotional • Digital Presentation Image
campaign. This can include, but is not limited to, websites, microsites, games, search engines, • URL
banner ads and instant messaging.
Highly Recommended
Social media-led campaigns should be entered in D03, D04 and D05. (Optional)
• Case Film
D02. Use of Mobile
Entries in this category must feature targeted communication with a clearly identifiable call
to action or response mechanism delivered through mobile/portable devices such as mobile
phones and mobile technology.
D03. Use of Social Platforms
Direct marketing campaigns that use social networking sites, blogs, wikis, video-sharing sites,
hosted services etc. to create and/or enhance relationships with a community/consumers.
D04. Real-time Response
Targeted social activity that utilises social platforms in order to respond to world events, public
affairs and other real-world, real-time activity in an immediate and meaningful way, which
prompts social sharing and elicits a measurable response.
D05. Co-creation & User Generated Content
Social activity designed to encourage a community/fanbase to contribute or collaborate with a
brand initiative through a clear call to action. Engagement may be intended to drive long term
value through collaborative interaction.
7CANNES LIONS
DIRECT
E. Excellence in Direct Materials
E01. Copywriting Compulsory
A campaign or individual communication showcasing outstanding copywriting skill that has • Digital Presentation Image
led to a successful and measured response. Highly Recommended
(Optional)
E02. Art Direction / Design • Case Film
A campaign or individual communication showcasing outstanding art direction that has led to
a successful and measured response.
E03. Experience Design
A campaign or individual communication showcasing outstanding design in the customer
experience that has led to a successful and measured response.
E04. Acquisition & Retention
Direct marketing used to maintain, drive new and reinvigorate lapsed relationships with B2B
and B2C audiences.
E05. Launch / Re-launch
Direct marketing campaigns created to launch or re-launch a product or service on the market.
E06. Low Budget / High Impact Campaign
This category celebrates the success of a Direct campaign within a limited budget. Entrants
must detail the total budget as well as providing information about any direct tactics used to
deliver the campaign.
Entrants must provide details of the total budget.
E07. Single Country Campaign
Campaigns that are implemented in a single country which are initiated, led or driven
predominantly by Direct marketing. Entries should describe how the campaign was designed
for the target market and the tangible business and/or awareness results achieved.
8CANNES LIONS i Each of your campaigns can
MEDIA be entered in up to 6 Lions.
Entry limits within each Lion
are different.
REACH: MEDIA LIONS
The Media Lions celebrate the context of creativity. Entries will need to demonstrate an inspiring and innovative
implementation of ideas. That is, work which is enhanced and amplified by a game-changing channel strategy.
• A number of criteria will be considered during judging and weighted as follows: 30% insight and idea, 20% strategy and targeting;
20% execution; 30% impact and results.
• The same piece of work can be entered up to four times in Media. However, the same piece of work may only be entered once in ‘A.
Media: Sectors’.
• The compulsory materials for Media are listed below. For more details on the optional materials you may also submit, please refer to
the Supporting Material Guidelines here.
A. Media: Sectors Materials
The same entry can be submitted only once in this section.
A01. Food & Drink Compulsory
All food and drinks. • Digital Presentation Image
Highly Recommended
A02. Other FMCG (Optional)
Beauty, cleaning products, other household goods, other FMCG. • Case Film
A03. Healthcare
Pharma, OTC drugs, wellness.
A04. Consumer Durables
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.
A05. Automotive
Vehicles, other automotive.
A06. Retail
Retail, eCommerce, restaurants, fast food.
A07. Travel
Travel, tourism, transport.
A08. Leisure
Live events, museums & galleries, gambling, sports, gaming, other recreation.
A09. Media / Entertainment
Music, film, television, publications & media, books, news, digital platforms, other media.
A10. B2B
Legal, financial, B2B technology, consultancies & professional services, other business services,
internal & corporate comms.
A11. Consumer Services
Financial & insurance, telecommunications, private education, veterinary, energy, other
consumer services.
9CANNES LIONS
MEDIA
A12. Corporate Social Responsibility (CSR) / Corporate Image Compulsory
Non-product based social responsibility campaigns aimed to address social, ethical and • Digital Presentation Image
environmental issues. Corporate Image campaigns including event sponsorship to build the Highly Recommended
image/ raise the profile/ shape the perceptions of a brand.
(Optional)
• Case Film
A13. Not-for-profit / Charity
Government, public information, other not-for-profit, military, charities, non-profit.
B. Channels Materials
Work in these categories will be judged specifically on creativity and innovation within a
channel as a medium regardless of the product/service advertised.
B01. Use of TV & Other Screens Compulsory
Including TV, video-on-demand platforms (VOD) and other online service providers. Screens • Digital Presentation Image
other than TV might include, but are not limited to, screens that require interaction with the • URL (B10. Only)
consumer e.g. touch screens and responsive displays.
Highly Recommended
(Optional)
B02. Use of Audio Platforms • Case Film
Including radio, podcasts and other audio technology.
B03. Use of Print / Outdoor
Including, but not limited to, newspapers, magazines, inserts and trade journals. Outdoor
channels include traditional billboard or poster sites, bus shelters and transit advertising using
standard advertising space.
B04. Use of Ambient Media: Small Scale
Including items in bars & restaurants and all other hand-held (or equivalent in size) items.
‘Small Scale’ refers to the physical size of the ambient item, not the scale of the distribution.
B05. Use of Ambient Media: Large Scale
Non-traditional outdoor/billboards, including 3D and non-standard shaped sites, ticket
barriers, signage, wallscape, digital billboards, window clings, building wrapping, helicopter
banners and other executions that utilise a space or an existing permanent feature.
‘Large Scale’ refers to the physical size of the ambient item or execution, not the scale of the distribution.
B06. Use of Events
Including live shows, festivals, concerts, sporting events, event sponsorship etc.
B07. Use of Stunts
Including guerrilla marketing, large and small scale stunts, one off experiential events, etc.
B08. Use of Digital Platforms
Online platforms or associated technologies and the harnessing of a digital environment in
a media campaign. These might include, but are not limited to, websites, microsites, games,
search engines, banner ads and instant messaging.
Social media-led campaigns should be entered in B10. Use of Social Platforms.
B09. Use of Mobile
Mobile technology including smartphones, tablets, Bluetooth, SMS, MMS, WAP, GPS, mobile
games and applications, etc.
10CANNES LIONS
MEDIA
B10. Use of Social Platforms Compulsory
Media campaigns that use social networking sites, blogs, wikis, video-sharing sites, hosted • Digital Presentation Image
services, etc. to create and/or enhance relationships with consumers. • URL (B10. Only)
Work entered in this category should be planned and executed on social platforms as opposed Highly Recommended
to campaigns that went social.
(Optional)
• Case Film
B11. Use of Technology
Use of existing or new technology to execute or support a media campaign. Including, but
not limited to, artificial intelligence, augmented and virtual reality, robotics, gadgets and
electronics, wearable and interactive technology etc. Does not include prototypes of early
stage tech.
C. Data Materials
Entries in these categories must demonstrate how a media execution was enhanced or driven
by data.
C01. Use of Data-driven Insight Compulsory
Entries in this category should demonstrate how data was used to uncover or generate insights • Digital Presentation Image
that contributed to the effectiveness of a media campaign. Highly Recommended
(Optional)
C02. Use of Real-time Data • Case Film
Entries in this category should demonstrate how data, created or used in real-time, provided
dynamic content or enabled an ongoing consumer relationship.
C03. Data-driven Targeting
Entries in this category should demonstrate how the creative use or interpretation of
data delivered effective targeting. Entrants should show how data contributed either to
programmatic targeting, or provided a key quantitative insight that helped define the target,
brand message or channel.
D. Branded Content & Entertainment Materials
Work in these categories will be judged on how successfully the content was used to
engage with the consumers and deliver measurable results. Please note that the entries in
these categories will not be judged on the content itself, but the role of media in creating,
leveraging, and amplifying the content.
D01. Use of Brand or Product Integration into a Programme or Platform Compulsory
Including film, TV, mini-series, web series, music video, online/digital, sponsorship, etc. • Digital Presentation Image
• URL (D02. Only)
D02. Use of Branded Content created for Digital or Social Highly Recommended
Including branded social media, websites, microsites, mobile applications, games, native (Optional)
advertising, etc. • Case Film
11CANNES LIONS
MEDIA
E. Excellence in Media Materials
E01. Excellence in Media Insights & Strategy Compulsory
Entries in this category will be judged on how a media campaign succeeded in unlocking • Digital Presentation Image
insights and understanding consumer behaviour/needs in order to develop a customised Highly Recommended
media strategy that is in line with a client’s specific business objectives, marketing goals and
overall brand’s positioning. (Optional)
• Case Film
E02. Excellence in Media Planning
Entries in this category will be judged on how successfully media platforms were sourced and
selected to deliver a brand’s message. Entrants should detail reach, penetration and frequency
of the message to generate the desired response.
E03. Excellence in Media Execution
Entrants should demonstrate how media thinking and skilful negotiations with media owners
contributed to the execution of a campaign across selected channels and achieved business
goals. Consideration will be given to the buying of media as part of brand storytelling and to
the creative delivery.
E04. Use of Integrated Media
Entrants will be judged on how successfully they have integrated the chosen media throughout
the campaign and must demonstrate how well the different mediums complement and build
on each other to communicate the brand’s message.
Entries in this category must show that multiple types of media were used in the campaign
(e.g. Screens, Social, Outdoor).
12CANNES LIONS i Each of your campaigns can
PR be entered in up to 6 Lions.
Entry limits within each Lion
are different.
REACH: PR LIONS
The PR Lions celebrate creative work which successfully builds trust and cultivates relationships with credible
third-parties, utilising mainly earned-media tactics or channels to influence public dialogue and ultimately
change perceptions and behaviours in ways that protect and enhance the reputation and business of an
organisation or brand with its target audiences.
• A number of criteria will be considered during judging and weighted as follows: 20% idea; 30% strategy; 20% execution; 30% impact and results.
• The same piece of work can be entered up to four times in PR. However, the same piece of work may only be entered once in ‘A. PR: Sectors’.
• The compulsory materials for PR are listed below. For more details on the optional materials you may also submit, please refer to the
Supporting Material Guidelines here.
A. PR: Sectors Materials
The same entry can be submitted only once in this section.
A01. Food & Drink Compulsory
All food and drinks. • Digital Presentation Image
Highly Recommended
A02. Other FMCG (Optional)
Beauty, cleaning products, other household goods, other FMCG. • Case Film
A03. Healthcare
Pharma, OTC drugs, wellness.
A04. Consumer Durables
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.
A05. Automotive
Vehicles, other automotive.
A06. Retail
Retail, eCommerce, restaurants, fast food.
A07. Travel
Travel, tourism, transport.
A08. Leisure
Live events, museums & galleries, gambling, sports, gaming, other recreation.
A09. Media / Entertainment
Music, film, television, publications & media, books, news, digital platforms, other media.
A10. B2B
Legal, financial, B2B technology, consultancies & professional services, other business services,
internal & corporate comms.
13CANNES LIONS
PR
A11. Consumer Services Compulsory
Financial & insurance, telecommunications, private education, veterinary, energy, other • Digital Presentation Image
consumer services. Highly Recommended
(Optional)
A12. Not-for-profit / Charity • Case Film
Government, public information, other not-for-profit, military, charities, non-profit.
B. Digital & Social Materials
In these categories, your entry will be judged specifically on how well the digital medium/social
platform was used to support or execute the PR campaign.
B01. Mobile & Apps Compulsory
Campaigns delivered through mobile/portable devices and technology, including the use or • Digital Presentation Image
creation of any application (native, hybrid, web based or pre-installed) for a mobile device • URL
(smartphones, tablets etc.).
Highly Recommended
(Optional)
B02. Social Community Building & Management • Case Film
Social activity that is designed to build or maintain an online community that may result in an
enhanced brand affinity and/or change in attitudes among targeted audiences. Community
activity, engagement levels and the tone of targeted conversation will all be considered.
B03. Real-time Response
Real-time social activity designed to respond and engage in the conversation around world
events, public affairs and other real-world, real-time activity in a creative and meaningful way.
B04. Co-creation & User Generated Content
Social based activity designed to engage with a community/fanbase and encourage them to
contribute or collaborate with a brand initiative. Engagement may be intended to drive long
term value through collaborative interaction. Further creative use and placement of content
generated will also be considered.
B05. Innovative Use of Social Media
Creative utilisation of existing or emerging social platform(s). Evidence of innovative use of the
social medium, levels of engagement, social reach and strategy will all be considered.
B06. Websites & Microsites
Purpose built websites, microsites or digital content hubs etc.
C. Data Materials
In partnership with AMEC, these categories showcase excellence in using data to drive creative
inspiration and effective communications strategy. Your entry will be judged on the deliberate
and thoughtful introduction of data-led insight to develop campaigns that have had a real
impact on the performance of an organisation. Entries should demonstrate the effectiveness
of activity that tackles the wide range of reputational and stakeholder challenges that non-
advertising communications has to address.
C01. Research, Data Analytics & Insight Generation Compulsory
Research, data-led or actionable insight that provides a meaningful contribution or input to a • Digital Presentation Image
public relations program. Entrants should provide evidence of research or insight, quality of Highly Recommended
thinking and the development of a strategy.
(Optional)
In partnership with AMEC – the International Association for the Measurement and Evaluation of Communication. • Case Film
14CANNES LIONS
PR
C02. PR Excellence in Effectiveness Compulsory
Recognises creative campaigns that have produced a measurable and proven impact • Digital Presentation Image
on a client’s business and reputation. Please provide details of the evaluation methods, Highly Recommended
measurement tools and post-campaign analysis. Consideration will be given to the effect on
outcomes, business results and the quality and quantity of media. (Optional)
• Case Film
In partnership with AMEC – the International Association for the Measurement and Evaluation of Communication.
D. Techniques Materials
In these categories your entry will be judged on the creative implementation of your chosen PR
technique in order to earn attention and achieve desired campaign outcomes.
D01. Media Relations Compulsory
PR that puts journalism at the heart of the campaign, with evidence of a high-degree of • Digital Presentation Image
innovation intended to engage, educate or influence editorial. Entries should explain the Highly Recommended
relevance of media outcomes, including depth, quality and messaging. Consideration will be
given to how this strategy achieved or supported the desired campaign outcome. (Optional)
• Case Film
D02. Use of Events & Stunts
Campaigns that use stunts, events, competitions, promotional games, pop-up events, street
art, guerrilla marketing, corporate events, launch parties, live streamed events, festivals etc. to
build the value and reputation of a brand or communication project as part of a wider public
relations strategy.
D03. Use of Celebrity, Influencers & Key Opinion Leaders
Campaigns that associate a personality or expert of great influence with a product/service in order
to reach specific awareness/business goals and/or to help establish trust with the target audience.
D04. Launch / Re-launch
Campaigns created to launch or re-launch a product or service.
D05. Brand Voice & Strategic Storytelling
Customised strategy designed to communicate it’s particular point of view/story of a brand/
organisation in a consistently relevant way and to build an emotional connection with
employees, shareholders and customers alike.
D06. Content-led Engagement & Marketing
Creation and distribution of brand or company owned media assets in order to drive
engagement, earn attention and tell a story to promote or protect a company or brand.
Includes thought leadership, surveys, reports, blogs, newsletters etc.
Please send physical sample if submitting offline content.
D07. Use of Technology
Existing or new technology that pushes the boundaries of digital innovation to execute or
support a PR campaign, including artificial intelligence, virtual reality, robotics, gadgets and
electronics, wearable and interactive technology, etc.
15CANNES LIONS
PR
E. Excellence in PR Materials
In these categories your entry will be judged on the demonstration of exceptional and creative
best practice within your chosen PR specialism.
E01. Corporate Image, Communication & Reputation Management Compulsory
Campaigns to build the image/raise the profile and shape the perceptions of a corporate • Digital Presentation Image
brand, organisation or corporation. Highly Recommended
(Optional)
E02. Public Affairs & Lobbying • Case Film
Campaigns planned to influence or inform the public policy agenda using either lobbying or
wider public affairs strategies, as well as political or ballot initiatives.
E03. Crisis Communications & Issue Management Compulsory
Campaigns to plan and/or handle the consequences of a crisis or an issue that may affect a • Digital Presentation Image
company’s credibility and reputation. Entries should demonstrate evidence of the planning and/or Highly Recommended
implementation of a crisis communication strategy and how the desired outcome was achieved.
(Optional)
Content of entries in this category can be kept entirely confidential and used for judging • Case Film
purposes only.
E04. Corporate Social Responsibility
Campaigns designed to address social, ethical or environmental issues and promote
positive change. Consideration will be given to how the campaign relates to the brand or
organisation’s wider ethos and demonstration of measurable impact.
E05. Internal Communications & Employee Engagement
Business to employee communications and engagement, including change management.
E06. Sponsorship & Brand Partnership
Campaigns that utilise sponsorship and/or partnership programs in order to meet specific awareness/
business goals as well as to enhance the image of a brand, organisation or corporation.
E07. Low Budget / High Impact Campaign
This category celebrates the success of a PR campaign within a limited budget. Entrants must detail
the total budget as well as providing information about any PR tactics used to deliver the campaign.
Entrants must provide details of total budget excluding agency fees. Client must not be a charity
or not-for-profit organisation.
E08. Multi-country Campaign
Campaigns that are implemented across multiple countries. Entries should explain how the campaign
was customised for each country and the tangible business and/or awareness results achieved.
E09. Single Country Campaign
Campaigns that are implemented in a single country. Entries should explain how the campaign was
designed for the target country and the tangible business and/or awareness results achieved.
16CANNES LIONS i Each of your campaigns can
SOCIAL & INFLUENCER be entered in up to 6 Lions.
Entry limits within each Lion
are different.
REACH: SOCIAL & INFLUENCER LIONS
The Social and Influencer Lions celebrate creative social thinking and strategic influencer marketing solutions.
Entries will need to demonstrate how levels of engagement, social reach and the creative use of social networks
& platforms, brand ambassadors and influencers led to commercial success.
• A number of criteria will be considered during judging and weighted as follows: 30% Idea; 20% strategy; 20% execution; 30% results.
• There is no overall limit to how many times the same piece of work can be entered into Social & Influencer as long as the categories
chosen are relevant. However, the same piece of work may only be entered once in ‘A. Social & Influencer: Sectors’.
• The compulsory materials for Social and Influencer are listed below. For more details on the optional materials you may also submit,
please refer to the Supporting Material Guidelines here.
A. Social & Influencer: Sectors Materials
The same entry can be submitted only once in this section.
A01. Food & Drink Compulsory
All food and drinks. • Digital Presentation Image
• URL
A02. Other FMCG Highly Recommended
Beauty, cleaning products, other household goods, other FMCG. (Optional)
• Case Film
A03. Healthcare
Pharma, OTC drugs, wellness.
A04. Consumer Durables
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other
durables.
A05. Automotive
Vehicles, other automotive.
A06. Retail
Retail, eCommerce, restaurants, fast food.
A07. Travel
Travel, tourism, transport.
A08. Leisure
Live events, museums & galleries, gambling, sports, gaming, other recreation.
A09. Media / Entertainment
Music, film, television, publications & media, books, news, digital platforms, other media.
A10. B2B
Legal, financial, B2B technology, consultancies & professional services, other business services,
internal & corporate comms.
A11. Consumer Services
Financial & insurance, telecommunications, private education, veterinary, energy, other
consumer services.
17CANNES LIONS
SOCIAL & INFLUENCER
A12. Corporate Social Responsibility (CSR) / Corporate Image Compulsory
Non-product based social responsibility campaigns aimed to address social, ethical and • Digital Presentation Image
environmental issues. Corporate Image campaigns including event sponsorship to build the • URL
image/ raise the profile/ shape the perceptions of a brand.
Highly Recommended
(Optional)
A13. Not-for-profit / Charity • Case Film
Government, public information, other not-for-profit, military, charities, non-profit.
B. Innovation in Social Materials
B01. Emerging Platforms Compulsory
The creation or creative utilisation of emerging social platform(s) and/or social activity to • Digital Presentation Image
impact business objectives and/or to enhance relationships with a brand, community or • URL
consumers. Levels of engagement, social reach and the creative strategy will all be considered.
Highly Recommended
(Optional)
B02. Innovative Use of Community • Case Film
Creative utilisation or interpretation of existing social platforms and/or online communities
to impact business objectives and/or to enhance relationships with a brand, community or
consumers. Levels of engagement, social reach and the creative strategy will all be considered.
C. Social Influencer & Content Marketing Materials
Entries in this category must demonstrate how a social campaign was enhanced through the
use of a social influencer and implementation of content marketing.
C01. Reach & Impact Compulsory
Brand-led social campaigns that cut through popular culture and as a result, are recognised/ • Digital Presentation Image
picked-up by a celebrity, social ambassador or influencer, further expanding the campaign’s • URL
reach and impact. Entries here will be judged on the impact the influencer had on the overall
campaign objectives. • Film (C05. Only)
Highly Recommended
(Optional)
C02. Partnerships
• Case Film
Social initiatives or executions where brands partner with a social ambassador or influencer in
order to engage with a specific audience. Entries here will be judged on how effective and mutually
beneficial the partnership was and how target audiences were involved in compelling ways.
C03. Content Creation
Social content created by an influencer for the primary purpose of increasing a brand or
organisation’s reach and awareness and/or to drive business results.
C04. Content Placement
Content and editorial strategy and placement using social channels. The strategic arrangement
and curation of appropriate content that may either drive or enhance a wider social campaign.
C05. Social Video
Online videos specifically created for online social platforms that are intended for widespread
sharing. Results and number of views will be taken into consideration during the judging process.
C06. Co-creation & User Generated Content
Social based activity designed to encourage a community/fanbase to contribute or collaborate
with a brand initiative. Engagement may be intended to drive long term value through
collaborative interaction. Further creative use and placement of content generated will also be
considered.
18CANNES LIONS
SOCIAL & INFLUENCER
D. Social Insight & Engagement Materials
Work in these categories will be judged on how successfully social was used to engage with
online communities and deliver measurable and meaningful results for a brand.
D01. Community Building & Management Compulsory
Social activity that is designed to engage, build or maintain an online social community. • Digital Presentation Image
Community activity (passive fans vs active fans), engagement levels and the appropriateness of • URL
targeted conversation/communication directed at active/non-active users will all be considered.
Highly Recommended
(Optional)
D02. Audience Targeting / Engagement Strategies • Case Film
Social activity customised for predefined communities, groups or individuals based on social
insights such as behaviour, interests, friendships, geo-location etc. This can include, but is not
limited to, native advertising and programmatic campaigns. Audience insights, the customisation
of the social message, its relevance and its creative execution will all be considered.
D03. Real-time Response
Targeted social activity that utilises social platforms in order to respond to world events, public
affairs and other real-world, real-time activity in an immediate and meaningful way, which may
prompt social sharing and engagement.
D04. Social Data & Insight
Social campaigns elevated through their use of data or data-driven methods to engage or
develop a meaningful relationship with a specific audience or community. Insights gained
through the strategic application of social data/analytics will be considered.
D05. Social Customer Strategy
Customer-focused social activity designed to improve a brand’s customer service/experience online.
D06. Brand Storytelling
Social campaigns that use exceptional brand/consumer stories to drive meaningful
engagement with a specific audience.
E. Excellence in Social & Influencer Materials
E01. Multi-platform Social Campaign Compulsory
Social campaigns that utilise multiple media platforms. One of the elements can be offline • Digital Presentation Image
providing it either drives or is inherently necessary to the overall execution of the social campaign. • URL
Highly Recommended
E02. Sponsorship & Brand Partnership (Optional)
Social campaigns that utilise sponsorship and/or partnership programs to support a product or • Case Film
service in order to meet specific awareness/business goals as well as to enhance the image of
a corporate brand, organisation or corporation.
E03. Low Budget / High Impact Campaign
Low budget social campaigns that meet or exceed campaign objectives. Performance should
be evaluated against the campaign’s impact on business objectives and/or proven ability to
enhance relationships with a brand, community or consumers.
19CANNES LIONS
SOCIAL & INFLUENCER
E04. Social Purpose Compulsory
Social campaigns/initiatives designed to engage consumers through authentic, meaningful • Digital Presentation Image
experiences with clear proof of impact. Entries should harness the core values and culture of • URL
the brand, product or service through focus on a wider social purpose. These can also include,
but is not limited to, non-profit social responsibility initiatives. Highly Recommended
(Optional)
• Case Film
E05. Single Country Campaign
Celebrating social campaigns with the measurable impact of creative work in a single country.
Entrants will need to demonstrate how their social campaign or initiative in a single country
drove social engagement, tangible business results, was instrumental to cultural change or
integral to achieving a brand’s purpose.
20CANNES LIONS i Each of your campaigns can
DESIGN be entered in up to 6 Lions.
Entry limits within each Lion
are different.
COMMUNICATION: DESIGN LIONS
The Design Lions celebrate visual craftsmanship. Entries will need to demonstrate how design has been used
to define a brand or communicate its key messages. That is, work in which a unique visual identity leads to
consumer recognition or understanding.
• A number of criteria will be considered during judging and weighted as follows: 40% idea; 40% execution; 20% results.
• There is no overall limit to how many times the same piece of work can be entered into Design as long as the categories chosen are
relevant. However, the same piece of work may only be entered up to three times in ‘D. Brand Environment & Experience Design’ and
‘E. Packaging’.
• The compulsory materials for Design are listed below. For more details on the optional materials you may also submit, please refer to
the Supporting Material Guidelines here.
A. Brand-Building Materials
These categories are for developed identity solutions across multiple brand touchpoints and
media platforms. Entries in these categories should demonstrate the brand experience across
a variety of the following media including packaging, print, brand collateral, digital content,
environments and film content.
Please supply at least 3 physical examples of new branding in place. If this is not possible
please supply images in JPG format.
The same entry can be submitted only once in this section.
A01. Creation of a New Brand Identity Compulsory
Creation of a new brand or corporate identity for any product, service or organisation. • Digital Presentation Image
Highly Recommended
A02. Rebrand / Refresh of an Existing Brand (Optional)
Rebrand/refresh of an existing brand identity for any product, service or organisation. • Case Film
A03. Design-driven Effectiveness
Design-led campaigns which have produced measurable, tangible business results. Entries
must detail how the effectiveness was measured, evaluated and must demonstrate how the
campaign drove tangible business results, was instrumental to cultural change or integral to
achieving a brand’s purpose.
B. Communication Design Materials
Please supply a copy of the actual piece. If this is not possible or practical, please supply
example images in JPG format.
B01. Posters Compulsory
Focus will be placed on the design of the poster for the use of promotion and brand • Digital Presentation Image
communication. The item should have been created as a poster, not a concept conceived for Highly Recommended
another medium and applied to a poster format.
(Optional)
Poster campaigns of 2+ executions should be entered together as a single entry. • Case Film
B02. Promotional Printed Media
Including but not limited to calendars, invitations, postcards, tickets and seasonal greeting
cards within print media.
B03. Promotional Item Design
Including but not limited to clothing, promotional gifts and samples, guerrilla marketing
accessories, promotional items and brand merchandise.
21CANNES LIONS
DESIGN
B04. Publications & Editorial Design Compulsory
Including but not limited to magazines, newspapers, brochures, articles. • Digital Presentation Image
Online publications should be entered into C01. Digital Design. Highly Recommended
(Optional)
• Case Film
B05. Books
Including editorial and cover design for printed books. Please indicate in your submission
whether you would like the cover or the whole book to be considered/judged.
E-books should be entered into C01. Digital Design.
B06. Data Visualisation
Bespoke visualisations of complex data that communicate information clearly and efficiently
through various mediums, both digital and non-digital.
B07. Brand Collateral
Collection of media used to promote the brand and support the sales and marketing of a
product or service. Including but not limited to press/media kits, computer games, CD, DVD,
record sleeves, letterheads, business cards etc.
C. Digital & Interactive Design Materials
C01. Digital Design Compulsory
Focus will be placed on the execution of design to aid the function and use of the digital • Digital Presentation Image
product. Including but not limited to websites, microsites, online publications, digital • URL (C01. Only)
installations, apps, data visualisation etc.
Highly Recommended
In order to avoid your work being withdrawn from the festival, your URL must be accessible (Optional)
online until 30 September 2018.
• Case Film
C02. Digital Installations & Events
Installations and events with a focus on the use of digital media and technology to
communicate the brand or the brand’s message.
C03. UX, UI & Journey Design
The design of the customer journey/experience and the emotional and behavioural response it
prompts will be considered here.
Please demonstrate the user journey within your supporting content.
C04. Social Engagement
Entries which evoke social media engagement through design, including but not limited to
campaigns within Facebook, Instagram, Twitter, Snapchat and other social media platforms.
22CANNES LIONS
DESIGN
D. Brand Environment & Experience Design Materials
The Brand Environment & Experience Design categories are focused on the personal
experience of the brand story or message as told in space and in time. Entries should convey
why the target audience find their experience remarkable, meaningful and memorable.
Please supply 3-5 images in JPG format showing different views of the interior or exhibition,
including a floor plan or layout if possible. The same entry can be submitted up to 3 times in
this section.
D01. Retail Environment & Experience Design Compulsory
Demonstrating a new or developed design and construction of the retail space. Consideration • Digital Presentation Image
will be placed on the functionality in relation to the product or service being sold, presentation Highly Recommended
of the clients brand values and ease of sale. Entries in this category may include any type of
permanent retail space e.g. department and specialist stores, banks, salons etc. (Optional)
• Case Film
D02. Point of Sale, Consumer Touchpoints & In-store Collateral
In-store communications in order to drive immediate sales including: posters, on-shelf
communication, digitally integrated POS, cardboard POS, visual merchandising & retail
fixtures, product displays, shopping bags, gift wrapping, catalogues and other post-purchase
collateral.
Entries musts show the work within the sales environment.
D03. Spatial & Sculptural Installation and Experience
Demonstrating a new or developed design and construction of a disruptive retail space.
Consideration will be placed on the functionality to the product or service being sold, level of
customer engagement, presentation of the clients brand values and ease of sale. Entries in this
category may include any temporary retail spaces. E.g. pop-up stores, seasonal displays and
mobile demo units.
Non-commercial work should be entered into D05. Non-commercial Exhibitions & Experiences.
D04. Live Events
Focus on the narrative and storytelling elements throughout an event rather than the space
itself. Event types such as athletic events, promotional events, festivals. The elements of focus
include the programme, film content, sound, lights, guests, script, performance, hosts and use
of product, all of which play a part in the holistic journey of the event.
D05. Non-commercial Exhibitions & Experiences
Temporary and permanent exhibitions / experiences with a non-commercial agenda, including in
community & public spaces. Focus will be placed on the enhancement of environmental space
within the public domain and how the space is curated to enhance the experience of the attendee.
Installations and spatial experience entries with a commercial agenda should be entered into D03.
Spatial & Sculptural Installation and Experience.
D06. Wayfinding & Signage
The design of digital/non-digital wayfinding & signage systems for the enhancement of
environmental and brand experience. Focus will be placed on the seamless brand experience,
crowd direction and navigation. Including public signs, residential, smart maps, use of geo &
iBeacons, office, exhibition, event and festival signage.
23CANNES LIONS
DESIGN
E. Packaging Materials
Please supply a sample of the actual packaging piece or range. If this is not possible or
practical, please supply images in JPG format. The same entry can be submitted up to 3 times
in this section.
E01. Food Compulsory
To include all types of food packaging, such as packaging specific to retail stores and generic • Digital Presentation Image
brands (own/private label), for fast moving consumer products (Core FMCG) and/or designer Highly Recommended
and luxury product packaging (premium brand).
(Optional)
• Case Film
E02. Drinks
To include all types of packaging for beverages, such as packaging specific to retail stores and
generic brands (own/private label), for fast moving consumer products (Core FMCG) and/or
designer and luxury product packaging (premium brand).
E03. Other FMCG
Beauty, cleaning products, household goods, other FMCG.
E04. Healthcare
Pharma, OTC drugs, wellness.
E05. Consumer Durables
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.
E06. Sustainable Packaging
To include all types of packaging which optimise resources and energy, responsibly sourced
and clean production methods.
E07. Special Editions & Promotional Packaging
To include special and promotional packaging, which has run for a limited period of time or
has been restricted to a specific number of products.
24CANNES LIONS i Each of your campaigns can
FILM be entered in up to 6 Lions.
Entry limits within each Lion
are different.
COMMUNICATION: FILM LIONS
The Film Lions celebrate the creativity of the moving image. Entries will need to demonstrate brilliant brand
storytelling intended for a screen. That is, filmed content created for TV, cinema, online and out-of-home
experiences.
• Criteria considered during judging will predominantly be the idea and the execution.
• Each film execution constitutes one entry.
• The same piece of work can only be entered once into Film. The exception is when there are different executions which are more than
30 seconds different in length. In this case, you may enter both executions, but each execution constitutes one entry. Please give your
executions unique titles.
• You may enter a ‘Campaign of Executions’ in sections A, B, C, D.
• Work which is not in English should be subtitled, so that it can be understood in English, exactly as it was published or aired. Please
note that dubbing is not allowed.
• The compulsory materials for Film are listed below. For more details on the optional materials you may also submit, please refer to
the Supporting Material Guidelines here.
A. TV / Cinema Film: Sectors Materials
Films aired on TV or in Cinemas. All films must be 180 seconds or less. The same entry can be
submitted only once in this section.
A01. Food & Drink Compulsory
All food and drinks. • Film (3 min limit)
A02. Other FMCG
Beauty, cleaning products, other household goods, other FMCG.
A03. Healthcare
Pharma, OTC drugs, wellness.
A04. Consumer Durables
Technology, homewares, furniture and lighting, toys, fashion, home appliances, other durables.
A05. Automotive
Vehicles, other automotive.
A06. Retail
Retail, eCommerce, restaurants, fast food.
A07. Travel
Travel, tourism, transport.
A08. Leisure
Live events, museums & galleries, gambling, sports, gaming, other recreation.
A09. Media / Entertainment
Music, film, television, publications & media, books, news, digital platforms, other media.
A10. B2B
Legal, financial, B2B technology, consultancies & professional services, other business services,
internal & corporate comms.
25You can also read
