Just when you thought every category possible had already been squeezed into the week-long Cannes Lions International Festival of Creativity , the Branded Content and Entertainment Lions will debut at this year's show.
The new 10-person jury will be chaired by Avi Savar, founder and chief creative officer of New York-based Big Fuel, a social-media agency acquired by Publicis Groupe 's Vivaki unit in June 2011.
This isn't even the only new category for this year's festival. Mobile marketing, previously awarded in other contests such as media, direct and outdoor, will now have its own Mobile Lions competition starting this June.
The festival defines the new branded content category as "the creation of , or natural integration into, original content by a brand." Entries are required to "demonstrate how a brand has successfully worked independently or in association with a content producer or publisher to develop entertaining and engaging content for their audience … by creating original content or programming for a brand or by naturally integrating a brand into existing formats by partnering with a publisher or media partner."
Entries may involve a single media channel such as web video or broadcast, or use a combination of platforms. Recognizing that use of branded content varies around the world, entrants will also have to describe what the situation is in their country, including any restrictions imposed by government or media owners.
The Branded Content and Entertainment category brings the number of separate competitions held during Cannes week (June 17 to 23) to 15.