The number of award categories just keeps on expanding at the Cannes International Festival of Creativity .
Come next summer, agencies will have to ponder setting aside funds to enter yet another new awards section: a separate category for mobile creative work. The latest category follows the debut of an effectiveness category and a holding company award at Cannes 2011.
"Mobile has been part of the Lions for some years, within other sections such as cyber and film; and a large number of winning campaigns in sections like media, design, direct and outdoor have made significant use of mobile technology," said Cannes Lions CEO Philip Thomas in a statement. "By carving it out of the other sections, we are simply reflecting the importance of mobile in the media mix."
Cannes organizers said the new category will reward the best work housed on or activated by a mobile device, app or mobile web. That can include mobile websites, rich-media mobile advertising, games or web, mobile or tablet apps. Judging criteria will center on creativity, the idea, the execution (usability, user experience, craft and design), relevance to the mobile platform and results (level of user engagement and any quantifiable outcomes).
So who's equipped to judge mobile advertising? The Festival says the jury will cull experts in mobile and app development primarily from digital agencies and its chair will be Tom Eslinger, digital creative director at Saatchi & Saatchi Worldwide. He has created mobile games and augmented reality executions for Toyota, Coca-Cola, T-Mobile and Visa, among others. He also has previously served on the Cyber, Titanium and Integrated juries in Cannes.