O Estadão, the official representative of the Cannes Lions Festival in Brazil, noted a 6% increase in the number of entries for the 2023 award, compared to 2022. Among the more than 26,900 entries, the two biggest news indicate a growing trust and investment in non-traditional channels, as evidenced by an 18% increase in the number of projects coming directly through consumer product brands, and strong industry engagement with the ‘Entertainment Lions for Gaming’ in its inaugural year.
This year, Brazil had 2,037 jobs, behind the United States, with 7,303 cases subscribers, and the United Kingdom, with 2,201. Last year, there were 1,942 Brazilian entries.
“The changes at work provide us with a powerful view of the industry landscape and emerging trends. A huge increase in shipments made directly from companies and consumer products brands demonstrates the value being placed on creativity that drives business. Strong engagement across a range of Lions, including emerging areas such as B2B, gaming, commerce and business transformation, shows us that there is growing trust and investment in non-traditional channels. Over the next week, our juries will select Lions-worthy work and set the global benchmark that propels us forward in the year ahead, supporting those who use creativity to drive progress,” said Simon Cook, CEO of Lions.
In its inaugural year, the ‘Entertainment Lions for Gaming’ received 609 entries, demonstrating the increased collaboration between brands and the growing gaming industry.
“The number of submissions received in its first year shows a very strong engagement with Gaming Lion, and is a testament to the relevance and opportunity that the gaming now owns in the creative marketing community. We look forward to seeing the body of work that emerges from this category, and I’d like to thank the jury in advance for setting the first benchmark for creativity in games, and showing what’s possible in this extremely exciting area,” said Philip Thomas, Lions President.
Some of the highest-engaged Lions include Brand Experience and Activation Lions, which saw a 16% increase compared to 2022, reflecting brands’ renewed focus on improving their build and customer experience. Creative Strategy Lions increased by 35%, recognizing the application of creative solutions that enable brands to unlock sustainable growth and effectively measure impact.
Now in its third year, the Creative Business Transformation Lions have seen a 59% increase, demonstrating how creativity is a driving force behind successful companies going through a time of change. Creative Commerce Lions increased 25% year-over-year, demonstrating an area of high innovation in creative customer journeys and paths to purchase. Outdoor Lions saw a 7% increase in sign-ups, driven in part by the consumer goods sector, where entries were up 30% year-on-year, and in the travel sector, up 84%. Entertainment Lions, which sits at the intersection of branded content and culture, is up 18% this year and has seen a 78% jump in enrollments from the consumer services sector.
Additional growth includes Glass: The Lion for Change, as well as Innovation Lions, which saw a 30% increase, with shortlists of finalists already announced. The remaining lists began to be released this Sunday (18) and will continue during the week.
Jury members from around the world have already gathered in Cannes to judge and reward world creativity. The winners of the Lions will be announced at the award shows that will be held between today (19) and Friday (23).
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