Area rewards content that has the power to capture attention and generate conversation
Patrícia Moura, founder and CEO of the consultancy Pride Content, will be a judge for Entertainment Lions, a category “which has as its premise the creation of campaigns that are impossible to skip”, defines Patrícia, who has studied and worked with social networks since the early 2000s. Brazil, it highlights the ability to adapt social media conversations to advertising films. The Cannes Lions 2024 International Festival of Creativity will take place in France between June 17th and 21st.
Criteria
Entertainment Lions is premised on creating campaigns that are impossible to skip, what Cannes calls “unskippable”. The content must be entertaining and interesting to watch until the end, regardless of the narrative and genre presented. Campaigns are designed to capture attention and curiosity. However, we are talking about advertising, so the brand needs to appear, establish a bond with the audience and convey the message it wants effectively.
Decoy
This category rewards advertising that quickly translates a brand message into content that has the power to capture attention and generate conversation. And it’s not necessarily about what people want to debate. The ‘Eat a swede’ campaign, broadcast in Sweden, and winner of the 2022 Entertainment Lions Grand Prix, is a literal translation of this. Once you stop to listen to the story, it moves you so much that you need to know how it ends.
Return
I was already a judge on the Entertainment shortlist at the 2022 Cannes Lions. It is an honor to return to the jury and, at the same time, a great recognition of my background in entertainment and branded content. In 2022, I was already noticing the rise of campaigns with artificial intelligence and the use of technologies to mediate relationships. This caught my attention a lot. Not just because of the case itself, but because of the festival’s ability to transform in creating subcategories that included innovation, social platforms and varied entertainment languages.
