01
We’ve introduced the Luxury & Lifestyle Lions
The Luxury & Lifestyle Lions will provide a global benchmark for brands operating in the luxury space, recognising and celebrating the most impactful creative work, experiences and creative business solutions for the luxury sector.
Work entered into this Award should be rooted in craftsmanship and demonstrate how it drove business performance and brand loyalty.
KAGUYA BY GUCCI | GUCCI 2023
DENTSU INC., TOKYO BRONZE, FILM CRAFT LIONS
PASSIVE COOKING | BARILLA 2023
LEPUB, MILAN BRONZE, INNOVATION LIONS
02
We’ve expanded the Innovation Lions
A lot has changed in the 10 years since the Innovation Lion was introduced, which means updates were necessary to ensure it continues to accurately reflect our industry. We analysed the type of work being submitted and expanded the categories to reflect the present range of innovative ideas and approaches.
New categories include Brand Led, Environmental and Societal Innovation, as well as a dedicated category for Fintech.
Work entered into the Innovation Lions should demonstrate ground-breaking innovation, technology and problem-solving that turn imaginative ideas into impactful reality.
03
We’ve introduced a dedicated space for humour
We’ve introduced a humour category to the Cultural & Context sections that sit across the Lions, to celebrate the art of humour in branded communications.
Work entered into this category should use wit and satire to provide amusement and create memorable, laughter-inducing connections with audiences.
THE HORNICULTURAL SOCIETY | RELATE 2023
OGILVY, LONDON SILVER, INDUSTRY CRAFT LIONS
WHO - A THREAD MOVIE | PRIME VIDEO 2023
HEREZIE, PARIS GOLD, SOCIAL & INFLUENCER LIONS
04
We’ve refreshed the Social & Influencer Lions
We’ve expanded the categories within the Social & Influencer Lions to better recognise and celebrate the pivotal role that content creators play in shaping and amplifying brand messages.
The dynamic influence these individuals have on audiences across social and digital platforms reflects the evolving nature of communication and branding in the modern era.
05
We’ve restructured the Audio & Radio Lions
As technology continues to advance, audio content has evolved from its traditional radio roots and adapted to the growing range of platforms available.
To reflect this shift in focus, we’ve changed the name from “Radio & Audio Lions” to “Audio & Radio Lions”.
Radio spots are still able to enter across the Lion as usual. This update simply depicts the evolution of the medium.
SAMSUNG UNFEAR | SAMSUNG SPAIN 2023
CHEIL WORLDWIDE, MADRID BRONZE, RADIO & AUDIO LIONS
ICELAND FOOD CLUB | ICELAND FOODS 2023
KETCHUM, LONDON SILVER, PR LIONS
06
We’ve refreshed the PR Lions
We’ve refreshed the PR Lions to ensure the Award accurately reflects the current PR industry and celebrates work that delivers a brand message, changes behaviour or engages customers at scale.
Work entered into the ‘Excellence in PR Craft’ section can only be submitted and paid for by independent PR agencies, companies owned by a PR network or independent PR networks. This section will sit outside the existing maximum limits for entry within the PR Lions.
07
We’ve retired the Mobile Lions
Mobile devices are embedded in work across every channel and discipline, and over the past few years, device-driven creativity has been expanding into almost every Lion. For many, mobile-first thinking is the norm.
To reflect this shift, we've closed the Mobile Lions. There will still be places for mobile-first creativity across the Lions – it just won't have a standalone Lion.
ROSALIA MOTOMAMI LIVE EXPERIENCE ON TIKTOK 2023
TIKTOK, SÃO PAULO SHORTLISTED, MOBILE LIONS
08
We’ve made the cultural context question compulsory
Last year, we introduced a question about cultural context to help Jurors better understand the nuances of your work. The Jury found it so valuable that this year, we’re making it a compulsory element on every entry.
Use this question to really explain why your work is relevant for this brand, in this market, at this moment in time.
09
We’ve introduced an AI disclaimer
We’ve introduced a compulsory question asking you to disclose whether you used AI in your work, and if so, how. This is to help the Jury judge the work fairly, with the full picture.
NEVER DONE EVOLVING FEAT SERENA | NIKE 2023
AKQA, SÃO PAULO GRAND PRIX, DIGITAL CRAFT LIONS
THE BIOCHAR PROJECT BY LAY'S | LAY’S 2023
LEO BURNETT, MUMBAI SILVER, SUSTAINABLE DEVELOPMENT GOALS LIONS
10
We’ve provided an option for the Jury to see the responses to sustainability and DEI questions
This year we’re opening up the option for you to share your responses to the sustainability and DEI questions with the Jury. In doing so, we hope to encourage those making progress in these areas to share their success and to ignite conversations in the Jury room.