That's Entertainment

Welcome to Wednesday's edition of The Daily Digest. We’ll continue to bring you the latest from Cannes Lions Live every day this week.

Entertainment brands are refining the art of delighting us via screens.

One of two Grands Prix in the Entertainment For Music Lions is Mercado Livre's Feed Parade. It starred Brazilian transgender musician Gloria Groove, a Pride regular and an LGBTQIA+ idol, who, with GUT Agency in Buenos Aires, created a music video with a difference. An avatar of Gloria Groove dominated São Paulo's Paulista Avenue, where Pride usually occurs. Sixty thousand people tagged their names on the avenue where they usually enjoyed Pride, and the music video included their Instagram handles. "The most beautiful thing is the community felt the truth in it," said Bruno Brux, Executive Creative Director of GUT Agency.

The Digital Craft Grand Prix went to Epic Games for Astronomical. Blending music and gaming on Fortnite, the live event attracted an audience of 12.3 million and showed how to double down on must-see, unforgettable digital experiences.

And digital events will endure. Bob Bejan, Microsoft’s Corporate Vice President of Global Events, Production Studios and Marketing Community, says that future events will combine face-to-face engagement with digital interaction. Bejan predicts that “big brands will activate against a digital core with local and regional activations.”

New styles of storytelling Compelling stories are being crafted and told in new ways. Sinyi Realty's tender tale, In Love We Trust, through dentsu mcgarrybowen Tapei City, is a lesson in long-form content and won a Grand Prix in the Entertainment Lions. A second Grand Prix went to Tinder for Swipe Night, via 72andSunny, which blended interactive storytelling onto the dating platform. House Of Lapland's Salla 2032, via Africa DDB São Paulo, showed a brave structure for storytelling; duping audiences, then hitting them with a big reveal and a meaningful message.

#Wombstories and Courage Is Beautiful picked up their second Grands Prix of the week, in Film Craft and Industry Craft respectively.

Congratulations to all today's Lions winners.

Want to explore all the winners? Find them on The Work

Missed any of the talks? Find them on On Demand.

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Entertainment For Sport Lions Grand Prix: House Of Lapland's Salla 2032: "Optimism, positivity... and meticulous attention to detail in the craft"

Salla 2032 dealt with the most important issue facing us in our lifetimes in a light-hearted way. It had a sense of optimism and positivity to it that made you feel good, while the meticulous attention to detail in the craft was incredible."

Entertainment For Sport Lions Juror | Gabi Mostert Creative Director | Iris

With data from WARC revealing that just over half - 52% - of viewable ads are looked at for an average of 3.3 seconds, the time is ripe for finding new ways to merge advertising with entertainment. Film Craft Jury President Kerstin Emhoff, Co-Founder and CEO, Prettybird, urges brands to consider creating content which isn't necessarily related to their core function. Instead, use platforms that prioritise storytelling, like the Film Craft Grand Prix-winning #Wombstories for Libresse.
“Audiences are discovering, not being interrupted by, advertising, which is why we aren’t seeing as many 30-second spots. That is a different set of rules, with a much more complicated set of challenges because you don’t have a built-in audience; you have to find the audience and entertain or engage them.”


Co-Founder and CEO, Prettybird, Film Craft Jury President

Nine Grands Prix were awarded across six Lions on Wednesday, with the three Entertainment Lions categories awarding two each.

Explore all the Grands Prix on The Work.

Grand Prix Digital Craft

Epic Games | Astronomical

Epic Games

Industry Craft Grand Prix

Dove | Courage Is Beautiful

Ogilvy London | Ogilvy Toronto

Film Craft Grand Prix

Libresse | #Wombstories


Entertainment Grand Prix

Tinder | Swipe Night

72andSunny Los Angeles

Entertainment Grand Prix

Sinyi Realty | In Love We Trust

dentsu mcgarrybowen Taipei

Entertainment Lions For Sport Grand Prix

Asics | Eternal Run

Edelman London

Entertainment Lions For Sport Grand Prix

House of Lapland | Salla 2032

Africa DDB São Paulo

Entertainment For Music Grand Prix

Mercado Livre | Feed Parade

Gut Agency Buenos Aires

Entertainment For Music Grand Prix

Columbia | Lil Nas X - Old Town Road (Official Movie) Ft. Billy Ray Cyrus

Pretty Bird, Culver City | Columbia Records, New York

BRAZE: #BrazeBreakdown

Mastercard’s Chief Marketing & Communications Officer, Raja Rajamannar, believes that Quantum Marketing can help reinvent marketing.

In Mastercard Presents The Fifth Paradigm: The Intersection of Purpose and Creativity In Marketing, he highlights real-time, data-driven technologies as crucial in refining targeting and improving effectiveness.

Rajamannar cites the SafeWaze2Shop initiative, a partnership between Mastercard and Carrefour Poland, that gave real-time data to Mastercard users concerned about crowded shops and incentivised them to visit when stores were empty. Watch the video for more details.

Braze is our partner for this edition of The Daily Digest and will also partner LIONS on a Cannes Lions Live wrap-up report, published on Monday 28 June

The Daily Agenda / History In The Making: End Malaria Now

15:30 - 16:00 (BST)

Learn how Malaria No More UK and Dentsu have leveraged creativity and collaboration to tackle humanity’s oldest and deadliest disease.

Virtual Experience / Amazon Presents From Sapiens to Amazon: How Storytelling Shapes Society and Marketing

17.30 - 18.00 (BST)

Join Amazon's Neil Lindsay and Sapiens author Yuval Noah Harari for a discussion on the transformative power of storytelling to progress societies and brands.

Lions announced on Thursday

Join Juan Senor from Cannes as he announces: Innovation Brand Experience Creative Business Transformation Mobile Radio & Audio Creative eCommerce Creative Effectiveness Young Lions Marketers Award

If you are a member or hold a digital pass, watch live from 12:00 BST here:

If you are not a member or do not have a pass, buy it here now to watch.


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