A little step for a man, a big step for mobile advertising

Cannes Lions, the International Festival of Creativity, has created two new categories: Mobile Lions and Branded Content Lions will be dedicated to mobile creative work.  The first one aimed at recognizing the best work housed on or activated by a mobile device, app or mobile web. The second one looks to distinguish those pieces in which brands have worked associated with some entertainment content for audiences; producer and developer. In addition, these new sections will include several subcategories such as Tablet Apps, Creative Use of Technology or Mobile Apps.

“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 (…) By carving it out of the other sections, we are simply reflecting the importance of mobile in the media mix” said Philip Thomas, Cannes Lions’ CEO.

The criteria to judge the different works will be a focus on creativity, the idea, the execution (usability, design, user experience), relevance to the mobile platform and results (user engagement and quantifiable outcomes). The jury will be presided over by Tom Eslinger, Digital Creative Director at Saatchi&Saatchi Worldwide. He was President of the Cyber Lions’ jury in 2007 and has won several Cannes Lions awards across cyber, media, promo for web and mobile work.

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