This calendar was originally published in the 2015 Global Edition of the Best of Branded Content Marketing. As mentioned, you only have to look at the very long list of marketing award shows around the globe to see how all marketing is becoming based around content. Most, if not all, shows now have a specific or related content category.
BOBCM doesn’t produce a ‘how to’ guide for winning these awards, but – as part of our extensive stakeholder engagement – we seek feedback about what industry experts consider to be great work. You can read some of the pointers in the expert examples section of our website. I’ve also conducted a series of interviews with jurors that have fed into a number of related useful articles.
In addition, we recently published a special edition of BOBCM in partnership with the D&AD that contained four case studies of award-winning work and valuable insight into the kind of content D&AD Jury Foremen and Members rate highly and why.
Nonetheless, we have put together the following calendar includes the important and influential awards that BOBCM follows, participates in and supports. These events help us to keep track of the best branded content marketing work and latest regional trends all over the world.
Dubai Lynx is the MENA region franchise of Cannes Lions and it uses the same definition for branded content. It has a dedicated jury of international experts who judge 10 sub- categories. Given that Cannes Lions is now replacing its Branded Content & Entertainment category with its new Entertainment Lions sub- festival, it’s not clear whether this category will be included as part of Dubai Lynx in 2016.
2015 Jury President: Mark Waugh, Global Managing Director & Chief Content Officer, Newcast
2015 Shortlist: Full list
2015 Grand Prix: Hello Happiness Phone Booth for Coca Cola by Y&R Dubai
2016 Jury President: Anathea Ruys, Head of Fuse APAC, Omnicom Media Group, APAC
Launched in 2011, these French Brand Content
awards have 18 categories and a Grand Prix.
2015 Winners: Full list
2015 Grand Prix Winner: #VenezVerifier for Fleury Michon by DDB
2016 Final Submission Deadline: 28 February 2016
Launched in 2015, the Branded Film Content & Entertainment category has a dedicated jury that judges four sub-categories: Documentary, Film, Online and Tactical.
2015 Jury Foreman: Kai-Lu Hsiung, Managing Director, RSA/Black Dog Films (UK)
2015 Winners: Full list (No overall winner)
2016 Jury Foreman: Kerstin Emhoff, co-founder & president, Prettybird
One Show (International)
The former Entertainment category was renamed Branded Entertainment in 2014 and has a dedicated jury that awards 18 sub- categories. One Show does not have a jury president.
2015 Winners: Full list
2015 Best of Branded Entertainment Winner: Funny Or Die with ‘Between Two Ferns with Zach Galifianakis: President Barack Obama’ for Healthcare.gov
The Webby Awards (International)
The Webbys do not have a dedicated jury for each category. Webby Winners are selected by The International Academy of Digital Arts and Sciences. What’s interesting to BOBCM is that the online public also chooses The Webby People’s Voice Winners. There are a number of categories that could be considered suitable for branded content and entertainment entries, and there’s also a specific Branded Content award in the Advertising & Media category. The Webbys have announced 11 new awards for Branded Entertainment as part of their Online Film & Video category.
2015 Branded Content Webby Winner + People’s Voice: First Moon Party for HelloFlo by Hayden 5
FAB Awards (International)
The international Food and Beverage Creative Excellence Awards doesn’t have a dedicated jury, but does have both Branded Content and Branded Entertainment categories.
2015 FAB Branded Content Winners:
- Struck By A Rainbow for Skittles by BBDO, Toronto
- Unbelievable Campaign for Pepsi Max by AMV BBDO, London
- Coffee vs Gangs for Kenco by JWT, London
2015 FAB Branded Entertainment Winners
- AMP Energy: No Bull. Just Energy for AMP Energy by Mekanism, New York
Cannes Lions (International)
Launched in 2012, the Branded Content & Entertainment award category defined branded content and entertainment for the purpose of the awards as “the creation of, or natural integration into, original content by a brand”. The festival has a dedicated jury that awarded 18 sub-categories:
2015 Jury President: David Lubars, Chief Creative Officer, BBDO Worldwide (USA)
2015 Winner: No Grand Prix
There has been no Grand Prix awarded for two years in a row and the category has now been replaced with the new Entertainment Lions sub-festival. This year’s jury president, David Lubars, has said that ‘The Other Side’ for Honda Civic Type-R by W+K London would have been awarded the Grand Prix if had been submitted. You can read a case study for the campaign in our D&AD chapter of the 2015 Global Edition.
The Marketing Society Excellence Awards do not have a specific jury for their Branded Content award, however the award is judged by a panel of brand marketers. Entries can be submitted by a brand or its agency with the brand’s permission.
2015 Winner: The LEGO Movie from Warner Bros.
Spikes Asia (Asia Pacific)
Spikes Asia is the Asia Pacific region franchise of Cannes Lions and it uses the same definition for branded content. It has a dedicated jury of regional experts who judge 10 sub-categories. Given that Cannes Lions is now replacing its Branded Content & Entertainment category with its new Entertainment Lions sub-festival, it’s not clear whether this category will be included as part of Spikes Asia in 2016.
2015 Jury President: Emily Bull, Co-Founder, Hello Future TV (Australia)
2015 Shortlist: Full list
2015 Grand Prix: House Of Little Moments for Uni-President by ADK Taiwan
Clio Awards (International)
The US-based Clio Awards have had a Branded Entertainment & Content Awards section since 2013, which has a dedicated jury.
Branded Content is defined as “a fusion of advertising and editorial content as a way to communicate a brand’s message or values to its target audience” and there are five categories.
Branded Entertainment is defined as “using forms of entertainment as a way to communicate a brand’s message or values to its target audience” and there are eight categories.
2015 Jury Chair: Mike Wiese, Head of Content & Entertainment, JWT (USA)
2015 Branded Content Winners: Full list
2015 Branded Entertainment Winners: Full list
2015 Branded Entertainment Grand Clio: Funny Or Die with ‘Between Two Ferns with Zach Galifianakis: President Barack Obama’ for Healthcare.gov
2016 Jury Chair: PJ Pereira, Co-Founder and Chief Creative Officer, Pereira O’Dell (USA)
Eurobest is the European region franchise of Cannes Lions and it uses the same definition for branded content. It has a dedicated jury of regional experts who judge 10 sub-categories. Given that Cannes Lions is now replacing its Branded Content & Entertainment category with a new Entertainment Lions sub-festival, it’s not clear whether this category will be included as part of Eurobest in 2016.
2014 Jury President: Chantal Rickards, Head of Programming & Branded Content, MEC EMEA (now Chief Executive Officer, BAFTA Los Angeles)
2014 Shortlist: Full list
2014 Grand Prix: Brändärit (Buy This) Sitcom by TBWA Helsinki and Fremantle Media Helsinki
2015 Jury President: Mark Eaves, Founder, Gravity Road (UK)
2015 Winner: Slide, Amazing in Motion for Lexus International by CHI Partners, London
2015 Short List: Full list
Brand Entertainment & Content Cristal was launched in 2012 and recognises original, engaging and entertaining content implemented via distribution channels and content platforms, encouraging consumer engagement. It has a dedicated jury that judges 21 sub-categories, and a more permanent Branded Content Academy that awards the Grand Cristal with the Jury President.
2014 President: Avi Savar, Founder & Chief Strategy Officer, Big Fuel (USA)
2014 Prize List: Full list
Grand Cristal Global: #LikeAGirl for P&G Always by Leo Burnett (Toronto)
Grand Cristal France: The List for Sooruz by Publicis Modem
Grand Cristal MENA: Lebanon4sale (The Shop For Everything) for Sakker El Dekkene (Stop the Shop) by Leo Burnett Beirut
2015 President: Jimmy Lam, Chief Creative Officer DDB Group Shanghai at DDB China Group
2014 Prize List: Full list