Cannes Lions moves into mobile and branded entertainment categories

Next year’s Cannes Lions International Festival of Creativity (phew!) will add awards for mobile communications and branded entertainment to its never-ending list.

The festival organisers have signed up New Zealander Tom Eslinger, Saatchi & Saatchi Worldwide’s digital creative director, to head up the Mobile jury.

The Mobile Lions will reward the best work which lives on or is activated by a mobile device, app or mobile web. The categories for the new Mobile Lions will include Creative Use of Technology, Mobile Websites and Web Apps, Mobile Apps, Tablet Apps, Games, Rich Media Mobile Advertising and Integrated Campaigns led by Mobile.

So Eslinger, who is also one of the guiding forces behind the long-running Saatchi & Saatchi New Directors’ Showcase, and his fellow jurors won’t have too much time to swan around on the Croisette.

Eslinger, who has previously served on Cyber juries, says: “It’s always an honour to be asked to join a jury and awesome to be asked to be president for a new category, especially one I have a deep passion for. I’ve been creating mobile ideas for over a decade and I’m stoked that Cannes Lions has chosen this particularly exciting time to start recognising the best ideas created for mobile devices, apps, sites and other new and wonderful permutations.”

Cannes is also introducing a Branded Entertainment category with its president due to be announced soon.

Cannes has grown like topsy in recent years with awards for all sorts of things like PR and some results-based awards which were never envisaged by its cinema screen advertising founders. But it has been an undoubted marketing success with advertisers turning up in droves in recent years.

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