The Cannes Lions International Festival of Creativity has launched a branded content and entertainment category, as Big Fuel founder Avi Savar is named jury president.
The new category awards creation of, or natural integration into, original content by a brand.
The first Branded Content & Entertainment Lions jury is to be chaired by founder and chief creative officer of Big Fuel, Avi Savar, who will lead nine branded content and entertainment experts. Big Fuel is a social media agency which launched in 2004.
Savar said: “The International Festival of Creativity at Cannes is the premier advertising award show. I'm honored and excited to participate and look forward to the celebration of branded content & entertainment as part of it.
“As Jury President I hope to guide the process in a way that will inspire people to create innovative and impressive content.”
Cannes Lion chief executive Philip Thomas said: “Branded content & entertainment has become key to brand communication that creatively engages with consumers.
“Therefore to include it in Cannes Lions is important not only for the continued development of the Festival as a global celebration of creativity in communications, but to also give due recognition of the convergence of marketing and entertainment.”
Winners of the new category will be announced on Saturday 23 June, in Cannes, alongside the Film, Craft, Integrated and Titanium winner. Entries open next Thursday.
The 59th annual festival will be held 17-23 June 2012 in Cannes, France.
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