A Cannes Lions Jury Presents: The Art of Branded Entertainment

(Paperback)

Publishing Details

Classifications

Physical Properties

Description

In 2017 twenty specialist jurors of the Cannes Lions International Festival of Creativity considered a wide range of ideas submitted in the relatively uncharted category of 'Branded Entertainment', regarded by many as the future of advertising. In The Art of Branded Entertainment they reflect on the winning strategies and campaigns.

Live television viewing is decreasing as audiences choose to stream television shows and films via catch-up, YouTube, Netflix, iTunes and other digital platforms. With that shift, intrusive commercial advertising breaks are quickly losing their power as the leading way in which brands communicate with viewers. For the past five years the Cannes Lions International Festival of Creativity has been grappling with how the entertainment and marketing worlds can collaborate in fresh and innovative ways, rather than unsophisticated product placement. In 2017 twenty specialist jurors considered a wide range of ideas submitted in the relatively uncharted category of branded entertainment, regarded by many as the future of advertising. For days they deliberated on what made an entry more or less successful. This book conveys their comprehensively debated conclusions in a series of essays authored by each juror.

Reviews

"The first book ever written by a Cannes Lions jury...[it] offers unique insight into alternative techniques that companies can use to make their brand stand out from the competition."--SHOOT Online

Author Bio

PJ PEREIRA (b. 1973, Rio de Janeiro) is co-founder of advertising agency Pereira O'Dell, where he works with brands such as MINI, Coca-Cola, LEGO, Google, Skype and Intel. In 2017 he served as the president of the jury of the `Branded Entertainment' award at the Cannes Lions Festival of Creativity. In Branded Entertainment he brings together the experience and wisdom of fourteen fellow jurors, working on creative campaigns for companies such as Anheuser-Busch, Burger King, Red Bull Media and creative firms such as MediaCom and Bartle Bogle Hegarty.