Cannes Lions 2024 introduces humour category and revamps PR Lions

Cannes Lions Festival of Creativity has introduced several additions to the awards categories including the refreshing of the PR Lions and the introduction of the humour category to the Cultural & Context sections for the 2024 edition.

After feedback from the advertising leaders, Cannes Lions has introduced a humour category to the Cultural & Context sections that sit across the Lions. The category will celebrate the art of humour in branded communications.

“Work entered into this category should use wit and satire to provide amusement and create memorable, laughter-inducing connections with audiences,” as per the Cannes Lions website.

Cannes Lions has refreshed the PR Lions. Work entered into the ‘Excellence in PR Craft’ section can only be submitted and paid for by independent PR agencies, companies owned by a PR network or independent PR networks. This section will sit outside the existing maximum limits for entry within the PR Lions.

Mobile devices are embedded in work across every channel and discipline, and over the past number of years, device-driven creativity has been expanding into almost every Lion. For many, mobile-first thinking is the norm.

To reflect this shift, Cannes Lions has closed the Mobile Lions. “There will still be places for mobile-first creativity across the Lions – it just won't have a standalone Lion,” wrote Cannes Lions.

Cannes Lions has introduced a compulsory question asking the entrant to disclose whether he/she used AI in the work entered, and if so, how.

“This is to help the Jury judge the work fairly, with the full picture,” added Cannes Lions.

Last year, Cannes Lions introduced a question about cultural context, to help jurors better understand the nuances of your work. This year, it has been made a compulsory entry element as the jury found it very valuable.

“Use this question to really explain why your work is relevant for this brand, in this market, at this moment in time,” explained Cannes Lions.

Along with the above, Cannes Lions, the festival of creativity has introduced the Luxury and Lifestyle Lions and expanded the Innovation Lions to reflect the ever-changing landscape of creative solutions to the world’s most pressing challenges and opportunities. This expansion includes spaces for environmental, societal and financial innovation.

Cannes Lions posted on the website that the work entered into the Innovation Lions should demonstrate ground-breaking innovation, technology and problem-solving that turn imaginative ideas into impactful reality.

Cannes Lions has also expanded the categories within the Social & Influencer Lions to recognise the pivotal role that content creators play in shaping and amplifying brand messages.

As technology continues to advance, audio content has gained prominence across diverse platforms, breaking free from its traditional radio roots.

To reflect this shift in focus, Cannes Lions has changed the name from “Radio & Audio Lions” to “Audio & Radio Lions”.

To be noted, Radio spots will still be able to enter across the Lion as usual. This update depicts the evolution of this medium.

This year Cannes Lions will be opening up the option for the entrants to share their responses to the sustainability and DE&I questions with the Jury.

Submissions to the Cannes Lions Awards will open on January 18, 2024.

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