The Cannes Lions International Festival of Creativity has announced it's launching a new Lion in the digital category in order to recognise the “skill and artistry” required for digital creativity.
The Digital Craft Lion will focus on user experience and the execution of a digital campaign, rather than its creative idea, with this new Lion acting as an addition to the Mobile and Cyber categories.
The new category also caters to the rise of data, with the theme getting its own sub-category for the award. Other sub-categories include: Form, Function, Content and Technology.
The festival explained the move on its website saying: “The popularity of digital technologies and their ability to gather vast amounts of consumer data has meant a change in attitude towards the role of digital design and user experience.
“From desktop to mobile, to virtual reality and beyond; digital design is now more than ever driven by user need and point of access. How a digital product performs and functions is just as important now as how it looks and feels. Digital Craft Lions is a new award for 2016 which will recognise and celebrate the skill and artistry required in omnichannel digital creativity.”
Other new Lions to be introduced include the Entertainment Lions, replacing the Branded Content and Entertainment Lions, and in the new category the festival is launching the Entertainment Lions for Music.
This new award aims to recognise the creative production, promotion and distribution of content with music at the core.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.