Entertainment Track Lion Winners 2024

The Entertainment Lions Grand Prix went to a documentary charting how WhatsApp facilitated the escape of the Afghan Girls National Football Team after the Taliban took power. Jury President Geoffrey Edwards, Managing Director of Creative at GALE, described it as “the perfect marriage of storytelling with the brand playing a critical role”.

Winner of the Entertainment Lions for Gaming Grand Prix, Xbox invited gamers who’d sharpened their skills in video game Football Manager to apply for a real job: managing Bromley FC. Jury President Lydia Winters, Chief Storyteller at Mojang Studios, praised the work for its “unique point of view, community engagement, engaging storyline and stellar business results”. She added: “It demonstrates that gaming can change lives, create confidence and build transferable real-world skills.”

The Entertainment Lions for Music Grand Prix saw Diageo-owned whisky brand Johnnie Walker revive a forgotten female pioneer of Bossa Nova in Brazil. Its integrated campaign lifted her Spotify listeners by 800%. “As a brand that celebrates people’s journeys, Johnnie Walker took the deepest dive into culture,” said Jury President Madeline Nelson, US Head of Independent Label Relations at Amazon Music. “It will breed new levels of inspiration for the creative community.”

Telco Orange won the Entertainment Lions for Sport Grand Prix. Its deepfake film convinced 90% of viewers that the only difference between men’s and women’s football is the prejudice faced by women players. “This brilliantly captures the meteoric rise of women’s football through creative storytelling and innovative technology,” said Jury President Louise Johnson, CEO at Fuse International. “It underscores the power of positivity and creativity in changing perceptions and celebrating athletic excellence.”