The 70th edition of the advertising festival is just around the corner - just in time for the launch, Cannes Lions has now published the submission figures for 2023: with 26,992 entries, there was an increase of 6 percent compared to 2022, with 157 works coming from Switzerland this year. In particular, the awards have seen an increase in submissions directly from consumer brands - 18 percent more than last year. Still, that puts the numbers below those of previous years. In 2019, for example, there were 30,953 entries.
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For the first time this year, the Entertainment Lions for Gaming category attracted a large number of submissions, with 609 entries. For the organizers of the advertising festival, this is a sign of the increasing collaboration between brands and gaming. The growth and breadth of submissions show a growing trust and increased investment in non-traditional channels, Cannes Lions announced.
Lions CEO Simon Cook said, "The changes in the work submitted give us valuable insight into the industry landscape and emerging trends. The high increase in submissions directly from consumer brands demonstrates the value placed on creativity-driven business. The broad engagement across multiple Lions categories, including emerging areas such as B2B, gaming, commerce and business transformation, proves there is growing confidence and investment in non-traditional channels."
Lions with increased engagement are the Brand Experience & Activation Lions, which increased 16 percent over 2022 and are said to reflect brands' renewed focus on improving customer experience and brand building. Creative Strategy Lions increased 35 percent and recognize the application of creative solutions that enable brands to unleash sustainable growth and effectively measure impact.
The Creative Business Transformation Lions saw a 59 percent increase in their third year, showing how creativity is a driving force behind successful businesses in times of change. Creative Commerce Lions are up 25 percent year over year, showing an area of high innovation in creative customer journeys and buying paths. Outdoor Lions saw a 7 percent increase in submissions, due in part to the FMCG sector, which saw a 30 percent year-over-year increase in submissions, and the travel sector, which saw an 84 percent year-over-year increase. Entertainment Lions, at the intersection of branded content and culture, grew 18 percent.