It was a privilege to review such a high caliber of work from across the world with a lively and intelligent jury headed up by Perry Fair. Branded Entertainment at its best showcases the power of creativity to draw in an audience and involve them in the brand's story, creating momentum for the brand itself. The at times lively and passionate debate about where a brand could be removed from that story and where it was so fundamental to it, was where we separated trophy winning work from just great work.
While there were so many innovative and engaging examples across experiential, branded IP and film, Corazon was a deserving winner as best in class branded entertainment. The film was a compelling and moving story that was beautifully crafted, the brand cleverly integrated and the way the audience experienced that story further deepened the message’s resonance.
Thank you Barbara, Patricia, Wayne and the LIA team for organizing a fantastic and enjoyable event.