Hasta La Creative!

For all pumping up of content and branded entertainment, the building of content studios at agencies and even multiple content partnership announcements announced this week alone at Cannes, the category marked an anticlimactic end to the Cannes International Festival of Creativity: there was no Grand Prix winner in branded content and entertainment.

There was, however one piece of work that the content jury may well have awarded, had it entered: Wieden & Kennedy London’s work for Honda’s Civic Type R. The jury “admired that very much,” said Mr. Lubars.

Mark Fitzloff, exec creative director at Wieden and titanium and integrated jury president, who was sitting next to Mr. Lubars on the panel during the press conference, quipped: “Our entry budget was already used up.” (The Honda work was awarded a Gold Lion in the film craft and film categories on Saturday.)

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