Awards » Cannes Lions » Lions Entertainment 2017

Lions Entertainment 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.


Lions Entertainment

21 - 22 June 2017

Final entry deadline: 20 April 2017.

Building brands in popular culture

The entertainment model is evolving. How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright, but uncertain. Who will win and who will lose? Forward-thinking people from across the entertainment, commercial and creative communities are inventing new ways to leverage the power of popular culture to build brands. They represent talent and entertainment franchises as well as labels, studios, platforms and publishers. 

That’s why Cannes Lions launched Lions Entertainment in 2016. Across two days during the main Festival week, a new and different crowd gather in the Palais to discuss the creation of culture that has commercial impact. Inquisitive clients come to seek out partners with extraordinarily deep insight into how people live and shop, so they can use this knowledge to elevate their brands. Film producers, record label execs, TV commissioners, sports promoters and gaming entrepreneurs rub shoulders with global brands and a new breed of creatives.

Lions Entertainment 2017 Grand Prix winners

Beyond Money

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Industry Banking & Financial Services
Media Film
Market Spain
Agency MRM/McCann Spain
Creative Rafa Merino, Jesús Revuelta, Miguel Bemfica, Dani Requena, Yerai Gómez, Sergio Villarrubia, Marcos Martínez, Rubén Sánchez
Production OXIGENO
Director Kike Maillo
Released May 2017


Cannes Lions 2017
Film Branded Content & Entertainment : Long Fiction Film (over 10 minutes) Gold Lion

Credits & Description

Original Title: Cuánto. Más allá del dineromart
Category: Finance
Media: Content
Brand: Santander/ Banco Santander
Agency: McCann
Geo: Spain
Advertising Agency: MRM/McCann, Spain
Creatives: Miguel Bemfica, Jesús Revuelta, Rafa Merino, Marcos Martínez, Yerai Gómez, Rubén Sánchez, Sergio Villarrubia, Dani Requena
Writer / Director: Kike Maíllo
Starring: Adriana Ugarte, Con Miquel Fernández, Will Shepard, Bárbara Goenaga
Director of hotography: Alex Catalán
Producer: Sara Muñoz
Accounts team: Germán Fritzsch, María Cosmen, Helena García, Rubén Mateos
Strategic planning: Raquel Espantaleón
Production company: Oxígeno
Music: Josep Villagut
Musical production: Summer Music
Published: May 2017

AN IDEA BY: MRM/McCann Spain

Adriana Ugarte
Con Miquel Fernández
Will Shepard
with a special appearance by Bárbara Goenaga


Elena Alti, Marina Peña, Sergio Ramírez

Miguel Bemfica, Jesús Revuelta, Rafa Merino,
Marcos Martínez, Yerai Gómez, Rubén Sánchez,
Sergio Villarrubia, Dani Requena.

PRODUCER: Sara Muñoz

ACCOUNTS TEAM: Germán Fritzsch, María Cosmen, Helena García,  Rubén Mateos,
STRATEGIC PLANNING: Raquel Espantaleón
MUSIC: Josep Villagut

Description: The challenge: How do you communicate the launch of the new bank product to Millennials who have grown up during the crisis and blame the banks for the downturn? Solution: by challenging the concept of wealth, by talking about valuing experiences more than money – just like the 123 SMART Account does: it offers experiences beyond money, including access to education programs, online training, grants and many more.

In order to connect with the key generation for the brand, and to sell them a new product, Santander Bank communicates a millennials-like point of view regarding the money-experience balance, reformulating the concept of wealth and taking it beyond money. In the same way that it positions the product as an account that goes beyond money, the campaign highlights its non-financial benefits.And it does so by radically changing its traditional approach. This is the first time the bank launched a movie instead of an advertisement.
Campaign Description:
Beyond Money, a sci-fi short film set in a dystopian future where you can buy and sell experiences stored in your memory. The film tells the story of Lucia and her search for the balance between money and experiences. And get the audience to think: what's worth more: experiences or money?The story allows the bank to engage young people with a philosophical question about the value of money and experiences, which is what the product does through its financial and non-financial offers.
Reach7.3 M in the first week.EngagementOn video on demand platforms, "Beyond Money" scored higher than blockbusters like “Fast & Furious”, “Pirates of the Caribbean” or “Bridget Jones’s Baby”, and was ‘featured content’ for 2 days, at the same level as the Classico soccer match between Madrid-FC Barcelona.Just on the opening day, more than 10,000 young people from all over Spain went to the main agency branches of 50 Spanish provinces and 14 movie theaters to see the film. The negative brand sentiment decreased 29% since the premiere. ImpactThe first two weeks achieved 35 % of the annual goal of account sign up.- At Movistar+, the main VOD platform in Spain, the users review average was 4.5 points out of 5. Better than Hollywood blockbusters (image attached) - In the FilmAffinity "branded films" ranking, "Beyond Money" is above pieces as awarded as The Spanish National Lotterys' "Justino", the Nike's "Black Mamba" or even some of the BMW's episodes of "The Hire". (The ranking: )- Additional information: in just 1 month, the campaign have reached 54% of recruitment target for the entire year.
Spanish millennials have grown up suffering with the economic crisis and blame it on the banks. (71% would rather go to the dentist than listen to commercial proposals coming from banks).In addition, Santander Bank is perceived as one of the oldest in Spain, and the average age of its clients is around 50 yearsIn 2017, Santander launches the 1|2|3 SMART Account, offering not only financial benefits but youth-oriented services and experiences.In a context of indifference and rejection regarding the financial sector, a bank needs to sell a product to a key audience that does not even want to listen to them.
A 17' sci-fi thriller directed by a famous Spanish director, Kike Maillo, and starring Adriana Ugarte (the star of the latest Almodóvar film). The film was promoted and distributed in the media like any feature film. With its own trailers and posters in all possible media and formats, including television and radio interviews with the protagonists.The film was screened in 14 Spanish cinemas, distributed on 5 TV channels, and is available on Spain's 2 main VOD platforms (Movistar + and Yomvi). In addition to being available online in the same website where you can join the account 1|2|3 Smart.The Santander branches were part of the promotion of the campaign (through the broadcast of the trailer and the posters of the film) and of the diffusion phase (becoming projection rooms on the day of the premiere), attracting millennials in a massive way.
The project is conceived as a product of entertainment, from conception of the idea, promotion, to the design of the dissemination plan. Santander Bank (the largest of the eurozone) connects with millennials by transmitting a new point of view through entertainment, which improves the engagement and sales results more than any previous advertising campaign aimed at the same target.