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 Bronze winners

Funeral for kent – Sweden’s biggest rock band - Sony Music Entertainment Sweden

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Industry Records & Cinema Production
Media Film
Market Sweden
Agency Bud Fox Kent Stockholm
Production B-Reel
Creative Director Lars Bjurman
Art Director David Hammarström
Released May 2017


Lions Entertainment 2017
Entertainment For Music Fans, Social & Digital: Fan Experience: Multi-Platform Bronze Lion

Credits & Description

Title: Funeral For Kent – Swedens Biggest Rock Band
Agency: Bud Fox Kent, Indio, Sony Music Entertainment Sweden
Brand: Sony Music Entertainment Sweden
Country: Sweden
Entrant Company: Sony Music Entertainment Sweden, Stockholm
Advertising Agency: Bud Fox Kent, Stockholm / Indio, Stockholm / Sony Music Entertainment Sweden, Stockholm
Media Agency: Sony Music Entertainment Sweden, Stockholm
Pr Agency: Sony Music Entertainment Sweden, Stockholm
Production Company: Bud Fox Kent, Stockholm / United Stage Artist, Stockholm / B-Reel, Stockholm / Grandins Flying Circus, Stockholm / Indio, Stockholm
Artist: Kent (artist) (Sony Music Entertainment Sweden)
Managing Director: Mark Dennis (Sony Music Entertainment Sweden)
Senior Project Manager: Suzanne Rapp (Sony Music Entertainment Sweden)
Head Of Creative: Ellen Kvarby (Sony Music Entertainment Sweden)
Senior Promotion Manager: Sandra Nordin (Sony Music Entertainment Sweden)
Artist Manager: Micke Hagerman (Bud Fox Management)
Artist Manager: Hanna Fäste (Bud Fox Management)
Artist Manager: Filip Wilén (Bud Fox Management)
Art Director For Kent: Thomas Ökvist (Freelance)
Founder And Community Manager Of Kents Facebook Page: Henrik Ismarker (Freelance)
Founder And Kent Fan: Fredrik Lindblom (Freelance)
Director: Adam Berg (Indio)
Dop: Mattias Montero (Indio)
Producer: Simon Hernadi (Indio)
Producer: Marcus Nybladh (Indio)
Director: Joanna Nordahl (Indio)
Producer: Stella Hernström (Indio)
Executive Producer: Johan Lindström (Indio)
Ceo, Founder, Creative: Jakob Grandin (Gfc - Grandins Flying Circus)
Creative: Peter Björklund (Gfc - Grandins Flying Circus)
Project Manager: Marie Andersson (Gfc - Grandins Flying Circus)
Production Manager: Simon Ahlgren (Gfc - Grandins Flying Circus)
Creative Director: Lars Bjurman (B-reel)
Art Director: David Hammarström (B-reel)
Design: Johan Lindgren (B-reel)
Producer: Malin Sandquist (B-reel)
Development: Soham Qadri (Lifelike)
Ceo, Agent, Tour Producer: Anders Larsson (United Stage)
Artist And Label Services, Team Spotify Nordics: Team Spotify Nordics (Spotify)
-“kent” is regarded as Sweden’s biggest rock band, with a 26-year long career and 14 albums behind them.-kent planned to retire after releasing their final album and best-of-album, but how should a rock band retire in an authentic and honourable way? No rules exist.-In a disrupted music industry, music labels are tested to prove their reason-to-be. -Sony Music Entertainment Sweden meets this challenge by building an in-house creative department/analytics team, and strengthening their core offer, i.e. marketing/publicity work.-Communicating kent’s retirement was a milestone challenge for Sony Music Entertainment Sweden.
Campaign Description:
-A “NATIONWIDE YEAR LONG FUNERAL”, giving kent fans an organised chance to reminisce and “say goodbye” to kent with dignity – together with the band.-The main campaign symbol: A drummer girl with a skeleton-painted face, leading a farewell march.-Other campaign elements reflected a number of funeral traditions, with creative assets inspired by e.g. obituaries and memorial sites.-The “funeral” went through four distinct phases spread out over the year.
1/SPRING/March 13th-14thONLINE VIDEO TRAILER-Announces kent’s final album/farewell tour.-Trailer features “skull girl” marching with characters/symbols from kent album covers/singles/videos.-Released via kent’s social media channels.-Surprise release of single “Egoist”.2/SUMMER/May 18th-20thALBUM PRE-LISTENING EVENT/DIGITAL COUNTDOWN-COLLABORATION/ALBUM RELEASE-Unique tailored album pre-listening event in kent’s hometown/livestreamed.-Fans/public invited via kent’s social media and posters around Sweden.-Final album released following Spotify’s first video-based-24-hour-countdown takeover.-Press celebrated with kent-dedicated podcasts/tribute magazine/extensive press coverage. 3/FALL/September 16th-December 31stBEST-OF-ALBUM RELEASE/RELEASE “KENTIPEDIA"-Best-of-album with four new tracks released alongside interactive co-creation website “kentipedia”kentipedia:-Fans can scroll through kent’s entire history/add memories.-Nine influencers share kent-memories in online videos.-“kentipedia" becomes a permanent memorial site on New Year’s Eve.4)WINTER/September 23rd-December 18thFAREWELL TOUR-26 concerts/19 cities/4 countries. Three final arena shows in Stockholm.-Video to “Sista sången” (“The Last Song”) with concert footage released.- Fan-initiated farewell marches and church/gym say farewell.
MEDIA REACH-153 million media reach +553 articles (Swedish population=10 million).-Coverage biggest/most positive throughout kent’s career. E.g. Sweden’s largest news outlet published/sold kent-themed magazine. Swedish public service-radio produce 16-part-kent-themed podcast. ENGAGEMENT-All-time-high-activity in kent’s digital channels. E.g. Online-video trailer organic reach=3,608,84/views=1,800,000/likes=21,000/shares=13,681/comments=3,858.Pre-listening-event livestream-views=250,000. “kentipedia"=24,000 visits within 24h+1,540 fan-memories added.-Massive event/concert turnouts. E.g. Pre-listening-event held twice/sold out tour. -Independent initiatives: Fan-arranged farewell marches+pre/post-concert club-parties. Company-launched kent-themed campaigns/events/ads/websites/auctions.-Spotify creates whole kent-themed “Year in Music”-website.IMPACT/SALES-Within 24h of retirement-announcement, every 8th Swede listens to kent on Spotify.-All tracks from final album entered Spotify’s top-50 chart. -Final album+best-of-album entered #1-national-album-chart. -Final album certified platinum in sales and was the best selling Swedish album 2016.-Single “Egoist” entered Spotify-chart at #7. On national radio chart +5 months.-kent won two Swedish Grammy’s: Best Rock+Best Album.-kent now officially entitled “Sweden’s biggest rock band”.
-Put fans at the very centre of the campaign by e.g. encouraging co-creation.-Spark memories to get fans to reflect on and share what kent has meant to them.-Give fans and the media many opportunities to say farewell throughout the year, via distinct activations/creative assets divided into four phases, leading to a crescendo.-Seed news via key culture media and influencers to reach the broad mainstream, but remain high status with trendsetters.-Use kent’s digital channels and social media to break news throughout the campaign with tailored material. Communicate in real time through rapid response as activities take place.-Stay true to kent’s tone-of-voice: Dark, existential, grandiose.
SITUATION-kent, widely seen as Sweden's biggest rock band, decided to release their final album, a best-of-album, and retire in 2016.-kent’s career spans over 26 years. Therefore kent fans are a broad demographic group with different relationships to kent.-kent seldom give interviews.-kent’s rise from obscure small town band to celebrity means carefully balancing mainstream/niche communication.BRIEF-Promote kent’s final album “Då Som Nu För Alltid”, their best-of-album “Best of”, and related singles/music videos.-During the whole year, mainly focus on including/engaging kent’s fans in celebrating kent.-Promote kent’s tour with kent’s booking agent.OBJECTIVES-Unite fans from all kent eras/generations in campaign activities.-Maximise music sales (streaming/downloads/physical sales). -Both albums entering #1 on national album chart. -kent played on all major radio stations. -Maximise awareness (local/national) about kent’s music releases/kent’s retirement.-Secure kent’s legacy as Sweden’s biggest rock band.