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

Keepers Of The Game

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market United States
Agency Tribeca
Production Flatbush Pictures
Director Judd Ehrlich
Released October 2016


Lions Entertainment 2017
Entertainment Audiovisual Branded Content: Cinema & Theatrical: Non-Fiction Film Bronze Lion

Credits & Description

Title: Keepers Of The Game
Agency: Tribeca Digital Studios, The Dicks Sporting Goods Foundation
Brand: Dicks Sporting Goods
Country: USA
Entrant Company: Tribeca Digital Studios, New York
Advertising Agency: Tribeca Digital Studios, New York / The Dicks Sporting Goods Foundation, Coraopolis
Production Company: Tribeca Digital Studios, New York / Flatbush Pictures, New York
Chief Executive Officer: Edward W. Stack (Dicks Sporting Goods)
President: Lauren Hobart (Dicks Sporting Goods)
Vice President, Brand Marketing: Ryan Eckel (Dicks Sporting Goods)
Brand Director: Frank Igrec (Dicks Sporting Goods)
Supervising Producer: Michelle R. Carney (Tribeca Studios)
Supervising Producer: Willy Friedman (Tribeca Studios)
Director Of Production: Sarah Walker (Tribeca Studios)
Director: Judd Ehrlich (Flatbush Pictures)
Producer: Aidan Tumas (Flatbush Pictures)
Senior Manager - Brand Producer: Rebecca Covington (Dicks Sporting Goods)
Documentarians from around the US were asked to submit story treatments focusing on a youth sports team facing budget cuts and other challenges. Once filming began, crews followed the Salmon River girl’s lacrosse team for an entire season, capturing their struggle for funding, their fight to play what’s considered a man’s sport in their community, and ultimately their perseverance as athletes. The film premiered at the Tribeca Film Festival and was released theatrically in New York and Los Angeles. The film also ran on ESPN/ABC, all US VOD platforms and Netflix.
DICK’S created a true cinematic work that was positively reviewed by the New York Times and LA Times. The film played in theaters, aired on ESPN and was acquired by Netflix. But most importantly, we increased donations to our cause of funding youth sports and we increased the number of organizations applying for grants.
Ad blockers, short attention spans, and the emergence of a generation of consumers who refuse to watch traditional advertising, all conspired to make it incredibly difficult to engage with consumers through traditional advertising. The current climate in traditional advertising forced DICK’S to look for new ways to communicate with customers. Keepers of the Game was created to build a deeper connection with audiences than traditional advertising.
Campaign Description:
A feature length documentary film with a lasting message that could engage the widest possible audience via windowed multi-platform distribution and have relevance well beyond the initial release to support continued fundraising and grant approval efforts.
Sports funding is being cut from US schools, especially in struggling communities, where sports are the only thing keeping kids in school. The DICK’S Sporting Goods Foundation’s Sports Matter initiative wanted to help, but we needed a story that made people aware of the problem and care enough to act.
DICK’S Sporting Goods engaged with a third party to help oversee development, production and distribution, including finding the best filmmakers and most compelling community and team to focus on. The production followed the team for an entire season and crafted the strongest narrative while still delivering on the brand brief.