What This Year’s Lion Winners Tell Us About Branded Entertainment Today

P.J. Pereira on balancing the investment for brand and audience

CANNES, France—P.J. Pereira, a key architect of today’s branded content through Pereira & O’Dell projects like The Beauty Inside five years ago and the Netscout film Lo and Behold this year, was president of the 2017 Entertainment Lions jury here at Cannes. He used the opportunity to espouse, once again, his view that the best branded entertainment balances two types of investment—money from the brand, and time from the audience.

Adweek sat down with Pereira after judging was over to talk more about the state of branded entertainment. In the video above, he talks about Lo and Behold, which won two golds in Entertainment this year, as well as the rest of his jury’s winners list. And he also tells us where he thinks branded entertainment is headed as a discipline.

Below, see this year’s Grand Prix and gold Lions in the category.

• Santander Bank / Beyond Money / MRM//McCann Madrid / Grand Prix
• Netscout / Lo and Behold / Pereira & O’Dell, New York / 2 Gold Lions
• UNDP Kosovo / Home / Black Sheep Studios, London / Gold Lion
• Monoprix / Label of Love / Rosapark, Paris / Gold Lion
• Sandy Hook Promise / Evan / BBDO New York / Gold Lion
• Mondelez International / From the Start / OgilvyOne Athens / Gold Lion
• Vida Mujer Organization / A Love Song Written by a Murderer / Circus Grey Peru, Lima / Gold Lion
• Absolut / One Source: Campaign / VML, Johannesburg / Gold Lion
• Glasgow School of Art / Ash to Art / J. Walter Thompson, London / Gold Lion
• Boost Mobile / Boost Your Voice / 180LA, Santa Monica / Gold Lion
• Channel 4 / We’re the Superhumans / 4Creative, London / Gold Lion
• Nike / Unlimited Stadium / BBH, Singapore / Gold Lion