Geoff Edwards on Finding Entertainment Projects that “Live in the Pantheon of Cannes Lions Excellence”

The Entertainment Lions celebrate “creativity that turns branded content into culture”. And this year, GALE’s MD of creative, Geoff Edwards, is the person in charge of finding those unskippable, entertaining ideas.

Prior to GALE, Geoff was ECD at Media Arts Lab, R/GA, CAA, and TAG McCann, and he has previously shared his expertise in advertising and entertainment on four Cannes Lions juries, as well as at The LIAs and One Club - both times as the president of Branded Entertainment juries.

Geoff’s career has become intertwined with entertainment over the years, notably co-founding Spike DDB with filmmaker Spike Lee in 1996, and creating the milestone Halo 3 ‘Believe’ campaign that helped make the title the highest grossing video game within 24 hours in history.

LBB’s Ben Conway caught up with Geoff ahead of Cannes Lions 2024 to find out what he and his jury of experts will be looking out for during judging, and why entertainment is “the most powerful force on earth”.

LBB> You’ve had your own share of experiences with entertainment, especially the gaming world, via your work on the ‘Halo 3’ marketing campaign. How have you seen gaming evolve as a way to connect brands to people since then?

Geoff> Since ‘Halo 3’ was recognised for both the Integrated and Titanium Grand Prix awards in 2008, the category has exploded! The global video game market grew to $242.39 billion in 2023 and it has continued to climb. Wearables like Apple Vision Pro and mobile gaming are introducing casual gamers into the fold. New platforms, partnerships and gaming tournaments are launching annually. And, finally, gaming marketing continues to blur the lines between fantasy and reality, as seen in the Grand Prix-award-winning Clash of Clans fake history campaign. Gaming is also becoming more inclusive. This year, GALE launched the first ever ‘Milk Cup’ a women's gamer tournament in partnership with Fortnite. Gaming is growing and connecting with everyone today!

LBB> You also co-founded Spike DDB - what have you learnt about entertainment from an entertainment expert - your friend and collaborator, Spike Lee?

Geoff> Spike DDB was founded in 1996 before entertainment marketing was even a thing. Spike has always had a passion for marketing, which dates back to his relationship with the Nike brand. He was the first marketer to use a film character as a brand ambassador: Mars Blackmon, Michael Jordan’s greatest fan. And we aligned on Spike DDB being the first-ever branded entertainment solution for clients. This was an entertainment masterclass for me at a young age. Once I learned the craft, I never turned back.

LBB> How are you preparing yourself and your jury for the jury room this year?

Geoff> This is a career milestone for me. I feel like I’ve prepared for this for years. I’ve judged four categories at Cannes: Film, Glass, SDG, and Entertainment. Simon Cook and Lisa Bennett did the hard work of curating an amazing, diverse and global Entertainment Lions jury. My job is to facilitate a conversation and uphold the standard of creative excellence that’s associated with Cannes Lions. Further preparation included assembling a small advisory group of friends and former colleagues who have led juries and have coached me through this process. 

I’m coaching my team through this process by making sure we cover three important points: 1) Work that lives in the pantheon of Cannes Lions excellence. 2) Work that pushes the Entertainment Lions to own and award true entertainment. 3) Work that meets the category definition as written and agreed upon. 

And, of course, have fun.

LBB> What is it about the Entertainment category that really excites or interests you?

Geoff> Entertainment makes us feel all the things! When it’s done well, it’s the most powerful force on Earth. I love it because it’s also nebulous. Plus, it changes every year, because the entertainment industry changes every year. Technology, film, episodic, documentary, live experiences, gaming and music make this an exciting and interesting category.

LBB> What are the current big debates within that specific category - or more generally across the industry - that you expect to see coming through in the judging?

Geoff> AI and user-generated content (UGC). And, although this is certainly the talk of the industry, the Entertainment category hasn’t yet seen this emerging technology reflected in the work. Perhaps it’s because it’s in a beta stage. Or perhaps it’s because brands are taking a wait-and-see attitude to its impact. Whatever it is, I hope we begin to see these emerging technologies in Entertainment next year.

LBB> Humour is the big new 'culture and context' sub-category this year - how do you think comedy could be better leveraged, specifically in the Entertainment category?

Geoff> Humour just needs to be funny. But comedy is subjective. On a global stage, comedy can only be leveraged through interpretation. Humour requires context and translation based on what part of the world it’s from. Cannes Lions brings the world together and comedy is a universal language, but the nuance of what’s funny in the UK is very different from what’s funny in Thailand, India or Germany, for instance. 

LBB> How do you expect AI to impact your category?

Geoff> I don’t. Not this year. But in years to come, it may, and will most likely, dominate the category - and all others for that matter. But we’re all quickly learning its capability, so we can be first to market on behalf of our clients and their business strategies.

LBB> Looking at last year's Grand Prix winners how do you think this year’s entries will have built on, and differ from, those? Both ‘The Greatest’ and ‘Dreamcaster’ were focused on accessibility and representation - will that be a continued theme? 

Geoff> The pandemic’s greatest gift was getting us to think about our mortality, as well as that of others. We were superheroes before that dark moment, and the work was selfish. Last year, Cannes Lions awarded work that cares. Brands that care. Products that improve the life of the differently abled. Every category felt like a PSA category for campaigns that took on difficult themes, including racism, sexism, shaming, gun violence, transgender rights and Alzheimer's. I was fortunate enough to judge SDG last year in the midst of this movement, and I can tell you for a fact that it wasn’t a phase. It will continue. And I hope brands fold these initiatives into their annual plans.

LBB> Cannes is also a time of celebration. What will you be celebrating this year?

Geoff> This year, I have a lot to be grateful for. Health. Family. Friends. The success of my non-profit, SATURDAY MORNING. And, of course, this year’s appointment of president of the Entertainment Lions. 2024 is trending well.