Lanzada por primera vez en el año 2012, esta categoría dio inicio para premiar la creación o integración natural de contenido original en una marca. En esta ocasión se premiaron 63 piezas de las cuales 16 se llevaron Leones de Oro, 23 de Plata y 24 de Bronce. Este año ninguna pieza se llevó un Grand Prix.
Ecuador destaca una vez gracias a la agencia Maruri Grey por su pieza Blind Trip desarrollada para los Ministerios de Turismo y Transporte de nuestro país. Esta pieza también ganó un León de Oro en la categoría Directo y uno de Plata en Promo & Activation.
Además de Ecuador, otros países latinoamericanos como Brasil (4), Chile (1) y Perú (3) recibieron galardones. A continuación la lista completa. A continuación la lista:
| Branded Content & Entertainment Lions Winners | ||||||
| Title | Advertiser | Entrant / Contributing Company | Country | Production Company | Prize | |
| TINNYVISION | NZ TRANSPORT AGENCY | CLEMENGER BBDO WELLINGTON Wellington | NEW ZEALAND | CURIOUS FILM Auckland | Gold Lion | |
| THE GUN SHOP | STATES UNITED TO PREVENT GUN VIOLENCE | GREY NEW YORK | USA | RIVAL SCHOOL PICTURES New York / THE MILL New York | Gold Lion | |
| THE MARATHON WALKER | WATER FOR AFRICA | OGILVY PARIS | FRANCE | GANG FILMS Paris | Gold Lion | |
| 805 MILLION NAMES | UNITED NATIONS WORLD FOOD PROGRAMME | FORSMAN & BODENFORS Gothenburg | SWEDEN | NEW LAND Stockholm / ICONOCLAST Paris | Gold Lion | |
| COKE THIRST | COCA-COLA | J. WALTER THOMPSON BRAZIL São Paulo | BRAZIL | Gold Lion | ||
| THE ICE BUCKET CHALLENGE | THE ALS ASSOCIATION | THE ALS ASSOCIATION Washington | USA | Gold Lion | ||
| HOUSE OF MAMBA | NIKE | AKQA London / AKQA Shanghai | UNITED KINGDOM | Gold Lion | ||
| NAZIS AGAINST NAZIS – GERMANY’S MOST INVOLUNTARY CHARITY WALK | ZDK GESELLSCHAFT DEMOKRATISCHE KULTUR | GGH LOWE Hamburg / GRABARZ & PARTNER Hamburg | GERMANY | 27 KILOMETER ENTERTAINMENT Hamburg / HARVEST DIGITAL AGRICULTURE Hamburg | Gold Lion | |
| HOLOGRAMS FOR FREEDOM | NO SOMOS DELITO (WE ARE NOT CRIME) | DDB SPAIN Madrid | SPAIN | GARLIC TV Madrid / LA LIVINGSTON Madrid / 20 HUNGAROS Barcelona | Gold Lion | |
| MADDEN SEASON | EA SPORTS | HEAT San Francisco | USA | HUNGRY MAN Los Angeles | Gold Lion | |
| 3-SECOND COOKING “SHRIMP FRYING CANNON” & “SUPER FRIED DUMPLING” | NTT DOCOMO | TOKYU AGENCY Tokyo / NTT ADVERTISING Tokyo | JAPAN | AOI PRO. Tokyo | Gold Lion | |
| THE HIV+ ISSUE | VANGARDIST MAGAZINE | SAATCHI & SAATCHI SWITZERLAND Geneva | SWITZERLAND | PULSE FILMS London | Gold Lion | |
| THE ICE BUCKET CHALLENGE | THE ALS ASSOCIATION | THE ALS ASSOCIATION Washington | USA | Gold Lion | ||
| MAKEUP GENIUS | L’ORÉAL PARIS | McCANN PARIS | FRANCE | Gold Lion | ||
| MONTY’S CHRISTMAS | JOHN LEWIS PARTNERSHIP | ADAM&EVEDDB London | UNITED KINGDOM | BLINK PRODUCTIONS London | Gold Lion | |
| RABBIT RACE | MEDIA MARKT | OGILVY GERMANY Frankfurt | GERMANY | ENDEMOL BEYOND Cologne / MMC STUDIOS KOELN | Gold Lion | |
| THE ELECTRIC SAGA | EDF | HAVAS WORLDWIDE PARIS | FRANCE | QUAD PRODUCTIONS Clichy / 4 MECS EN BASKETS PARIS | Silver Lion | |
| STRUCK BY A RAINBOW | WRIGLEY CANADA | BBDO Toronto | CANADA | THE CORNER STORE Toronto | Silver Lion | |
| NINJA HIGH SCHOOL GIRL | SUNTORY BEVERAGE & FOOD | HAKUHODO Tokyo / HAKUHODO KETTLE Tokyo | JAPAN | Silver Lion | ||
| BARELY LEGAL PAWN | AUDI OF AMERICA | PMK*BNC New York | USA | PAULILU Los angeles | Silver Lion | |
| THE RETURN OF LASSO | NBC SPORTS | THE BROOKLYN BROTHERS New York | USA | MOXIE PICTURES New York | Silver Lion | |
| MADDEN SEASON | EA SPORTS | HUNGRY MAN New York | USA | HUNGRY MAN New York | Silver Lion | |
| MORTAL TIMELINE | INTOUCH INSURANCE | BBDO RUSSIA GROUP Moscow | RUSSIA | FIBR FILM PRODUCTION Moscow | Silver Lion | |
| PROUD WHOPPER | BURGER KING | DAVID Miami | USA | SMUGGLER New York | Silver Lion | |
| SUPERPOWER FOR HIRE: RISE OF THE PRIVATE MILITARY | ACTIVISION | VICE MEDIA / 72ANDSUNNY Playa Vista | USA | Silver Lion | ||
| THE GAME BEFORE THE GAME | BEATS BY DR. DRE | R/GA LONDON | UNITED KINGDOM | THE SWORD FIGHT Los Angeles / ROCK PAPER SCISSORS Santa Monica / BREWSTER PARSONS Los Angeles | Silver Lion | |
| RADIO PRIDE PARADE | BILLBOARD BRASIL | OGILVY BRASIL São Paulo | BRAZIL | Silver Lion | ||
| HORSE WITH HARDEN | FOOT LOCKER | BBDO NEW YORK | USA | THE KITCHEN @ BBDO New York | Silver Lion | |
| SAMSUNG SLIDELINER | SAMSUNG AUSTRALIA | TRAFFIK Sydney | AUSTRALIA | ANTONYM Sydney | Silver Lion | |
| THE LAST SHOT | JORDAN BRAND | AKQA San Francisco | USA | LOS YORK Santa Monica | Silver Lion | |
| BLIND TRIP | MINISTRY OF TRANSPORTATION AND TOURISM | MARURI GREY Guayaquil | ECUADOR | MARURI PRODUCTIONS Guayaguil | Silver Lion | |
| PRETZEL BACON CHEESEBURGER – YES, YES, YES | WENDY’S | VML Kansas City / KETCHUM New York | USA | LIQUID 9 Kansas City | Silver Lion | |
| THE BERLIN WALL OF SOUND | SOUNDCLOUD | GREY GERMANY Düsseldorf / GREY GERMANY Berlin | GERMANY | Silver Lion | ||
| SKIP AD FESTIVAL | SONY ENTERTAINMENT TELEVISION | PUBLICIS BRASIL São Paulo | BRAZIL | Silver Lion | ||
| THE EVEREADY BOOK OF PLAY | ENERGIZER MALAYSIA | TBWA GROUP KUALA LUMPUR | MALAYSIA | RESERVOIR WORLD SDN BHD Kuala Lumpur / CANANG STUDIO Petaling Jaya | Silver Lion | |
| FIRST PERSON LOVER | BJÖRN BORG | GARBERGS Stockholm | SWEDEN | Silver Lion | ||
| GISELE BÜNDCHEN – I WILL WHAT I WANT | UNDER ARMOUR | DROGA5 New York | USA | SMUGGLER New York | Silver Lion | |
| TAP THRU | LOWE’S | BBDO NEW YORK | USA | JAKE MILLS PRODUCTIONS New York | Silver Lion | |
| #LIKEAGIRL | PROCTER & GAMBLE | LEO BURNETT TORONTO / LEO BURNETT CHICAGO / LEO BURNETT LONDON / HOLLER London | CANADA | CHELSEA PICTURES Los Angeles | Silver Lion | |
| WI FI DOGS | DEUTSCHE TELEKOM | DDB GROUP GERMANY Berlin | GERMANY | COMMUNITY FILM Münich / PIRATES ‘N PARADISE Düsseldorf / SMUGGLER London | Bronze Lion | |
| ABORTION TUTORIALS | MILES CORPORATION | GREY CHILE Santiago | CHILE | FUNKY FILMS Santiago | Bronze Lion | |
| RABBIT RACE | MEDIA MARKT | OGILVY GERMANY Frankfurt | GERMANY | ENDEMOL BEYOND Cologne / MMC STUDIOS KOELN | Bronze Lion | |
| ONE RAND MAN | SANLAM | KING JAMES GROUP Cape Town | SOUTH AFRICA | ARCADE Cape Town | Bronze Lion | |
| SWEAT IT TO GET IT | GATORADE | TBWA\CHIAT\DAY Los Angeles | USA | CAVIAR Los Angeles | Bronze Lion | |
| UNBELIEVABLE CAMPAIGN | PEPSICO | AMV BBDO London | UNITED KINGDOM | LITTLE DOT STUDIOS London | Bronze Lion | |
| LIVING WITH LAG | UMEÅ ENERGI / UME.NET | ANR BBDO Stockholm | SWEDEN | STOPP/FAMILY Stockholm / HARD HAT Stockholm | Bronze Lion | |
| THE SNICKERS WRITE-OFF | MARS CHOCOLATE NORTH AMERICA | BBDO NEW YORK | USA | Bronze Lion | ||
| RADIANT RETURN | PZ CUSSONS | DDB GROUP MELBOURNE | AUSTRALIA | EXIT FILMS Melbourne | Bronze Lion | |
| KIDS READ MEAN TWEETS | CANADIAN SAFE SCHOOL NETWORK | JOHN ST. Toronto | CANADA | OPC Toronto / SAINTS EDITORIAL Toronto / THE VANITY Toronto, ON | Bronze Lion | |
| REVIVEAPHONE | REVIVEAPHONE | lg2 Montréal | CANADA | 1ONE Montréal | Bronze Lion | |
| WATCH PORN, SAVE YOUR LIVE | PORNHUB NETWORK | McCANN LIMA | PERU | PATRIA Lima | Bronze Lion | |
| SOCCER FATIGUE SENSOR | VOLKSWAGEN DO BRASIL | ALMAPBBDO São Paulo | BRAZIL | Bronze Lion | ||
| WHAT LIVES INSIDE | INTEL + DELL | PEREIRA & O’DELL San Francisco | USA | RSA FILMS Los Angeles / MPC Santa Monica / LAUNDRY! Los Angeles | Bronze Lion | |
| THE CONCERT NO ONE WAS WAITING FOR | BBVA | FAHRENHEIT DDB Lima | PERU | PATRIA Lima | Bronze Lion | |
| BUD LIGHT WHATEVER, USA LAUNCH 2014 | AB-INBEV | ENERGY BBDO Chicago / MOSAIC Chicago, IL | USA | CAVIAR DIGITAL Los Angeles | Bronze Lion | |
| XPERIA UNDERWATER STORE | SONY MOBILE COMMUNICATIONS | FP7/DXB Dubai | UNITED ARAB EMIRATES | Bronze Lion | ||
| ZOOLANDER RETURNS TO THE RUNWAY | PARAMOUNT PICTURES | WME|IMG New York / CATALYST PUBLIC RELATIONS New York | USA | RED HOUR Los Angeles | Bronze Lion | |
| SEASTARS | WWF THE NETHERLANDS | OGILVY & MATHER AMSTERDAM | THE NETHERLANDS | NOT TO SCALE AMSTERDAM / MEDIAMONKS Amsterdam | Bronze Lion | |
| TRUTH – LEFT SWIPE DAT | AMERICAN LEGACY FOUNDATION | 72ANDSUNNY Playa Vista | USA | DNA FILMS Los Angeles | Bronze Lion | |
| DON’T DIE FOR ME | NGO VIDA MUJER | CIRCUS GREY Lima | PERU | REBECA Lima | Bronze Lion | |
| PROJECT ARCHITEUTHIS | U.S. NAVY | LOWE CAMPBELL EWALD Detroit | USA | Bronze Lion | ||
| UNSKIPPABLE | GEICO | THE MARTIN AGENCY Richmond | USA | PARK PICTURES New York | Bronze Lion | |
| YOUTUBE ARRELS | ARRELS FUNDACIÓ | THE CYRANOS//McCANN Barcelona | SPAIN | OXIGENO Barcelona | Bronze Lion | |
| Total: 63 | ||||||
KVYV
MarketingActivo es Media Supporter del Festival Cannes Lions