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Entertainment Category

  • D&AD Awards 2020

Entertainment where a brand is an integral feature of a story or experience, which people feel compelled to watch, seek out and share. Includes film, immersive experiences, audio, apps, games and more.

Subcategories

You can enter your work in the following subcategories.

  • 5001 - Fiction Film up to 5 mins

    Fictional branded entertainment of up to 5 minutes. Includes viral films, game-inspired films, interactive films, spots and short form content, shown on digital and/or offline platforms.
  • 5002 - Fiction Film 5-30 mins

    Fictional branded entertainment between 5 and 30 minutes long. Includes viral films, game-inspired films, interactive films, spots and short form content, shown on digital and/or offline platforms.
  • 5003 - Fiction Film over 30 mins

    Fictional branded entertainment over 30 minutes long. Includes viral films, game-inspired films, interactive films, spots and short form content, shown on digital and/or offline platforms.
  • 5004 - Non-Fiction Film up to 5 mins

    Non-fiction (unscripted, documentary, reality series) branded entertainment of up to 5 minutes. Includes viral films, interactive films, event content, spots and short form content, shown on digital and/or offline platforms.
  • 5005 - Non-Fiction Film 5-30 mins

    Non-fiction (unscripted, documentary, reality series) branded entertainment between 5 and 30 minutes long. Includes viral films, interactive films, event content, spots and short form content, shown on digital and/or offline platforms.
  • 5006 - Non-Fiction Film over 30 mins

    Non-fiction (unscripted, documentary, reality series) branded entertainment over 30 minutes long. Includes viral films, interactive films, event content, spots and short form content, shown on digital and/or offline platforms.
  • 5007 - Integrated

    Fully integrated campaigns consisting of branded entertainment successfully executed across multiple platforms e.g. online, press, TV and radio.
  • 5008 - Immersive

    Branded entertainment that is immersive and device-led. Includes use of mixed realities and AI. Experience-led activations, such as live stunts or events, should be entered into the Experiential category.
  • 5009 - Sponsored

    Promotional branded entertainment that is sponsored by a secondary brand or company. For example, a music video that features - and is sponsored by - a product.
  • 5010 - Audio

    Audio and musical content that integrates the brand into the script or composition. Includes live broadcasts and podcasts. For branded music videos, see the Sponsored category.
  • 5011 - Apps

    Apps that have been commissioned or produced by a brand, where the brand is integrated into the app functionality or narrative.
  • 5012 - Games

    Branded games, gaming activations or esports. Can be played online or offline, on apps or mobile devices. May include interactive experiences that use of AI, mixed realities and other technologies to bring the idea to life. For product placement and in-game advertising, see the Digital category.
  • 5013 - Use of Audience

    Branded entertainment that invites customer or user submissions, or interacts with users in a secondary way e.g. via second screen.
  • 5014 - Use of Micro-Talent/Influencers

    Branded entertainment that uses micro-talent or micro-influencers - those with niche audiences or a lower count of followers - to increase engagement and target specific markets.
  • 5015 - Use of Talent & Influencers

    Branded entertainment that uses popular social media influencers or celebrities, usually with a following of 100,000+, to increase engagement and target specific markets.
  • 5016 - Writing for Entertainment

    Copy written for entertainment purposes. Includes writing for film, games, apps and audio where the brand is an integral feature of the story or experience. Only for work that was commercially released in English. This is to ensure that the writing is judged fairly, not based on translations. 

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