This year, LIA has revamped the Entertainment & Content competition and added for the first time, Cultural Catalyst as a new category. Judging for these categories will commence 26th September and conclude with Statue Discussions on 30th September at Encore @ Wynn, Las Vegas. Geoff Edwards, Managing Director, Creative of GALE will be the first jury president of these two new and updated categories.
“The Entertainment & Content and Cultural Catalyst categories aren’t just new, they’re necessary.” explained Geoff Edwards. On why these categories are important, he said, “In a world where culture moves at the speed of a scroll, these categories recognize the work that earns its place in people’s lives. Entering into LIA, means you understand that entertainment, emerging technology, and culture aren’t supporting acts—they’re the main stage. They’re how brands go from crashing the moment to becoming the moment. How they don’t just reach audiences, they resonate with them. How they don’t just follow culture, they shape it. If that’s the work you’re doing, we want to see it.”
Entertainment plays an integral role in daily life. It reflects society and culture. The different media and platforms that brought us both visual and audio entertainment have also had great influence in shaping the way people think and act.
Just as “Think Different” (1997) changed the way we view computers – from tech geeks to a tool for creativity – there have been ads since then that have created more than just short-lived recognition. They are the ones that have created lasting movements that shaped our collective thinking and new norms. Advertising does not only change a brand, it can also change society and its culture.
“We are very pleased to have Geoff as Jury President for these two categories. Both of which are so much a part of the creative landscape today. Each member of this jury is a wonderful storyteller who has pushed the boundaries to deliver powerful messages and redefine creativity,” said Christina Shaw, VP – Awards, LIA.
