Cannes to launch Mobile Lions in 2012 – Saatchi’s digital CD Tom Eslinger appointed first jury chair

The International Festival of Creativity – Cannes Lions – has announced that Mobile will be added as a new awards section, launching at the 2012 Festival. Tom Eslinger, the former digital CD at Saatchi’s Auckland in the early 2000s – now digital creative director of Saatchi & Saatchi Worldwide – will preside over the Mobile Lions jury in its inaugural year.

Mobile Lions will reward the best work which lives on or is activated by a mobile device, app or mobile web. The judging criteria will be based on creativity and the idea, execution (usability, user experience, craft and design), relevance to the mobile platform and results (level of user engagement and any quantifiable outcomes). The categories for the new Mobile Lions will include Creative Use of Technology, Mobile Websites and Web Apps, Mobile Apps, Tablet Apps, Games, Rich Media Mobile Advertising and Integrated Campaigns led by Mobile.

The jury will be made up of experts in mobile from digital agencies and applications development, and will award Lions to the best use of mobile in marketing campaigns with the winners being announced alongside the Press, Cyber and Design Awards Ceremony taking place on Wednesday 20 June in Cannes.

Says Philip Thomas, CEO of Cannes Lions: “Mobile has been part of the Lions for some years, within other sections such as Cyber and Film, and a large number of winning campaigns in sections like Media, Design, Direct and Outdoor have made significant use of mobile technology. By carving it out of the other sections, we are simply reflecting the importance of mobile in the media mix, and we are delighted that Tom Eslinger has agreed to step up and lead as jury president. The category could not be in better hands in its launch year.”

Joining Saatchi & Saatchi New Zealand as a creative director in 1998, U.S. born Eslinger began creating mobile ideas launching projects for Rugby Super 12, the New Zealand All Blacks, Telecom, NZ Dairy Foods and the NZ Retirement Commission. More recently, he has worked across applications, augmented reality and games for Toyota, 3M, Burton Snowboards, Coca-Cola, T-Mobile and Visa.

Now based in London, Eslinger works across Saatchi & Saatchi’s worldwide digital capability and in 2002 was appointed to the Worldwide Creative Board where he leads the creative growth of Saatchi & Saatchi’s worldwide digital team, adding new teams and capabilities. He is a multiple Cannes Lion winner and has previously served on the Cyber and Titanium and Integrated juries before presiding over the Cyber Lions jury in 2007.

Says Eslinger: “It’s always an honour to be asked to join a jury and awesome to be asked to be president for a new category, especially one I have a deep passion for. I’ve been creating mobile ideas for over a decade and I’m stoked that Cannes Lions has chosen this particularly exciting time to start recognising the best ideas created for mobile devices, apps, sites and other new and wonderful permutations. I’m keen to get started!”

Learn more about Tom Eslinger’s thoughts on Mobile in a special Cannes Lions feature.

Additional information on Mobile Lions will be available when entries open on 26 January 2012. Branded Entertainment Lions will also launch next year with details being made available shortly.

The new look Cannes Lions 2012 website launches today with up to date information on the Festival and awards, interviews with key industry members, video content and much more in the lead up to the Festival.