Die Bewertungskriterien für den Löwen in der Kategorie Mobile werden sich auf Kreativtät, Idee, Umsetzung und Relevanz im mobilen Umfeld beziehen. Als Einzelkategorien für den mobilen Löwen wird es geben: Creative Use of Technologie, Mobile Websites and Web Apps, Mobile Apps, Tablet Aps, Games, Rich Media Mobile Advertising und Integrated Campaigns led by Mobile.

Tom Eslinger freut sich über die Einführung des neuen Löwen und seinen Vorsitz der Kategorie: "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!"

Philip Thomas, CEO of Cannes Lions begründet die Einführung: "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."

Das Festival der Werbebranche findet vom 17 bis 23 Juni 2012 in Cannes statt.