Wonder Sydney’s ‘The Great Crusade’ comedic web episodes for Qantas won gold in the Cannes festival’s inaugural run of its Branded Content & Entertainment category.

Australia picked up three Lions overall in the new category with Host’s ‘Kiwisceptics’ for Air New Zealand and CumminsRoss Melbourne’s ‘Open Call Series’ for Jacob’s Creek both claiming bronze.

US shop Creative Artists Agency won the Grand Prix with ‘Cultivate Campaign’ for fast food brand Chipotle.

Commenting on the progress of branded content as an approach, Cannes festival CEO Philip Thomas said the method had reached a tipping point. “The worst thing we can do is launch a category that is either too late or too early in its development,” Thomas said. “We decided that time is right for branded content. We thought we’d get 400 entries – we got 800.”

Gold Lion winner ‘The Great Crusade’ episode one:

Grand Prix winning campaign: