Cannes Lions to have a 'Product Design' category

New for 2014:
Might be great, lots of exposure, I wonder who the judges will be.

“The definition of Product Design for the purpose of Cannes Lions is the applied use of physical products in aiding the communication of a brand ethos as well as its use to have a positive impact on improving people’s lives.”
this sub-category stuck out:
“A20. Collaborations
Products in partnership with designers, celebrities etc.”

and I’m glad they’ve included this:
“What is the difference between Design and Product Design? Where should I enter my new printer?
Graphic Design is the creation of brand identity and its touch points. E.g. The promotional materials created for your new printer (website, posters etc.)
Product Design relates to brand communication through the product itself. E.g: The printer”