Several experts have presented what they think is the way forward for the advertising and communication industry at the Cannes International Advertising Festival 2006, and one word that has emerged with increasing frequency is ‘Titanium’. A general presumption is that Titanium Lions is to recognise a creative idea that has been given an integrated approach.
The Titanium jury, however, has decided to redefine the Titanium this year. Instead of issuing a shortlist, as was promised, Titanium Lions Jury President, David Lubars, issued a press statement on the penultimate day of the Cannes Lions that said, “Because Titanium Lions is such a prestigious and specialised award, the shortlist is short – three in total. We prefer to hold this list to avoid creating too much conjecture before the awards ceremony.”
The statement has raised some level of excitement around the award. There are mixed reactions with some agencies wondering if they have made it to the ‘short’ shortlist and several others stating if indeed Titanium is the way forward then it is a pity that agencies worldwide are finding it this difficult to take on the future road.
However, when some members of the jury were asked further on this, Universal McCann’s Nick Brien said, “People are assuming that Titanium means integrated when it doesn’t. Titanium was introduced to recognise what is next in advertising and communication. Perhaps last year it did not stick to this so much, but this year, the true essence of the Titanium has been brought back.”
Brien is insistent that Titanium means breakthrough work. “There were fantastic things in the integrated campaigns that we saw. An integrated campaign can win in just about any category, but not a Titanium. A Titanium work is a trendsetter; it defies all rules and writes new ones. This year, we have redefined the Titanium and you will see that in the entries that have been shortlisted.”
More on these awards would be heard on June 24, 2006, when the Titanium jury addresses the press and later when the winners in Films and Titanium Lions are announced.