Top Story

e4m_logo.png

Home >> Cannes >> Article

Cannes Lions 2006: Titanium redefined, addition of a separate Integrated category under consideration

26-June-2006
Font Size   16
Cannes Lions 2006: Titanium redefined, addition of a separate Integrated category under consideration

One of the highpoints of the Cannes Lions 2006 was the development around the Titanium Lions. The jury this year redefined the category, taking it back to what it stood for at the time of its inception. Another related development emerging from this was the Jury’s suggestion to Terry Savage, Executive Chairman of the Festival, to institute a separate category for Integrated next year.

The Titamium Jury is the only jury that doesn’t conform to the rules observed for the other jury panels in terms of geography and gender. Savage explained, “This is the most prestigious category there is and hence, comprises the best minds that are there in the business. This jury is constituted completely on the basis of talent.”

Speaking further on the redefinition, Jury President David Lubars said that the category was brought into existence to acknowledge breakthrough creative work when examples like BMW films were first seen. “Where else have you seen something so disruptive? Titanium has to challenge convention,” he added. Lubars further said that there were many entries in the category that were excellent ‘Integrated’ work but not Titanium.

The statement created significant confusion, but the Jury patiently put the point across that an idea that was never seen in any form before was presented via a new medium and was perfect even to the last detail of execution was Titanium. Lubars said here, “The point about a Titanium is that it would have not won in another category as that category may have not even been created as yet.”

Jury member Craig Davis added here, “It may not be even necessary that we have a Titanium each year – we may not, but this was the year of correction, where we have brought the true sense of why a Titanium was instituted in the first place.”

The most encouraging thing for the judges was the fact that the entry for Titanium Lions was from a small design agency in Japan called Barcode Design. Davis said, “It is very positive that something as inspiring as this has come from a design agency. This is a boost to the domain itself and the vision is to push the bar further to encourage creative minds to think differently in all aspects of a communication.”

The jury also admitted that the Cannes Lions did not have any category that would recognise Integrated Campaigns. Said Savage, “The Jury has advised that there is space for an Integrated category and in the forthcoming months we will discuss further on the procedures that would help us look into this further.”

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...