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

26-June-2006
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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.”

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