The shortlist of the final category – Titanium and Integrated Lions – was announced on June 22 at the Cannes Lions International Advertising Festival 2007. And not even one Indian entry has made it to this shortlist.
India had sent four pieces of work for this category. These included O&M Delhi’s work for World Society, entry titled ‘Save the World’, and two works from O&M Bangalore – one for Rohan Developers, entry titled ‘Rusty’, and another one for Hutch, entry titled ‘Incidents’. The fourth entry was from Ambience Publicis for Marico Ltd, entry titled ‘Parachute Advanced Massager’.
The fact that this is one the toughest and most prestigious of all categories of the festival is also seen in the number of entries sent from across the world for this category. This year there are 324 entries in this category whereas some of the other categories have as many as 6,000-7,000 entries.
The Titanium Lion, a brainchild of Dan Wieden, was launched in 2003. After undergoing various changes, this year the Titanium category has become the Titanium and Integrated Lions, wherein Titanium Lions and Integrated Lions would be awarded to deserving entries.
The Titanium Lion would be awarded to the most breathtaking, breakthrough idea. The attendees of the festival were shocked last year when an agency from Japan walked away with this award for the ‘Barcode’ campaign.
Since Integrated Lions also would be awarded in this category this year, this Lion would be presented to high standard, state of the art campaigns.