Taproot Dentsu’s Adidas Odds campaign is the only campaign from India in the running for Titanium Lions award. A total of 21 entries have been shortlisted in this category. Shortlists for two categories - Integrated Lions and Titanium Lions - were announced on Day 6 of the 64th Cannes Lions Festival of Creativity.
The Titanium Lions, which celebrates game-changers, recognises campaigns that break new ground in branded communications. The Adidas Odds initiative designed especially for para-athletes, primarily blade runners, gives them a pair of the same side footwear they need, instead of a generic pair.
No entry from India has made it to the Integrated Lions shortlist this year. Last year BBDO Mumbai was the solo agency from India to be shortlisted in this category but this was not converted into a win.
The awards for these two categories along with Film Lions will be announced on the last night of the festival -June 24. Awards for Creative Effectiveness, Digital Craft, Film Craft, and Radio categories will be announcedtonight.