The Titanium Lion, launched in 2003 to reward ‘ground-breaking and innovative’ concepts by the organizers of the Cannes Festival, was re-launched as an integrated campaign award in 2005. And 2006 will witness the Titanium Lion going beyond the ‘integrated’ tag. ]
“This year we have removed the integrated tag, because in the spirit of what Dan Wieden originally stated, Titanium Lions celebrate something bigger and more transcendent than descriptions such as ‘integrated’. The Titanium Lion is about celebrating an idea so unique, new and pure that it cannot be labelled in a conventional way,” said Terry Savage, Executive Chairman of the Festival.
In 2005, it was conceived to recognize campaigns that achieved creative excellence across a range of communication and media channels. The single qualifying criterion was that at least three distinct communication channels were included in the submission, encompassing ‘traditional advertising media’ and ‘non-traditional communication channels’ as defined by the organizers.
“This is a competition for big bold ideas that are innovative; for work that is provocative, challenges assumptions and points to a new direction for the world of advertising and communications. These are edgy ideas that take risks, perhaps even break the rules,” Savage added.
The budget categories were done away with ahead of judging in 2005, and four Titanium Lions were awarded. In effect, without budgetary, category or media restrictions, the award is being opened up to all types of advertising in 2006. The change has been effected in consultation with industry leaders, said a Cannes release.
The awards will not have a ceiling on the number of Titanium Lions awarded, and it is also possible that there will be none. The 53rd International Advertising Festival, or Cannes Lions as it is known better, is scheduled for June 2006.