Cannes Lions 2013: Indian campaign for Unilever in Film Lions shortlist

The campaign, ‘Help A Child Reach 5’, by Lowe Lintas + Partners, Mumbai features in the shortlist, however, the entrant company is Lowe + Partners London

Cannes Lions 2013: Indian campaign for Unilever in Film Lions shortlist

The 60th Cannes Lions International Festival of Creativity has announced shortlists for the Film Lions category. There are a total of 285 shortlisted entries for Film Lions this year.

Though India has drawn a blank as far as shortlisted entries in Film Lions are concerned, an Indian campaign, titled ‘Help A Child Reach 5’, done for Unilever’s brand Lifebuoy by Lowe Lintas + Partners, Mumbai features amongst the shortlisted entries in the Corporate Image category. However, the entrant company is Lowe + Partners London. Chrome Pictures, Mumbai is the production company.

No Indian entry features amongst the 285 shortlisted entries for Film Lions this year; India had submitted just 45 entries

Sir John Hegarty, Founder, Creative, Bartle Bogle Hegarty (BBH) is the Film Lions Jury President, while Russell Barrett, Managing Partner (Creative), BBH is the jury member from India in this category this year.

The number of entries submitted by Indian agencies for Film Lions category has dropped from 56 entries last year to 45 entries this year. A total of 3,125 entries from 64 countries have been received, registering a decrease of 10 per cent as compared to last year.

Last year, Taproot India’s ‘I am Mumbai’ campaign for Bennett, Coleman & Co was the only Indian entry shortlisted in Film Lions. However, it did not win any metals in the category. A total of 257 entries had made it to the final shortlist of Film Lions in 2012.

Introduced in 1954, the Film Lions category launched the Festival and offers experts from the world of advertising the opportunity to promote themselves by showing their best and most original creative work.

The Film Lions trophies will be presented during the Film, Film Craft, Branded Content & Entertainment, and Titanium and Integrated Lions Awards Ceremony, which will take place on Saturday, June 22.
 

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Cannes Lions clarifies on Media Lions

Following claims regarding the volume of Lions won, Cannes Lions has said that it recognises the leading media agency with the Media Agency of the Year award

Cannes Lions clarifies on Media Lions

Following the recent claims made by various media agencies about the volume of Lions won in Cannes, the Cannes Lions Festival of Creativity has made it clear that it recognises the leading media agency with the Media Agency of the Year award. That is the only official award it gives as it relates to a media agency compilation, and in 2013 it was awarded to OMD Sydney.

It may be recalled that various companies have made claims about the number of Lions they were involved in winning, in doing so they may not have been the entrant company, but would have been named in the secondary credits. Under the Cannes Lions Festival rules, these credits may be changed post Festival if the entrant company is in agreement with the proposed change.

To date, all claims that have been made have been validated by the Festival based on the entrant company being contacted and agreeing to the credit amendment. However, to clarify future claims of the number of Lions won, Cannes Lions will be reviewing the credit amendment policy. 

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What's preventing India from winning Creative Effectiveness Lions?

Don't we have campaigns that have resulted in the growth of client's business or do we have lack of substantial data and measurement metrics to validate the claim?

by Twishy
Published - 02-July-2013
What's preventing India from winning Creative Effectiveness Lions?

David Ogilvy has rightly remarked, “If it doesn’t sell, it isn’t creative”. The job of advertising, Ogilvy said, was to sell the product or service and if it doesn’t do that, it’s a failure, no matter how “creative” it is. Good advertising should give a strong brand connect and generate business across channels. It is the art of thinking smaller, smarter and simpler with the ability to solve the right problem at the right time. The International Festival of Creativity Cannes Lions, through Creative Effectiveness Lions category, honours creativity which has shown a measurable and proven impact on a client’s business – creativity that affects consumer behaviour, brand equity, sales and profit.

Interestingly, only entries that were either shortlisted or Lion winners across all categories in the previous year were eligible to enter into this category as they have already been judged and established as being creatively world-class. Heineken’s campaign, titled ‘Legendary Journey: Justifying a Premium the World Over’, by Wieden+Kennedy Amsterdam was a global campaign that demonstrated significant increases in market share in every country and won a Grand Prix in this category. Beyond the Grand Prix, there were six Lions awarded in this category that included Coca-Cola's ‘Share a Coke’ from Ogilvy & Mather, Sydney; John Lewis's ‘From Crying to Buying’ from Adam & Eve DDB, London, American Express's ‘Small Business Gets an Official Day’ from Digitas, New York, etc.

However, India’s show has been disappointing in this category. This category was introduced by the Cannes Lions authorities in 2011 and BBDO India remains the only Indian agency to have won a Lion in this category that year for its client Gillette. In 2011, India sent seven entries under this category. The number dropped to two in 2012 and this year, there was just one entry sent. This brings us to one question – Why are Indian entries lagging behind in the category? Don’t we have campaigns that have resulted in the growth of client’s business or do we have lack of substantial data and measurement metrics to validate the claim?

Titus Upputuru, National Creative Director, Dentsu Marcom said, “I am not too surprised and it's not just India. World over, we treat our brand work and award work as two different things. Most of the creatives who come to interview have usually two folders. One is what they call ‘brand work’ or ‘regular work’ and the other they call ‘award work’ or ‘pro-active’ work. But what I am surprised about is the fact that our award shows have come up with a category like this. What does this supposed to mean? Does this mean all the other categories are ineffective? I dare not say that. But that's what this implies. That the rest of the categories are just some sort of art and only work entered and won in this category is supposed to be profitable.”

“There could be quite a few reasons why we haven't done well in this category. First reason is that the category is new. Cannes or any other advertising show (with the exception of Effies) has only celebrated great art and copy. One proof of release is all that we are asked for. Secondly, this category demands numbers. While many fake numbers (I saw an Indian entry in Promo lions this year which has a brand name I have no clue of. It claimed to have increased sales to 21 per cent – now how will you check that, there is no system to validate that). Thirdly, this category is not so fancy to enter in. Most creative people entering these shows are not interested how much business a client makes because of a piece of communication,” Upputuru added.

According to Pratap Bose, Chief Operating Officer at DDB Mudra Group, the Creative Effectiveness Lions is the “truest award at Cannes”. It celebrates highly creative genuine work which is translatable into sales for the client. “The work has to have an outstanding idea that delivers remarkable results which is very tough to win anyway. We have enough cases in India to be able to prove effectiveness but there should be world-class creativity to be able to win.”

Lessons to be learnt from the winners
Experts believe that most of the campaigns that have won are of extremely large brands. The idea is scalable and it has either moved people or created staggering results. They also pinpointed that most of the work that has won are integrated campaigns.

The task at hand was that Heineken is available in 170 markets around the world but although people everywhere bought into one product, they didn't buy into one brand. The difficulties of appealing to everyone, everywhere in the same way were obvious. But the dangers of not doing so were also apparent. In very different markets, Heineken was coming under pressure and the cost of inaction had the potential to be severe. Heineken knew that a profitable future meant maintaining a consistently premium image everywhere. Hence, to grow globally Heineken needed to think globally as a brand for the very first time. The brand decided to embrace Heineken's globalism rather than denying it. With its entrepreneurial Dutch roots, Heineken had always looked beyond its own small world to bigger horizons. The task for Heineken's first global campaign, through W+K Amsterdam, was to elevate the brand by elevating the drinker by turning him into a legend. Across three very different types of market, the campaign proved premium, distinctive and desirable; it had a positive impact on volume and value share. The Jury felt that in the beer category, it is difficult when it comes to differentiating a brand and its advertising and Heineken was successful at both.

Upputuru believes that any work created for any client must work and must be effective. “Some of the work seemed to really move people. However, one of the easiest ways people of reckoning work is by showing the number of views on YouTube. That seems to suffice and validate a piece of work as a great piece of work. But viewing something and doing something about it are two different things. Saying ‘wow’ to the Mona Lisa painting and buying it are two different things,” he added.

Naresh Gupta, Managing Partner, Bang in the Middle feels that this is an extremely difficult category to win in. The full might of campaign needs to be packaged and sold. That is the reason there was just one entry from India. “It is a category where TV-centric approach won't make you win the Lion. To win in this category, brands have to do far more than TV and print advertising. The campaigns that won this year had an impact beyond say, sales numbers or awareness metric. They impacted the pop culture; they became part of life of the country. We haven't seen a campaign like this at least in last couple of years that did achieve that kind of impact. The very fact that we did not have more than one entry is an indicator of that,” Gupta said.

Ways to improve performance
In some cases, great work wasn't awarded because the poor quality of the papers submitted to support that work's effectiveness. Many outstanding ideas could not be validated with documents. Hence, the countries must support the effectiveness of the creative idea with proper documents to be able to win.

“I guess it needs a new perspective on award shows. We must ask what we are awarding. Are we doing exhibitions? Maybe we should call the awards as shows like fashion shows. Where people can come and display (at their cost) whatever they wish to display like fashion designers does. And that is all the glory that they can have. There is no need of awards at the end of the show, like there are no awards at the end of a Fashion Week,” said Upputuru.

“On the other hand, if we truly believe that our work can result in great business, then we must find ways to encourage that. All the work must be effective. This way, clients will respect the partnership so much more because they are not merely signing a piece of paper saying this was released in a particular year but believe in it and themselves push the standards too,” he added.

Experts believe that the industry needs to come up with campaigns that have the ability to solve the right problem at the right time. India still needs to improve a lot to come up with truly effective campaigns.

Gupta added, “I also feel that to win in this category, we as an industry will have to learn the art of presenting the work in more serious meaningful way. The width and depth of campaign needs to be captured. I am sure we can do that, hopefully we may have a better show next year.”

A judicious mix of a differentiating piece of creative work that translates to large volume of sales for the client will help India win the Creative Effectiveness Lions. It’s still a long way to go for India to be able to produce a campaign matching international standards with a scalable strategy and powerful idea. So better luck next year!
 

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Pictures Speak: Memorable moments from Cannes Lions 2013

Glimpses of various moods at Cannes Lions 2013 the remarkable camaraderie, support and joie de vivre. These pictures speak a thousand words…

Pictures Speak: Memorable moments from Cannes Lions 2013

Glimpses of various moods at Cannes Lions 2013 the remarkable camaraderie, support and joie de vivre. These pictures speak a thousand words… 

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Reporter’s Diary: The ‘Cannes’ do spirit of advertising continues…

Priyanka Mehra recounts her experiences at Cannes Lions 2013 and the things that made the advertising festival memorable and exciting this year

Reporter’s Diary: The ‘Cannes’ do spirit of advertising continues…

The picturesque town of Cannes in France saw the who’s who of the global advertising fraternity descending for the Cannes Lions 2013 from June 16 to 22.

Though the day the Festival kicked off seemed a little slow, the subsequent days moved at a breathless pace, chock-a-block with sessions, discussions, networking, press conferences, meetings and declaration of either shortlists or winners in different categories.

Indian camaraderie and visibility increased with each passing day, and “How has India done today?” became a familiar question on every Indian’s lips, regardless of which agency or organisation he/ she belonged to. Even as the Indian camp became a little less optimistic with each shortlist/ awards announcement, the Outdoor Lions results finally gave India some reason to smile, while the Press lions and Design Lions results brought more cheer.

Yes, we do need to get our act straight in Cyber, Mobile, Radio, Titanium & Integrated and Branded Content & Entertainment, and Media Lions. But the jump from 17 metals last year to 33 metals this year is no mean feat.

An instance of this camaraderie came to the fore when DDB Mudra’s Mandy (Mandeep Malhotra) handed over the Indian Flag to Taproot’s Paddy (Santosh Padhi) and cheered him on as he went on stage to collect his Press Gold Lion, celebrating the victory like his own, jubilant on taking the Tricolour to the Cannes stage.

While Taproot India was the biggest contributor to India’s wins kitty with four Gold Lions, one Silver and one bronze, Ogilvy and McCann were the Indian agencies that had the highest number of shortlisted entries.
 

Key takeways from Cannes Lions 2013:
• The Power of an Idea: The ‘Power of One Idea’ that came and conquered was evident this year with McCann Erickson Melbourne’s ‘Dumb ways to die’ was the most awarded campaign at Cannes 2013. The campaign won the agency five Grand Prix Lions, among numerous other metals. Ogilvy Brazil’s wildly successful ‘Dove- real beauty’, which won the Titanium Grand Prix, was the most celebrated award at Cannes, and Taproot’s campaign for The Times of India fetched four Gold Lions and one Silver Lion – the highest number of Gold Lions for India so far. The earlier two campaigns have been winning accolades and recognition across all international forums.

Watch the ‘Dumb ways to die’ campaign here…

• Quality versus Quantity: Quality of entries versus the sheer number of entries was another fact that stood out this year.

• The idea transcends mediums: While there is a lot of buzz that is happening around digital campaigns, it isn’t about the medium that makes the work stand out and people take notice, but again the power of that one idea that works like wild fire across that medium, ‘Dove – real beauty’ is an example of this the campaign, which went viral. The campaign brought about a change in the way women feel about themselves across the globe – no mean feat for any brand to achieve.

Watch ‘Dove – Real Beauty’ campaign here…

• The social do-gooders ruled: The overarching theme of Cannes Lions 2013 seemed to be doing social good and mind you, social good with a measurable impact – with a 21 per cent reduction in railway accidents due to the much celebrated ‘Dumb ways to die campaign’, Dove’s ‘real beauty’ and Taproot’s Farmers Suicide campaign done for Times of India.

• The power of doing good and communicating it well: An increasing number of brands seemed to have woken up to the fact that the effective way to get deeply entrenched in a consumer’s life is by doing social good. Social good not for the heck of it, but genuinely. With digital media shaping the way, it is only brands that are true to their promise and genuine in their communication that are able to connect with consumers who can see through any pretence or falsehood in a matter of seconds with the powerful tool of social media today.

Of course, with the good, comes the bad, and after much celebration, the rounds of ‘scam work’ did the rounds. Such news made the headlines, but did they dampen the spirits? No.
 

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Guest Column: The Cannes Lions in Cyberspace - Cyber Lions Juror Carlton D'Silva

The Creative Director of Hungama Digital Media lists the most talked about works this year. Budgets reason for India not making the cut in Cyber Lions, he says

Guest Column: The Cannes Lions in Cyberspace - Cyber Lions Juror Carlton D'Silva

The Cannes Lions festivities started off on a rather confused note. The Air-Traffic Control strike prompted many changes in the mode of transportation to the Cannes by the Jury Members. The confusing bit was that even though there was an Air-traffic strike, a few planes were allowed to land and take off. Wonder who was managing that.

The judging in the Cyber category  (which I was part of) started a bit slowly as we had a few days of solitary confinement (read: no discussions) before the actual action began. In a way, it was not too bad as it gave me a chance to get to know the jury members and they seemed to be a bunch of really calm people. But the more I chatted up with them, I realised that they all had different work they had seen that interested them. I could not wait for the discussions session as it was going to be fun to see which part of the jury will be the most convincing.

The discussion sessions were fairly healthy and soon we had some interesting viewpoints being thrown about with local insights. The shortlisted entries were a testament to the diverse nature of the medium. The metals and the Grand Prix gave us a direction to where this medium will be leading.

A few insights…

Power of video

The use of video was used practically everywhere. This is not just amateur video (UGC) but TV quality of execution of the same. This is a natural progression and I believe the next year will have about 50 per cent of the Cannes Cyber entries being some form of video interaction.

The Grand Prix winner ‘Beauty Inside’ for Intel and Toshiba proved that a great piece of storytelling can create a compelling, non-intrusive communication that can be extremely effective even if the brand is not selling itself to you constantly.

Facebook bet

Social media (mainly Facebook) seems to be the single thread that runs across every category. But when we talk social media, we need to talk effectiveness too. There are very few brands that can be effective and at the same time be extremely creative and the Oreo ‘Daily Twist’ campaign, our second Grand Prix winner, showed us that going back to the basics does work best. It is the swiftness in approaching this medium and the creativity in every story that got us hooked.

 In this case, the brand was used blatantly but in a very creative and fun manner that did not seem very intrusive. This campaign is truly a case-study on how we should go about using social media for brands. It also shows the confidence the brand has on it agency because of the daily nature of the posts (something brand marketers need to evolve to). It is the risk you take that enables you to innovate and that is what is clearly seen in this campaign.

So, video and social media, along with some compelling storytelling can pretty much make a lot of noise for you at the Cannes Lions. But then again, this was this year and the next could be different. If you ask me, I believe that this fundamental will stay true to next year too but will be accompanied by mobile sync and offline innovations.

A few notable mentions…

The JFK Presidential Library & Museum – Clouds Over Cuba

The Lincoln Motor Company – Hello Again

Dove Real Beauty Sketches

Perrier – The Secret Place

McDonald’s – Our Food. Your Questions

Bodyform Responds – The Truth

Metro Trains – Dumb Ways to Die

Save Our Sons – The Most Powerful Arm

ALB – Golden Chains

Geox Amphibiox

A lot of people have asked me earlier and will still keep asking me the same – Why does India not make the cut in Cyber?

The answer is simple – Budgets.

When you compete against campaigns that have a budget more than double of yours (as is most evident from the examples above), you are left with comparing chalk and cheese. I do believe we are on a better standing though as compared to the years gone by and I do see India grabbing that elusive metal in the cyber category that has long been out of reach.

The author is Creative Director, Hungama Digital Media

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Cannes Lions 2013: The mystery juror

Akshay Kapnadak, ECD, McCann Mumbai & Radio Lions juror @Cannes reveals the mysterious 17th jury member who helped sift through about 1500 entries

Cannes Lions 2013: The mystery juror

“Ladies and Gentlemen, we have a 17th member of the jury. His name is Juan”. This is how Ralph – President of the 2013 Cannes Radio Lions, kicked off the proceedings last Saturday.

He then went on to explain that Juan was the name of the chauffeur who had picked him up from Nice airport and driven him to Cannes. Along the drive, Ralph had asked him what kinds of radio spots grab his attention. “Fast, simple, no complicated…” had been the answer. So a picture of Juan, the 17th member of jury, went up on one of the walls in the jury room to remind us that while some of the spots might impress us, getting the attention of a busy, distracted chauffeur is a lot tougher.

Fast. Simple. No complicated.
And from that wall, through the next four days of deliberation and debate, Juan gave his silent but resolute opinion on each and every one of roughly 1500 entries.

Simple, beautifully produced and to the point spots such as the campaign for ‘Ragu’ quickly got a thumbs up. The campaign for Pre-owned Mercedes titled ‘Nest’ and ‘TMA’ impressed him too. Although they were a bit long, they were beautifully written and meticulously crafted. (We also suspect that the subject of cars particularly interested Juan). The Dove ‘Auto-tune’ spot especially moved him with its simplicity and powerful execution. And the Lego campaign brought an instant grin to his face. Fast. Simple. No complicated.

At the end of four tough days, there we had it. The best of the radio work entered at Cannes 2013. We thanked Juan and thought that it was the last time that we’d be seeing him. But he made one last surprise appearance.

It was at the ceremony to award Radio Lions that Ralph introduced Juan to the audience and invited him to come onto the stage. Juan did, to thunderous applause from the audience.

I fly out on Monday, and I can’t help wondering whether it will be Juan who will drive me to the airport. If it is, I know I need to keep the conversation Fast. Simple. No complicated.

Oh and one more thing. When ‘Dumb ways to die’ came up for the Grand Prix vote, Juan raised his thumb in appreciation and mouthed a simple ‘Si!’. Typical Juan.

The author is Executive Creative Director, McCann Mumbai
 

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A lot more real work would have made the awards better: Arun Iyer

One always gets to see interesting work at Cannes, but there has been a dip in the quality of the workshops and sessions this year, says the NCD of Lowe Lintas

A lot more real work would have made the awards better: Arun Iyer

Arun Iyer, National Creative Director, Lowe Lintas and Partners shares how Cannes 2013 was different, key takeaways from the 60th year of the worldwide celebrated Festival and more…

How was Cannes 2013 different for you from previous years?
Cannes is always interesting in terms of the work you get to see, but I must say in terms of the quality of the workshops and sessions, there has been a dip. It wasn’t like the previous years. I feel if there was a lot more real work, the awards could have gotten better.

Social awareness and the greater good have been the overarching themes of works that have been rewarded this year. Is this the future of advertising?
Somewhere, the awareness that we must do something positive for the world seems to be an over-riding theme, but I don’t think that is the only way to win here. General good in advertising does win because people relate to the cause, so there is a connect. Hence, there is going to be an increase in this in advertising, but I reiterate, it not the only way to win.

What are your key takeaways from the festival?
One gets a sense of how the whole media scene is evolving and how to put together a 360-degree campaign. It helps think through campaign through various touch-points and other media that we don’t think about.
 

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Cannes Lions 2013: Ramesh Deo Productions sole Indian winner in Film Craft Lions

Ramesh Deo Productions Mumbai’s ‘Parallel Journeys’ campaign for Nike Apparel has helped India secure a Bronze in the Sound Design sub-category

Cannes Lions 2013: Ramesh Deo Productions sole Indian winner in Film Craft Lions

India has bagged a Bronze Lion in Film Crafts Lions at the 60th Cannes Lions International Festival of Creativity. The ‘Parallel journeys’ campaign by Ramesh Deo Productions Mumbai for Nike Apparel has helped India secure the only metal, under the Sound Design sub-category.

 

Watch the video here…

Last year, Ramesh Deo Productions had won a Film Craft Gold for the film ‘I am Mumbai’ that the agency had produced for TapRoot. TapRoot had created this ad film for its client Mumbai Mirror from The Times of India Group.

This year, there were five shortlists from India competing for metals in Film Craft Lions. Out of the 158 shortlisted entries, O&M Mumbai’s entry for Tata Sky - Prison Break campaign was shortlisted in the best use of Art Direction/ Product Design sub category; Chrome Pictures’ campaign for Lifebuoy - Gondappa was shortlisted under Cinematography sub category; while Ramesh Deo Productions Mumbai’s Nike and Nike Apparel campaign – Parallel Journeys was shortlisted under the Direction, Best of Music and Sound Design sub-categories.

4creative London’s ‘Meet the Superhumans’ campaign for Channel 4 has won the Grand Prix in Film Craft Lions at Cannes Lions 2013.

Meanwhile, this year the number of Indian entries for Film Craft Lions went up to 61 from 41 entries last year.

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No show for India in Titanium & Integrated and Branded Content & Entertainment

Out of a total of 12 entries sent this year, India could not manage to get through the shortlist in the Titanium & Integrated category. No Indian entry even among the shortlisted 968 entries this year under the Branded Content & Entertainment Lions category

No show for India in Titanium & Integrated and Branded Content & Entertainment

Shortlists for Titanium & Integrated and Branded Content & Entertainment Lions, at the 60th Cannes Lions International Festival of Creativity, have been announced. No Indian entries have managed to make the cut this year in both the categories.

A total of 968 entries from 57 countries were submitted in the Branded Content & Entertainment Lions category this year – an increase of 21 per cent in comparison to 2012. Titanium & Integrated received a total of 437 entries from 56 countries – showing a decrease of 15 per cent compared to last year.

On the whole, 105 entries were shortlisted in the Branded Content & Entertainment Lions category and 30 entries in Titanium & Integrated Lions category. 18 entries were entered from India in Branded Content and Entertainment Lions and 12 in Titanium & Integrated Lions this year.

56 awards were given out in Branded Content & Entertainment last year, with India winning a Bronze for its Bacardi’s The Dewarist.

Jury President for Branded Content and Entertainment is Scott Donation, President, CEO, Ensemble. There is no jury member from India in this category. The Titanium and Integrated Lions Jury President is Dan Wieden, Co-Founder, Chairman Wieden+Kennedy, while the Jury Member from India in this category is Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather.

The Branded Content & Entertainment was introduced in 2012 to acknowledge creativity in branded content and entertainment defined as: the creation of, or natural integration into, original content by a brand. The purpose of branded entertainment is to deliver marketing messages by engaging consumers via relevant content platforms rather than traditional advertising methods.

The Titanium Lion, brainchild of Dan Wieden, was originally introduced in 2003 to reward ground-breaking and innovative concepts in the world of advertising and marketing. In 2005 Titanium Lions was re-launched as an integrated campaign category but specifically to celebrate integrated communication with a difference, with the jury looking for work with an edge, a risk, a challenge to the norm.

The Branded Content & Entertainment Lions Awards Ceremony and the Titanium & Integrated Lions Awards Ceremony will take place on Saturday evening 22 June, in the Grand Auditorium, Palais des Festivals.      

Story by Saloni Surti and Twishy

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Cannes Lions 2013: O&M, Ramesh Deo Productions, Chrome Pictures in Film Craft Lions shortlist

A total of five entries from India have made it to the shortlist out of the 158 shortlisted entries for Film Craft Lions

Cannes Lions 2013: O&M, Ramesh Deo Productions, Chrome Pictures in Film Craft Lions shortlist

Cannes Lions 2013 has announced shortlisted entries for Film Craft Lions. A total of five Indian entries have made it to the shortlist out of the total 158 shortlisted entries in this category.

Out of the 158 shortlisted entries, O&M Mumbai’s entry for Tata Sky - Prison Break campaign has been shortlisted in the Best Use of Art Direction/ Product Design sub-category; Chrome Pictures’ campaign for Lifebuoy - Gondappa has been shortlisted under Cinematography sub-category; while Ramesh Deo Productions Mumbai’s Nike and Nike Apparel campaign – Parallel Journeys has been shortlisted under the Direction, Best of Music and Sound Design sub-categories.

Joe Pytka, Director, Joseph Pytka Productions is the Jury President, while Abhinay Deo, Director, Ramesh Deo Production is the Jury Member from India in the category this year.

The number of entries submitted by Indian agencies Film Craft Lions has gone up from 41 entries last year to 61 this year. A total of 2,029 entries from 54 countries have been submitted for the Film Craft Lions category this year, an increase of 18 per cent as compared to 2012.

Introduced in 2010, the Film Craft Lions will honour the craft of the filmmaking process - the direction, copywriting or editing, or the skilful use of music or sound design. The Film Craft trophies will be presented during the Film, Film Craft, Branded Content and Entertainment, and Titanium and Integrated Lions Awards Ceremony, which will take place on Saturday, June 22.
 

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