News & Views

Cannes Lions / Film, Titanium & Integrated Lions

by Contagious Team

Cannes 2011 culminates in the awarding of the Film, Titanium & Integrated Lions

With the week drawing to a close, all eyes were on the highly coveted and fiercely contended Lions still to be announced - Film, Integrated and of course the Contagious-sponsored Titanium.

It was Droga5, New York's barnstorming Decode Jay-Z with Bing campaign which scooped top honours in Integrated - adding another Grand Prix to that already won in the Outdoor category. Gold Lions were bestowed upon Wieden+Kennedy, Portland for the Old Spice The Man Your Man Could Smell Like campaign, Nike Comms Team for Write the Future (via Wieden+Kennedy Amsterdam) and McCann Erickson, Bucharest for Kandia DulceAmerican Rom - already a Grand Prix winner in both Promo & Activation and Direct.

Perhaps surprisingly, no Titanium Grand Prix was awarded; however, three Titanium Lions were, with both the Decode and Kandia Dulce campaigns pulling off an Integrated/Titanium double-whammy. The third and final Lion went to DDB, Stockholm for its Speed Camera Lottery campaign for Volkswagen.

Bob Scarpelli, jury president and chairman of DDB Worldwide explained why no Titanium Grand Prix was awarded: 'We had lots of debate about 'what is Titanium?' and 'what is Integrated?'. This is a time of great change in our industry and the definition of an integrated campaign is not what it once was - today the best ideas are integrated into culture. We are in a time of such great change and there are so many different ways to connect and start conversations with customers, so the three we picked represented, each in its own way, an exciting new direction. But, we felt that there was not one, this year, which encapsulated all the qualities we were looking for. We are, however, very proud of the three that we picked and each of them could have been a Grand Prix winner.'

Jury member and TAXI founder Paul Lavoie expanded on the quality of the winners: 'I think the whole jury agreed that there was a huge appetite to solve problems differently and we were delighted to see that came from so many different places around the world. In the old days it was like the 'menu du jour' but now it's a buffet in terms of choices of media and I think our Integrated Grand Prix demonstrated just that.'

Fellow jury member and global interactive executive creative director for Wieden+Kennedy Portland, Iain Tait concluded: 'Looking down our list of winners, it feels as if the digital transformation of our industry is almost complete. There isn't a single campaign that doesn't use interactive in some innovative way at the heart of what it does. It's not just about putting a video on YouTube - each one of these things has a deep point of interaction with the audience and I think this is the first year we've seen that.' 

The jury for the Film category admitted debating the merits of two outstanding candidates for the Grand Prix, eventually won by Wieden+Kennedy, Amsterdam for its epic Write The Future spot for Nike.

Droga5, New York and its exploration of the After Hours Athlete for Puma claimed Gold after being pipped to the post. The jury, led by its president Tony Granger, global chief creative officer of Y&R, admired both for creating timeless executions that whilst global, could connect locally. 'Ultimately we just felt Nike connected on a different level, and was truly brave,' explained Granger.

Narrative was a key factor that the jury focused on in its deliberations and most of the winning agencies demonstrated a pureness in their approach to film. Granger pointed out that the best examples had grasped the craft of storytelling 'in order to tell a simple truth about the brand.' 

Gold's were also awarded to a selection of strong entries from the last twelve months. The Force from Volkswagen and Chrysler's Born of Fire were two extremely contrasting automotive spots that were both selected, whilst Heineken's  Entrance and Axe's  Premature Perspiration were other well-known examples to receive the accolade.

As in other categories this year, Google made a major impact on the jury, picking up Golds for its tech-tastic Chrome Speed Tests by BBH, New York and for the Demo Slam campaign by Google Innovations. The jury loved the way the brand was transforming itself from a cold tech brand in to something much more warm and human, through creative product demonstrations.