Cannes – Just 37 campaigns out of 374 entries made it in the shortlist of the Titanium and Integrated Lions this year, regarded as being the most coveted of all the 17 awards at the Cannes Lions.
Among the strongest contenders are Droga5’s “I Will What I Want” for Under Armour, Leo Burnett’s “#LikeAGirl” for P&G’s Always brand, Y&R Team Red’s “Red Light Application” for Vodafone and Grey Germany’s “The Berlin Wall of Sound” for Soundcloud, all of which have already won a Grand Prix in other categories.
The Titanium and Integrated Lions are presented together but is actually two different categories. The Integrated Lions recognize the best campaigns executed across multiple platforms while the Titanium Lions’ focus has been changing since it began in 2003.
“In 2015, the definition of Titanium has been refined again to mean creative ideas that point to a new direction for the industry and reshape the creative landscape; ideas that are game- changing and breakthrough, that open new doors, change the world of creativity and inform new ways of thinking,” according to Cannes organizers.
ASIA PACIFIC
Five entries from the Asia Pacific earned a spot in the sought after Titanium and Integrated Lions.
Two from which are the awarded campaigns ‘Look at Me’ for Samsung by Cheil Worldwide and ‘Clever Buoy’ for Optus by M&C Saatchi Sydney.
‘Look at Me’ already has a Gold for Cyber Lions and a Silver for Mobile Lions, among others, in its bag. ’Look at Me’ is an app that helps children with autism make eye contact.
Meanwhile, ‘Clever Buoy’, the world’s first shark detection buoy, has won three Gold Lions for Mobile, PR and Cyber.
Other APAC finalists are Ogilvy & Mather Group Hong Kong for ‘The Face of Litter,’ DDB Group Melbourne for ‘Radiant Return’ and Colenso BBDO for ‘Reduce Speed Dial’ which already scooped a Silver in Promo & Activation Lions.
