The last category, and essentially the most coveted, has already announced the set of entries that will take home the Titanium & Integrated Lions. There 378 entries from 48 countries competing this year. Asia Pacific agencies have only two shortlists each in Titanium and Integrated.
In Titanium, Dentsu Tokyo’s ‘Sound of Honda’ for Honda Motors from Japan and McCann Worldgroup’s ‘Share My Dabba’ for Happy Life Welfare & Dabbawala Foundation are hopeful of the top honours.
Hakuhodo Tokyo’s Rice-Code for Inakadate Village and Lowe and Partners’ Kan Khajura Station for Unilever have made it to the Integrated Lions category shortlist.
The Jury President is Prasoon Joshi, Chairman, CEO, Chief Creative Officer, India/South Asia, McCann Worldgroup.
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. The four Jury Presidents selected the winner of this award.
In 2005 Titanium Lions was relaunched 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.
Following consultation with industry leaders and in particular with the 2005 Titanium jury, for 2006 this competition again saw further changes.
The ‘integrated’ tag was removed, 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.
Therefore, in 2006, entries were not restricted to a set number of executions or types of channel. But as before, there was no limitation to the boundaries of the media used. There were also no categories in Titanium Lions.
As the industry further evolves additional changes were made to the competition in 2007. Since then, both integrated campaigns using three or more different media and breakthrough ideas are submitted to one entry section – The Titanium and Integrated Lions. One jury will view and vote on all entries. After reaching a shortlist, the jury will award Gold, Silver and Bronze Integrated Campaign Lions and one Integrated Grand Prix and possibly Titanium Lions and a Titanium Grand Prix to any entry worthy of this most coveted of Lions.
Entrants do not have to specify whether they are submitting to Titanium or Integrated. All integrated campaign entries will be considered by the jury for Integrated Lions and the Integrated Grand Prix. Additionally, all entries submitted to this section will be considered for Titanium Lions and Titanium Grand Prix, although it is understood that the Jury may only award Titanium occasionally.
Whilst Integrated Lions will honour high standard state-of-the-art integrated campaigns, the premise for Titanium Lions remains the same: Titanium celebrates work that causes the industry to stop in its tracks and reconsider the way forward. Titanium stands for breakthrough ideas, it might be a brand new idea, or it might use an existing idea in a brand new way. Titanium is for work that is provocative, that challenges assumptions and points to a new direction.