The organizers of the Cannes International Advertising Awards are clarifying the definition of the Titanium Lions for the 2006 festival. The award will now honor breakthrough thinking and creative work regardless of where or how it appears, much in the spirit of what was intended when Dan Wieden, of Wieden + Kennedy, introduced the honor in 2003, the year he served as chairman for the film jury.
The honor was meant to reward work in any category or combination of categories that displayed innovation in design, thinking, execution and/or sensibility. The very first Titanium was awarded that year to the second round of BMW Films from Fallon Minneapolis, that were produced by bicoastal RSA USA.
For 2005, the Titanium Lion was cast as an honor for integrated work, appearing across at least three channels, and was categorized–e.g. automotive, telecommunications, etc. That will change for 2006; categories have been abolished, and work will not be restricted to a set number of executions or media platforms, nor will there be a limitation to the media a project utilizes. However, like 2005, there will be a Titanium jury comprised of a cross-section of advertising practitioners from different disciplines, such as interactive, media, traditional creative, etc. Judges can award as many or as few Lions as they choose, but it is expected that the number of honors will be limited because breakthroughs are not necessarily achieved every year. A Grand Prix will exist, but it is understood that the honor will likely only be awarded occasionally in extreme circumstances, perhaps only every few years.