News & Views

Cannes Lions / Titanium and Integrated Winners

by Contagious Team

Big Data’s been the ad industry’s buzzword for a couple of years now, but it was Honda’s elegant example of emotional data – Sound Of Senna, via Dentsu, Tokyo - that scooped the Titanium Grand Prix at the Cannes Lions festival on Saturday night.

‘Data is dry and boring,’ jury president Prasoon Joshi (executive chairman and CEO of McCann Worldwide) told journalists at the Titanium press conference, ‘this idea converts it into emotional data. It connects in a human way, and talks about the legacy and the future of the company at the same time.’

Joshi went on to say that the jury had defined Titanium strictly as ‘pushing boundaries’, to avoid confusion in a category that in previous years has been criticised as muddy.

Meanwhile adam&eveDDB, London carried on its Cannes Lions winning streak, walking away with the Integrated Grand Prix for its Sorry I Spent It On Myself campaign for retailer Harvey Nichols, which created a line of bargain bucket products to give relatives at Christmas to allow shoppers to spend on themselves. Joshi commended it as ‘confident, unapologetic’ but communicating the core values of the brand and changing behaviour at the same time.

Values, Joshi added, were becoming a big part of how brands communicated, and the jury had balanced awarding purposeful work with that tasked with selling. Juror Anselmo Ramos, ECD of Ogilvy, Brazil, said, however, that he would like to see more big brands winning in Titanium next year.

Volvo Truck’s Epic Split – already a big winner at Cannes in a number of categories - received a Gold Lion, but was deemed a great piece of advertising and product demo, rather than something truly pushing the industry forward, said Ramos.

Jurors lauded the strength and depth of the shortlist, singling out Intel’s Project Daniel, Bob Dylan Like A Rolling Stone, Pharrell William’s Happy music video and Climate Change Name as notable examples.

Click through to read about the Titanium and Integrated Lions winners and to hear more from Contagious at Cannes check out Storystream, listen to our daily podcasts and follow us on Twitter.