News & Views

Cannes Lions / Titanium & Integrated Winners

by Alex Jenkins

The Titanium and Integrated jury today awarded one Grand Prix in each category. Fearless Girl grabbed the top spot in Titanium, while Boost Your Voice took top honours in Integrated.

It's the second major award for Boost Mobile's campaign, created by 180LA, Santa Monica, after it also took home the Grand Prix in Promo & Activation earlier in the week.



Jury president and Ogilvy co-chairman & worldwide chief creative officer, Tham Khai Meng, outlined how the jury had settled on a definition of integrated that went beyond intermedia - i.e. a campaign that seamlessly moves from radio, to out-of-home, to tv. 'We felt very strongly that true integration is about transcending intermedia and integrating into culture and society,' described Meng.

The jury also awarded two Golds in this category - one to The Child Replacement Programme, by Colenso BBDO, Auckland for Pedrigree, and the second to Channel 4 Paralympics by in-house agency 4Creative, London.

The Titanium Grand Prix is the fourth of the week for State Street Global Advisors and McCann in New York, having already picked up Grands Prix in PR, Outdoor and Glass on Monday.

The jury, also led by Tham Kai Meng, were looking for work that was disruptive, irreverent and reflected the views of the rest of the world. And they felt that Fearless Girl perfectly reflected these criteria. ‘This is not an ad, this is beyond anything we have ever done, it is permanent,’ said Meng. ‘We may not be here any more one day but that icon will stay there forever.’

Meng also added that this campaign didn’t just stand up for women, it was also about fighting fear. And this was echoed by fellow juror Nizan Guanaes, founder of Grupo ABC in Brazil, who said: ‘Fearless Girl is not only [about] women, it’s about advertising facing the bull. It’s about the idea. And if this industry has to have a concern, it’s about not having fear against anything. We have to be a fearless industry, and that's what Cannes must be about.’

Three other campaigns picked up a Titanium Lion. These were: Boost Mobile’s election campaign, Amnesty International’s The Refugee Nation (by Ogilvy New York) and Kenzo’s My Mutant Brain (by MJZ in Los Angeles and Black Frame in New York).

RGA’s USA CCO, Chloe Gottlieb – another of the category’s jurors – said of Kenzo's campaign: ‘Everyone I knew from outside advertising sent it to me and was inspired by it… Fearless Girl and this piece of work were both loved by the world. In a way the world already chose it, and we just wanted to let you know that we would celebrate it as well.

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