Created by FCB New York, The Whopper Detour was chosen for its 'flawless execution', 'future-facing tech' and strong sales results, explained jury president David Lubars, chief creative officer of BBDO Worldwide. 'It was so on brand, and fun and human and delighting,' he said.
Lubars reflected on the nature of the Titanium category, which was first launched in 2003 after Wieden+Kennedy's Dan Wieden suggested the need for a category for work that was so forward-thinking, it went beyond conventional categories. As Lubars explained, Titanium is for 'any array of formats that causes an industry to stop in its tracks and reconsider the way forward. Reconsidering the way forward is different to recognising a great piece of design. It’s [asking] where are we going? What does it show?’
When it came to judging criteria, Lubars said that the jury selected work that demonstrates ‘amazing uses of new technology'. 'We saw brands taking stands that brands never took before [...] brands playing roles in society they’ve never played before, and brands killing 300,000 year old taboos.'
The Titanium Lions winners were:
Changing the Game / Microsoft / McCann New YorkNike Dream Crazy / Nike / Wieden+Kennedy, PortlandViva La Vulva / Essity / AMV BBDO, LondonThe Uncensored Playlist / Reporters Without Borders / DDB BerlinThe Last Ever Issue / Gazeta PL, BNP Paribas, Mastercard / VMLY&R Poland
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