Earlier in the week, the environmental initiative, created by Host/Havas Sydney, was awarded the Grand Prix in the Direct category, and today’s announcements bring the campaign's total Grand Prix haul to three.
Titanium jury president Colleen DeCourcy, CCO Wieden+Kennedy, explained that the decision was made on the grounds that the Palau Pledge ‘went beyond messaging and into a change of behaviour’. Expanding on this, she said: ‘When you stop and think about what our industry can do when you drop the shame… this felt like something we should really be thinking about moving forward.’
Addressing the fact that campaigns for causes and non-profits are not typically eligible for Grands Prix, DeCourcy explained that ‘we wanted to award work that was hardworking for real clients, that did something great for the industry’, pointing out that each of the six campaigns to win Titanium Lions did exactly that. On the face of it, the Palau Pledge, created for the Palau Legacy Project, may seem to stray close to the type of altruistic work recognised by the Grand Prix for Good. However, as DeCourcy points out: ‘this category was created to honour work in any category that causes the industry to stop in its tracks and consider the way forward.’ On those grounds, job done.
The campaign that took top honours in the Grand Prix for Good category was Sydney-based agency BWM Dentsu's inspirational Project Revoice.
