Not surprisingly, the United States became the great winners in Titanium & Integrated, as they’ve achieved awards such as the Integrated Grand Prix, one Titanium and one Integrated Lion, corresponding to half of the available prizes. Other awarded countries were Japan (Titanium GP), Belgium and India.
The Integrated GP went to the “Believe” campaign, by McCann Worldgroup San Francisco for Microsoft’s Halo 3 game, whose announcement series had also conquered maximum awards in Film.
The Titanium Grand Prix went to “Unilock”, by Projector from Tokyo, for the Uniqlo griffe; which had already conquered the Cyber GP.
Two Titanium Lions were granted this year: to the “Million” project, by Droga5, from New York, for the NYC Department of Education; and to “Black boy drinking water”, by Mortierbrigade, from Brussels, for the Music for Life event.
The two Integrated Lions went to the “No Whooper” campaign by Miami Crispin Porter + Bogusky, for the Burger King; which had one piece awarded with the Gold Lion; and to “Lead India”, by Mumbai JWT for the Times of India newspaper; already awarded with the Direct Grand Prix.
When the Titanium Finalists list was released, the American victory was predictable, as they had placed 14 cases among the 33 available in the shortlist, against three form the United Kingdom, two from Australia, Belgium, Canada, Spain and Netherlands; and one from Germany, Japan, India, New Zealand and Puerto Rico.
Brazil has left Cannes without a taste of having a work featured within the Titanium & Integrated Finalists again – although there were 17 subscribed cases this year, in the USA leaded competition, with 119 contestants, followed by the United Kingdom, with 36; and Japan, with 30 competitors.
Our judge in the Cannes’ most difficult and complex area was Sergio Valente, president of DM9DDB, who exposes his opinion about the pieces chosen for the area’s Grand Prix in the video above, besides explaining why the “Vouyer” case, created by New York BBDO for HBO and favorite until the very last time was not among the awarded pieces. He also speaks about the selection of winning pieces and warns Brazilian agencies about the explanation when it comes to subscribing their cases in the area.
Why not?The biggest surprise in Titanium & Integrated was the “Voyeur” case, by BBDO NY for HBO, not receiving an award, as the piece had already conquered the Promo Grand Prix, the Outdoor GP, besides the Gold in Cyber and two Gold Lions in Film.