Cannes Ad Fest to introduce new trophies
The organisers of the Cannes Lions International Advertising Festival, one of the world's most prestigious advertising awards, have decided on introducing a separate set of trophies for integrated campaigns.
By TNN |
MUMBAI: The organisers of the Cannes Lions International Advertising Festival, one of the world's most prestigious advertising awards, have decided on introducing a separate set of trophies for integrated campaigns. What makes this development puzzling is the fact that the Titanium Lions, introduced in 2005 were supposed to be the gong of choice for work in the integrated category.
The rationale according to a press release from the organisers is to make Titanium an infrequently awarded highly coveted trophy, while work that's impressive in a more commonplace manner will be eligible for Integrated Lions. Terry Savage, executive chairman of the festival clarifies, "Titanium will remain in its purist form and will continue to be the most elusive and sought-after Lion, the highest accolade in the industry honouring risk."
The rationale according to a press release from the organisers is to make Titanium an infrequently awarded highly coveted trophy, while work that's impressive in a more commonplace manner will be eligible for Integrated Lions. Terry Savage, executive chairman of the festival clarifies, "Titanium will remain in its purist form and will continue to be the most elusive and sought-after Lion, the highest accolade in the industry honouring risk."
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