“#LikeAGirl” and “Groceries Not Guns” have been winning awards all week in Cannes, so it’s not entirely unexpected to see both pop up on the Titanium & Integrated shortlist, viewed by many as the most important competition of the Festival.
While they are presented together, the Titanium and Integrated Lions are in fact two different categories. The Integrated Lions are for campaigns executed across multiple platforms. Titanium however, has had a fluid definition since its inception in 2003.
“In 2015, the definition of Titanium has been refined again to mean creative ideas that point to a new direction for the industry and reshape the creative landscape; ideas that are game- changing and breakthrough, that open new doors, change the world of creativity and inform new ways of thinking,” according to the Festival.
Both Leo Burnett’s “#LikeAGirl” for P&G’s Always brand, and Grey’s “Groceries Not Guns” for Moms Demand Action for Gun Sense in America, have each won multiple Gold Lions in multiple competitions, so being in contention for an Integrated Lion seemed likely.
There were 12 entries in total from Canada, but no other made the list. The competition saw 374 entries in total with 37 making the shortlist.There are no Canadian judges on the jury, which is led by Mark Fitzloff, partner and executive creative director of Wieden + Kennedy.
Film Craft and Branded Content
Along with the Titanium & Integrated list, the Film Craft and Branded Content and Entertainment shortlists were released Friday morning.
There are four appearances for Canadian entries on the Film Craft list.
“Dadhood” by Tribal Worldwide for General Mills shows up twice, once in the Casting category and again in the Script category. Singles appearances, both in the Script category went to:
- DDB Vancouver for “Airport” for Netflix
- BBDO Toronto’s for “Price of Progress” for Prince Edward County
Canada’s interest in the competition doubled this year, with 50 entries up from 25 in 2014.
“#LikeAGirl” is also in contention in the Branded Content and Entertainment competition. Joining it on that shortlist are:
- John St. for Canadian Safe School Network’s “Kid Read Mean Tweets”
- BBDO Toronto for Wrigley Canada’s “Struck by a Rainbow”
- LG2 for “Reviveaphone”
- Spy Films Toronto for Sony’s “Gran Turismo 6 Launch Campaign”
Introduced in 2012, the Branded Content & Entertainment Lions award “has been designed to reward the creation of, or natural integration into, original content by a brand,” according to the Festival.
Canadian entries into the Branded Content & Entertainment competition increased this year over last from 18 to 29.
Michael Joffe, brand activation lead at Google and one of Marketing’s 30 Under 30 is on the jury, with BBDO worldwide chief creative officer David Lubars serving as president.
Entries in Branded Content & Entertainment are up with submissions from 1,778 in 2014 to 1,394.
Awards in the Film Craft, Titanium and Integrated and Creative Effectiveness competitions will be handed out tomorrow, the last day of the Festival.
