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A Lion in five

This week: Titanium

Half the battle of winning a Lion is properly understanding the category. In this essential weekly guide for Festival veterans and first-timers alike, the Cannes Lions Awards team share five examples of work to help you make sense of Titanium.

created on Thursday 20 Apr 2017

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The Titanium Lions celebrate game-changers. Winners of this Lion break new ground in branded communications with provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry and moves it forward. This really is a Lion where anything is possible: the cutting edge of creativity. Titanium is one of the Lions where the awards structure is a bit different. There are no Bronze, Silver or Golds - just Titanium Lions and the all-important Grand Prix. Here are some examples of previous winners:

The one that got people outside

See full credits in the Cannes Lions Archive

Grand Prix Titanium Lion, 2016

Taking an unprecedented stand against Black Friday and what it had begun to represent in America, REI closed all 143 of their stores and invited the country to spend the day differently - by heading outside. It quickly became a cultural movement with more than 1.4 million people spending the day in the great outdoors driving long-term community engagement and sales.

The innovation

See full credits in the Cannes Lions Archive

Brewtroleum, by Heineken New Zealand
Titanium Lion, 2016

Turning beer into a selfless act of environmental heroism sounds impossible, but DB Export managed it by creating a biofuel from yeast leftover from the beer brewing process. By rallying its fans together to 'save the world' through drinking beer, the brand produced 300,000 litres of Brewtroleum, which was then sold on pump at 62 stations in New Zealand.

The communal effort

See full credits in the Cannes Lions Archive

The Swedish Number, by the Swedish Tourist Association 
Titanium Lion, 2016

'The Swedish Number' connected calls from abroad to a random swede and allowed for conversations about anything!

It bypassed traditional advertising and marketing techniques by connecting people directly and trusting citizens to tell their own stories of Sweden, ensuring a unique experience for each caller - especially if you were one of the calls answered by the Swedish Prime Minister!

The yard sale

See full credits in the Cannes Lions Archive

The First Ever Pinterest Yard Sale, by Sherwin Williams
Titanium Lion, 2016

In the first ever 'Pinterest Yard Sale' Krylon paint delivered the message that spray paint can make old, worthless items valuable again while increasing brand awareness and connecting with their target market.

The one with boobs

See full credits in the Cannes Lions Archive

Manboobs, by MACMA
Shortlisted Titanium Lion, 2016

 Getting round social media’s nudity policies with an ingenious series of self-examination tutorial videos.


Lions Innovation