CANNES, France—Illustrating the far extremes of creativity honored at the Cannes, Jordan Brand's solemn send-off to Derek Jeter shared top honors today with Domino's emoji ordering service in the Titanium and Integrated Lions.
The intentionally broad category, which covers almost any type of integrated marketing campaign (with Titanium Lions reserved for breakthrough ideas).
Jordan's "RE2PECT," a 100-second ad honoring Jeter's respectful approach to his baseball career, received an integrated Grand Prix, a top honor that supercedes even a gold Lion. The spot was created by Wieden + Kennedy and directed by Matt Aselton.
The ad's strength, according to jury president and W+K Portland ECD Mark Fitzloff, lies in it being "driven off of emotion, something very abstract, very human. You can really feel it in the video."
Taking home the Titanium Grand Prix for most breakthrough idea of the year is Domino's emoji ordering system, which lets fans order a pizza via a tweet. Developed by Crispin Porter + Bogusky, the idea was prefaced by a cryptic collection of tweets made up entirely of emojis, sparking quite a bit of interest (and bemusement).
The selection of the Domino's effort was "certainly a long, drawn-out discussion," Fitzloff said. "We felt really good about awarding an idea that has the potential to impact a major advertiser's business model. What I see in the emoji ordering idea is the touch of an agency, the touch of a creative person on a real, legitimate business-moving idea. Increasingly, that's where the opportunities for ad agencies are."
The hugely popular Always #LikeAGirl campaign won a Titanium Lion, one of many Lions the campaign received this week.
The only gold Integrated Lion awarded to a U.S. shop went to Droga5 for its Newcastle "Band of Brands" with production assistance from Caviar Los Angeles.