SAN FRANCISCO The Cannes Lions International Advertising Festival is introducing a new trophy, the Titanium, at the 50th annual competition set to take place in June.
The new lion has been added to the competition at the suggestion of film and press and poster jury president Dan Wieden, chairman of independent shop Wieden + Kennedy, Portland, Ore. It will honor innovation "in any category or any combination of categories, that causes the industry to stop in its tracks and reconsider the way forward," said festival organizers.
The winner will be selected by the four jury presidents by majority vote and presented at the film awards ceremony on June 21 at Cannes, France.
Wieden said he suggested the award to "focus attention on work that challenges the conventional way we approach things."
The move addresses the difficulty award show juries have in evaluating unconventional efforts that may not fit into an existing category, such as Fallon's BMW Films project. Although the campaign was widely considered a breakthrough initiative by the industry and was entered in the film, media and cyber competitions, it was honored only in the cyber category last year.
"It's hard when you are using one medium to connect to another or your form is running longer than what convention would allow," said Wieden. "You are not going to see the fruits of your labor when it comes to receiving trophies."