Cannes

the prior year because the online series did not neatly fit into any of the existing competitions at the time, the award was introduced by then-jury president Dan Wieden of Wieden + Kennedy as a way to honor an industry-changing, groundbreaking idea.

According to the Titanium jurors, the primary idea in this case was forming a new media channel from an existing property. Although the barcode design could have been introduced 15 years ago, said Lubars, the winning Japanese shop found a way to take something that was “depressing, brain-fogging and 1984-ish” and turn it into something “fun and friendly.”