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While most award categories at advertising’s annual Cannes Lions festival are pretty clear-cut, Titanium has been a notable (and intentional) exception.
The Titanium Lion was founded in 2003 to recognize work that “causes the industry to stop in its tracks and reconsider the way forward,” Wieden + Kennedy co-founder Dan Wieden famously said when announcing the initiative.
In the more than 15 years since, Titanium has become one of the most sought-after prizes at Cannes, with the nominees and winners often sparking more debate than nearly any other category.