Titanium/Integrated jury snubs 'Best Job', awards double Grand Prix to Obama campaign


Despite winning three Grand Prix, Australia's favourite contender for a Titanium/Integrated Lion was snubbed by the jury for what has become the festival's most coveted award. CumminsNitro Brisbane's Tourism Qld 'Best Job in the World' remained just a shortlist after the final judging.

Asia disappointed with nothing making it through.

New Zealand fared better, turning its two shortlists into a Silver Integrated Lion for AIM Proximity/Colenso BBDO Auckland's Yellow YELLOW TREEHOUSE and a Bronze Integrated Lion for Adidas/New Zealand Rugby Union All Blacks THIS IS NOT A JERSEY/ADITHREAD.

Obama for America's Obama/Biden Presidential Campaign won both the Titanium and the Integrated Grand Prix. It was the clear winner for the Grand Prix in both categories. The Titanium & Integrated jury, chaired by David Droga, Founder and Creative Chairman of Droga5, voted on 403 entries to reach a shortlist of 23, of which 11 Integrated Lions and 3 Titanium Lions were awarded.

There's some confusion over whether the jury watched the correct video entry for 'Best Job in the World' in the Titanium/Integrated category. Sean Cummins, CEO of CumminsNitro said: "One of my guys saw the shortlist presentation on screen. And we don't know if they were shown the right or wrong video. We don't know for sure what they have seen or not seen. One of my guys has raised it as a point of clarification but we've not heard to anything to alter anything. But that's the ball game."

He added that Titanium has different criteria of untethered creativity, not bound in the advertising we do everyday, which is fine in itself.

 "[Tourism Queensland campaign] is not edgy and cutting edge, it's just very very good. We are very happy and proud of ourselves, no other agency has won three Grand Prix before," said Cummins.

The jury members cannot confirm whether they watched the wrong video. Jury President David Droga, founder and creative chairman of Droga5 New York, said that they watched the video that was put in front of them and judged the work on what they saw and what they knew of the campaign, which was very familiar to all the jury members. As a jury they thought it was a fantastic idea and a great campaign that was a well-deserved winner of the Grand Prix in PR, Cyber and Direct, but the jury voted unanimously. It was thought there were bigger ideas in Titanium and more integrated campaigns submitted.

The CumminsNitro, Brisbane creative team told CB: "The term 'integrated' is difficult to define. Our campaign consisted of international press ads, point of sale recruitment posters, online display banners, online recruitment listings, PR kits and progressive releases to media, user-generated video content and social media. We're immensely happy with the way the campaign has been received by the industry. As always, it's up to the jury to decide."

Indian juror Prasoon Joshi, executive chairman and regional ECD, Asia-Pacific, McCann Erickson India said in Titanium they were looking at something that creates a movement and while 'Best Job' is definitely a great idea it is not something they were looking for in Titanium, which is something that creates a movement which extends the boundaries and involves so many people that it sort of cascades down into society and becomes part of the culture, or creates a subculture all together.

"On those categories, there were other entries that scored much higher than this one. No one is denying that this is a great idea," said Joshi.

New Zealand juror Andy Blood, group ECD for TBWA\Whybin\Tequila, Auckland, said that everyone knew the campaign inside-out long before they got to Cannes.

"Sometimes it comes back to the spirit. We spent a huge amount of time making up for the lack of decent videos, whether it was the wrong video or the technology didn't work or we replayed it. We exhaustively sold other people's ideas. I've been on messy, partisan juries and this was the complete opposite, the people here were genuinely doing their best to celebrate the best work they'd seen around the world irrespective of technical failure or the wrong video."

The other Titanium Lions went to Crispin Porter + Bogusky's 'Whopper Sacrifice' for Burger King, Droga5 New York's Jewish Council for Education and Research's 'The Great Schlep' and BBH New York's NYC & Co and Warner Brothers' 'Oasis Dig out your Soul'.

Two Gold Integrated Lions were handed out - TBWA\Hunt\Lascaris Johannesburg for The Zimbabwean's 'Trillion Dollar Campaign' and Goodby Silverstein & Partners' San Fransisco's 'The Now Network' for Sprint. There were four Silver Integrated Lions awarded and five Bronze.

Droga said the best work absolutely rose to the top and there was so much healthy discussion that when it came to deciding on the final winners there wasn't a lot of disagreement. Part of the jury's responsibility was separating between Titanium and Integrated.

"We thought the Grand Prix winner, the Obama campaign, had a valid case for being in both categories. We could spend half an hour talking about why we thought it was a great example of integrated and you can put an argument together about why we thought it was a huge bold idea and why it should win the Titanium," said Droga.

Joshi said that traditionally political campaigns don't qualify for the Grand Prix, but the jury decided 'Obama' was a brand campaign.

"It is a campaign where for the first time the consumer co-created a campaign together with the brand owner so it was something the advertising industry could not ignore. It is purely a brand campaign," said Joshi.

Droga added that while we've all seen political campaigns and sniggered about them for being so formulaic, political campaigns won't be the same ever again. He said the jury was careful to separate the man from the campaign and made an apolitical decision.

"This wasn't a vote for the man, this was a rational conversation we had, it wasn't an emotional conversation, we separated the man from the thinking," said Droga. 

Droga said the jury defined Titanium as ideas that create a movement and that movement can be for change, it can be to sacrifice your friends on Facebook, but something that creates a movement that you want to participate in, even if it's a disposable idea. And integrated the jury was trying to celebrate those great ideas that were made better by multiple touchpoints.

He said: "We had to wade through over four hundred five minute videos. I think next year you pay by the second so all the entries are kept small."


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