Titanium Lion reinvented as integrated campaign award

Entries will have no upper limitations in terms of the number of media or communication channels used and there will be no limit to the length of execution. The only qualifying criteria will be that at least three distinct communication channels are included in the submission. These must include both traditional advertising media (TV, Cinema, Press, Outdoor and Radio advertising) and non-traditional communication channels (Direct Marketing, Interactive, Product Placement, Branded Content, Sponsorship, PR and Design).

"The Titanium Lion will be re-launched in 2005 as an integrated campaign award, but will retain its original spirit - that of celebrating communication with the 'wow factor',"said Festival CEO Terry Savage. "The jury will look for work with an edge, a risk, a challenge to the norm."

Awards will be made in four categories, based on media campaign budget: under US$1m, US$1m to under US$10m, US$10m to US$50m, above US$50m. The jury, chosen for its specialist knowledge and global experience across multiple communication channels, will have 10 high-profile members headed by a president.

Titanium Lions will be given to entries worthy of the honour and one Titanium Grand Prix will be chosen from the Titanium Lions awarded.

The Titanium Lion, brainchild of Dan Wieden, was initially launched in 2003 to reward groundbreaking and innovative concepts in the world of advertising and marketing.

The 52nd International Advertising Festivals will be held from 19 to 25 June 2005 in Cannes, France. For more information on the Cannes Lions, log on to www.canneslions.com.

Cinemark, the official South African representative of the Cannes International Advertising Festival, brings you the latest news direct from Cannes.