No Titanium wins for Oz, NZ

21 Jun 2008

CANNES: Japan capped off a strong performance at this year's festival with the Titanium Grand Prix, while the US won the Integrated Grand Prix. Australia and New Zealand failed to convert their respective two and one shortlist entries into metal.

Japan's Titanium Grand Prix went to Projector Tokyo for the "Uniqlock" online experience for client Uniqlo, which also won the Cyber Grand Prix, while the Integrated honour went to McCann Worldgroup San Francisco for Xbox Halo 3, the winner of one of two Film Grands Prix.

Two Titanium Lions were handed out, one to Droga5 New York for New York City Department of Education "Million" and another to Studio Brussels for MortieeBrigade charity for "Black boy wanting water".

The two Integrated Lions went to Crispin Porter + Bogusky for the Burger King stunt "Whopper Freakout" and JWT Mumbai for the "Lead India" winner.

Jury president Mark Tutssel, chief creative officer of Leo Burnett US, said the jury's goal was to "discover the finest thinking, the freshest thinking in the world". To be worthy of the Titanium honour, a campaign has to "stop you in your tracks, it has to make you rethink", he added.

"This is the most prestigious, this is the most precious Lion to win. This is the new standard.

"We are not clairvoyants. We don't know what's going to happen in the future. But this is a glimpse.

"The two Grands Prix, we believe, for different reasons represent ground-breaking thinking."

The Uniqlock work was innovative and transformed the medium, Tutssel said, while the Halo campaign set a new standard for gaming. "God is in the detail and every component was exquisite in its craft," he said.