Titanium

Titanium.

The space-age metal. Prized for its strength, its ability to combine with other metals and the many applications it helps to create.

An appropriate name for the Cannes Lion that, according to its rules, is

“…for breakthrough ideas. It’s for work that is provocative and points to a new direction. It’s for work that ‘causes the industry to stop in its tracks and reconsider the way forward.’”

http://www.canneslions.com/enter/rules_fees.cfm

At this year’s Cannes Festival – http://www.canneslions.com/  — I had the great honor, huge fun and amazing learning experience of being a member of the jury that judged the Titanium and Integrated awards.

And what a jury it was – great creative directors from great agencies taking a week to look at and discuss great work.  There was deep and reflective discussion, passionate debate and principled deliberation – all leading to a collective desire to inspire a world full of clients and agencies to aspire to ever greater, ever bigger and evermore innovative thinking and execution.

Take a look at who I got to hang with – and you will know why I’m still so excited:

http://www.canneslions.com/enter/juries.cfm?juryid=9

Now here’s the thing – look at the work – look at the short list and then look at the Lions. See what you would have awarded.  The same? Different? Do you agree or disagree with our choices?

http://www.canneslions.com/work/titanium/

What questions did you ask yourself when looking at the work and judging what was integrated and what was breakthrough – how did you define them? And, did you find any “truths” or commonalities between the work – any trends?  Any revelations?

A few thoughts…

I believe that all of the work chosen shares at the core real ideas, simple to articulate, easy to understand.

I believe they all tell a story that is engaging…leaving you with a feeling of time well spent.

I believe that they all use the channels they are communicated in to the fullest and represent neither matched luggage (as in – I have integrated this by making sure it all looks and sounds the same) nor ticked boxes (as in – I have made a viral; I have made a social; I have made a digital) – you get the point…

Finally, I think that the biggest message is that a Twitter retail service innovation and an honest and fresh use of Facebook functionality were the big winners – already, many are pondering the implications to their own business and their own clients.

Simplicity, brilliant execution, relevance, courage in doing something new and bold, and deep understanding and focus on outcomes – inspiring!

Listen:

“An innovation is one of those things that society looks at and says, if we make this part of the way we live and work, it will change the way we live and work.
Dean Kamen

And there you have it – we have the power to change the world…not bad for folks who don’t do brain surgery….

What do you think?

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