The rebirth of the concept.

Yesterday I wrote a rather aggressive entry about the Cannes 2008 winners. And I stand by it. I just want to add that although there is a concept crisis in traditional media (print, TV, radio...) I have recently been reviewing the work awarded with Titanium and Integrated Lions, which if you don't know what they are, here's an accurate description from the Cannes Lions site:

"As introduced in 2007, one jury will judge two different types of entry - Titanium entries for breakthrough concepts and Integrated entries for state of the art integrated campaign entries.

Integrated Lions and one Integrated Grand Prix will be awarded to the highest standard state of the art Integrated Campaigns using three or more different media.

Titanium remains in its purist form and stands 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”.

Titanium entries are not restricted to a set number of executions or types of channel and there is no limit to the lengths of execution or the media used.

The jury may award Titanium Lions and a Titanium Grand Prix if appropriate to entries in this section.
You don’t have to specify whether you are submitting to Titanium or Integrated when entering. All campaign entries will be considered by the jury for Integrated Lions or Titanium Lions.

There are no categories in Titanium and Integrated Lions. The idea is everything, whether it’s for a car or toothpaste, telecommunications or charity, big budget or low budget."

It must be added that the Titanium Lion GP is also the award that carries the most points with it. Here's the Lions point chart.

Titanium Grand Prix: 12 points

All other Grand Prix: 10 Points

Titanium Lion: 10 points

Gold Lion/Design Lion/Integrated Lion: 7 Points

Silver Lion: 5 Points

Bronze Lion: 3 points

Shortlist Position: 1 Point

These are clear examples of work directed to real people with engaging messages and innovative thinking. Plus, it creates communication and culture. This is the future, this is what we must be learning and thinking. It doesn't matter if it's a TV ad, a print ad or a web thing, a great idea will live anywhere, and will outlive any media.

Take a look at the GP's and winners in the link below. It's also worth taking a look at the short list and while you cannot see the entries on the Lions page, you can go to each agency's website and look for the case study there.

CLICK HERE TO SEE THE WINNERS.