Can advertising alchemists turn yellow chocolate into Titanium?

Colenso BBDO will be hoping that the 10-man Cannes Lions jury will perform a feat of advertising alchemy and turn their ‘Yellow Chocolate’ campaign for Yellow Pages into a Titanium Lion after it was named on the Titanium and Integrated Lions Shortlist at the 2010 Cannes Lions Advertising Festival.

First introduced in 2003, this most coveted of Lions celebrates ground-breaking and innovative concepts in the world of advertising and marketing and/or integrated campaigns using three or more media.

The premise for Titanium Lions is to celebrate “work that causes the industry to stop in its tracks and reconsider the way forward. Titanium is for work that is provocative, that challenges assumptions and points to a new direction”. This year 396 entries were received from 47 countries and Colenso’s campaign was one of only 26 to make the final shortlist.

Whilst Gold, Silver and Bronze Lions will be awarded for the best Integrated Campaigns, only the cream of the crop may go on to be awarded a Titanium Lion or the ultimate, a Titanium Grand Prix. However Titanium Awards are at the jury’s discretion and there are no guarantees that any Titanium Awards will be awarded.

Titanium and Integrated Lions, together with the Film and Film Craft Lions will be announced at an awards ceremony on Saturday evening – the final night of the 2010 Cannes Advertising Festival. Other awards to be announced on the final night include the Palme d’Or, Agency of the Year, Independent Agency of the Year, Network of the Year and the winner of the Grand Prix for Good. DDB’s ‘Live Rescue’ Campaign for Coastguard NZ is one of 32 shortlisted contenders vying for the Grand Prix for Good award.

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