However, in a category dominated by UK and US creative shops, it was an Australian campaign by Host/Havas Sydney that took home the Grand Prix in the Titanium Lions – which are awarded for “game-changers” in brand communications.
The “Palau Pledge”, for Palau Legacy Project, took the category’s top honour, having been awarded the Direct Lions Grand Prix yesterday and a coveted black Pencil at the D&AD awards earlier this year.
The campaign required visitors to Palau to sign a passport pledge to act in an ecologically responsible way on the island.
The highly fancied “It’s a Tide ad”, created by Saatchi & Saatchi New York for Procter & Gamble, also won a Titanium award, having also won the coveted Grand Prix in the Film Lions tonight.
Apple also won a Titanium for its in-store activation “Today at Apple” – which is also a Grand Prix winner at Cannes this week.
Meanwhile, Droga5 New York bagged a Titanium for Tourism Australia’s “Dundee: the son of a legend returns home”.
The Titanium category celebrates ambitious, motivating, and inspirational works and projects that mark discussions and debates both in the advertising industry and outside of it. Last year, four awards were given.