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The Domino's emoji ordering system won a Titanium Grand Prix, while the Re2pect campaign honoring Derek Jeter from Nike's Jordan Brand took an Integrated Grand Prix at Cannes. But even categories originally created to honor work that didn't fit neatly elsewhere fell prey to growing confusion about award category definitions at the Cannes Lions International Festival of Creativity.
What they are:
Domino's emoji ordering from Crispin Porter & Bogusky, Boulder, Colo., allows people to instantly place orders saved in their accounts with the fast feeder by tweeting a pizza emoji.
The Re2pect campaign honored retired New York Yankees shortstop Derek Jeter with a series of videos showing such celebrities as Spike Lee and Rudy Giuliani and ordinary folks -- including even purported Boston Red Sox fans -- tipping their caps to the widely respected player.
Why they won:
"The winner of our integrated Grand Prix was really driven off of emotion," said Mark Fitzloff, jury president and exec creative director of Wieden & Kennedy, Portland. "And ironically our Titanium Grand Prix was ultimately very utilitarian, very functional."
He defended the Domino's campaign in response to a question suggesting it was "quite simple and nothing really special" by saying "We felt really good about awarding an idea that has the potential to really impact a big advertiser's business model." He compared it to Amazon's one-click service.
Mr. Fitzloff was somewhat unqualified to say why Re2pect won, because he was recused from deliberations on work from his own agency. But he said: "I think the nature of it being integrated fell away. People were able to get wrapped up in the story and move seamlessly from execution to execution and not think about kind of a checklist of how it's integrated, and look at how many things it did."
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Mr. Fitzloff was one of only four U.S. representatives on the panel of 10 agency executives from six countries deciding both categories.
Mr. Fitzloff declined to disclose controversies among his jury members, but his own comments suggest he really liked the Titanium Lion winner from Ogilvy & Mather Argentina for Cerveza Salta, in which a fan of the beer brand had a branded "beer tooth" implanted in his mouth. And, in terms of the Titanium definition, what's more "provocative" or points "to a new direction in the industry" than branded body modification?
"I absolutely adore that beer tooth idea," he said at the press conference. "There's something a bit punk rock about giving the Titanium award to something as dumb as a guy who's willing to replace his tooth with a brand's logo and have that in his mouth for the rest of his life just to open a beer." In questioning later, he wouldn't go so far as to say he favored it for the Grand Prix but added: "If it was the Grand Prix, I would have no problems with that." He acknowledged that honoring the Domino's emoji came after "a long, drawn-out discussion."
Hot topic at press conference:
"We were tasked with two categories that I would argue are the least- and most-well defined in Cannes," Mr. Fitzloff said. Later he was asked why #LikeAGirl from Leo Burnett for Procter & Gamble Co.'s Always was deemed to qualify for a Titanium Lion. "It's a Titanium because we can't seem to define Titanium," he said. In questioning afterward, he said #LikeAGirl wasn't seen as integrated because it "was not a terribly complicated campaign. It's about the video." It ultimately was deemed Titanium-qualifying because it relied on "the power of word-of-mouth and power of the hashtag itself was its core essence, so we kept it where it was."
The jury awarded 16 Lions in all, nine to U.S. agencies, including the two Grand Prix. Agencies from Argentina and Canada accounted for two each, with the other three going to shops from Australia, Egypt and the U.K. Despite both Grand Prix winners coming from the U.S., Mr. Fitzloff said: "We felt good about, especially in the Titanium, awarding a fairly global list."