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
Mr. Fitzloff was one of only four U.S. representatives on the panel
of 10 agency executives from six countries deciding both
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
"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
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."