Yellow Treehouse wins Silver Integrated Lion, This is not a Jersey/Adithread wins Bronze

Says New Zealand juror Andy Blood, group ECD for TBWA\Whybin\Tequila, Auckland: "Sometimes it comes back to the spirit. We spent a huge amount of time making up for the lack of decent videos, whether it was the wrong video or the technology didn't work or we replayed it. We exhaustively sold other people's ideas. I've been on messy, partisan juries and this was the complete opposite, the people here were genuinely doing their best to celebrate the best work they'd seen around the world irrespective of technical failure or the wrong video."

Blood added that the Yellow Treehouse was the wrong video - it wasn't the one he'd become used to judging shows closer to home and focused on the architectural and design side rather than the fantastic success of the restaurant.

"That comes down to the randomness of everybody doing the wrong video in a way because they don't know how to package it for Titanium so it's doing the entry in the agency and filing the right one, that's a universal condition. It certainly didn't lose out because we got the wrong video."

Indian juror Prasoon Joshi, executive chairman and regional ECD, Asia-Pacific, McCann Erickson India said in Titanium they were looking at something that creates a movement which extends the boundaries and involves so many people that it cascades down into society and becomes part of the culture, or creates a subculture all together.

The other Titanium Lions went to Crispin Porter + Bogusky's 'Whopper Sacrifice' for Burger King, Droga5 New York's Jewish Council for Education and Research's 'The Great Schlep' and BBH New York's NYC & Co and Warner Brothers' 'Oasis Dig out your Soul'.

Two Gold Integrated Lions were handed out - TBWA\Hunt\Lascaris Johannesburg for The Zimbabwean's 'Trillion Dollar Campaign' and Goodby Silverstein & Partners' San Fransisco's 'The Now Network' for Sprint. There were four Silver Integrated Lions awarded and five Bronze.

Droga said the best work absolutely rose to the top and there was so much healthy discussion that when it came to deciding on the final winners there wasn't a lot of disagreement. Part of the jury's responsibility was separating between Titanium and Integrated.

"We thought the Grand Prix winner, the Obama campaign, had a valid case for being in both categories. We could spend half an hour talking about why we thought it was a great example of integrated and you can put an argument together about why we thought it was a huge bold idea and why it should win the Titanium," said Droga.

Joshi said that traditionally political campaigns don't qualify for the Grand Prix, but the jury decided 'Obama' was a brand campaign.

"It is a campaign where for the first time the consumer co-created a campaign together with the brand owner so it was something the advertising industry could not ignore. It is purely a brand campaign," said Joshi.

Droga added that while we've all seen political campaigns and sniggered about them for being so formulaic, political campaigns won't be the same ever again. He said the jury was careful to separate the man from the campaign and made an apolitical decision.

"This wasn't a vote for the man, this was a rational conversation we had, it wasn't an emotional conversation, we separated the man from the thinking," said Droga. 

Droga said the jury defined Titanium as ideas that create a movement and that movement can be for change, it can be to sacrifice your friends on Facebook, but something that creates a movement that you want to participate in, even if it's a disposable idea. And integrated the jury was trying to celebrate those great ideas that were made better by multiple touchpoints.

He said: "We had to wade through over four hundred five minute videos. I think next year you pay by the second so all the entries are kept small."

When it came to Colenso's Yellow 'Treehouse', Droga said it was very popular, and the video wasn't necessarily the best video for it as the more they came to understand what it did the more they liked it. 

"It was very lateral thinking for Yellow Pages. We really liked ideas that touched the real world, ideas that were big enough that they didn't just inspire creative types around the world, but really seemed to permeate and inspire real people and that turned it into a genius solution for Yellow Pages," said Droga.