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London (pte032/22.05.2003/14:46) - The Cannes Lions advertising festival http://www.canneslions.com will be awarding a prize in a new category this year. Each year from now on, the so-called 'Titanium Lion' will be given to advertising projects that show innovation.
The festival organizers define innovation as moving the industry to "reinvent the future". The award can be given for innovation in the fields of design, execution or original concept, as well as for the development of new forms of communication or combinations of existing modes of communication.
The Titanium Lion will be awarded on the last day of the festival, which is scheduled to take place from 15 to 21 June. The festival is in its fiftieth year.
Deciding who gets the award by simple majority are the four jury presidents Dan Wieden (Film, Press & Outdoor), Marco Tinelli (Cyber), Fernando Rodes (Media) and Daniel Morel (Lions Direct). According to Roger Hatchuel, chairman of the festival, Wieden originally proposed introducing the new prize, which some say mirrors a trend toward convergence in the economy.
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