History of the Cannes Lions Titanium Grand Prix (1)

The Titanium Lion award was created at Cannes Lions as a special measure for "BMW FILMS"Two years later, in 2005, this award was established as a permanent category.
Although four cases won the Titanium Lion that year, there was "no winner" for the Grand Prix, which is awarded to the best case among them.

The first Titanium Grand Prix

The first Titanium Grand Prix was born in 2006. It was awarded to "Design Barcode" by the Japanese company Design Barcode Inc.

Barcodes have existed on even the most beautiful product packaging, and in a way, have violently detracted from their aesthetic appeal. "Design Barcode" is a project that applies designs suited to each product to such barcodes.

For example, for the product "Kaze ni Fukarete Tofuya Johnny" (Tofu Shop Johnny Blown by the Wind) from Otoko Mae Tofu Co., the barcode is designed to look like waves with a person surfing on them.

Kaze ni Fukarete Tofuya Johnny

Also, for Calbee's "Jagariko," many design barcodes have been created over the years and have continued to be used to this day.

Library | Jagariko Web | Calbee, Inc.

According to the case film by Design Barcode Inc., by 2006, Design Barcode had been adopted by 40 companies, and the variety had expanded to 120.
In other words, this project was not a specific campaign measure by a specific advertiser, but rather a communication format that various companies could adopt.

David Lubars, the jury president for the Titanium category that year, commented on this project as follows:
"This case transcends advertising and design, and it pushes the world forward. It transformed a disappointing symbol that we see every day into a new medium."
Cannes Titanium Lion Goes to Design Barcode | cannes06 - Ad Age

He also spoke about the judging for the Titanium category as follows:
"In this judging, we decided to return to the origin of this award. That is, let's award things we have never seen before."