Cannes 2010: What goes behind the Titanium win?

This year the Titanium award -- the most prestigious award at Cannes – went to the simplest of ideas that solved the client's problem. For the retail player, Best Buy, educating consumers on technology products was a difficult task, unless the customer walked through their doors. The simple solution that was conceived was to create a team of 2,000 experts called Twelpforce. The team would answer consumer queries 24X7 through tweets on the Twitter account, @twelpforce.

So far, Twelpforce has garnered more than 24,000 devoted followers. Rob Reilly, chief creative officer, Crispin Porter + Bogusky says, "We wanted to add value to our client. It's great for the jury to award it and that's a by-product."

The jury president, Bob Greenberg, founder, R/GA says, "The last year has seen a constant change in technology, coupled with economic downturn. This has changed the consumers and the way they behave. The consumer has access to all screens/platforms and that's changed the industry."

Great discussions and debates prevailed amongst the jury members, while looking for ideas that were moving the industry forward. The jury was looking for an idea that travelled across channels, and also excelled in each channel.

The trend that was seen this year was in terms of owned media, rather than paid and earned, which also seems to be the future.