Saatchi & Saatchi and Channel 4 carry UK hopes in Titanium Lions shortlist

Saatchi & Saatchi London has been shortlisted for the Titanium category at Cannes Lions for its augmented reality app for Deutsche Telekom and virtual band Gorillaz.

The campaign, "Magenta unleashed", tied into the release of Humanz, the fourth album, by Damon Albarn’s musical project.

It involves an app, Lenz, which utilises the magenta colour of Deutsche Telekom and its T-Mobile brand. Whenever the user’s camera is pointed at anything magenta, the real surface disappears on the phone’s screen and is replaced by a window into the cartoon world of the Gorillaz.

Saatchi & Saatchi told Campaign earlier this year the idea behind the app was "basically turning a colour into a new media channel for entertainment."

The Titanium Lions celebrates "game-changers", specifying: "Entries will need to break new ground in branded communications; that is, provocative, boundary-busting, envy-inspiring work that marks a new direction for the industry and moves it forward."

4Creative also picked up a nomination for Paralympics campaign "We’re the superhumans", which has already won gold in the Entertainment category.

Three of the shortlist of 22 were campaigns for Burger King, the Cannes Lions Creative Marketer of the Year.

Lola MullenLowe, Madrid, is nominated for "Burger Clan", advertising the fast food chain’s online delivery service, while Miami’s David is the only shop with two nominations, for "Scariest BK" and "Google Home of the Whopper".

Burger King - The Scariest BK from Casal Peña on Vimeo.

There are another eight nominations from the US: one each from 180LA, CP&B Boulder, DigitasLBi Chicago, McCann New York, Ogilvy New York, Saatchi & Saatchi New York, and Spotify.

The shortlist also includes work from Argentina, Australia, Canada, India, Italy, Singapore, Sweden and The Netherlands.

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