Canada takes a coveted spot on the Titanium & Integrated shortlist

JWT Toronto is the only Canadian agency on the list, which strategy's Mary Maddever calls 'the only truly short Lions shortlist.'

This morning the Cannes Lions Film Craft and Titanium & Integrated shortlists came out, and Canada has one new project in contention to add to the 10 spots shortlisted in Film for tomorrow’s award ceremony, the finale of the week.

Only 26 entries made the coveted Titanium & Integrated shortlist, and of Canada’s 10 entries in this category, JWT Toronto’s BRANDAID project made it through to the only truly short Lions shortlist.

BRANDAID is a passion project of JWT CEO/president Tony Pigott, a cofounder of CREOS and BRANDAID, who spoke to strategy about the progress being made. The global project helps artisans in the developing world make a go of their microbusinesses and connects them with an online marketplace of global consumers.

BRANDAID pre-purchases artwork and curates online collections, then taps top-notch marketing support and enlists Hollywood patronage to spur online sales at, a portal and launchpad for each microenterprise. On the Hollywood front, director/screenwriter Paul Haggis, one of the co-founders, launched the project to the film crowd during Oscar week at a do hosted by Vanity Fair and Dior.

On the brand side, local agencies are recruited to help brand the product, and to create sustainable online presences for the artists.

The entry chronicles the story of the recruitment program that JWT created to enlist other agencies to help launch artisan brands. Pigott explains that ‘along the way it tells the story of BRANDAID project and pays particular attention to Haiti, where we are now focused.’ Dean Hore and Andy Brokenshire were the creative team on the recruitment program.

The project also works with UNESCO and CARE, and artisans and their communities receive 35% of the profits.

While the recent quake has affected progress, Pigott, who is also global director of Ethos JWT, says things are now coming together as they are close to a deal with a major iconic US retailer for BRANDAID’s handiwork.

JWT also has a Film shortlist, Tylenol’s ‘Bent,’ in contention for tomorrow night’s closing awards ceremony, and the Grand Prix for Good contenders will be revealed tomorrow morning.

None of Canada’s 14 Film Craft entries were shortlisted.