Cannes Lions 2017: Taproot Dentsu’s Adidas Odds shortlisted in Titanium

Shortlists for the final two categories – Integrated and Titanium – have been announced today at the 64th Cannes Lions International Festival of Creativity. There is just one entry from India that has been shortlisted in Titanium Lions, while India has drawn a blank in Integrated Lions. 

Taproot Dentsu’s work, titled ‘Adidas Odds’ is the sole Indian entry that has made to the shortlist for Titanium Lions. A total of 21 entries have been shortlisted in this category. Adidas Odds has been inspired by para-athletes, who run using a blade prosthesis, hence they require shoes for just one leg. Instead of a generic pair, Adidas Odds has a pair of shoes for the side that the para-athlete requires. 

India’s Lions tally at Cannes festival this year stands at 32, which includes 1 Grand Prix for Good, 2 Glass Lions, 7 Gold, 14 Silver, and 10 Bronze. 

Apart from the Titanium shortlist, India has 16 more shortlists in Radio, Creative Effectiveness, Film, and Film Craft that were announced earlier. How many of those will convert into Lions is something that the entire Indian advertising industry is awaiting with bated breath.