I was way up on the balcony tweeting away when the Titanium winner was announced, Twelpforce, and as the applause began I clearly heard several audible "What!?" from the people around me in the audience.
It didn't take long before all of twitter was aflame with people wondering what the hell happened. Has Titanium become the "twitter award"? The Cannes Titanium Badlander is but a distant memory, everyone recalls Obama's win last year, and even that confused half of the Croisette.
I don't envy the judges - even though it seems like fun to look at ads all day while having access to lovely french food, so I'd say hells yes if anyone asked me - as they scan through thousands upon thousands of entries with a infrared-gun, robotic as supermarket workers for days to whittle down the entries. What floats to the top is what everyone understands, what cuts through the clutter, what has impact, and more often than not what is familiar. If you've seen the twelpforce in action, you know what it is. Twelpforce are the Best Buy Blue shirted geek squad people reaching out on twitter with their geek-skills to reinforce the brand that is Best Buy. Not that you'd ever be able to tell from the name Twelpforce, which seems to be branding twitter more than Best Buy. Like those ads of yesteryear that spend valuable adspace stating "AOL keyword is..", but I digress.