In 2006, entries will not be restricted to a set number of executions nor types of channel, but as before there will be no limit to the boundaries of the media used.
The Titanium category was introduced in 2003, Cannes' 50th year, by jury president Dan Wieden to recognise work "that causes the industry to stop in its tracks and reconsider the way forward".
This year four Titanium Lions were awarded, one for Wieden & Kennedy's Honda "grrrr" work and Fuel Europe with Volvo.
It had been relaunched for 2005 explicitly to celebrate work that ran across multiple channels and tagged integrated, but this did not enthuse the industry.
Terry Savage, executive chairman of the festival, said: "This year we have removed the integrated tag, because in the spirit of what Dan Wieden originally stated, Titanium Lions celebrate something bigger and more transcendent than descriptions such as 'integrated'."
There will be no categories, unlike last year, which saw awards for high and low budget campaigns.
The jury can give as many Titanium Lions as it wants, but it is expected few will be awarded because the awards are intended only for the very best thinking in the industry.
"This is a competition for big, bold ideas that are innovative; for work that is provocative, challenges assumptions and points to a new direction for the world of advertising and communications," Savage said.
The organisers stressed that the Titanium Grand Prix is "elusive" and may only be given occasionally because it should go to "breathtaking, breakthrough ideas".
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