Ogilvy Singapore and FCB India among the 18 shortlists for the Dan Wieden Titanium Lions
Cannes has today revealed that 18 entries have been shortlisted for the Dan Wieden Titanium Lions. From Asia, Ogilvy Singapore’s ‘Vaseline Verified’ and FCB India’s ‘Lucky Yatra’ have made the cut.
The Dan Wieden Titanium Lions celebrate game-changing creativity, honouring work that breaks new ground, challenges industry norms and redefines the creative landscape.
From 187 entries to the Titanium category only 18 made the shortlist and only two agencies – Ogilvy Singapore and FCB India – were shortlisted.
‘Vaseline Verified’ shows how social media fuels a thriving, yet potentially misinformed world of user-generated Vaseline ‘hacks’. These viral uses of petroleum jelly are inventive, ingenious, but not always safe or effective, like ‘using Vaseline for better sex’.
“Vaseline Verified” is an idea that transformed anecdotal trends into scientifically validated truths. For the first time, Vaseline scientists tested viral hacks in the lab, to verify or debunk them. When a hack worked, the Verified status was shared directly with the hack creator, rewarding their ingenuity with the Vaseline Verified badge and exclusive commerce opportunities and coveted trophies.
“Lucky Yantra” turned every Indian Railways ticket into a lottery ticket, giving passengers a new reason to pay, while tapping into India’s deep cultural belief in luck. Each ticket already carried a unique code, which we used as a daily lottery number. One winner was drawn each day, with bigger prizes each week, mirroring the payouts of India’s traditional lotteries. No apps, no changes to behavior. Just buy a ticket like always, and you could win. What was once a routine, overlooked transaction became a moment of anticipation. From platform announcements to in-train audio, printed tickets, and digital screens, the campaign used every touchpoint in the railway system, and extended into radio and out-of-home media throughout the city. In a country where fare evasion was the norm, Lucky Yatra reframed compliance not as obligation, but as opportunity.