News of June 23, 2012
Titanium Lion in Cannes for "Virtual 2Pac"
On June 23, 2012, Cannes Lions awarded "Virtual 2Pac" a Titanium Lion: Digital Domain's technology was honored, not a Tupac work.
From more than 500 entries, the jury chose the Coachella performance: On June 23, 2012, the 59th Cannes Lions advertising festival awarded it a Titanium Lion, one of the festival’s top prizes. The jury, made up of representatives from ten major advertising agencies, honored Digital Domain for “Virtual 2Pac” commissioned by Dr. Dre. In the festival’s database, the entry is listed under “Chronic Touring”, Los Angeles, Dr. Dre.
Company Figures Versus the Billboard Numbers
Digital Domain cited 15 million YouTube views, 500 percent higher album sales, and 1,500 percent more downloads of “Hail Mary” as its impact. These are company figures. The Billboard numbers ranged between 53 and 571 percent depending on the album. AllHipHop and XXL reported the award on June 26.
The prize honored the idea and technology of the virtual performance, not a Tupac work.