Lobbied by Europe’s largest outdoor advertising contractor, Paris-headquartered J C Decaux, this year’s International Advertising Festival in Cannes will for the first time bestow its coveted Lion awards on the best of the world's outdoor advertising.

Until this year, there has been just one Grand Prix award covering out-of-home media (print, posters, magazines and newspapers) This year, over 3,000 outdoor ads have been entered for the Outdoor Grand Prix sponsored by J C Decaux, announces new festival ceo Franz Prenner.

Decaux conducted its lobbying via – what else? – a series of poster campaigns at pin-pointed sites across the US and Europe. One execution depicts the coveted Golden Lion award with the headline: “Win one, and next time you'll be driving past in a Ferrari.” Another poster campaign read: “This year 20,000 people will go lion hunting in Cannes.”

Data sourced from: AdAge.com; additional content by WARC staff