“Not everyone can win a lion, but anyone can lose it,” so states the first tweet sent on Monday morning from a mysterious new account that we're still not 100% sure is legitimate or not. Dubbed the "Lion Leash,” the project currently embodies little more than a single Behance page and Twitter account. It promotes a number of ways in which you can use the Lion Leash to turn your Cannes Lion award into a fashionable accessory that you'll never lose. The joke being (of course) that winners at the Lions tend to get so inebriated after their big win that they could end up losing their trophies. Unless they are literally attached to their heads of course.
The Lion Leash allows you to turn your Cannes Lion award into a fashionable accessory that you'll never lose
As far as we can tell, Lion Leash is largely the work of Rita Alberti from the Hungarian agency Republic Group, and she appears to have spent the last few days using Twitter to reach out to most of the winning agencies at this year's Cannes Lions, including Cheil Worldwide and TBWA. On her own Behance page, Alberti has said: “Do you want someone to take care of your Lions? Don't care about the beers you have at the gala! Contact me and never lose a Lion in Cannes!” She also leaves her email address, so presumably anyone wishing to get to the bottom of this madness need only send her a message (firstname.lastname@example.org).
The Lion Leash allows your awards to be worn on your head, on your back, or in a rather fetching sling
If you're at Cannes this week and happen to see anyone wearing their Cannes Lions award like a headband (the “Lion King”) or cradling it like a newborn baby (the “Newbie”), be sure to let us know. Because we kind of want one! For those wishing to know more,all pertinent information is contained within the perplexing info-graphic below:-