AstraZeneca wins Pharma Grand Prix at Cannes

The Cannes Lions Health creativity festival 2015 is nothing like Cannes 2014 was for pharma.

AstraZeneca's “Take it from a Fish” integrated digital campaign, whose elements included a series of videos in which two talking fish carry on a conversation about triglycerides, won the category's top prize. Created by DigitasLBI New York, the campaign also won a Silver Lion for its “Take it from a Fish” direct and promo activation, and a Bronze Lion for its related film.

“The campaign took a complex topic and broke it down into easily digestible chunks,” said Rob Rogers, president of the pharma Lions jury, at a press conference where the winners were announced today, following a shortlist that included three entries from the AZ fish campaign. “It's an example of a traditionally conservative client doing something really groundbreaking.”

The campaign, said Rogers, targeted “men with unhealthy lifestyles, guys who love beer and hotdogs and don't always listen,” along with their partners and kids. Epanova, AZ's prescription fish-oil pill was approved last year.

Pharma submitted 432 entries, part of around 1,800 submitted to the two categories—Health & Wellness and Pharma—of Lions Health this year, a 30% jump compared to 2014's inaugural Lions Health festival.

Among other winners, StrawberryFrog New York's integrated campaign for Orexo's maintenance treatment for people suffering from opioid dependence, Zubsolv, nabbed a Gold Lion as did Possible Seattle's digital campaign for Microsoft's OneNote.

Bronze winners included McCann Echo Mountain Lake's integrated campaign for Galderma's rosacea medication Soolantra, Ruder Finn New York for its PR work on Novartis's meningitis B vaccine Bexsero, Publicis Kaplan Thaler New York for its integrated work on AbbVie's Humira, and Hill Holiday Boston for its plaque psoriasis film “That's PSO Me” for Novartis.

Rogers, who is chief creative officer and co-CEO of the Americas for Sudler & Hennessey, said this year's work represented “a substantial improvement on last year,” when the pharma jury declined to award a Grand Prix, and proved that “regulations don't define creativity; these constraints can actually inspire it.”

He also singled out the rise of technology, specifically entrants' ability to “take the promise of technology and combine it with the needs of healthcare.”

US agencies did not fare as well in the Health & Wellness category as they did in pharma, but the jury president, Andrew Spurgeon, said the Grand Prix winning work—Leo Burnett Mexico's “Intimate Words” project for Procter & Gamble—represents “life-changing creativity.”

The campaign, which featured light branding for P&G's Always line of feminine hygiene products, created a language to describe women's body parts, which currently lack names in these communities.

Spurgeon noted there is a stigma attached to talking about “women's issues” among indigenous Mexican communities and this campaign “developed a new vocabulary around women's reproductive organs that enabled them to talk to doctors like never before,” an effort that can cut down on cervical-cancer rates.

Burnett's work was also part of a bigger trend: Spurgeon, who is the executive creative director at Langland, said submissions showed that “big global ideas are receding in favor of local insights that can feed into a higher-order agenda.”

Publicis Kaplan Thaler New York's film “The boy raised by goats” for Procter & Gamble's Pepto-Bismol, won a Silver Lion. This same team won a Bronze Lion for its “More than a Costume” direct and promo activation work for Doctors of the World. FCB Zurich and FCB Chicago's radio work for the Neuroth hearing aids also won a bronze.

See the table below for all of the winners.

With reporting by Deborah Weinstein in New York and from Steve Barrett (editor in chief, PRWeek) in Côte d'Azur.



GRAND PRIX FOR GOOD

Title

Advertiser

Entrant / Agency

THIS GIRL CAN

SPORT ENGLAND

  FCB INFERNO London


Pharma Winners

GRAND PRIX

Title

Advertiser

Product

Entrant / Agency

TAKE IT FROM A FISH

ASTRAZENECA

DISEASE EDUCATION

  DIGITASLBI New York


GOLD LIONS

Title

Advertiser

Product

Entrant / Agency

OUT THE MONSTER

OREXO

ZUBSOLV

STRAWBERRYFROG New York

MESSAGES FROM THE FRONT LINE

DEFENCE FORCE RECRUTING

AIR FORCE

GPY&R Melbourne

MICROSOFT COLLECTIVE PROJECT

MICROSOFT 

ONENOTE

POSSIBLE SEATTLE Seattle


SILVER LIONS

Title

Advertiser

Product

Entrant / Agency

SOS SMS

MEXICAN RED CROSS

ONLINE EMERGENCY SERVICE

 GREY MEXICO Mexico City

TAKE IT FROM A FISH

ASTRAZENECA

DISEASE EDUCATION

 DIGITASLBI New York

FUNTASTIC HAND

CIREC FOUNDATION

PROSTHESIS FOR KIDS

 PUBLICIS COLOMBIA Bogotá

GIANT FOOTPRINTS

SABIN VACCINE INSTITUTE

FILARIA DOSE

 OGILVY & MATHER Mumbai

LOOK AT ME

SAMSUNG ELECTRONICS

SAMSUNG ELECTRONICS

 CHEIL WORLDWIDE Seoul

DEUTSCHE STIMMKLINIK—THE VOICEPRINT

DEUTSCHE STIMMKLINIK

VOICEPRINT

 MUTABOR DESIGN Hamburg


BRONZE LIONS

Title

Advertiser

Product

Entrant / Agency

SPINNING LIVING ROOM

JOHNSON & JOHNSON

CINNARAZINE

MEDULLA COMMUNICATIONS Mumbai

THE LAST LETTER

 BIOGEN

 BIOGEN

OGILVY DENMARK Copenhagen

SOOLANTRA TOUGH TOPICAL CAMPAIGN

GALDERMA

GALDERMA SOOLANTRA

McCANN ECHO Mountain Lakes

LOOKS CAN BE DECEIVING/BORING SYMPOSIUM

SHIELD THERAPEUTICS

PHARMACEUTICAL COMPANY

CDM LONDON

LOOKS CAN BE DECEIVING/THIS SUCKS

SHIELD THERAPEUTICS

PHARMACEUTICAL COMPANY

CDM LONDON

LOOKS CAN BE DECEIVING/7AM

SHIELD THERAPEUTICS

PHARMACEUTICAL COMPANY

CDM LONDON

THIS IS STROKE

BOEHRINGER INGELHEIM

PRADAXA - STROKE PREVENTION THERAPY

PUBLICIS LIFE BRANDS RESOLUTE London

LIFE SAVER

SAFEPOINT TRUST

LIFESAVER AUTO DESTRUCT SYRINGES

McCANN HEALTH London

JINARC MOA

OTSUKA

JINARC MOA

LANGLAND Windsor

PROTECTING OUR TOMORROWS: PORTRAITS OF MENINGOCOCCAL DISEASE

NOVARTIS VACCINES

BEXSERO

RUDER FINN New York

DOUBLE WHAMMY

ABBVIE

HUMIRA

PUBLICIS KAPLAN THALER New York

TAKE IT FROM A FISH

ASTRAZENECA

DISEASE EDUCATION

DIGITASLBI New York

THAT'S PSO ME

NOVARTIS

THAT'S PSO ME

HILL HOLLIDAY Boston

KEEP OUT OF CHILDREN'S REACH

SANTANA DRUGSTORE

INSTITUTIONAL

REVOLUTION BRASIL Salvador - Bahia

EYE PLAY THE PIANO

THE UNIVERSITY OF TSUKUBA'S SPECIAL NEEDS SCHOOLS

THE UNIVERSITY OF TSUKUBA'S SPECIAL NEEDS SCHOOLS

HAKUHODO KETTLE Tokyo

LIGHTBULBS

OTSUKA

ADPKD

LANGLAND Windsor

SPEAKERS

OTSUKA

ADPKD

LANGLAND Windsor

CLOCKS

OTSUKA

ADPKD

LANGLAND Windsor

LIGHTBULBS

OTSUKA

ADPKD

LANGLAND Windsor

SPEAKERS

OTSUKA

ADPKD

LANGLAND Windsor


Health & Wellness Winners

GRAND PRIX

Title

Advertiser

Product

Entrant / Agency

INTIMATE WORDS

PROCTER & GAMBLE

ALWAYS

LEO BURNETT MEXICO


GOLD LIONS

Title

Advertiser

Product

Entrant / Agency

NIVEA DOLL

BDF NIVEA BRASIL

NIVEA SUN KIDS SENSITIVE

FCB BRASIL São Paulo

THIS GIRL CAN

SPORT ENGLAND

SPORT ENGLAND

FCB INFERNO London

I TOUCH MYSELF PROJECT

CANCER COUNCIL NSW

BREAST CANCER CAMPAIGN

J. WALTER THOMPSON Sydney

THE LUCKY IRON FISH PROJECT

LUCKY IRON FISH

IRON FORTIFICATION SUPPLEMENT

GEOMETRY GLOBAL Dubai / MEMAC OGILVY Dubai

TATTOO SKIN CANCER CHECK

SOL DE JANEIRO

CORPORATE

OGILVY BRASIL São Paulo 

THE EYES OF A CHILD

ASSOCIATION NOEMI

DISABILITIES ASSOCIATION

LEO BURNETT FRANCE Paris

BALD CARTOONS

GRAACC

NGO

OGILVY BRASIL São Paulo 

MEETING

KIMBERLY-CLARK

HUGGIES

MOOD\TBWA São Paulo

THE BACKUP MEMORY

SAMSUNG TUNISIA

SERVICE

3SG-BBDO ARIANA


SILVER LIONS

Title

Advertiser

Product

Entrant / Agency

THE BOY RAISED BY GOATS

PROCTER & GAMBLE

PEPTO-BISMOL

PUBLICIS KAPLAN THALER New York

QUEUE

BAYER BRASIL

CAFIASPIRIN

ALMAPBBDO São Paulo

FIRETRUCK

BAYER BRASIL

CAFIASPIRIN

ALMAPBBDO São Paulo

HANDLE ON HYGIENE

UNILEVER

LIFEBOUY

GEOMETRY GLOBAL Dubai

MAN BOOBS

JOHNSON & JOHNSON

KY TOUCH 2 IN 1 WARMING MASSAGE OIL AND PERSONAL LUBRICANT

DDB CANADA Toronto

BALD SPOT

JOHNSON & JOHNSON

KY TOUCH 2 IN 1 WARMING MASSAGE OIL AND PERSONAL LUBRICANT

DDB CANADA Toronto

MEETING

KIMBERLY-CLARK

HUGGIES

MOOD\TBWA São Paulo 

THE HIV+ ISSUE

VANGARDIST MAGAZINE

MAGAZINE/PUBLIC AWARENESS HIV STIGMA

SAATCHI & SAATCHI SWITZERLAND Geneva

THE LUCKY IRON FISH PROJECT

LUCKY IRON FISH

IRON FORTIFICATION SUPPLEMENT

GEOMETRY GLOBAL Dubai / MEMAC Ogilvy Dubai

TATTOO SKIN CANCER CHECK

SOL DE JANEIRO

CORPORATE

OGILVY BRASIL São Paulo

RADIOMETRIES

EXITO FOUNDATION

EXITO FOUNDATION

SANCHO BBDO Bogotá

MAN YOU'RE SO BEAUTIFUL LOVE

STICHTING MENZIS BEHEER

INSURANCE

DDB & TRIBAL WORLDWIDE AMSTERDAM

MAN YOU'RE SO BEAUTIFUL PERSEVERE

STICHTING MENZIS BEHEER

INSURANCE

DDB & TRIBAL WORLDWIDE AMSTERDAM

THE HAIR FEST

CASA DE LA AMISTAD

ONCOLOGICAL WIGS

OGILVY & MATHER Mexico City

BETTER TOMORROWS CAMPAIGN

THE HOSPITAL FOR SICK CHILDREN

THE HOSPITAL FOR SICK CHILDREN

J. WALTER THOMPSON CANADA Toronto

INTIMATE WORDS

PROCTER & GAMBLE

ALWAYS

LEO BURNETT MEXICO


BRONZE LIONS

Title

Advertiser

Product

Entrant / Agency

PANADOL JOINT HUMAN CALLIGRAPHY

GLAXOSMITHKLINE HONG KONG

PANADOL JOINT

GREY GROUP Signapore

JUNKFACE

JOHNSON & JOHNSON

NEUTROGENA MEN FACE WASH

DDB CANADA Toronto / TRIBAL WORLDWIDE Toronto

GEORGE WASHINGTON

FARMATODO

HAND SANITIZER

WUNDERMAN COLOMBIA Bogotá / Y&R COLOMBIA Bogotá

ABRAHAM LINCOLN

FARMATODO

HAND SANITIZER

WUNDERMAN COLOMBIA Bogotá / Y&R COLOMBIA Bogotá

SERGEANT

NEUROTH

HEARING AID

FCB ZURICH / FCB CHICAGO

SNIFFERS

RANDOX

CONFIDANTE

LANGLAND Windsor

WEARABLE TOMATO

KAGOME

TOMATO

HAKUHODO Tokyo

WE WON'T HELP YOU

ALCOHOLICS ANONYMOUS

ALCOOLICOS ANONIMOS

J. WALTER THOMPSON BRAZIL São Paulo

LIFE SAVING DOT

TALWAR TRADERS

BINDI

GREY GROUP Singapore

THE VETIVER PROJECT

PEERLESS LION CORPORATION

SHOKUBUTSU HANA

TBWA/SANTIAGO MANGADA PUNO Makati City

TATTOO SKIN CANCER CHECK

SOL DE JANEIRO

CORPORATE

OGILVY BRASIL São Paulo

RADIOMETRIES

EXITO FOUNDATION

EXITO FOUNDATION

SANCHO BBDO Bogotá

THE SALT YOU CAN SEE

FUNDACIÓN FAVALORO

FUNDACIÓN FAVALORO

GREY ARGENTINA Buenos Aires

ROTTEN CELLS

FISCHEL DRUGSTORES

FISCHEL DRUGSTORES

GARNIERBBDO San José

I TOUCH MYSELF PROJECT

CANCER COUNCIL NSW

BREAST CANCER

J. WALTER THOMPSON Sydney

WE WON'T HELP YOU

ALCOHOLICS ANONYMOUS

ALCOOLICS ANONIMOS

J. WALTER THOMPSON BRAZIL São Paulo

LIFE TIME CLOCK

STIFTUNG FÜRS LEBEN - DEUTSCHE STIFTUNG ORGANTRANSPLANTATION (DSO)

FOR LIFE - FOR ORGAN DONATIONS

SERVICEPLAN Munich / SERVICEPLAN HEALTH & LIFE   Munich

THE HAIR FEST

CASA DE LA AMISTAD

ONCOLOGICAL WIGS

OGILVY & MATHER Mexico City

MORE THAN A COSTUME

DOCTORS OF THE WORLD

DOCTORS OF THE WORLD

PUBLICIS KAPLAN THALER New York

SOS SMS

MEXICAN RED CROSS

ONLINE EMERGENCY SERVICE

J. WALTER THOMPSON Sydney

DONATION BADGES

ABTO (BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION)

INSTITUTIONAL

LEO BURNETT TAILOR MADE São Paulo

ONLINE FUR SHOP

PETA ASIA

ETHICAL TREATMENT OF ANIMALS

Y&R SHANGHAI

PRICELESS PETS

PURINA

ANIMAL ADOPTION

NBS Rio de Janeiro

FIRST DAYS OUT

MARS BRASIL

PEDIGREE ADOPTION

 ALMAPBBDO São  Paulo


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