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	MOODTBWA 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	MOODTBWA 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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