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 |
Looking for more Cannes Lion coverage? Here you’ll find daily news of the latest trends, themes and chatter around creativity in healthcare, live from the south of France during the two-day festival.