Jurors for the Cannes Lions Health categories are almost ready to pack their bags for the South of France.

The Pharma Lions jurors have a particular dilemma: for the past two years, the judges have declined to award a Grand Prix in Pharma, saying in 2018 that no one campaign checked all the boxes. Since the inception of the Pharma Lions in 2014, only two Grand Prix have been awarded.

Robin Shapiro, jury president of this year’s Pharma Lions, said previously that an entry needs to be “iconic” be to recognized.

“It has to be extremely iconic and change the way you look at a category or be a transformation that we’re helping to usher by virtue of the brand,” she said. “When you’ve seen something that will totally change the way people look at it as a topic, I think that’s when you know you’ve seen something that meets the standards, which we know are very high.”

This week, MM&M asked jurors what is the most important part of a winning campaign in Pharma and Health. See their answers below.

Emily Spilko, executive creative director at Evoke and a Pharma Lions juror

This may sound odd, but a great campaign is one that you never really saw coming, but makes 100% sense when you do. It should be unexpected and hit on something, strategically and creatively, that helps tell a completely unique story.

Auge Reichenberg, EVP and chief creative officer at Havas Health & You, and a Health and Wellness Lions juror

The most important component of an award-winning campaign to me is simple: it’s the human component. A piece has to reach beyond any screen or device and make me feel something profound. When a campaign has human purpose, it can emotionally move a person — and when moved, a person is more likely to act.

Kathleen Nanda, executive creative director at FCB Health New York and a Pharma Lions juror

Creativity and craft go hand-in-hand. I love to see well-crafted, creative solutions to real business issues. I love seeing work that makes people think differently and makes them want to act differently. As judges, we see a vast amount of work, but there is always certain work that sticks with you, that stands apart from the rest. For a campaign to be award-winning, it has to stop you and then stay with you.

Here’s the complete list of jurors for 2019 Health Track, which includes the Pharma Lions and Health & Wellness Lions.