The Cannes Lions International Festival of Creativity revealed the campaigns in the hunt for Pharma Lions on Sunday.

The Grand Prix, the category’s best of the best, has only been awarded two times in the five years of the Pharma Lions’ existence. Here are the campaigns on the shortlist for that prize and other Lions this year, by category.

Regulated: Healthcare Professional

The Learning Corp’s One Word campaign for its Constant Therapy app, which helps with stroke rehabilitation, made the shortlist several times in the category. Area 23, an FCB Health Network Company in New York, is the agency behind the push. Also on the shortlist is The Struggle Inside, a campaign from Novartis for its Tasigna cancer treatment by Publicis Lifebrands in London, and Cows 1, from Abbott for its Ensure Plus Juice by Langland in Windsor, U.K.

Non-regulated: Direct to Consumer

Shortlisted from this subcategory is Getting Sick Is Easy, from One Medical, a primary care startup. Goodby Silverstein & Partners in San Francisco is the agency supporting the campaign.

Non-regulated: Director to Patient

From this subcategory, Icons for Medicines from Hospital HCOR made the shortlist. Grey Brazil in Sao Paulo is the entrant company as well as the media and PR agency behind the campaign.


Shortlisted several times from this area of work is the Breath of Life chronic obstructive pulmonary disease awareness campaign from GlaxoSmithKline, supported by McCann Health in Shanghai. Other regulated subcategory work making the shortlist is U=U=, an HIV awareness campaign from Viiv Healthcare and Havas Lynx in Manchester, U.K., and Bubl Fashion for Osteoporosis Canada in partnership with Amgen Canada. PR firm Edelman in Toronto is the agency behind the osteoporosis push.

Other regulated work to get shortlisted includes Commitment to Harmony from Janssen for its psoriasis therapy by Publicis Lifebrands in London and the See Below campaign from Dupixent from Sanofi Genzyme Regeneron and Havas Lynx in Manchester.

Regulated work on behalf of Eli Lilly & Co. made the shortlist with two entries: Get Up Alarm Clock for Lartruvo, created by Area 23, and the Journal of Me psoriasis awareness and support campaign from Havas Lynx in Manchester.


Valuable Heart from Hospital Moinhos de Vento and McCann Health Sao Paulo; As Much As I Can from Viiv Healthcare from Harley & Company in New York; and Toilet Books from Synergy Pharmaceuticals and Area 23 in New York made this shortlist.

Other non-regulated work on the shortlist is the Reverse maternal healthcare campaign from Merck for Mothers, created by Matter Unlimited in New York.

Non-regulated shortlisted work also includes Bayer’s campaign for Smartread from Langland in Windsor and both The UFOlogist and The Flatearther from Hermes Pardini and Ogilvy Sao Paulo.