Area 23, an FCB Health company, dominated the MM&M Awards, taking home a total of 10 awards, seven of which celebrate “Free Killer Tan,” a melanoma awareness campaign created by the agency on behalf of Mollie’s Fund.
Area 23 as well as its mothership agency, FCB Health (both are part of the Interpublic Group family), also took home the night’s top agency honors. Area 23 was named Mid-sized Agency of the Year and FCB Health was named Large Healthcare Agency of the Year.
Area 23’s campaign for Mollie’s Fund, a nonprofit melanoma organization, turned what some consumers thought was a tanning salon into their own funeral. The YouTube video of the mock funerals has generated more than one million views.
“Challenging and unconventional with a strong message,” one judge said.
“Great insight into targeted behaviors. The casket tanning bed is brilliant,” another judge noted. “Bravo!”
The annual MM&M Awards ceremony, held Thursday night at a new larger venue, Cipriani Wall Street, in New York City, showcases the best in healthcare marketing, communications and media. About 850 industry leaders attended the dinner.
The winner for the Best Multichannel Campaign in the large-budget category was Saatchi & Saatchi Wellness and Merial for the “Dogs in Your Face” campaign for Nexgard, a flea-and-tick treatment for dogs. Saatchi & Saatchi Wellness won three gold awards and silver for its work this year. The “Dogs in Your Face” campaign also won Best Product Launch.
McCann Echo’s work for Galderma’s launch of Soolantra, a topical rosacea cream, won the silver prize in the Best Product Launch category. The HCP digital component of the campaign, which is called “Soolantra: Introducing a Tough Topical,” took home another notable award—the Titanium Award for Best in Show, a new category at the MM&M Awards. All told, the branded effort won five gold and silver awards, plus the Titanium Award.
The campaign “conveys the strength of the product in a creative [and compliant] way,” said Anne Whitaker, EVP and company group chairman for Valeant Pharmaceuticals and the chair of judges for the 2015 MM&M Awards. “Other dermatology brands tend to personify or bring to life the packaging. [Soolantra] brings to life the cream rather than the packaging.”
McCann Health network agencies, including McCann Torre Lazur, McCann Echo, McCann HumanCare, nine gold and silver awards and the Titanium award.
For more information about the individual gold and silver winners in each of the 32 categories, click on the links below.
Outstanding Contribution to Healthcare/Best in Show
Marketers of the Year
Best Websites and App
Best Use of Public Relations, Social Media and Direct Marketing