Cannes Lions Health Winners 2015—AstraZeneca Reels in Pharma Grand Prix

What catches the imagination better than two fish talking about triglycerides? Well nothing—and AstraZeneca, along with campaign creators DigitasLBI New York, proved that as their “Take it From A Fish” campaign snagged the pharmaceutical category’s first top award, the Grand Prix, at the 2015 Lions Health creativity festival on June 19. Of 432 entries submitted for awards, 25 Lions were presented in the Pharmaceutical category—and this entry, says Jury President, Rob Rogers, Chief Creative Officer and Co-CEO, Sudler, “blew the door off the category.”

In fact, the campaign may mark a big shift in pharmaceutical advertising, as Rogers notes it dramatically dispels the myth that the U.S. pharmaceutical industry’s challenging regulatory environment acts as a barrier to outstanding creative ideas. “Regulations don’t define creativity,” Roger states, adding, “Constraint can sometimes help creativity.”

Among the night’s other winners, Gold Lions were presented to StrawberryFrog New York’s integrated campaign for Orexo’s Zubsolv, an osteoporosis medication; and Possible Seattle’s digital campaign for Microsoft OneNote. Bronze Lions were awarded for the integrated campaign created by McCann Echo for Galderma’s rosacea treatment, Soolantra; Publicis Kaplan Thaler New York’s intergrated work for AbbVie’s Humira; Ruder Finn New York’s PR work on Novartis’ meningitis B vaccine, Bexsero; and Hill Holiday Boston for the plaque psoriasis film, “That’s PsO Me,” for Novartis.

2015 Health & Wellness Lions Winners

One of the 61 Lions awarded in the Health & Wellness Lions category (out of 1,430 entries) is another first: Leo Burnett Mexico received the country’s first ever Grand Prix for Procter & Gamble’s Always “Intimate Words” campaign. Jury President, Andrew Spurgeon, Executive Creative Director, Langland, UK, calls it, “A fantastic example of a brand that seeks to deliver life-changing creativity.”

The campaign is designed to provide a voice for women by enabling them to name various body parts not specifically designated in their communities, hence giving these women a new voice for better healthcare. “Even more incredible is the capacity for this idea to span women of all ages, and ultimately be passed down the generations,” Spurgeon explains. “Always has managed to create a legacy by supporting this individual community, which in turn demonstrates the brand’s commitment to women the world over.”

The Young Lions and Special Awards

The team from Mr. President, Ryan Price and Cece Chu, won the Young Lions Health Award (launched this year in partnership with UNICEF and Unilever), for their ad ‘The Essentials.’

This year’s Healthcare Agency of the Year was given to Langland, Windsor. In second place was CDM London and third went to Medulla, Mumbai. The Healthcare Network of the Year went to CDM Group. McCann Health came in second and Publicis Healthcare Communications Group followed in third.

“Tonight has shown that the healthcare communications industry is innovating, breaking boundaries and making their mark in creative excellence,” Lions Health Festival Director, Louise Benson notes, “… and Lions Health is providing the arena to recognize the industry’s achievements.”

The complete list of winners:

Pharma

Grand Prix

Title Advertiser Product Medium Entrant / Agency
TAKE IT FROM A FISH ASTRAZENECA DISEASE EDUCATION Integrated Digital Campaign DIGITASLBI New York

 

Gold Lion

Title Advertiser Product Medium Entrant / Agency
OUT THE MONSTER OREXO ZUBSOLV Integrated STRAWBERRYFROG New York
MESSAGES FROM THE FRONT LINE DEFENCE FORCE RECRUITING AIR FORCE Direct and Promo & Activation GPY&R Melbourne
MICROSOFT COLLECTIVE PROJECT MICROSOFT ONENOTE ONENOTE Digital POSSIBLE SEATTLE Seattle

Silver Lion

Title Advertiser Product Medium Entrant / Agency
SOS SMS MEXICAN RED CROSS ONLINE EMERGENCY SERVICE Mobile GREY MÈXICO Mexico City
TAKE IT FROM A FISH ASTRAZENECA DISEASE EDUCATION Direct and Promo & Activation DIGITASLBI New York
FUNTASTIC HAND CIREC FOUNDATION (REHABILITATION AND PROSTHESIS CENTER) PROSTHESIS FOR KIDS Direct and Promo & Activation PUBLICIS COLOMBIA Bogotá
GIANT FOOTPRINTS SABIN VACCINE INSTITUTE, INDIAN MINISTRY OF HEALTH & FAMILY WELFARE FILARIA DOSE Direct and Promo & Activation OGILVY & MATHER MUMBAI
LOOK AT ME SAMSUNG ELECTRONICS SAMSUNG ELECTRONICS Mobile CHEIL WORLDWIDE Seoul
DEUTSCHE STIMMKLINIK – THE VOICEPRINT. DEUTSCHE STIMMKLINIK VOICEPRINT Use of Technology MUTABOR DESIGN Hamburg

Bronze Lion

Title Advertiser Product Medium Entrant / Agency
SPINNING LIVING ROOM JOHNSON & JOHNSON CINNARAZINE Print MEDULLA COMMUNICATIONS Mumbai
THE LAST LETTER BIOGEN BIOGEN Direct and Promo & Activation OGILVY DENMARK Copenhagen
SOOLANTRA TOUGH TOPICAL CAMPAIGN GALDERMA GALDERMA SOOLANTRA Integrated McCANN ECHO Mountain Lakes
LOOKS CAN BE DECEIVING/ BORING SYMPOSIUM SHIELD THERAPEUTICS PHARMA COMPANY Print & Poster Craft – Copywriting CDM LONDON
LOOKS CAN BE DECEIVING/THIS SUCKS SHIELD THERAPEUTICS PHARMA COMPANY Print & Poster Craft – Copywriting CDM LONDON
LOOKS CAN BE DECEIVING/7AM SHIELD THERAPEUTICS PHARMA COMPANY Print & Poster Craft – Copywriting CDM LONDON
THIS IS STROKE BOEHRINGER INGELHEIM PRADAXA – STROKE PREVENTION THERAPY Use of Technology PUBLICIS LIFE BRANDS RESOLUTE London
LIFE SAVER SAFEPOINT TRUST LIFESAVER AUTO DESTRUCT SYRINGES Direct and Promo & Activation McCANN HEALTH London
JINARC MOA OTSUKA JINARC MOA Film – Animation/ Visual Effects LANGLAND Windsor
PROTECTING OUR TOMORROWS: PORTRAITS OF MENINGOCOCCAL DISEASE NOVARTIS VACCINES BEXSERO PR RUDER FINN New York
DOUBLE WHAMMY ABBVIE HUMIRA Integrated PUBLICIS KAPLAN THALER New York
TAKE IT FROM A FISH ASTRAZENECA DISEASE EDUCATION Film DIGITASLBI New York
THAT’S PSO ME NOVARTIS THAT’S PSO ME Film HILL HOLLIDAY Boston
KEEP OUT OF CHILDREN’S REACH SANTANA DRUGSTORE INSTITUTIONAL Outdoor REVOLUTION BRASIL Salvador – Bahia
EYE PLAY THE PIANO THE UNIVERSITY OF TSUKUBA’S SPECIAL NEEDS SCHOOLS THE UNIVERSITY OF TSUKUBA’S SPECIAL NEEDS SCHOOLS Digital HAKUHODO KETTLE Tokyo
LIGHTBULBS OTSUKA ADPKD Film – Art Direction/ Production Design LANGLAND Windsor
SPEAKERS OTSUKA ADPKD Film – Art Direction/ Production Design LANGLAND Windsor
CLOCKS OTSUKA ADPKD Film – Art Direction/ Production Design LANGLAND Windsor
LIGHTBULBS OTSUKA ADPKD Film – Animation/ Visual Effects LANGLAND Windsor
SPEAKERS OTSUKA ADPKD Film – Animation/ Visual Effects LANGLAND Windsor

Health & Wellness

Grand Prix

Title Advertiser Product Medium Entrant / Agency
INTIMATE WORDS PROCTER & GAMBLE ALWAYS Direct and Promo & Activation LEO BURNETT MEXICO

Gold Lion

Title Advertiser Product Medium Entrant / Agency
NIVEA DOLL BDF NIVEA BRASIL NIVEA SUN KIDS SENSITIVE Direct and Promo & Activation FCB BRASIL São Paulo
THIS GIRL CAN SPORT ENGLAND SPORT ENGLAND Film FCB INFERNO London
I TOUCH MYSELF PROJECT CANCER COUNCIL NSW BREAST CANCER CAMPAIGN Film J. WALTER THOMPSON Sydney
THE LUCKY IRON FISH PROJECT LUCKY IRON FISH IRON FORTIFICATION SUPPLEMENT Direct and Promo & Activation GEOMETRY GLOBAL Dubai / MEMAC OGILVY Dubai
TATTOO SKIN CANCER CHECK SOL DE JANEIRO CORPORATE Direct and Promo & Activation OGILVY BRASIL São Paulo
THIS GIRL CAN SPORT ENGLAND SPORT ENGLAND Integrated FCB INFERNO London
I TOUCH MYSELF PROJECT CANCER COUNCIL NSW BREAST CANCER Film – Use of Music/Sound Design J. WALTER THOMPSON Sydney
THE EYES OF A CHILD ASSOCIATION NOEMI DISABILITIES ASSOCIATION Film LEO BURNETT FRANCE Paris
BALD CARTOONS GRAACC NGO PR OGILVY BRASIL São Paulo
BALD CARTOONS GRAACC NGO Integrated OGILVY BRASIL São Paulo
MEETING KIMBERLY-CLARK HUGGIES Film MOOD\TBWA São Paulo
THE BACKUP MEMORY SAMSUNG TUNISIA SERVICE PR 3SG-BBDO Ariana

Silver Lion

Title Advertiser Product Medium Entrant / Agency
THE BOY RAISED BY GOATS PROCTER & GAMBLE PEPTO-BISMOL Film PUBLICIS KAPLAN THALER New York
QUEUE BAYER BRASIL CAFIASPIRIN Print ALMAPBBDO São Paulo
FIRETRUCK BAYER BRASIL CAFIASPIRIN Print ALMAPBBDO São Paulo
HANDLE ON HYGIENE UNILEVER LIFEBOUY Direct and Promo & Activation GEOMETRY GLOBAL Dubai
MAN BOOBS JOHNSON & JOHNSON KY TOUCH 2 IN 1 WARMING MASSAGE OIL AND PERSONAL LUBRICANT Radio – Use of Music/Sound Design DDB CANADA Toronto
BALD SPOT JOHNSON & JOHNSON KY TOUCH 2 IN 1 WARMING MASSAGE OIL AND PERSONAL LUBRICANT Radio – Use of Music/Sound Design DDB CANADA Toronto
MEETING KIMBERLY-CLARK HUGGIES Direct and Promo & Activation MOOD\TBWA São Paulo
THE HIV+ ISSUE VANGARDIST MAGAZINE MAGAZINE/ PUBLIC AWARENESS HIV STIGMA Print SAATCHI & SAATCHI SWITZERLAND Geneva
THE LUCKY IRON FISH PROJECT LUCKY IRON FISH IRON FORTIFICATION SUPPLEMENT Outdoor GEOMETRY GLOBAL Dubai / MEMAC OGILVY Dubai
LIFE SAVING DOT TALWAR TRADERS BINDI Direct and Promo & Activation GREY GROUP Singapore
THE HIV+ ISSUE VANGARDIST MAGAZINE MAGAZINE/HIV AWARENESS Direct and Promo & Activation SAATCHI & SAATCHI SWITZERLAND Geneva
NIVEA DOLL BDF NIVEA BRASIL NIVEA SUN KIDS SENSITIVE Direct and Promo & Activation FCB BRASIL São Paulo
I TOUCH MYSELF PROJECT CANCER COUNCIL NSW BREAST CANCER PR J. WALTER THOMPSON Sydney / HILL & KNOWLTON Sydney
THE LUCKY IRON FISH PROJECT LUCKY IRON FISH IRON FORTIFICATION SUPPLEMENT PR GEOMETRY GLOBAL Dubai / MEMAC OGILVY Dubai
TATTOO SKIN CANCER CHECK SOL DE JANEIRO CORPORATE PR OGILVY BRASIL São Paulo
RADIOMETRIES EXITO FOUNDATION EXITO FOUNDATION Radio – Use of Music/Sound Design SANCHO BBDO Bogotá
MAN, YOU’RE SO BEAUTIFUL – LOVE STICHTING MENZIS BEHEER INSURANCE Film – Script DDB & TRIBAL WORLDWIDE AMSTERDAM
MAN, YOU’RE SO BEAUTIFUL – PERSEVERE STICHTING MENZIS BEHEER INSURANCE Film – Script DDB & TRIBAL WORLDWIDE AMSTERDAM
THE HAIR FEST CASA DE LA AMISTAD ONCOLOGICAL WIGS Direct and Promo & Activation OGILVY & MATHER Mexico City
BALD CARTOONS GRAACC NGO Direct and Promo & Activation OGILVY BRASIL São Paulo
THE HAIR FEST CASA DE LA AMISTAD ONCOLOGICAL WIGS PR OGILVY & MATHER Mexico City
BETTER TOMORROWS CAMPAIGN THE HOSPITAL FOR SICK CHILDREN THE HOSPITAL FOR SICK CHILDREN Integrated J. WALTER THOMPSON CANADA Toronto
INTIMATE WORDS PROCTER & GAMBLE ALWAYS Direct and Promo & Activation LEO BURNETT MEXICO

 

 

Bronze Lion

Title Advertiser Product Medium Entrant / Agency
PANADOL JOINT HUMAN CALLIGRAPHY GLAXOSMITHKLINE HONG KONG PANADOL JOINT Print & Poster Craft – Typography GREY GROUP Singapore
JUNKFACE JOHNSON & JOHNSON NEUTROGENA MEN FACE WASH Film DDB CANADA Toronto / TRIBAL WORLDWIDE Toronto
GEORGE WASHINGTON FARMATODO HAND SANITIZER Radio – Script WUNDERMAN COLOMBIA Bogotá / Y&R COLOMBIA Bogotá
ABRAHAM LINCOLN FARMATODO HAND SANITIZER Radio – Script WUNDERMAN COLOMBIA Bogotá / Y&R COLOMBIA Bogotá
SERGEANT NEUROTH HEARING AID Radio FCB ZURICH / FCB CHICAGO
SNIFFERS RANDOX CONFIDANTE Integrated Digital Campaign LANGLAND Windsor
TATTOO CONDOMANIA CONDOMS Print & Poster Craft – Photography OGILVY & MATHER JAPAN Tokyo
EMBRACE CONDOMANIA CONDOMS Print & Poster Craft – Photography OGILVY & MATHER JAPAN Tokyo
HEART CONDOMANIA CONDOMS Print & Poster Craft – Photography OGILVY & MATHER JAPAN Tokyo
SNIFFERS RANDOX CONFIDANTE Film – Script LANGLAND Windsor
WEARABLE TOMATO KAGOME TOMATO PR HAKUHODO Tokyo
WE WON’T HELP YOU ALCOHOLICS ANONYMOUS ALCOOLICOS ANONIMOS Print J. WALTER THOMPSON BRAZIL São Paulo
LIFE SAVING DOT TALWAR TRADERS BINDI Outdoor GREY GROUP Singapore
THE VETIVER PROJECT PEERLESS LION CORPORATION SHOKUBUTSU HANA Outdoor TBWA\SANTIAGO MANGADA PUNO Makati City
TATTOO SKIN CANCER CHECK SOL DE JANEIRO CORPORATE Outdoor OGILVY BRASIL São Paulo
RADIOMETRIES EXITO FOUNDATION EXITO FOUNDATION Direct and Promo & Activation SANCHO BBDO Bogotá
THE SALT YOU CAN SEE FUNDACIÓN FAVALORO FUNDACIÓN FAVALORO Direct and Promo & Activation GREY ARGENTINA Buenos Aires
ROTTEN CELLS FISCHEL DRUGSTORES FISCHEL DRUGSTORES Direct and Promo & Activation GARNIERBBDO San José
I TOUCH MYSELF PROJECT CANCER COUNCIL NSW BREAST CANCER Direct and Promo & Activation J. WALTER THOMPSON Sydney
I TOUCH MYSELF PROJECT CANCER COUNCIL NSW BREAST CANCER Integrated Digital Campaign J. WALTER THOMPSON Sydney
THE HIV+ ISSUE VANGARDIST MAGAZINE PR SAATCHI & SAATCHI SWITZERLAND Geneva
I TOUCH MYSELF PROJECT CANCER COUNCIL NSW BREAST CANCER CAMPAIGN Integrated J. WALTER THOMPSON Sydney
WE WON’T HELP YOU ALCOHOLICS ANONYMOUS ALCOOLICOS ANONIMOS Print & Poster Craft – Illustration J. WALTER THOMPSON BRAZIL São Paulo
LIFE TIME CLOCK STIFTUNG FÜRS LEBEN – DEUTSCHE STIFTUNG ORGANTRANSPLANTATION (DSO) FOR LIFE – FOR ORGAN-DONATIONS Outdoor SERVICEPLAN Munich / SERVICEPLAN HEALTH & LIFE Munich
THE HAIR FEST CASA DE LA AMISTAD ONCOLOGICAL WIGS Outdoor OGILVY & MATHER Mexico City
MORE THAN A COSTUME DOCTORS OF THE WORLD DOCTORS OF THE WORLD Direct and Promo & Activation PUBLICIS KAPLAN THALER New York
SOS SMS MEXICAN RED CROSS ONLINE EMERGENCY SERVICE Mobile GREY MÈXICO Mexico City
DONATION BADGES ABTO (BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION) INSTITUTIONAL PR LEO BURNETT TAILOR MADE São Paulo
ONLINE FUR SHOP PETA ASIA ETHICAL TREATMENT OF ANIMALS Direct and Promo & Activation Y&R SHANGHAI
PRICELESS PETS PURINA ANIMAL ADOPTION PR NBS Rio de Janeiro
FIRST DAYS OUT MARS BRASIL PEDIGREE ADOPTION Film – Direction ALMAPBBDO São Paulo

 

 

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