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 | 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 | ALMAPBBDO São Paulo | |
FIRETRUCK | BAYER BRASIL | CAFIASPIRIN | 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 | 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 | 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 |