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

TitleAdvertiserProductMediumEntrant / Agency
TAKE IT FROM A FISHASTRAZENECADISEASE EDUCATIONIntegrated Digital CampaignDIGITASLBI New York

 

Gold Lion

TitleAdvertiserProductMediumEntrant / Agency
OUT THE MONSTEROREXOZUBSOLVIntegratedSTRAWBERRYFROG New York
MESSAGES FROM THE FRONT LINEDEFENCE FORCE RECRUITINGAIR FORCEDirect and Promo & ActivationGPY&R Melbourne
MICROSOFT COLLECTIVE PROJECTMICROSOFT ONENOTEONENOTEDigitalPOSSIBLE SEATTLE Seattle

Silver Lion

TitleAdvertiserProductMediumEntrant / Agency
SOS SMSMEXICAN RED CROSSONLINE EMERGENCY SERVICEMobileGREY MÈXICO Mexico City
TAKE IT FROM A FISHASTRAZENECADISEASE EDUCATIONDirect and Promo & ActivationDIGITASLBI New York
FUNTASTIC HANDCIREC FOUNDATION (REHABILITATION AND PROSTHESIS CENTER)PROSTHESIS FOR KIDSDirect and Promo & ActivationPUBLICIS COLOMBIA Bogotá
GIANT FOOTPRINTSSABIN VACCINE INSTITUTE, INDIAN MINISTRY OF HEALTH & FAMILY WELFAREFILARIA DOSEDirect and Promo & ActivationOGILVY & MATHER MUMBAI
LOOK AT MESAMSUNG ELECTRONICSSAMSUNG ELECTRONICSMobileCHEIL WORLDWIDE Seoul
DEUTSCHE STIMMKLINIK – THE VOICEPRINT.DEUTSCHE STIMMKLINIKVOICEPRINTUse of TechnologyMUTABOR DESIGN Hamburg

Bronze Lion

TitleAdvertiserProductMediumEntrant / Agency
SPINNING LIVING ROOMJOHNSON & JOHNSONCINNARAZINEPrintMEDULLA COMMUNICATIONS Mumbai
THE LAST LETTERBIOGENBIOGENDirect and Promo & ActivationOGILVY DENMARK Copenhagen
SOOLANTRA TOUGH TOPICAL CAMPAIGNGALDERMAGALDERMA SOOLANTRAIntegratedMcCANN ECHO Mountain Lakes
LOOKS CAN BE DECEIVING/ BORING SYMPOSIUMSHIELD THERAPEUTICSPHARMA COMPANYPrint & Poster Craft – CopywritingCDM LONDON
LOOKS CAN BE DECEIVING/THIS SUCKSSHIELD THERAPEUTICSPHARMA COMPANYPrint & Poster Craft – CopywritingCDM LONDON
LOOKS CAN BE DECEIVING/7AMSHIELD THERAPEUTICSPHARMA COMPANYPrint & Poster Craft – CopywritingCDM LONDON
THIS IS STROKEBOEHRINGER INGELHEIMPRADAXA – STROKE PREVENTION THERAPYUse of TechnologyPUBLICIS LIFE BRANDS RESOLUTE London
LIFE SAVERSAFEPOINT TRUSTLIFESAVER AUTO DESTRUCT SYRINGESDirect and Promo & ActivationMcCANN HEALTH London
JINARC MOAOTSUKAJINARC MOAFilm – Animation/ Visual EffectsLANGLAND Windsor
PROTECTING OUR TOMORROWS: PORTRAITS OF MENINGOCOCCAL DISEASENOVARTIS VACCINESBEXSEROPRRUDER FINN New York
DOUBLE WHAMMYABBVIEHUMIRAIntegratedPUBLICIS KAPLAN THALER New York
TAKE IT FROM A FISHASTRAZENECADISEASE EDUCATIONFilmDIGITASLBI New York
THAT’S PSO MENOVARTISTHAT’S PSO MEFilmHILL HOLLIDAY Boston
KEEP OUT OF CHILDREN’S REACHSANTANA DRUGSTOREINSTITUTIONALOutdoorREVOLUTION BRASIL Salvador – Bahia
EYE PLAY THE PIANOTHE UNIVERSITY OF TSUKUBA’S SPECIAL NEEDS SCHOOLSTHE UNIVERSITY OF TSUKUBA’S SPECIAL NEEDS SCHOOLSDigitalHAKUHODO KETTLE Tokyo
LIGHTBULBSOTSUKAADPKDFilm – Art Direction/ Production DesignLANGLAND Windsor
SPEAKERSOTSUKAADPKDFilm – Art Direction/ Production DesignLANGLAND Windsor
CLOCKSOTSUKAADPKDFilm – Art Direction/ Production DesignLANGLAND Windsor
LIGHTBULBSOTSUKAADPKDFilm – Animation/ Visual EffectsLANGLAND Windsor
SPEAKERSOTSUKAADPKDFilm – Animation/ Visual EffectsLANGLAND Windsor

Health & Wellness

Grand Prix

TitleAdvertiserProductMediumEntrant / Agency
INTIMATE WORDSPROCTER & GAMBLEALWAYSDirect and Promo & ActivationLEO BURNETT MEXICO

Gold Lion

TitleAdvertiserProductMediumEntrant / Agency
NIVEA DOLLBDF NIVEA BRASILNIVEA SUN KIDS SENSITIVEDirect and Promo & ActivationFCB BRASIL São Paulo
THIS GIRL CANSPORT ENGLANDSPORT ENGLANDFilmFCB INFERNO London
I TOUCH MYSELF PROJECTCANCER COUNCIL NSWBREAST CANCER CAMPAIGNFilmJ. WALTER THOMPSON Sydney
THE LUCKY IRON FISH PROJECTLUCKY IRON FISHIRON FORTIFICATION SUPPLEMENTDirect and Promo & ActivationGEOMETRY GLOBAL Dubai / MEMAC OGILVY Dubai
TATTOO SKIN CANCER CHECKSOL DE JANEIROCORPORATEDirect and Promo & ActivationOGILVY BRASIL São Paulo
THIS GIRL CANSPORT ENGLANDSPORT ENGLANDIntegratedFCB INFERNO London
I TOUCH MYSELF PROJECTCANCER COUNCIL NSWBREAST CANCERFilm – Use of Music/Sound DesignJ. WALTER THOMPSON Sydney
THE EYES OF A CHILDASSOCIATION NOEMIDISABILITIES ASSOCIATIONFilmLEO BURNETT FRANCE Paris
BALD CARTOONSGRAACCNGOPROGILVY BRASIL São Paulo
BALD CARTOONSGRAACCNGOIntegratedOGILVY BRASIL São Paulo
MEETINGKIMBERLY-CLARKHUGGIESFilmMOOD\TBWA São Paulo
THE BACKUP MEMORYSAMSUNG TUNISIASERVICEPR3SG-BBDO Ariana

Silver Lion

TitleAdvertiserProductMediumEntrant / Agency
THE BOY RAISED BY GOATSPROCTER & GAMBLEPEPTO-BISMOLFilmPUBLICIS KAPLAN THALER New York
QUEUEBAYER BRASILCAFIASPIRINPrintALMAPBBDO São Paulo
FIRETRUCKBAYER BRASILCAFIASPIRINPrintALMAPBBDO São Paulo
HANDLE ON HYGIENEUNILEVERLIFEBOUYDirect and Promo & ActivationGEOMETRY GLOBAL Dubai
MAN BOOBSJOHNSON & JOHNSONKY TOUCH 2 IN 1 WARMING MASSAGE OIL AND PERSONAL LUBRICANTRadio – Use of Music/Sound DesignDDB CANADA Toronto
BALD SPOTJOHNSON & JOHNSONKY TOUCH 2 IN 1 WARMING MASSAGE OIL AND PERSONAL LUBRICANTRadio – Use of Music/Sound DesignDDB CANADA Toronto
MEETINGKIMBERLY-CLARKHUGGIESDirect and Promo & ActivationMOOD\TBWA São Paulo
THE HIV+ ISSUEVANGARDIST MAGAZINEMAGAZINE/ PUBLIC AWARENESS HIV STIGMAPrintSAATCHI & SAATCHI SWITZERLAND Geneva
THE LUCKY IRON FISH PROJECTLUCKY IRON FISHIRON FORTIFICATION SUPPLEMENTOutdoorGEOMETRY GLOBAL Dubai / MEMAC OGILVY Dubai
LIFE SAVING DOTTALWAR TRADERSBINDIDirect and Promo & ActivationGREY GROUP Singapore
THE HIV+ ISSUEVANGARDIST MAGAZINEMAGAZINE/HIV AWARENESSDirect and Promo & ActivationSAATCHI & SAATCHI SWITZERLAND Geneva
NIVEA DOLLBDF NIVEA BRASILNIVEA SUN KIDS SENSITIVEDirect and Promo & ActivationFCB BRASIL São Paulo
I TOUCH MYSELF PROJECTCANCER COUNCIL NSWBREAST CANCERPRJ. WALTER THOMPSON Sydney / HILL & KNOWLTON Sydney
THE LUCKY IRON FISH PROJECTLUCKY IRON FISHIRON FORTIFICATION SUPPLEMENTPRGEOMETRY GLOBAL Dubai / MEMAC OGILVY Dubai
TATTOO SKIN CANCER CHECKSOL DE JANEIROCORPORATEPROGILVY BRASIL São Paulo
RADIOMETRIESEXITO FOUNDATIONEXITO FOUNDATIONRadio – Use of Music/Sound DesignSANCHO BBDO Bogotá
MAN, YOU’RE SO BEAUTIFUL – LOVESTICHTING MENZIS BEHEERINSURANCEFilm – ScriptDDB & TRIBAL WORLDWIDE AMSTERDAM
MAN, YOU’RE SO BEAUTIFUL – PERSEVERESTICHTING MENZIS BEHEERINSURANCEFilm – ScriptDDB & TRIBAL WORLDWIDE AMSTERDAM
THE HAIR FESTCASA DE LA AMISTADONCOLOGICAL WIGSDirect and Promo & ActivationOGILVY & MATHER Mexico City
BALD CARTOONSGRAACCNGODirect and Promo & ActivationOGILVY BRASIL São Paulo
THE HAIR FESTCASA DE LA AMISTADONCOLOGICAL WIGSPROGILVY & MATHER Mexico City
BETTER TOMORROWS CAMPAIGNTHE HOSPITAL FOR SICK CHILDRENTHE HOSPITAL FOR SICK CHILDRENIntegratedJ. WALTER THOMPSON CANADA Toronto
INTIMATE WORDSPROCTER & GAMBLEALWAYSDirect and Promo & ActivationLEO BURNETT MEXICO

 

 

Bronze Lion

TitleAdvertiserProductMediumEntrant / Agency
PANADOL JOINT HUMAN CALLIGRAPHYGLAXOSMITHKLINE HONG KONGPANADOL JOINTPrint & Poster Craft – TypographyGREY GROUP Singapore
JUNKFACEJOHNSON & JOHNSONNEUTROGENA MEN FACE WASHFilmDDB CANADA Toronto / TRIBAL WORLDWIDE Toronto
GEORGE WASHINGTONFARMATODOHAND SANITIZERRadio – ScriptWUNDERMAN COLOMBIA Bogotá / Y&R COLOMBIA Bogotá
ABRAHAM LINCOLNFARMATODOHAND SANITIZERRadio – ScriptWUNDERMAN COLOMBIA Bogotá / Y&R COLOMBIA Bogotá
SERGEANTNEUROTHHEARING AIDRadioFCB ZURICH / FCB CHICAGO
SNIFFERSRANDOXCONFIDANTEIntegrated Digital CampaignLANGLAND Windsor
TATTOOCONDOMANIACONDOMSPrint & Poster Craft – PhotographyOGILVY & MATHER JAPAN Tokyo
EMBRACECONDOMANIACONDOMSPrint & Poster Craft – PhotographyOGILVY & MATHER JAPAN Tokyo
HEARTCONDOMANIACONDOMSPrint & Poster Craft – PhotographyOGILVY & MATHER JAPAN Tokyo
SNIFFERSRANDOXCONFIDANTEFilm – ScriptLANGLAND Windsor
WEARABLE TOMATOKAGOMETOMATOPRHAKUHODO Tokyo
WE WON’T HELP YOUALCOHOLICS ANONYMOUSALCOOLICOS ANONIMOSPrintJ. WALTER THOMPSON BRAZIL São Paulo
LIFE SAVING DOTTALWAR TRADERSBINDIOutdoorGREY GROUP Singapore
THE VETIVER PROJECTPEERLESS LION CORPORATIONSHOKUBUTSU HANAOutdoorTBWA\SANTIAGO MANGADA PUNO Makati City
TATTOO SKIN CANCER CHECKSOL DE JANEIROCORPORATEOutdoorOGILVY BRASIL São Paulo
RADIOMETRIESEXITO FOUNDATIONEXITO FOUNDATIONDirect and Promo & ActivationSANCHO BBDO Bogotá
THE SALT YOU CAN SEEFUNDACIÓN FAVALOROFUNDACIÓN FAVALORODirect and Promo & ActivationGREY ARGENTINA Buenos Aires
ROTTEN CELLSFISCHEL DRUGSTORESFISCHEL DRUGSTORESDirect and Promo & ActivationGARNIERBBDO San José
I TOUCH MYSELF PROJECTCANCER COUNCIL NSWBREAST CANCERDirect and Promo & ActivationJ. WALTER THOMPSON Sydney
I TOUCH MYSELF PROJECTCANCER COUNCIL NSWBREAST CANCERIntegrated Digital CampaignJ. WALTER THOMPSON Sydney
THE HIV+ ISSUEVANGARDISTMAGAZINEPRSAATCHI & SAATCHI SWITZERLAND Geneva
I TOUCH MYSELF PROJECTCANCER COUNCIL NSWBREAST CANCER CAMPAIGNIntegratedJ. WALTER THOMPSON Sydney
WE WON’T HELP YOUALCOHOLICS ANONYMOUSALCOOLICOS ANONIMOSPrint & Poster Craft – IllustrationJ. WALTER THOMPSON BRAZIL São Paulo
LIFE TIME CLOCKSTIFTUNG FÜRS LEBEN – DEUTSCHE STIFTUNG ORGANTRANSPLANTATION (DSO)FOR LIFE – FOR ORGAN-DONATIONSOutdoorSERVICEPLAN Munich / SERVICEPLAN HEALTH & LIFE Munich
THE HAIR FESTCASA DE LA AMISTADONCOLOGICAL WIGSOutdoorOGILVY & MATHER Mexico City
MORE THAN A COSTUMEDOCTORS OF THE WORLDDOCTORS OF THE WORLDDirect and Promo & ActivationPUBLICIS KAPLAN THALER New York
SOS SMSMEXICAN RED CROSSONLINE EMERGENCY SERVICEMobileGREY MÈXICO Mexico City
DONATION BADGESABTO (BRAZILIAN ASSOCIATION OF ORGAN TRANSPLANTATION)INSTITUTIONALPRLEO BURNETT TAILOR MADE São Paulo
ONLINE FUR SHOPPETA ASIAETHICAL TREATMENT OF ANIMALSDirect and Promo & ActivationY&R SHANGHAI
PRICELESS PETSPURINAANIMAL ADOPTIONPRNBS Rio de Janeiro
FIRST DAYS OUTMARS BRASILPEDIGREE ADOPTIONFilm – DirectionALMAPBBDO São Paulo

 

 

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