Pharma va a Cannes Lions (II): Con IA y premios

 

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Pharma va a Cannes Lions (I): Con IA y premios

3. Health and wellness is motoring along too

Interest in health creative has exploded since the pandemic, with many from outside the sector peering in and wanting a piece of the action.

As such, it’s no surprise that entries for the Health & Wellness Lions enjoyed an uptick too, totalling 1,297 submissions. The breadth of the category attracted entries ranging from make-up to medicines. All told, 37 Lions were awarded: 

_six Gold, 

_13 Silver,

 _17 Bronze and a 

_Grand Prix. 

The winners list included Nigeria’s first-ever Lions award and first-time wins in health and wellness for Belgium and Puerto Rico.

Again, the category showcased an abundance of exceptionally well-crafted work, as well as a creative diversity that ran the full gamut of health. 

Stand-out campaigns included:

 ‘The Last Performance’ (Grand Prix) -native advertising that uses New Zealand’s most popular murder mystery TV show as a vehicle for messaging about life insurance. At the end credits for each episode, killed-off characters briefly return to life for their last performance: to convince viewers about the importance of life insurance. It’s a simple idea executed in a brilliant, creative way

 

 

 ‘Anne de Gaulle’ (Gold) – an experience where CDG airport was renamed ‘Anne de Gaulle’, to raise awareness of Down’s syndrome (which Anne, Charles de Gaulle’s daughter, was born with). For one week, the new name appeared on tickets, booking apps, baggage ties and the iconic façade of the terminal, and featured in onboard and in-terminal announcements. It reached over 50 million people 

 

 

‘DiversiTree’ (Gold) – an inventive initiative to ‘restore botanical balance’ (and reduce/prevent allergies) by making female trees more accessible. This short film highlights that, while male trees produce pollen – the leading cause of allergies – female trees absorb it. The campaign saw female trees planted in 46 US states – a creative idea that will live on for generations.