Cannes Lions started off quite healthy for Ogilvy & Mather and specially for Philips this year.
The agency has bagged a Pharma Grand Prix for “Breathless Choir”, its devices and diagnostics Philips work in supporting people with respiratory problems.
The film “Breathless Choir” highlights the medical innovations in Philips products and was unveiled on World COPD (Chronic Obstructive Pulmonary Disease) Day.
Ogilvy network’s DAVID Buenos Aires office picked another Grand Prix. In this case the agency won the Lions Health and United Nations Foundation Grand Prix for Good, which was awarded to its Man Boobs work for MACMA breast cancer awareness.
From 582 entries submitted in the Pharma section, this year, 52 Lions were awarded.
DigitasLBI, USA, ‘Take It From A Fish, Astrazeneca won the Pharma Grand Prix in 2015 and in 2014 no grand was awarded.
“Project Literacy” by FCB Inferno, again for Philips, grabbed the Grand Prix in Health & Wellness.
Commenting on the winner, Jury President, Joshua Prince, Chief Marketing Officer of Omnicom Health Group, said, “The campaign is devastatingly good at showing the real costs of illiteracy and shows that before we even get to health, we have to start with people’s fundamental ability to understand.”
Fourty seven Lions were bestowed in Health Wellness, from a total of 2024 entries.
Previous Health & Wellness Grand Prix have gone to Leo Burnett México, ‘Intimate Words’, Procter & Gamble (2014) and to Dentsu Nagoya, Japan, ‘Mother Book’, Kishokai Medical Corporation (2016).
Breathless sing and men under risk of breast cancer
In “Breathless Choir”, Ogilvy & Mather London brought together eighteen strangers all living with chronic respiratory conditions, to work with a choirmaster and learn how to sing again. Breathless Choir also also won 2 Gold Lions in the Health & Wellness category.
Ogilvy & Mather cropped as well 6 Sliver and 5 Bronze Health Lions today.
Jury President, Alexandra von Plato, Group President of Publicis Healthcare Communications Group, described the campaign as one that challenges the traditional ‘product as hero’ approach to focus on ‘patient as hero’. “It’s a stunning example of cinematic storytelling in the medical devices industry and clearly breaks the mould,” she said.
Man Boobs was developed on behalf of the The Breast Cancer Health Movement and takes on social media censorship of female breasts by demonstrating how to do a breast self-exam using a man. The social campaign also raises awareness for breast cancer in men. The Grand Prix for Good jury includes members of the Pharma and Health and Wellness juries, as well as representatives from the United Nations Foundation. Man Boobs also won 2 Gold Lions in the Health & Wellness category.
Man Woobs had been previously bestowed the Big Bang Prize to the most innovative idea at FIAP 2106, but the agency who registered the piece at FIAP was McCann San José.
Indian Agency Medulla, the top among agencies and McCann Health 1st among the networks
The Healthcare Agency of the Year went to Medulla Communications Mumbai and the Healthcare Network of the Year was awarded to McCann Health.
Langland, Windsor took the 2nd place as Agency of the Year and the third position was for McCann Health, Hong Kong.
Publicis Healthcare reached the 2nd spot as Agency Network of the Year and Ogilvy Commonhealth Worldwide took the 3rd place.
“Unicef Brain Food” got the Young
The Young Lions health was awarded to the creative couple from DigitasLBi France Eleanor Howe and Lina Benmansour for their work, “Unicef Brain Food”.
The jury, including UNICEF Goodwill Ambassador, Shakira, chose the idea because answers the brief innovatively, by using everyday objects to stimulate play, and provides creative ways for caregivers to interact with children.
Unicef Brain Food will be used as part of UNICEF’s overall communication outreach on Early Childhood Development.
Stunning growth in Health & Wellness registrations
As reported by the Cannes Lions organisation, There have been a stunning increase in registrations for the health & Wellness Lions competition from the 1430 in 2015 to the 2024 in 2016.
There have been also a good increase in the number of pieces in the Pharma competition, but far smaller, from the 432 works in 2015 to the 583.
These data the ad business shows scarce growth in pharma due probably to the strict regulation on this kind of products commercial communications and reflects perhaps th golden era of the health & wellness wide range of products and services which can be commercialised without medical prescription.
Following the data provided by the Global Wellness Institute 2014 study the global wellness market was worth in 2014 $3.4 trillion, making it nearly three times larger than the $1 trillion worldwide pharmaceutical industry. And the growth prospects were double digit for 2015 and beyond.
Commenting on the results, Lions Health Festival Director, Louise Benson, said, “We’re delighted to reward and celebrate the ground-breaking work providing a benchmark of excellence in the healthcare communications industry. Now in its third year, Lions Health is an arena to recognise achievements and we would like to thank the jury for collectively selecting our 2016 winners.”
Leaving aside the awards Lions Health also offers a two-day Festival of content, learning and debate. This year the celebrates the life-changing innovations, trends, and game-changing technology transforming the current healthcare industry. Lions Health is currently taking place from 18th to 19th June.
Image over the headline.- FCB Inferno team collects the Heath & Wellness Grand Prix at the Award Gala in Cannes Lions 2016. Photo © Cannes Lions.
Related external links:
Philips Breathless Choir
Project Literacy (1st ad)
Project Literacy (the website)
Related Eastwindmarketing links (old platform):
First ever Health and Wellness Grand Prix went to “Mother Book” by Dentsu Nagoya
Related Eastwindmarketing links (Spanish edition):
España en Fiap 2016.- 59 Soles, CHEIL, Gran Sol y McCann Copa
