DigitasLBi New York’s “Take it from a fish” campaign for AstraZeneca claimed the pharma section’s first Lions Health Grand Prix on Friday.
Jury President Rob Rogers, chief creative officer and co-CEO Sudler, said DigitasLBi “blew the door off the category” and dispelled the myth that a challenging environment [read: governmental regulations] was a barrier to ideas. “Regulations don’t define creativity. Constraints can sometimes help creativity,” said Rogers.
There were 432 entries submitted and 25 Lions awarded in the pharma section.
In another first, Leo Burnett Mexico claimed the country’s first ever Grand Prix for Procter & Gamble Always’ “Intimate Words” campaign in the Health & Wellness section.
Jury President Andrew Spurgeon, executive creative director, Langland UK, said that the campaign provided otherwise “silent women,” the voice they needed to help protect their health.
“Even more incredible is the capacity for this idea to span women of all ages, and ultimately be passed down the generations. 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. A fantastic example of a brand that seeks to deliver life-changing creativity.”
There were 61 Lions awarded in the health and wellness section, from a total of 1,430 entries.
The winner of the Young Lions Health Award, launched this year in partnership with UNICEF and Unilever, was a team from UK ad shop Mr. President, for their ad 'The Essentials.'
The Lions Health Grand Prix for Good -- open to Gold Lion winning entries ineligible for a Grand Prix in their section -- was judged by members of the Pharma and Health & Wellness Juries as well as representatives from the United Nations Foundation. The winner: FCB Inferno London’s “This Girl Can” for Sport England.
The inaugural Healthcare Agency of the Year was awarded to the UK’s Langland Windsor, with second place going to CDM London and third to Medulla Mumbai. Healthcare Network of the Year went to CDM Group, second to McCann Health and third to Publicis Healthcare Communications Group.
Commenting on all the results, Lions Health Festival Director Louise Benson said: “Tonight has shown that the healthcare communications industry is innovating, breaking boundaries and making their mark in creative excellence.” The Lions Health awards were introduced in 2014.
The Lions Health festivities continue through Saturday with the main Cannes Lions Festival of Creativity kicking off Sunday June 21.