Cannes Update★Lions Health: First Grand Prix Goes to Dentsu Inc.'s "MOTHER BOOK"

The newly established Lions Health advertising festival for the medical and healthcare sector was held on June 13 and 14. "MOTHER BOOK" (Aoi Shokai / Bellnet), produced by Dentsu Inc. Chubu Branch, won the inaugural Grand Prix in the Health & Wellness category. Held just before the Cannes Lions International Festival of Creativity, the festival received 1,423 entries from around the world across the Health & Wellness and Pharma categories. No Grand Prix was awarded in the Pharma category, making "MOTHER BOOK" the sole Grand Prix winner.

Mr. Michihito Dobashi of Dentsu Inc. Chubu Branch, who worked on "MOTHER BOOK"

Aoi Shokai/Bernet's "MOTHER BOOK" is a promotional tool for expectant mothers. It is a "book that grows with mom's belly" designed to make pregnancy and childbirth—one of life's most important events—even more memorable. Comprising 40 pages to match the 40-week pregnancy period, it depicts the baby's condition inside the womb week by week. A 3D mechanism makes the mother's belly in the book gradually expand as the weeks progress, allowing mothers to vividly imagine their baby's growth. It deepens the joy of motherhood while also suggesting that writing down the mother's feelings on each page will create the ultimate future gift for the child.
The award recognized not only the craftsmanship and strength of the idea but also its universal message celebrating the birth of life. Jury President Kathy Delaney, CCO of Search & Search Wellness, stated, "There were many excellent entries aiming to contribute to the world. But we chose this small, beautiful, personal piece. Improving society ultimately starts with what matters most to people."

In the Health & Wellness category, five works won Gold, including "MOTHER BOOK" and the TV commercial "Batting Center" (Murata Kampo) produced by Dentsu Inc. Kansai. In the Pharma category, three works won Gold, including "Satibex" (Bayer) produced by Langland Windsor. Furthermore, Dentsu Inc. Chubu Branch was honored as the third-place winner for "Agency of the Year," following Langland Windsor and Leo Burnett São Paulo.

Lions Health Official Website : http://www.lions-health.com/
Lions Health Official Video (Featuring comments from Kathy Delaney) 　http://bit.ly/T04xTv
MOTHER BOOK Official Website　http://mother-book.jp/