Compilation "Cannes! Cannes! Cannes!" ⑦ Cannes' New Initiative: "Lions Health"
The newly established Lions Health (LH) advertising festival for the medical and healthcare sector was held June 13-14, preceding the Cannes Lions (CL).
Healthcare advertising faces unique hurdles not present in other fields, such as marketing activities and expression constraints based on government regulations in various countries. Regarding the purpose of the new category, Terry Savage, President of Cannes Lions, which operates LH, told Dentsu Inc. News: "We established it with the desire for people to recognize and understand that even in a field where regulations are extremely strict and creativity is difficult to express, it is possible to create outstanding work. Numerous studies demonstrate the relationship between creativity and ROI (Return on Investment). Achieving this in the healthcare sector can enrich people's lives." Like the Cannes Lions, LH primarily consists of seminars and awards, attracting over 800 participants from more than 50 countries and regions.
The awards received 1,423 entries from 49 countries and regions across two categories: "Pharma," targeting prescription drugs, and "Health & Wellness," covering over-the-counter drugs, health-related products, and awareness campaigns. The Aoi Shokai/Bernet "MOTHER BOOK" won the Health & Wellness category, becoming the sole inaugural Grand Prix winner and also receiving a Gold award. No Grand Prix was awarded in the Pharma category.
Serving as the jury chair for this category, Cathy Delaney, CCO of Search & Search Wellness, stated regarding the inaugural judging: "We aimed to demonstrate the high level of innovation in the healthcare industry using the highest judging standards. The entire jury agreed we would select entries that were innovative, had life-changing impact, and were adept at human insight, capable of connecting with health-conscious consumers." The specific criteria were fivefold: "innovative digital appeal," "strategic use of consumer insights," "transparency and trustworthiness," "social media utilization," and "purposefulness and fulfillment of obligations to consumers." Regarding MOTHER BOOK, he explained the award rationale: "While this industry typically focuses on generating world-changing ideas that benefit the general public, the most effective advertising often starts by targeting one person, building a bond with an individual, and using that as a starting point to drive significant change. MOTHER BOOK executed this brilliantly."
Toru Tsuchihashi, the art director at Dentsu Inc. Chubu Branch who worked on the project, expressed his joy: "The journey was far from smooth. What made it possible was the 'passion' of the entire production team, starting with Aoi Shokai. I'm delighted that the team's passion was so highly valued."
Regarding the Gold-winning TV commercial "Batting Center" for Murata Kampo's Baika Gofukugan, produced by Dentsu Inc. Kansai Branch, Delaney commented: "It humorously expresses the insight: 'No matter how long you live, you want to stay young forever.' Bold and fresh. It captured the hearts of all the judges."
Was this article helpful?
Share this article
