#CannesLions22: J&J and Bayer nab health and wellness wins in tech-filled category - Endpoints News

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CANNES — Apps, video games and oth­er dig­i­tal con­tent flood­ed the health and well­ness win­ner’s stage at the Cannes Li­ons’ ad­ver­tis­ing cre­ative fes­ti­val on Mon­day.

The 38 win­ners count­ed a hand­ful of phar­ma com­pa­nies among them in­clud­ing Bay­er and John­son & John­son, along­side con­sumer health com­pa­nies Proc­ter & Gam­ble and brands such as Harley David­son and Heineken.

While tech­nol­o­gy was the name of the game this year, the grand prize win­ner was much more low-tech.

The Grand Prix went to Maxx Flash’s mos­qui­to re­pel­lent cam­paign “The Killer Pack” which ad­dress­es In­dia’s mos­qui­to prob­lem. Since garbage col­lec­tion points are breed­ing grounds for mos­qui­toes, the Killer Pack’s biodegrad­able pack­ag­ing is de­signed to kill mos­qui­toes out­side, while a non­tox­ic coil fights the pests in­side.

“This can be re­al­ly ex­pand­ed in many oth­er re­gions. And we be­lieve that with this Grand Prix, this idea is go­ing to grow and it’s go­ing to save many oth­er lives,” said Pa­tri­cia Cor­si, Bay­er Con­sumer Health’s chief mar­ket­ing and dig­i­tal of­fi­cer and pres­i­dent of the health and well­ness ju­ry.

What were judges look­ing for? Cre­ative so­lu­tions to re­al prob­lems af­fect­ing men­tal and phys­i­cal health, Cor­si ex­plained. This year, she not­ed an uptick in the use of re­al-time da­ta, apps and oth­er in­ter­ac­tive dig­i­tal tools on the short­list. No phar­ma com­pa­nies won the gold prize this year, and Cor­si added that she’d like to  see more com­pa­nies think­ing out­side the box.

“What I would like to con­tin­ue to see is this blend be­tween sim­ple ideas that solve prob­lems that can be scaled and amaz­ing pro­duc­tion val­ues, amaz­ing ex­e­cu­tion,” she said. “There is more and more en­thu­si­asm in this in­dus­try to use da­ta and tech­nol­o­gy to bring dif­fer­ent so­lu­tions, which is amaz­ing.”

Take, for ex­am­ple, NFTs — or in this case, Non­fun­gi­ble Tes­ti­cles, Movem­ber’s video game that en­cour­ages men to check them­selves for tes­tic­u­lar can­cer. Non­fun­gi­ble Tes­ti­cles, or as Movem­ber calls it, “the first NFT that can save a life,” re­wards men for check­ing their tes­ti­cles on a reg­u­lar ba­sis. And pro­ceeds ben­e­fit Movem­ber’s work in men’s health.  The “su­per cool” idea, as Cor­si called it, won Movem­ber a sil­ver prize.

Proc­ter and Gam­ble’s “The Miss­ing Chap­ter” cam­paign sur­round­ing Whis­per San­i­tary Pads al­so won a sil­ver prize for break­ing the taboo around men­stru­a­tion in In­dia and help­ing girls un­der­stand the bi­ol­o­gy be­hind their pe­ri­ods. The chap­ter has been adapt­ed in 28 na­tive art styles and lan­guages, and In­dia’s gov­ern­ment has since promised to add it to school cur­ricu­lums.

J&J’s “Dig­ni­ty to Flow” cam­paign tack­les a sim­i­lar is­sue: a lack of ac­cess to san­i­tary pads in Brazil. J&J’s men­stru­al pad brands Sem­pre Livre and Care­free teamed up with Brazil­ian artist Bi­volt to cre­ate a rap ad­vo­cat­ing for the right to “men­stru­ate with dig­ni­ty,” scoop­ing up a bronze award in Cannes.

Mean­while, Bay­er snagged a bronze prize for its “Tiny Pock­et” As­pirin cam­paign, which came up with a prac­ti­cal use – car­ry­ing an As­pirin pill – for that tiny pock­et in your jeans.

“I think it’s a tremen­dous way of re­ju­ve­nat­ing a brand that is so em­blem­at­ic,” said Cor­si, who works for Bay­er.

More than 1,000 sub­mis­sions were nar­rowed down to a health and well­ness short list of 117. Pfiz­er made the short list with its Health Con­stel­la­tion cam­paign, but did not come away with an award.

Judges al­so not­ed that they re­ceived an in­flux of Covid-re­lat­ed cam­paigns, but felt the tech­nol­o­gy sto­ry was more com­pelling.

“There was a lot of Covid work in there, but for us the oth­er work that was kind of com­ing through was ac­tu­al­ly telling the more im­por­tant sto­ry,” said Brett O’Con­nor phar­ma ju­ry pres­i­dent and ex­ec­u­tive cre­ative di­rec­tor at VC­CP Health UK. “So I think be­cause there was a bit of same­ness com­ing through I think it’s ac­tu­al­ly quite hard to dis­tin­guish. I think this is what this kind of work ac­tu­al­ly rose to the top,” he added, re­fer­ring to tech in­no­va­tion.

Harley David­son and Heineken even took home a cou­ple gold stat­ues this year for their re­spec­tive “Tough Tur­ban” and “The Night is Young” cam­paigns. The for­mer in­volved a tur­ban lay­ered with im­pact re­sis­tant ma­te­ri­als for mo­tor­cy­cle rid­ing safe­ty, while the lat­ter urged young peo­ple to get vac­ci­nat­ed.

“What I love about it is that beer com­pa­nies have a role to play in health,” Cor­si said. “I would love for them to take their role re­spon­si­bly in this cat­e­go­ry.”

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#CannesLions22: J&J and Bayer nab health and wellness wins in tech-filled category - Endpoints News
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