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

20 Jun 2022
endpts.com
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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