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For this part of the show (from 13min 31s), I was joined by two judges of the Lions Health Awards, Zuleika Burnett, Executive Director for Creative and Innovation at Havas Life Medicom and Martin Hafley, Creative Director at DDB Remedy London, together with a past Bronze winner, Khalid Latiff, Associate Creative Director at Publicis Life Brands Resolute (PLBR), whose company also picked up a Silver and Bronze this year too.
We talked through quite a number of fantastic award winning campaigns and from what both Zuleika and Martin were saying, having spent time with their fellow judges locked in a room going through all the entries, there was plenty to be inspired by this year within Health & Wellness sector from their peers who are clearly at the top of their game creatively.
Winning at Cannes certainly has some glamour to it as Khalid explained and without doubt elevates the agency. Last year, PLBR won a Bronze for their ‘This is Stroke’ campaign, a 360-degree film, shot from the viewpoint of somebody actually having a stroke, but not just highlighting what that individual would be going through, but also the people around them.
Khalid explained that PLBR produced that film two years ago, and since then, technology has moved on and has become so sophisticated and elegant, something he said you could see across all the work being show at Cannes this year. However, he believes that you have to be careful to ensure the technology is used to create a vision and not to outweigh the idea, as the idea should always lead. Martin agreed that it’s about finding the appropriate use for the technology and this his agency’s ideas are based on insight first – technology is then used to amplify them.
In the little time I got to explore at Cannes outside of doing my podcast interviews, I’d have to agree with Khalid in that 360 films and Virtual Reality were certainly being shown all over the Festival. For example, I was very privileged to get a lunch invite to the Hotel Martinez from Simon Sadie, Global Account Director at Mediacom, where they had a whole programme of presentations of their own running. However, whilst there I got to try out PlayStation’s VR headset that they were demoing in Mediacom’s presentation area. It was an incredible experience where I got play on a Football Coaching game, improving my heading skills!
Khalid also mentioned the OZO camera that Nokia were showcasing and so as soon as I had finished chatting with my three guests, I headed down to Nokia’s Cabana to check it out for myself. The film I watched in the VR headset was incredible – I felt truly immersed in the experience.
Bringing the talk of technology back to the topic of healthcare, Zuleika explained that what we are seeing a lot of is product development and innovation becoming a new way to market for certain companies and brands. She said that they are using a product development idea to create a buzz or raise awareness around a particular healthcare issue or topic.
I asked the Martin and Zuleika to pick out a couple of highlights from all the campaigns they had judged and Martin focused on one for Anchor Milk, a campaign by Fonterra Brands and Colenso BBDO, that they had awarded a Gold to.
The idea behind the campaign was based around the fact that, in New Zealand, 59 kids a day break an arm. Therefore, Anchor created an x-ray cast, which worked by enabling the kids to upload their x-ray via a touchpoint when they were in ‘Accident and Emergency’ room, so that, the following day, they would receive a transfer of the x-ray of their broken bone in the post, that they could then heat up and stick onto the cast on their arm. (What kid wouldn’t want that?!) However, on the transfer was also a barcode, which enabled the kids to then go to the supermarket and get free Anchor Calci+ milk whilst their arm was healing. Just brilliant!
Zuleika threw in ‘Colour for the Colour Blind’, a partnership between Velspar paint and EnChroma, maker of colour blindness-correcting glasses, which she explained amplified the issue of colour-blindness to bring the issue to the masses by creating an incredible film showing the experience that colour blind people have and the reactions when they saw colours for the first time.
Zuleika and Martin also talked about their own company award wins too.
For Zuleika’s Havas Life Medicom, two of her colleagues were shortlisted in the Young Lions Health Award (30yrs and under) for a response to a brief helping UNICEF raise awareness about the importance of children’s first years of life for their social, emotional and cognitive development. Their idea was called ‘Mini Band’, with the aim of creating a platform for Care Givers in low income communities to find out how to create their own musical instruments, discover activities involving music art and creativity and download a child friendly playlist, plus find local drop off points to donate musical instruments to be given to local community centres.
As for Martin, DDB Remedy won a Silver and Two bronze awards for an integrated campaign for Excedrin®, an OTC migraine treatment in the US, helping to address the issue that people often respond to someone with a migraine by just saying that it’s nothing more than a headache and not serious! DDB built a simulated VR experience and mobile app using insight from migraine sufferers so that they could personalise their migraine and share it with friends and family to gain their empathy.
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