U.S. Agency Takes Home Grand Prix for Pharma
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Last year, the Cannes Lions International Festival of Creativity introduced a two-day Health Lions event and award show that was to evaluate work in two categories: pharma and health and wellness. Pharma disappointed, with no top prize, and the U.S., despite its disproportionate number of entries compared to other countries, had a poor showing on the shortlists of winners.
This year, there was not only a pharma winner, but it was from the U.S., indicating progress for a nation that struggles with one of the strictest regulatory environments for drug ads.
Publicis Groupe’s DigitasLBi U.S. took home the pharma Grand Prix for “Take it From a Fish,” a disease education campaign for pharma giant AstraZeneca. Sibling agency Leo Burnett Mexico won the top health and wellness prize for “Intimate Words,” a local educational effort for Procter & Gamble’s Always brand.
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