US Health & Wellness Work Is Winning Beyond Its Category at Cannes
Some of the year’s most interesting health work that’s winning at Cannes is picking up awards far beyond the Health & Wellness category.
As the winners continue to be announced, there are a cluster of health and wellness-related campaigns from US agencies and creative teams picking up recognition across Entertainment for Music, Audio & Radio, Film Craft, Entertainment for Sport, Digital Craft and Design, alongside the expected Health & Wellness wins.
Amongst the most successful is Fuck Cancer’s ‘Beat Cancer Off’, created by VML New York and VML Health New York. The campaign won Gold in both Entertainment for Music and Health & Wellness, two Silvers in Film Craft, and Bronze Lions in Audio & Radio and Health & Wellness.
Meanwhile, Apple’s ‘No Frame Missed’, created with TBWA\Media Arts Lab, also crossed category lines, taking Bronzes in both Health & Wellness and Digital Craft.
Elsewhere, Area 23 New York’s ‘Zip Code Exam’ for the Equality Health Foundation won a Silver in Design, while accessible cosmetics brand Tilt received Design Silvers for its ‘Accessible Beauty’ work – one for Product Design and another for Inclusive Design.
Additionally, ‘Fair Play’, created by Ogilvy Health New York for Brazil’s Public Prosecutor’s Office of the Federal District, won a Silver not just in Health & Wellness but also a Bronze in Entertainment for Spot.
All of this taken together may suggest the widening of health advertising’s creative language.
As campaigns draw on music, sport, entertainment technology and design to Trojan horse important messaging, is health becoming one of the industry’s most creatively ambitious sectors?
