2020 - 2021 YOUR GUIDE TO THE MOST AWARDED WORK IN HEALTHCARE IN SU PPORT OF
A DECADE OF CELEBRATING CREATIVE EXCELLENCE AND GROWTH IN THE WONDERFUL WORLD OF HEALTHCARE ADVERTISING.
A NOTE FROM
As Advertising Health moves into its 10th year, recognising the World Top 10 is true to how Advertising Health was started. Bringing together the brilliant work being done around the world and giving those with a desire to push harder in the healthcare industry access to the work that creatives, strategists, and account teams need to fuel the next years’ inspiration. The pandemic has made us grateful for our health, proud of the industry we are part of, and even more in touch with the impact that our work delivers for patients. We look forward to a more positive 2022 thanks to the efforts of healthcare workers, our clients, key workers and all of the amazing work you have all done. I hope you will agree that the World Top 10 list is already an impressive annual of work. We’ve worked tirelessly and meticulously to create a list of the best campaigns, agencies, and countries in healthcare advertising. The AdHealth World Top 10 also contains interviews with some of the industry’s most influential leaders. We’re also incredibly proud to be supporting The Creative Floor Superstars this year, helping to bring diverse and underrepresented talent into healthcare advertising. So, if you’ve featured in this annual, congratulations! If you haven’t, we are looking very forward to seeing what groundbreaking creativity you can unleash in 2022. Mark & Tim
Mark Evans Tim Jones Founder Editor
Side ef fects m ay inc jealou lude: sy, env y and all- co nsumin g hatr towar ed ds any o ne who w ins on e.
FINAL ENTRY DEADLINE 15 APRIL thecreativefloor.com/awards
A NOTE FROM SHAHEED PEERA
Our industry has demonstrated that when the world’s biggest challenges call, it’s not a fizzy drink or a chocolate bar that will save the day, but incredible science and world-class creativity to deliver those stories. We should not forget that the pandemic has also shone a spotlight on the inequalities that still exist within our industry. It’s no coincidence that many of the agencies in the Top 10 have DE&I at the heart of their culture, leadership and creative product. Congratulations to everyone on the list and those who have supported this annual. I hope that this publication is an inspiration for all of us and you’re as proud of it as we are. Shaheed Peera Founder, The Creative Floor
All scores are calculated from our 5 carefully selected award shows, where we tally the total points of metal won by the best ideas in the Health & Wellness and Pharma categories. The following 5 award shows and categories were used in the calculation of the Top 10: 1. Lions Health 2. Clio Health 3. One Show – Health & Wellness, Pharma 4. The Creative Floor Awards 5. London International Awards – Health & Wellness, Pharma.
GRAND PRIX 10 POINTS GOLD 7 POINTS SILVER 5 POINTS BRONZE 3 POINTS
Agencies are awarded points based on our scoring system. This has created our definitive list of the top performing campaigns over the past 2 years.
CAMPA TOP IO
201 CAMPAIGNS AWARDED ACROSS 5 SHOWS
AIGNS
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THE PRESCRIPTION PAPER PILL BOTTLE TIKKUN OLAM MAKERS: TOM SAATCHI & SAATCHI WELLNESS NY 47 POINTS
Every year, billions of plastic pill bottles end up in landfills and ocean dumps. Because small bottles can’t be recycled, they become toxic waste that devastates our natural ecosystem. The Prescription Paper Pill Bottle is an alternative with no plastic, no artificial glue, and no toxic dye. The 100% compostable bottle is also designed to meet FDA requirements for safety and protection. Its open-sourced design is available to any pharmacy. Once emptied, it can be composted to enrich soil giving back to the earth. Now medicine that’s good for our health comes in packaging that’s good for the planet.
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#WOMBPAINSTORIES ESSITY: LIBRESSE AMV BBDO 53 POINTS
Following on from the #BloodNormal campaign in 2017 that addressed the stigma around periods and Viva La Vulva in 2018 which tackled the damaging myth of the perfect vulva, #wombpainstories highlights the highs and lows of womb health. From the sudden flood of period blood to the challenges of trying to conceive, from the monstrous pain of endometriosis to the changes wrought by the menopause, the brutal and beautiful experience of having a womb are powerfully, poignantly, joyfully and painfully brought to life through the vignettes of the ad.
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THE CALL EMPOWHER NY THE BLOC 53 POINTS
Although the disheartening data around unconscious bias is out there - black people are 34% less likely to be prescribed proper pain medicine for conditions such as abdominal pain, black women die at 3-4 times the rate of white women during childbirth, are 22% more likely to die from heart disease, and 71% more likely to die from cervical cancer - it’s still really hard for people to believe it. So the idea is simple: prove in a live experiment that unconscious bias is a sad reality and leads to poor healthcare outcomes.
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SKIN DEEP EMPOWHER NY THE BLOC 55 POINTS
Inspired by true events and co-written with Ph.D Professor of Psychology at Columbia University Dr. Robert Carter, Skindeep is a short animated film that uncovers the story of racial trauma beneath personal experiences. The film illustrates, for the first time ever, the full impact of systematic racism on people’s mental health, particularly women of color. The story starts after Dominique experiences an act of racism at a swimming event. When her account is denied by her coach, she embarks upon a journey within herself where she is confronted with the racial trauma she has been carrying beneath her skin. The film is divided between the external and internal world and the sound plays a crucial role into creating this separation. The internal world has an echo, a watery and deep texture that makes it clear that we’re going deeper. Each frame of the film was painted over news articles about racism from the early 1920s until today, proving once and for all even one hundred years of media coverage weren’t enough to capture the full mental health impact of systematic racism.
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CO2 INHALER ASTRAZENECA McCANN HEALTH NEW YORK 58 POINTS
Air pollution kills 7 million people every year. 26% of these deaths are due to respiratory conditions made worse by the pollution. In Brazil alone, air pollution kills 50,000 people every year. But what if the pollution could help patients breathe better? We partnered with Astrazeneca to convert air pollution into biodegradable plastic - in order to create the first inhaler made from carbon dioxide. Not only does the medication help patients breathe better, but so the device itself. It’s Astrazenenca’s first big step in achieving their mission to become carbon negative by 2030.
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BORING HEROES MUCINEX MCCANN HEALTH NEW YORK 60 POINTS
Although Covid infection numbers were rising exponentially in summer 2020, young people who believed the virus didn’t affect them started to experience caution fatigue. The weather was finally nice after months of lockdown, and they were ready to throw caution out the window and gather socially. Cold and flu brand Mucinex knew it had to do something to encourage young people to stay home and do their part in flattening the curve.
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WHEN ONE DOG GIVES ANIMAL CANCER FOUNDATION McCANN HEALTH NEW YORK 65 POINTS
Driving donation to fund canine cancer research Solicitations were targeted at dogs rather than their owners. Instead, dog owners were included in messages that were putatively addressed to their dogs. Additionally, instead of trying to evoke sympathy with the typical images of pets suffering, communications reminded dog lovers that every single donation would help multiple dogs.
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INSTANT DOCTOR TRIBUTE THE BLOC 67 POINTS
What will the future of healthcare hold? Will algorithms eclipse doctors entirely? We hope not. That’s why, for National Doctor’s Day, we made a short film to show our appreciation for doctors and healthcare workers everywhere.
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SICKBEATS WOOJER AREA 23 88 POINTS
For kids with cystic fibrosis (CF), airway-clearance therapy is the worst part of their day. SICK BEATS is the world’s first music-powered airway clearance vest, using the clinically proven modality of soundwave therapy in an awesome treatment experience. The prototype, a redesign of Woojer’s consumer vest, syncs with a smartphone to pull therapeutic 40Hz frequencies from music and send them to the chest. The SICK BEATS experience uses a curated Spotify library of thousands of 40Hz songs. Kids can find new 40Hz music and create custom therapeutic playlists for the vest, all in the Spotify app.
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ABCS OF SURVIVAL NBCDI THE BLOC 92 POINTS
Born from the creative minds of parents Shamel and Tiffany Washington, in the wake of the tragic events of the summer of 2020, The ABCs of Survival makes ‘the talk’ tangible. The book, eight months in the making, debuted on the first day of Black History Month. Every page was created with the help of Black parents and BIPOC experts from different fields, including Allyson Jones, head of community mobilisation and resource development at the NBCDI.
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UNFINISHED VOTES CHANGE THE REF McCANN HEALTH NEW YORK 174 POINTS
Who will fight harder for gun safety than those killed by guns? Gun violence kills 40,000 people in the US every year. That’s thousands of lost votes that could help elect gun-sense politicians. In 2018, Joaquin Oliver was killed in a horrific mass shooting in Parkland, Florida. This year would have been the first year he could have voted. Working with his parents and revolutionary AI technology, McCann Health New York brought Joaquin back to life digitally to deliver a message to all those who haven’t registered to vote yet.
Agencies are awarded points based on our scoring system. This has created our definitive list of the top performing agencies over the past 2 years. GRAND PRIX 10 POINTS GOLD 7 POINTS SILVER 5 POINTS BRONZE 3 POINTS
agenc TOP IO
127 AGENCIES AWARDED ACROSS 5 SHOWS
cies
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UNFINISHED VOTES CHANGE THE REF 174 POINTS
WHEN ONE DOG GIVES ANIMAL CANCER FOUNDATION 65 POINTS
BORING HEROES MUCINEX 60 POINTS
C02 INHALER ASTRAZENECA 58 POINTS
CHANGE OF HEART ENTRESTO 39 POINTS
It’s wonderful to see brave clients and brave work recognized, not to mention the talent and tenacity of our amazing team. STEPHANIE BERMAN CHIEF CREATIVE OFFICER McCANN HEALTH NEW YORK USA
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THE CALL EMPOWHER NY 53 POINTS
24 HOUR AD TRIBUTE 3 POINTS
INSTANT DOCTOR TRIBUTE 67 POINTS
OVERDOSE STOPPER WASHINGTON HEIGHTS CORNER PROJECT 27 POINTS
ABC’S OF SURVIVAL NBCDI 92 POINTS
HANDS, ROCKET SHIP, STAIRS MESMERIZE 13 POINTS
SKINDEEP EMPOWHER NY 55 POINTS
PABLO, BRIZZA, LUCIANO QLATINX 15 POINTS
DIAGNOSING EPILEPSY TYPE GREENWICH BIOSCIENCES 18 POINTS
SCROLL YOURSELF TO SLEEP ROCKWELL VENTURES 3 POINTS
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2 99 POI N TS 13 CA M PA IGNS
ANIMATED ANTHOLOGY INSMED 7 POINTS
SICKBEATS WOOJER 88 POINTS
CONTAGIOUS INSMED 14 POINTS
TRAPPED INSMED 41 POINTS
DOWN AND OUT KIDNEY HORIZON THERAPEUTICS 13 POINTS
UNBREAKABLE INSMED 40 POINTS
THE MOMENTOUS MOMENTS CYRAMZA 13 POINTS
BEHIND THE SCENES SHINGRIX 7 POINTS
FIGHTING FOR WORDS CONSTANT THERAPY 32 POINTS
PARKINSON’S CARDS NEUROCRINE BIOSCIENCES 7 POINTS
THE INEVITABLE NEWS COLUMBIA JOURNALISM REVIEW 3 POINTS
GABRIEL MARCH OF DIMES 27 POINTS
SOLAR DISTANCING MOLLIE’S FUND 7 POINTS
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MOST AWARD-WINNING CAMPAIGNS 13 CA M PA IGNS
MOST AWARDED CLIENT 18 4 POI N TS
MOST AWARDED PHARMA CLIENT 102 POI N TS
3 96 POI N TS 5 CA M PA IGNS
STEPHANIE BERMAN CHIEF CREATIVE OFFICER McCANN HEALTH NEW YORK USA
KATHLEEN NANDA CHIEF CREATIVE OFFICER FCB HEALTH NEW YORK USA
How does it feel to have made it into the World Top 10? SB: Amazing! It’s wonderful to see brave clients and brave work recognized, not to mention the talent and tenacity of our amazing team.
INTERVIEW
What impact has the pandemic had on your company and its creative output, if any? SB: I think it’s a relief to all of us to know that it’s still possible to get ideas that make a difference out into the world. We’ve adapted and learned how to ideate and collaborate from afar—that piece of it has been less impacted than I would have expected. Execution has been another matter. Our production team has been stellar in identifying amazing solutions and defining new ways of working. Beautiful craft is hard on a regular day, but remotely it takes on a whole new degree of difficulty. On another note, it is requiring extra effort to stay connected, share inspiration, and grow talent, there’s no doubt. What’s your favorite piece of work - that isn’t yours from this year? SB: #WombStories for Bodyform/Libresse, from AMV BBDO London. Every time I see it, it blows my doors off. Such a great platform idea that unifies the female experience while leaving room for each individual expression of it. And such a different take on empathy. We can think of empathetic work as perhaps a little softer, but this is visceral—startling, and sexy, and heartbreaking, and traumatic—yet the majority of women could look at this and feel seen. Not to mention this is on the heels of Bloodnormal and Viva La Vulva. Outstanding.
#WOMBSTORIES - BODYFORM/LIBRESSE - AMV BBDO
What trends have you seen emerging within Health & Wellness? SB: It’s always been the case that working in health is working with purpose. But the impact and scale of the change we can make in the world continues to expand. Over the last 2 years, we’ve all been part of an evolving pandemic, which has proven that creativity—in science, in technology, in communication —saves lives. The expectations are different now. Today, in this space, more than ever, companies need to stand for something. Our CO2 Inhaler campaign delivered on that. We are digging deeper to be relevant—The Bread Exam serves a culture and a community of women so perfectly, while Degree Inclusive was true to its name in the co-creation of a beautiful solution. Craft continues to elevate, allowing health work to stand shoulder to shoulder with the best work in the world— this year saw some magnificent examples of stylish storytelling, with our own Change of Heart MOA film for Entresto from Novartis, and then Teva’s Hairspray being another lovely, grab-your-kleenex example. And ever-more ambitious, truly life-changing technology, like SICKBEATS and SayLists, will continue to inspire. What advice would you give to other creatives / companies who are trying to break into the Top 10? SB: I’ll go back to our McCann Health New York values to answer this. No ego. The very best creatives, and the very best companies, have humility. So, know the shows. What does exceptional look like? What will it need to look like next year, or the year after? And know yourself. What’s in your way of delivering that kind of thinking, execution, polish? No fear. Ideas are fragile, and I can guarantee that every
CONT. one of the World’s Best almost fell at a hundred hurdles along the way. Have the tenacity to flex, respond, and figure out a better way. Ideas fall and ideas stall, and the most ambitious can take a couple of years to get over the line. The teams that win are the teams that have several irons in the fire at any given moment. No settling. Your organization needs to be fully behind the endeavor—creating opportunities and driving world-class work cannot sit on creative shoulders alone. It’s doable, but it’s not sustainable. You need the right people, you need the right plan, and you need to hold each other accountable to your respective parts in that magical mix.
INTERVIEW
What are your creative ambitions for 2022, and how important are creative awards in achieving those goals? SB: Last year was about resilience. Aside from all the usual obstacles, the pandemic posed additional challenges to creative appetite and execution. We just kept running at the wall and eventually leapt over. This year is about consistency. We are, as we should be, a continual work in progress, so in 2022 we are evolving our talent mix and our internal initiatives to continually deliver stellar work for our clients. Moving forward, we’ll have 2 distinct paths to awesome. We already have a program in place for all teams to regularly deliver above-and-beyond surprise-anddelight to clients, and are launching another that provides a path for employees who see problems in the world and want solve them, to do work for good. How important are awards? It’s not why we do the work. But it helps us attract ambitious clients and ambitious talent, and that is a recipe for success. By supporting the Talent & Diversity Fund, you’re helping the best talent from underrepresented communities get into the industry. How does diversity play a role in your company? KN: DEI is baked into our entire structure at FCB Health NY. We begin at the hiring level, with training programs that seek out talent from under-represented communities and offer paid training, then the opportunity to convert to full-time employees at the end of the training cycle. Additionally, all our employees participate in extensive, mandatory, inclusive-management training. We also provide optional targeted training for those who want to focus on key areas.
Our robust and extremely active DEI group, FCBWE, plays a significant role in the lives of our employees, and the work we create. FCBWE works on both internal and external initiatives, and is also a social network where people with diverse backgrounds can share and bond with colleagues. FCBWE also participates in Creative Consultations, where members of WE look at the work we’re creating through a DEI lens, and partner with the brand teams to adjust and enhance the work accordingly. Truly, from the moment an employee or an assignment lands at FCB Health NY, DEI plays a role. It’s just part of who we are and how we work. Is there anything exciting you’re working on now? (That you can tell us about). KN: Always! In my 10+ years at FCB Health NY, I’ve always had something exciting in the works. We have a few client launches going on for gamechanging therapies, but of course that’s all confidential. I can say that there is a lot of creative in the works, and it’s looking good! We’re also deeply committed to our health equality work, and have a few projects cooking that will absolutely make an impact. That workstream is something we are very passionate about, so having the opportunity to commit to it year after year, building on prior success, is always exciting. Creating work that helps to solve societal problems is about as good as it gets. Any special mentions (client or otherwise) in recognition of helping your agency make it into the Top 10? KN: Dana Maiman. Year after year, she continues to put creative at the forefront of our organization, investing, supporting, and championing all we do. Having a CEO who embraces the value of great work and consistently invests in what it takes to make that kind of work, has been the not-so-secret ingredient to our continued success.
CONGRATULATIONS TO ALL OF OUR LIA HEALTH & PHARMA WINNERS WHO HAVE MADE THIS PRESTIGIOUS LIST.
LONDON INTERNATIONAL AWARDS IS PROUD TO BE AN ACCREDITED AWARD SHOW FOR THE ADVERTISING HEALTH WORLD TOP 10
WWW.LIAAWARDS.COM I INFO@LIAAWARDS.COM
Image: Ad Agency Schaller & Partner, Mannheim, Germany, Digital Artist Heiner Leihener
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BERNARDO ROMERO CHIEF CREATIVE OFFICER THE BLOC NEW YORK USA How does it feel to have made it into the World Top 10? I applaud the Creative floor and Advertising Health for joining forces to push the Industry forward and most importantly, helping the best talent from underrepresented communities get into the industry, one of the biggest goals of mine as well. What impact has the pandemic had on your company and its creative output, if any?
INTERVIEW
I think every single company leader would have the same answer to this question but what I’m most proud of is that not only we’ve managed to adapt our ways of working to the remote world but also translate our strong culture, resulting in several culture and people awards during the pandemic such as Fortune best workplaces in NY® and the Great Places to Work® certificate.
UNFINISHED VOTES - CHANGE THE REF - MCCANN HEALTH NEW YORK
What’s your favorite piece of work—that isn’t yours—from this year? By miles the brilliant ‘Unfinished Votes’. Communication needs to move you, move your soul so you can move into action, and this piece does it in a way that you don’t even realize the technology behind it. And not to mention the results! Well, Biden won, right? ;-) I also have a lot of heart for BE A HERO. BE BORING. Good old poster traditional campaign done in a simple and beautiful way.
What trends have you seen emerging within Health & Wellness? More than the trends, what I’m most excited about is the mere definition of healthcare broadening like never before. Most brand we know and love will somehow become a health brand in the next 5-10 years.
Try to focus all your energy in solving your client’s problems, avoiding dated formulas, boring methods and soulless stories.
What advice would you give to other creatives / companies who are trying to break into the Top 10? The biggest advice I would give is to not try to break into the top 10. Try to focus all your energy in solving your clients’ problems avoiding dated formulas, boring methods and soulless stories. What are your creative ambitions for 2022, and how important are creative awards in achieving those goals? Healthcare advertising is rich and the possibilities are endless: from a new system, a digital product to a new device or a feature film. So instead of Lions we should be winning Oscars®, Tony Awards® and Grammys®. Awards should never be the goal but are crucial to encourage brands to take bigger risks and be bolder. Awards are necessary to push our Industry forward. By supporting the Talent & Diversity Fund, you’re helping the best talent from under-represented communities get into the industry. How does diversity play a role in your company? Diversity is 100% part of The Bloc’s DNA since its first day. And as a Latino immigrant in the USA having had been born in a very diverse neighborhood in a very diverse country (Brazil), DEI has always been a huge part of my life, especially because I truly believe diversity and representation are THE ONLY way to do great work. At The bloc we have people from 30 different countries, a committee to walk the DEI talk called United We Bloc and a people-first approach that led us to win several culture and people awards such as Fortune best workplaces in NY® and the Great Places to Work® certificate.
Is there anything exciting you’re working on now? Yes. I’m working on a feature film. Can’t give you more details but it’s very exciting. Oscar-Winning feature film “The Father” with the amazing Anthony Hopkins could have easily been an unbranded film for an Alzheimer’s brand. It grossed 30 million dollars in revenue. So this brand would have not only had spread their message like no other could, but also made lots of money with it. Sounds like a good deal, right? Any special mentions (client or otherwise) in recognition of helping your agency make it into the Top 10? I want to mention all the Top 10 winners. They are the ones pushing this Industry forward and challenging us to do an even better job for our clients every single day. Kudos to all of you that made into this year’s edition and I can’t wait to see what’s coming in 2022.
JSR AGENCY W W W. J S R A G E N C Y. C O M
A G E N C Y @ J S RA G E N C Y. C O M
+44 (0) 20 7228 6667
2,690 POINTS AWARDED ACROSS 28 COUNTRIES
1,583 371 99 USA
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1,583 USA 371 UK 99 FRANCE 98 CANADA 67 GERMANY 63 AUSTRALIA 61 JAPAN 55 INDIA CHINA 52 41 ARGENTINA SWIZERLAND 34 33 BRAZIL SPAIN 17 17 COLUMBIA 16 MEXICO 15 HONG KONG 14 NEW ZEALAND PERU 13 13 DUBAI 10 SAUDI ARABIA 5 DENMARK NETHERLANDS 5 5 SWEDEN 3 PAKISTAN 3 SINGAPORE MALAYSIA 3 VENEZUELA 3 3 TAIWAN
shows by region
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EUROPE NORTH AMERICA ASIA AUSTRALASIA SOUTH AMERICA
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NORTH AMERICA EUROPE SOUTH AMERICA ASIA AUSTRALASIA
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NORTH AMERICA EUROPE SOUTH AMERICA ASIA AUSTRALASIA
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JOHN McPARTLAND CREATIVE DIRECTOR, HEALTH LEITH SCOTLAND What trends have you seen emerging within Health & Wellness? Healthcare is blending more and more into the consumer world. We now have brands such as Ikea talking about health which is great, it means that partnerships between traditional healthcare brands and consumer brands are beginning to solve problems faced by people. Healthcare advertising can become part of the way people live. What’s your favorite piece of work - that isn’t yours from this year?
INTERVIEW
I loved the CO2 inhaler from McCann Health New York. For me this was the perfect blend of creative problem solving, innovation and beautiful craft. It’s the type of work that makes you hate the team that came up with it (only joking, but seriously).
C02 INHALER - ASTRAZENECA - MCCANN HEALTH NEW YORK
What impact has the pandemic had on your company and its creative output, if any? The pandemic had an impact on us in various ways. Working on multiple fast moving COVID campaigns meant that we had to adapt and become even more agile in the way we approached briefs, thinking creativley about what and how we shoot whilst still staying true to the idea. All without comprimising
on the creative output. It has also meant that we have grown as an agency, including growing our dedicated health offering, bringing decades of experience on consumer brands to pharma is something im really excited about. What advice would you give to other creatives / companies who are trying to break into the Top 10? If you believe in your idea then never give up, there are probably bottom drawers full of ideas that are as worthy of making he Top 10, but it takes a thick skin and a lot of heart to get them made, you can see the passion in every piece in here. Thinking of ideas is the easy bit, getting them made is where the hard work starts. What are your creative ambitions for 2022, and how important are creative awards in achieving those goals? We want to produce work that gets to the heart of issues facing people. Over the past few years we have seen people becoming much more aware of issues facing their health and are looking for ways in which to empower themselves. Our work should help them do so. To do this we need to engage more with patients and different industries, bringing diverse experiences will help bring fresh insights and solutions to the table. How do you spot and evaluate award winning work? When looking at work we look at some key criteria, simplicity, connection, objectives, technique & surprising. Firslty is the idea simple and single minded, can it be explained in one line? Does the work connect with the audience? Each idea should have a powerful insight that drives it. Does the work hit the objectives, is it creating the impact that it was set out to. Does the technique feel new and unique or is there a better way of executing the idea. Lastly does the idea feel surprising and new, does it make me pinch myself for not thinking of it.
DEVELOPED BY VACCINES - IPHA - LEITH
Is there anything exciting you’re working on now? (That you can tell us about). With our growing health offering, we’re working on a range of exciting campaigns across H&W, Pharma & Reputation in the industry. We’re working on a range of projects, from a photographic campaign Developed by Vaccines to music tracks that help tackle depression and anxiety. There’s a lot of hugely talented people putting a lot of heart into projects, we can’t wait to share more.
A MINDFUL CHRISTMAS - NORDOFF ROBBINS - LEITH
BOLD IDEAS THAT MAKE A DIFFERENCE
SOLVING PROBLEMS AT THE HEART OF PEOPLE’S HEALTH
Join our health team today
Break the rules.
PAUL KINSELLA CHIEF CREATIVE OFFICER HAVAS LYNX GROUP UK
How does it feel to have made it into the World Top 10? It’s great to be in great company. What impact has the pandemic had on your company and its creative output, if any? We have been producing great work, winning pitches, and continuing to grow, which is a massive credit to our people as the pandemic has affected all of us in one way or another. What’s your favorite piece of work - that isn’t yours from this year?
INTERVIEW
For when its time. – extra gum from Energy BBDO. Now normally I get frustrated when we look to the world of consumer because we are also producing such great work in health, but hear me out... …laughing is great for your health and that is exactly what this work did. It made me laugh and lifted the spirts. It was exactly what the world needed at exactly the right time. I’d prescribe it to anyone.
FOR WHEN IT’S TIME - WRIGLEYS EXTRA - ENERGY BBDO
What trends have you seen emerging within Health & Wellness? There are so many smart answers to this question, but for me the most important trend is the quality of work is improving tenfold year on year – which can only be a good thing when the work we produce is improving people’s lives. What advice would you give to other creatives / companies who are trying to break into the Top 10? Enjoy what you do, do it for the right reasons, and the rest will follow. But don’t just take advice from me. Build a culture that is right for you and your people. What are your creative ambitions for 2022, and how important are creative awards in achieving those goals? The same as every year. Be proud of the work we do and invest in the people that do it. Compete with yourself, not your competitors. Our ambition – Beat yesterday. By supporting the Talent & Diversity Fund, you’re helping the best talent from underrepresented communities get into the industry. How does diversity play a role in your company? It’s something we take very seriously and are constantly learning and revaluating which sounds like a very generic answer. But from a selfish point of view, I want our team to produce the best possible work, with original thinking and innovation. If we want to produce different work, then as an industry we must look at how we can act different. A personal passion of mine is looking at the pipeline and how we get creative, advertising, and marketing on all young peoples’ radar. Is there anything exciting you’re working on now? (That you can tell us about). The most important brief of my life. How do we look after a group of talented young people that have gone through two years of lockdown? Any special mentions (client or otherwise) in recognition of helping your agency make it into the Top 10? From agency to client, it takes a full team to make a difference. Thanks to every one of them.
TIM JONES CHIEF CREATIVE OFFICER GREY HEALTH & WELLNESS USA ANKIT VAHIA CHIEF STRATEGY OFFICER GREY HEALTH & WELLNESS USA CASSANDRA SINCLAIR PRESIDENT GREY PHARMA USA How important do you think it is to be recognizing the World Top 10?
INTERVIEW
TJ: It’s crucial. We’ve all been living through hell during this pandemic, with so much uncertainty in terms of production and client appetite, so to celebrate the ideas that have stood out during these past two years will help our creative community shape what is next for our industry. Plus, it’s lovely to see this body of work being at such a high creative caliber. What’s your favorite piece of work—that isn’t yours— from this year? TJ: I absolutely loved the #InGameVaccine idea from Pfizer and Ogilvy Brazil. It’s such a simple idea, brought to life in an unexpected way and having a clear impact. Wish we had done it.
#INGAMEVACCINE - PFIZER - OGILVY BRAZIL
Is there anything exciting you’re working on now? TJ: We have some very exciting work bubbling away here at Grey Health & Wellness (that unfortunately I can’t divulge just yet). Interestingly, one of our health ideas rose to the top spot of our Global Creative Council, which is a great sign of things to come. I’m consistently blown away by the passion and enthusiasm at this agency, with every department pushing for better work. We have incredible talent here - tackling big problems - so it’s just a matter of time until we see these solutions come to life and making a difference. Keep an eye out for some of our wonderful work that will be coming out soon. What trends have you seen emerging within Health & Wellness? AK: There is a greater focus on the overarching environment and the culture within a disease area and market. Gone are the days when simply focusing on the product and its efficacy was sufficient and frankly, that is a good thing. Customers, both HCPs and patients, want to know why a product matters beyond the fact that it works. What product stands for and its cultural relevance is as important as the product itself. What impact has the pandemic had on your company, if any? Once we got past the initial adjustment stage, the pandemic has served as a catalyst to bring the teams closer together. There is greater empathy, understanding and comradery and a true sense that we are all in this together. But from a more technical standpoint, we have increased our emphasis on data insights and strategy. Never more has the divide been greater between what our customers are telling us and what they are actually doing and this what data strategy helps us understand What advice would you give to other creatives / companies who are trying to break into the Top 10? Use this new world we are entering as an opportunity to re-invent the way you do things. Whether this is a new source of insights, a framework or even a whole new customer segment you feel maybe worth engaging. The biggest mistake will be to approach marketing in this COVID era as being business as usual.
CONT. What are your ambitions, as an agency, for 2022? CS: Grey Health and Wellness has had unprecedented growth in the past two years. Our combination of deep scientific acumen that is integrated with behavioral, brand and data strategy has set our creative ambition to produce Famously Effective campaigns for our clients. We bring the Grey Health and Wellness high creative and strategic bar to our pharmaceutical and device clients as equally as we do to our CPG clients looking to transform their marketing in the growing Neutraceutical market. In collaboration with Tim Jones and Dr. Ankit Vahia, we want to continue to produce breakthrough creative work that changes category behaviors and drives brand growth. With our client’s business goals at the core of our ambition, we want to continue to push work that people talk about; we want doctors to ask questions, we want patients to feel empowered in their care and we want to do all of this by combining art and science to storytelling.
INTERVIEW
How does diversity play a role in your company? At Grey, diversity has never been a theoretical goal. Our commitment is open- ended and ongoing. We view diversity as power. The best ideas come from a blend of views and experiences that helps our teams to create work that connects with our clients’ diverse and global consumer base. We believe in the importance of diversity to create ideas and so it is essential for a company that does just that – we bring diverse backgrounds, perspectives, etc. to all of our work and believe this is a better reflection of the world we live in and make the work representative of that. To achieve that diversity, we have specific initiatives that span from partnerships with diversity organizations to targeted recruitment to supporting affinity groups within the agency: Famously Effective Women Supports and mentors our female employee population. Grey Pride A group of gay and lesbian employees spanning all levels within the agency. The group meets regularly to create educational experiences for the agency surrounding the history and continued challenges of the LGBTQ community. InteGREYted Grey’s multicultural group is made up of employees across all disciplines and levels of seniority and focuses
on multicultural/ educational initiatives for the agency. More recently, as the nation is at an inflection point in the struggle for racial equality, Grey is using the moment to examine and advance how we address diversity and inclusion within our company. InteGREYted worked with leadership on the creation of a strategic plan to guide Grey in living up to our antiracist standards. Part of our ongoing efforts to ensure accountability include monthly check-ins among leadership, HR, and our InteGREYted leads to track progress, regular company- wide sentiment survey to assess how employees feel about Grey’s efforts, and twice-yearly check-ins with global Grey offices to discuss process, successes, and best practices for activating. At the heart of all of our efforts is the urgent need to bring conversations and consciousness to the forefront, provide education and information, and importantly, enable our people to take action against racial and social injustice. Any special mentions (client or otherwise) you’d like to acknowledge for their support during the past year? Speaking on behalf of the Grey Health and Wellness practice, I am very fortunate to say that all of our clients have been incredible partners and colleagues. I think it’s the reason that Grey has client relationships that last 4 times longer than the industry average. From Lilly to Genentech, BD to Janssen, Nestle Health Sciences to Organon, we work as partners. Our clients bring lifesaving treatments, diagnostics, devices and functional foods into the world and we get to tell powerfully creative stories. Together we improve the health and wellness of people around the world.
LIGHTFARM STUDIO BRAZIL
What trends have you seen emerging within Health & Wellness? It’s quite amazing how quickly both science and technology are evolving. The more time passes, the more we see PRECISION medicine becoming a trend. Working in H&W we see a lot of revolutionary techniques that are less invasive and more effective than ever before. In terms of communicating it all, we at Lightfarm believe this yields a lot of room for us to be creative and find unique and fun ways to bring the new information and features into the spotlight. What is your favorite piece of work that isn’t yours from this year’s show?
INTERVIEW
Unbreakable, by Area23 and Roof NY, loved the movie, very high-quality craft, and a heartwarming story. It always thrills me to see great animation partner up with a nice cause.
UNBREAKABLE - INSMED - AREA23
How do you spot and evaluate award winning work? Award-winning work is something that needs to hit the spot in all categories and criteria. It has to be a good idea, it has to be crafted in good quality, it should be simple enough to understand yet complex enough to get the viewer thinking. If you can achieve all of that together, eventually all of those bells start to ring: It’s a winner. How have you adapted to working remotely and are there any ways of working you’ll keep moving forward? Working remotely has revolutionized the way we work. The pandemic hit Brazil pretty hard and like everybody else, we had to go remote from night to day. Lightfarm already worked on an “agile” framework but we needed to take it to the next level. This posed itself as a great challenge, but also lots of opportunities to make some good changes. Long story short, we became more efficient and coherent because to work remotely everything needs to run in synchronicity. This is great but it comes at the cost of losing some of the naturality and spontaneity of life and meaningful human connection itself. Our biggest challenge from now onwards is how to bring this factor back and yet keep the improvements we’ve made. What’s been the worst moment you’ve had working remotely? Missing the Lightfarm family of course! Hahaha. Working remotely is like a long-distance relationship. You can communicate with them every day, but it’s not the same as being in the same room and having a face to face conversation... I think this is how most people feel in our situation. Is there anything exciting you’re working on now? (that you can tell us about) Do we want to tell you about them? Absolutely! Are we allowed to tell you about them? Nope... hahaha! But definitely, you can expect more from Lightfarm in every direction. There is a lot of real-time flooding all of our pipelines. We started to work with the Games cinematic niche (which we’re very excited about!!). Photography and live-action seem to be back on the rise as well. We look forward to continuing the chase for all the tech evolutions that ramped up, and stitching them together with our work to bring more creative opportunities for our clients.
JAMIE STEPHEN FOUNDER JSR AGENCY UK
How important do you think it is to be recognizing the World Top 10? Very important, we want to recognise the efforts and outstanding creativity that goes into the work and the teams that pull it together. Pushing the boundaries of creative is good for all of us in the industry including clients who push for bigger and better creative for their brief. Also we are all inspired by pushing the boundaries and it also helps to make work that changes patients life’s and helps clients get their message across and grow their businesses.
INTERVIEW
What impact has the pandemic had on your company and its creative output, if any? When the pandemic hit, as a business we had to pivot to allow for remote working for our teams and video collaborations with agencies and clients. We all had some very tough months when we could not shoot, however we were well placed to continue with our CGI production capabilities and our illustrators and animation teams to weather the worst of the storm. Shoots are now coming back to near normal and we are fully set up with health and safety protocols and backup production crews to continue. We are a more agile company since the pandemic and are set up for global advertising and servicing clients needs. Creatively we have had to work within the COVID constraints and have been less able to travel so CGI and post production have featured more heavily than ever. We have been really happy to have maintained our high production standards and impressed by the agencies and clients support and flexibility with our solution finding. What is your favorite piece of work that isn’t yours from this year’s show? Too many to mention…..
What trends have you seen emerging within Health & Wellness? COVID! We have seen very strong creative concepts and ambitious productions coming from the pharma agencies. We have seen growth in mixed media projects, less TVC and print based production, more projects with online and digital moving assets alongside print and stills deliverables. And an enforced rise in virtual/remote shooting. What advice would you give to other creatives / companies who are trying to break into the Top 10? The advertising industry is always evolving and has always been considered a barometer of the general economy. COVID has caused a very rapid structural change which I think is creating fantastic opportunities for many and the next 24 months will define the next 10 years of how clients, agencies and production partners will collaborate. What are your creative ambitions for 2022, and how important are creative awards in achieving those goals? To continue to produce outstanding work that brings clients and agencies back time after time. To win another Creative Floor Award! By supporting the Talent & Diversity Fund, you’re helping the best talent from underrepresented communities get into the industry. How does diversity play a role in your company? JSR Agency are proud to support the Talent and Diversity Fund and look to support in any other ways we can including supporting and nurturing new talent and as an artist management agency we represent artists and teams from all over the world. The gender, race, age etc are not a criteria for us – the quality of their work and output is what we look for. Is there anything exciting you’re working on now? (That you can tell us about). Please sign the attached NDA!!
Medicine can change people’s lives. Air Jordans just go on your feet. So how can sneakers make people feel so much, and health, so little? By not just focusing on features and benefits. But by tapping into the human spirit.
If you want more out of health, try us on for size. dawn.rasmussen@21gramsworld.com
CONGRATULATIONS TO ALL OF THE WINNERS.
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