TopTen
A note from the editors
Welcome to the 13th year of recognising the World Top 10 in healthcare advertising. The ideas you’ve produced this year have been inspiring and have helped to push our creative industry to new heights. From brilliantly crafted branded campaigns; to innovations that change the way we view diseases; it truly has been a year to remember.
We are incredibly proud to announce this year’s list of the best campaigns, agencies, and overall countries in healthcare advertising. The AdHealth World Top 10 also contains interviews with some of the industry’s most influential leaders. Gathering the data and results takes us months of hard work and meticulous calculation, so if you’ve made the cut - you deserve to celebrate!
We’re also incredibly proud to be partnering with The Clio Health Awards this year. The extra exposure from our partnership will continue to elevate our industry to the broader public, and make sure that as many people as possible will get to see your incredible work.
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 2025.
Yours in creativity, Mark & Tim
A note from Clio Health
Clio Health is honored to partner with Advertising Health for the second year to present the World Top 10 Rankings. Congratulations to this year’s winners! Your creativity and forwardthinking ideas have set new benchmarks for excellence, making a lasting impact on both the health industry and the broader creative community.
As the only global awards program exclusively focused on health, it’s a natural fit for Clio Health to support these rankings—dedicated entirely to celebrating the best of health-focused creativity. At Clio Health, we believe in the transformative power of creativity to change lives, whether by advancing healthcare innovation, fostering wellness, or addressing urgent global health challenges.
This mission drives us to recognize a wide spectrum of work that promotes positive health outcomes and ideas that move us toward a healthy population, a healthy society, and a healthy planet. We want to celebrate work that not only inspires but also makes a tangible difference—work that shifts perspectives, brings hope, and promotes healthier, more inclusive futures.
Thank you for your exceptional contributions to our industry. We are inspired by your achievements and excited to see how your ideas will continue to push the boundaries of what’s possible.
Warmest regards,
Emily Seal Executive Director, Clio Health
TopTen Campaigns
All scores are calculated from our 6 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 6 award shows and categories were used in the calculation of the Top 10:
Cannes Lions - Health & Wellness, Pharma
Clio Health
One Show - Health & Wellness, Pharma
The Creative Floor Awards**
LIA - Health & Wellness, Pharma
D&AD - Health & Wellness, Pharma
Agencies are awarded points based on our scoring system. This has created our definitive list of the top performing campaigns over the past year.
GRAND PRIX 10 POINTS
GOLD 7 POINTS
SILVER 5 POINTS
BRONZE 3 POINTS
*All winners lists have been provided by the individual award shows to ensure every winning entry is included in our calculations.
** All Creative Floor winners are calculated as gold.
Individuals with intellectual disabilities, like autism and Down syndrome, face disproportionate barriers in accessing meaningful employment opportunities. In France, individuals with intellectual disabilities are two to three times more affected by unemployment than the rest of the population, with only 0.5 percent having a job. In the US, over seven million people have mental or cognitive disabilities, and 80% of them are unemployed.
Recognizing this glaring inequality, Café Joyeux was established with a global mission: to transform society’s perception of disability by dedicating its efforts to the employment and training of people with mental and cognitive disabilities. With 18 locations across Europe, Café Joyeux has recently expanded its reach, opening its first shop in Manhattan, NY.
Inspired by a true story, 47 is Café Joyeux’s completely hand-made, animated stop-motion film created not just for, but by the Down syndrome community. Every aspect, from music, to voiceover, to character design is created with individuals with and touched by Down syndrome.
Our film follows the life of Robert, a man with Down syndrome. Rejected by others as a child, he embarks on a personal journey symbolized by a raft. Along the way, he faces challenges that represent different life stages. In these scenarios, he recognizes that the world simply isn’t ready to recognize his greatness and continues his odyssey.
Finally, at age 47, he finds acceptance and purpose at Café Joyeux, a place where the world finally embraces his extraordinary abilities. The film is a heartwarming tale of resilience, acceptance, and inclusion.
The craft of the film was developed with the community. Robert’s character was crafted by an artist, who is a father to a child with Down syndrome, in collaboration with his son. The design of the secondary characters reinforces that we are seeing the world through Robert’s eyes.
Manipulating the proportions of characters, such as elongating their arms and introducing peculiar traits like masked faces, emphasized that the depicted scenarios, along with what was presented to Robert within them, were unjust and hindered his true potential from shining through.
Colors also play a significant role in the story, with the yellow scarf symbolizing both Café Joyeux’s brand color and Robert’s mother’s words of encouragement that guide him through his journey, and are reflective of the company’s ethos of believing in oneself.
The entire odyssey takes place in his imagination, and uses a mix of warm and colder tones, reflecting Robert’s resilience in approaching the challenges of colder, solitary moments with a positive and warm mindset.
We needed a song that embodied the emotional odyssey of our main character. The song “Carry On” by Grammy-award-winning FUN captures the intimacy of Robert’s journey while also demonstrating his confidence throughout.
To bring the voice of the community through every stage of production, we re-recorded “Carry On” with talented musicians from across the Down syndrome community, José Omar Davila and Sujeet Desai, with FUN’s lead singer Nate Ruess’ powerful vocal delivery.
CeraVe is the #1 dermatologist-recommended skincare brand in the US. But competitors were stealing CeraVe’s core claim that they are developed by Dermatologists.
So CeraVe was headed to its first ever Super Bowl to (1) mint CeraVe as THE brand developed with Dermatologists and (2) elevate CeraVe from a cult, niche social following into a cultural phenomenon all around the world.
But people watching the Super Bowl want celebrities and comedy. Not dermatologists and ceramides. And CeraVe wanted to become a cultural icon without compromising their core values. To achieve this, CeraVe set the following KPIs: 1B impressions, 50 articles, 74k website traffic, +3% audience growth, and Top 10 share of voice during the game. (All of which the campaign achieved and then some).
A traditional campaign about dermatologists and ceramides would be ignored. We needed a way to use a celebrity while hero’ing dermatologists. So we created a conspiracy that CeraVe was developed by Michael Cera (same name.. baby-soft skin... you get it...)
This breakthrough idea was risky– especially for a quiet skincare brand. CeraVe couldn’t even announce it was in the Super Bowl.
So we changed the game and wrote a new playbook with a four-week first-of-its-kind conspiracy. Because Michael isn’t on social media, we orchestrated the conspiracy with four hero influencers, social and PR-partners. The brand “fought back” with ownedchannels.
The idea organically took off everywhere. 400+ influencers organically joined in. It went viral across TikTok, Instagram, X, and Reddit. It was meme’ed, debated on podcasts... It resulted in 15.4B impressions BEFORE the commercial even aired. The “Perfect” (Today) campaign culminated with a Super Bowl commercial setting the record straight.
According to the UN, while 55% of the world’s population lives in urban areas, billions of people live in remote and underdeveloped places far away from medical attention. In consequence, according to Forbes, half the world’s population has limited access to diagnostics, especially people in remote locations where simple routine exams like mammograms are still a distant reality.
In these remote areas, many premature deaths could be avoided with just a simple test. That is why we partnered with KDOG to create Dogs Without Borders — a first-of-its-kind initiative that uses medical dogs to sniff out disease in remote areas where doctors and diagnostics are out of reach. Dogs Without Borders rescues dogs waiting to die in shelters and trains them to save people in isolated locations.
By just sniffing odor samples from locals, dogs can diagnose diseases before it is too late, saving human lives in consequence.
We partnered with KDOG, a project founded by the internationally renowned Curie Institute, to create Dogs Without Borders — a first-of-its-kind initiative that uses medical dogs to sniff out disease in remote areas where doctors and diagnostics are out of reach. Dogs Without Borders rescues dogs waiting to die in shelters and trains them to save people in isolated locations.
Detection is possible thanks to a bone-shaped “odor collection kit” handed to locals with all they need for the collection: instructions, soap, gauze and a thermal ziplock bag for the sample. The kit is designed to withstand harsh environments. After collection, the odor samples are sniffed by the dogs. The sooner they sniff them, the sooner patients can be sent for further analysis and treatment.
Cancer is just the beginning for us, we’re expanding to other diseases and countries.
From José Padilha, the Director of Narcos, RoboCop, and Elite Squad, American Cancer Story is a compelling short film in consultation with pediatric oncologists and gun violence experts designed to tackle the top issues threatening the safety of American children: cancer and gun violence.
This groundbreaking initiative marks the first time that these two causes have united to combat the most significant dangers to children in America, transcending political boundaries to focus on the shared goal of safeguarding the younger generation.
Scored with an original track by James Valentine of Maroon 5, the film takes the viewer through an emotional story of a young girl’s cancer journey. We follow a gripping montage of her heroic battle, from the devastating news of the diagnosis, the surgeries, and scans, to the debilitating side effects of treatment.
Finally, after what seems like an endless cycle, she receives the news that her cancer is in remission. Her classmates greet her enthusiastically upon her victorious return to school. But this isn’t the happy ending we expected. Tragically, she survived cancer only to face a second life-threatening situation.
The sad fact that gun violence has become the number 1 killer of American children is starkly delivered through the juxtaposition of the girl’s promising prognosis against cancer and the sudden tragedy that unfolds in her school, emphasizing the urgent need for change.
The film directs viewers to a website where they can take action in two ways to support both causes. First, they can donate to fund pediatric cancer research by choosing from a list of top-rated NPCF certified childhood cancer-related institutions already raising funds for research, including the Pediatric Brain Tumor Foundation, Children’s Cancer Research Fund, and Johns Hopkins All Children’s Hospital. Second, because the fight against gun violence needs action, viewers can raise their voice by sharing the campaign to start a conversation about how we can do better to fight this threat and demand urgent change from politicians and lawmakers.
India is home to the second largest number of diabetes patients in the world, with more than half remaining undiagnosed.
Distance, cost, and lack of resources prevents millions of people from accessing diagnostic blood tests. However, over a billion people living in India have mobile phones, which now can be used to save their lives.
Voice to Diabetes is an innovative tool that leverages AI to diagnose type 2 diabetes based on the analysis of a person’s voice. Traditionally, Type 2 diabetes diagnosis involves invasive blood work, but this study introduces a non-invasive and efficient alternative.
Voice to Diabetes harnesses AI and machine learning techniques to detect subtle vocal changes that are imperceptible to the human ear. By incorporating features like pitch and intensity changes, the tool successfully distinguishes between individuals with and without Type 2 diabetes.
The study, published in a Mayo Clinic journal, involved 267 participants in India, with 192 without diabetes and 75 with a prior diagnosis. Using a smartphone app, participants recorded short voice clips multiple times daily for two weeks.
We analyzed 18,465 recordings, identifying 14 different acoustic characteristics that led to the creation of a highly accurate diabetes identification tool. For women, changes in pitch and deviation from the average pitch were crucial, while for men, the diagnosis relied on variations in voice strength or amplitude. With an accuracy of up to 89% for women and 86% for men, this innovative approach could pave the way for an accurate, low-cost, and accessible test for diabetes.
Over 100 million people worldwide suffer from speech disorders. Historically, solutions have been limited to expensive speech therapist treatments, isolating affected individuals in the workplace and society due to their communication difficulties. How can we use technology to boost a discipline that has been applying the same methods for decades, making a minority treatment accessible to many more people and bringing it from the doctor’s office to the real world?
Impulse is a haptic speech therapy to help people with speech disorders. This AI application for Galaxy Watch and Android devices uses a Natural Language Processing algorithm to translate words into rhythmic vibrations. This invisible and inaudible support on the wrist helps synchronize the brain with the mouth, facilitating communication.
The app provides voice assistance, an AI speech coach, and rhythm and tone exercises, helping users in their daily communication with confidence and autonomy. Impulse represents a major breakthrough in wellbeing. This sophisticated innovation allows speech therapy to go beyond the walls of the specialist’s office, improving patients’ lives through Smartwatch & Mobile devices available globally on a platform used by 3 billion people daily. Impulse combines simple haptic feedback from the Galaxy Watch with an AI algorithm to improve fluency through wrist vibrations.
Toxic Portraits
Horizon #07
Area 23
70 Points
TOXIC PORTRAITS is a first-of-its-kind experiment that combines science and art to demonstrate gout’s corrosive damage using the very substance that causes it, uric acid.
Custom uric acid mixtures were created, based on the amounts found in 3 patients’ bloodstreams. Then, in a new spin on an old printmaking tradition, the uric acid mixtures were used to create etchings that were so corrosive they ate through copper plates. The plates were then pressed to create illustrations in 3 different styles so doctors could come face to face with the toxic nature of the disease.
TOXIC PORTRAITS debuted in 3 major markets: NY, Chicago, and LA. The events targeted and impressed the most important audience of all: key gout specialists across the country.
Their response was overwhelming. In every market, prints of the patients were requested and conversations about the work and the process led to requests for follow-up visits by sales representatives.
Seeing the artistic portrayals of gout suffering next to the corroded copper plates prompted these medical thought-leaders to reconsider the urgency they bring to treating their gout patients. In turn, these influencers will prompt doctors within their regions to do the same.
Kids are experiencing severe mental health issues from the onslaught of seemingly endless toxic beauty content on social media. Anxiety, depression, self-harm, eating disorders, PTSD, and even suicide - the harm social media can cause has no limits. Because neither does social media. In fact, the majority of young girls say they feel the pressure to look perfect and match what they see on social media. Our brief was twofold: first, highlight the scale of the social media-induced mental health crisis among kids; and second, inspire the world to act, demand change, and save kids from the dire consequences of toxic beauty content. Our goal was to mobilize the masses by creating a single, shareable film and get viewers to sign the petition to support the Kids Online Safety Act.
Toxic beauty content is devastating the mental health of 3 in 5 kids, with an entire generation in crisis. To take action, Dove wanted to support the Kids Online Safety Act. To inspire others to do the same, we told the story of Mary; a girl who almost lost her life from an eating disorder.
We didn’t need to film her story, Mary already had.
Using her photos, videos, and journal entries, spanning over a decade, we created a film that shows her downward spiral after getting her first phone and joining social media. We set it to an emotional female cover of Joe Cocker’s iconic song, ‘You Are So Beautiful to Me,’ reimagined by popular musician and staunch feminist, Self Esteem.
In the end, we learn this isn’t just Mary’s story. It’s the story of millions of girls. All assets included a call-to-action to sign a petition endorsing KOSA.
TBWA\Health Collective
59 Points
With breakthrough COVID-19 mRNA vaccines and a transformative research pipeline, Moderna is a true agent of change. To promote their US Open sponsorship and kick off the Covid vaccination season, we highlighted the story of tennis legend Arthur Ashe. For the first time, a major brand shed a raw light on Ashe’s story and achievements, resonating deeply with Moderna’s audience of tennis fans, sports enthusiasts, and equality supporters.
The film, the centerpiece of Moderna’s US Open Sponsorship, depicted a match between a live-action Arthur Ashe and animated representations of his life’s challenges, from segregated courts to his US Open victory, apartheid, heart surgery, and HIV.
Using mixed techniques like digital and analog images, 2D animation, and stop motion, we maximized impact on a reduced budget and honored Ashe’s legacy with a diverse and passionate creative team who ensured every detail reflected his life and image authentically.
Parkinson’s Disease is a progressive, neurodegenerative disease that impairs muscle movement.
An early symptom is Facial Masking or Hypomimia. Patients lose the ability to smile, laugh or look surprised. Their inability to express emotion severely impacts relationships, communication and quality of life.
“Studies show a connection between self-reported facial masking and negative social wellbeing, and between stigma and quality of life” A daily 45-minute facial exercise routine can significantly improve symptoms, but only 3% of patients follow it. Not only is it tiring and frustrating, It’s tough to watch yourself in the mirror when your face no longer follows your heart.
We knew that if we could help people adopt the exercises, we could change the lives of patients and carers alike. Worldwide, we spend 2.5 hours a day scrolling through our social feeds. What if we could convert down time to therapy time?
Scrolling Therapy is an innovative mobile application that uses facial recognition to browse the news feed. We identified patient’s most important facial therapy exercises-smiling, rising eyebrows, frowning-and converted them into commands for the newsfeed. Simply by moving their faces patients could like, play, scroll up and down and more.
The app provides real-time feedback, helping patients ensure they are performing the exercises correctly without having to confront their own struggles in the mirror; tackling both the practical and the painful emotional barriers to adopting the routine.
By seamlessly turning their scrolling habit into a life-changing routine, Scrolling Therapy is on a mission to improve the quality of life of over 8.5 million Parkinson’s patients around the world.
TopTen Pharma Campaigns
1. Voice 2 Diabetes
2. Toxic Portraits
3. Scrolling Therapy
4. Illustrate Change
5. Look Beyond Stable
6. Seen Book
7. Inequality You Can’t Ignore
8. Magnetic Stories
9. Her2.0: Innovation Beyond Breast Cancer
10. The Clog
TopTen Health & Wellness Campaigns
1. 47
2. Michael CeraVe
3. Dogs Without Borders
4. American Cancer Story
5. Impulse
6. Ashe Versus 6. Cost of Beauty
8. Aizome Wastecare
8. The DiversiTree Project
10. Throwaway Comments
10. Me, My Autism & I
TopTen Agencies
All scores are calculated from our 6 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 6 award shows and categories were used in the calculation of the Top 10:
Cannes Lions - Health & Wellness, Pharma
Clio Health
One Show - Health & Wellness, Pharma
The Creative Floor Awards**
LIA - Health & Wellness, Pharma
D&AD - Health & Wellness, Pharma
Agencies are awarded points based on our scoring system. This has created our definitive list of the top performing campaigns over the past year.
GRAND PRIX 10 POINTS
GOLD 7 POINTS
SILVER 5 POINTS
BRONZE 3 POINTS
*All winners lists have been provided by the individual award shows to ensure every winning entry is included in our calculations.
** All Creative Floor winners are calculated as gold.
556 Points 12 Campaigns
OneShow 2S 2B
Clio Health 1GP 10G 15S 17B
Cannes 1G 1B
Creative Floor 29G
LIA 1GP 10G 7S 2B
47
Lifeline
Voice 2 Diabetes, American Cancer Story
The Steamboat Willie Story
The Stress Controller
Survival Stock
Poisonous Apparel
Points of Vitiligo
Emotional Choking
LifeSaving Radio
The Congrgation
Café Joyeux
PAWS NY
KVI Brave Fund INC
Change the Ref
Retiro dos Artistas
The Edgewood Center
Cancer Dojo
Crann Organic
Incyte Dermatology
PodHER
NextMed Health
PodHER
OneShow 2B
Clio Health 3G 4S 12B
Cannes 1GP 2S
Creative Floor 11G
LIA 2G 4S 6B
Toxic Portraits
HER2.0
SEEN Book
2 Things at Once
Trapped by Uncertainty
Magnetic Stories
Impossible Journey
bAIgrapher
Mind’s Eye
The Messenger
Horizon Therapeutics
Jazz Pharmaceuticals
Insmed
Pfizer
Boehringer Ingelheim
Siemens Healthineers
ASTER
UFCSPA
Amylyx Pharmaceuticals
Kerendia
Everything They Didn’t Tell You
In Transit Life Models
Identity Builder
Black Women for Wellness
Transgender Day of Visibility
Aesthetic Flat Closure
Zhejiang University
Points
OneShow 1GP 2G 1S
D&AD 1B
Clio Health 1GP 2G 3S 4B
Cannes 1B
Creative Floor 7G
LIA 1S 3B
The Cost of Beauty
Throwaway Comments
The Melanoma Law
Better With Books
Break The Cycle
I Am Not Just Black
Every Patient
Dove NABS
Skin Cancer UK
Emmie’s Books
Autistica
Skin of Colour Society
Haleon
Points
Campaigns
OneShow 1G 1B
Clio Health 2GP 4G 7S 5B
Creative Floor 5G
LIA 1S
The Clog
Dogs Without Borders
Peeboards
The Most Unfair Diet
Daiichi Sankyo
SFBO
Imagina Más
Fundación PKU
126 Points
1 Campaign #05
OneShow 1G 1S
Clio Health 5GP 3G
Cannes 1G 1S
LIA 1GP 3G
Michael CeraVe CeraVe
Cheil Spain
82 Points
2 Campaigns #06
OneShow 1G 1B
D&AD 1B
Clio Health 1GP 1G 4S 1B
Cannes 1S
LIA 2G 2S
76 Points
3 Campaigns #07
OneShow 2S
D&AD 1B
Clio Health 2GP 1G 4S 2B
Creative Floor 1G
LIA 1B
EQL Band
Be Moved by TD
Alopecia Mirror
Have a Picky Kitty
Catch That Truck
The Doodles
EQL Band
Teva
Pfizer
Here We Flo
Exact Sciences
Pfizer
65 Points
3 Campaigns #09
62 Points
2 Campaigns #10
One Show 1S 1B
D&AD 1B
Clio Health 2G 1B
Cannes 1B
LIA 1GP 3G
Of The Years
AgencyoftheYear
In 2024, Klick Health continued to excel as a leader in healthcare advertising, producing innovative and impactful campaigns. Among their most celebrated works were 47 for Café Joyeux, a beautifully crafted short film following the story of a young boy with down syndrome. Voice 2 Diabetes, an AI-driven app to detect Type 2 diabetes through subtle voice changes. Another standout was American Cancer Story, an emotional short film addressing child health crises, combining statistics on cancer and gun violence with poignant storytelling.
Klick Health not only won big in healthcare categories, but won Grand Prix and Gold outside of health. A sign of great health for our industry.
NetworkoftheYear
health outcomes. Notable works include Magnetic Stories by AREA 23, which transformed the unsettling sound of MRI machines into children’s audiobooks, and Impossible Journey, an animated campaign highlighting racial disparities in maternal health. Other standout efforts include The Tear Couture LookBook by McCann Health London which used the format of a high-fashion catalog to advocate for safer industrial practices, featuring the story of an acid attack survivor and highlighting the dangers of mishandling sulfuric acid in the textile industry.
IPG Health picked up multiple Health Agency of the Year awards, including Cannes, LIA, Clio Health & Creative Floor. Cementing their place as the number 1 healthcare network.
HoldingCompanyoftheYear
Ogilvy's viral "Michael CeraVe" campaign for CeraVe cleverly played on cultural references and won the Superbowl. It picked up multiple Grand Clios, Lions, LIAs and many many more.
VML Health's ground breaking Dogs Without Borders initiative trained rescue dogs to detect breast cancer, blending technology and health in a powerful way. Continuing their impactful partnership with Dove, Ogilvy UK promoted real beauty and body positivity through The Cost of Beauty, an emotively charged campaign that fought against social media giants.
All of this underscored WPP’s leadership in creating meaningful and award-winning contributions to the healthcare sector.
JoyeuxClientoftheYear
This years Client of the Year goes to Café Joyeux, a unique coffee chain dedicated to promoting inclusion by employing and training individuals with intellectual and developmental disabilities (IDD).
Their campaign 47 is a poignant animated story celebrating the talents and humanity of individuals with Down syndrome. Named for the 47 chromosomes that characterize the condition, the film aligns with Café Joyeux’s mission of inclusion, highlighting the dignity and potential of those with intellectual and developmental disabilities. Through emotional storytelling, 47 not only raises awareness but also fosters societal acceptance. A fitting tribute to them being awarded this years top spot.
Canja Audio Culture
Awards by
A deep dive into our data by region & show.
TopTen North America Agencies
TopTen APAC Agencies
1. Leo Burnett Taiwan
2. Ogilvy Taipei
3. Droga5 Tokyo
4. The Monkeys Aotearoa
5. Finch
6. INNOCEAN Indonesia
7. McCann Gurugram
7. Ogilvy India
9. Cheil Worldwide
10. Ward6
10. Essence The Health Agency
1. Dentsu Creative Argentina
2. VML Colombia
3. Grey Argentina
4. VML Argentina
5. Havas Health & You Brasil
6. The Table
7. Africa Creative
7. AFRICA Creative DDB
7. FCB Brazil
7. Amigos del Autismo
7. McCann Bogota
7. McCann Lima
VML
FCB
Ogilvy
VML
Ogilvy
VML
Havas
Bensimon
FCB Chicago Impact BBDO
Area 23
Ogilvy PR New York
Alto New York
Small, New York
Mccann, Gurugram
Leo Burnett Jeddah
Leo Burnett Taiwan
Klick Health
Klick Health
Ogilvy PR
TBWA\Health Collective
Klick Health
Cheil Spain
Klick Health
VML Area 23
Indiana Production
Ogilvy Taipei
Interviews
In conversation with some of the industries most awarded leaders.
Rich
Levy Chief Creative Officer Klick Health
What trends have you seen emerging from the past 12 months in Healthcare advertising?
There was a surprising trend: how little really unique A.I. work had been created. I would have expected someone to do an amazing campaign where A.I. was an important part of the idea versus just a trick. But nobody has cracked that code yet -- so I guess -- I was a little surprised at that.
How do you spot and evaluate award winning work?
Does the work move me emotionally? Whether that's to laugh or cry or just think about something differently. Does the work have incredible craftsmanship? The art direction, the design, the copy. It all has to work in balance. And lastly, is the work unique?
Was there any work that surprised you this year?
The Michael Cera CeraVe campaign was a standout this year. It was the perfect blend of humor, social, broadcast and event marketing -- all in one package. When I first saw the campaign I was envious -- so that's always a good sign.
What would be your Top10 campaigns from 2024?
Michael CeraVe
Cafe Joyeux
Paper Organs
American Cancer Story
The Last Barf Bag
Child Wedding Cards
Me, My Autism & I
Cost of Beauty
Voice 2 Diabetes
Ashe Versus
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
You have the opportunity to do work that makes a difference. Jump in. And whatever you do - don't give up.
Is there anything you would like to see more from in the industry in 2025?
I would love to see a return to the really long copy creative campaign. Where you want to read every single word. Where you know that every word was chosen for a specific reason. And one word more or less would destroy the flow. We seem to think that our audience doesn't have the attention span for something beautifully written. I disagree and would love to see more.
Wendy Chan
Health Creative Lead, APAC Edelman
What trends have you seen emerging from the past 12 months in Healthcare advertising?
I'm excited seeing this big swing back to great craft in healthcare advertising. It’s kind of refreshing, actually - especially with all this AI buzz everywhere. Campaigns like ‘Impossible Journey,’ ‘47,’ and ‘Ashe Versus’ - the craft almost feels like the language of human soul, so powerful. And it’s not just about pushing products anymore - brands are really getting what people need and actually trying to help them live better lives, solving real problems and creating more meaningful connections. While healthcare traditionally maintains a serious tone, some brands are brave enough to add a bit of humour when it fits. When they get it right, it really cuts through all the noise in the cluttered marketplace.
How do you spot and evaluate award winning work?
In healthcare communication, having a purpose is a given. I always love ideas that can make changes, shifting perception, inspiring action or improving well being.
Was there any work that surprised you this year?
The Last Barf Bag. Humour is difficult to execute and rare in healthcare advertising. It requires both the right opportunity and bravery. The campaign beat Meta benchmarks by 10,000%. I never knew an anti-nausea brand could be so funny.
What would be your Top10 campaigns from 2024?
The Last Barf Bag
Magnetic Stories
47
Allegra Airways
Paper Organs
Impossible Journey
Michael CeraVe
Ashe Versus Heart Surgeon’s Cookbook
ProtecTasbih
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
There’s still so much that can and needs to be done in healthcare advertising. Better healthcare communication doesn’t just help companies - it helps human beings. Help healthcare companies think bigger. Having an idea is just the first step - be ready for many internal and external challenges, including executional ones. Always go the extra mile: create mockups to help understanding and persuade stakeholders, research and partner with suppliers to get their input and support to make your ideas happen.
Is there anything you would like to see more from in the industry in 2025?
I’d like to see more work that incorporates earned media. Media is culture. Having people interested in and talking about your campaign is essential to its success.
Bruno Abner Executive Creative
Director
Grey Health New York
What trends have you seen emerging from the past 12 months in Healthcare advertising?
I’ve noticed a few big brands beginning to take more calculated risks, which is an encouraging shift. While the progress isn’t happening as quickly as it should, it feels like a step in the right direction.
How do you spot and evaluate award winning work?
I look for work that directly addresses a brand’s core challenges while being grounded in contemporary trends and behaviours. It needs to spark meaningful conversations, have longevity, and deliver measurable results. I often ask myself: Could this idea make the cover of The New York Times? Most importantly, I evaluate whether it creates an emotional connection—something that healthcare advertising, especially in Pharma, often lacks. The best work makes you feel something.
Was there any work that surprised you this year?
I absolutely loved Michael CeraVe. It’s such a stand out on so many levels, setting a high bar that will be tough to beat.
What would be your Top10 campaigns from 2024?
Michael CeraVe
Assume That I Can
The Last Barf Bag
The Melanoma Law
47 American Cancer Story
A Beautiful Sight Ashe Versus Identity Builder Impulse
Each of these campaigns is an exceptional example of creativity and impact in healthcare advertising.
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
Don’t let your standards be defined by what clients currently see as “good enough.” Trust your instincts, choose your battles wisely, and stay persistent. Healthcare advertising still has a long way to go, and we need fresh, bold perspectives to push the industry forward.
Is there anything you would like to see more from in the industry in 2025?
I want to see more award-worthy, real branded Pharma work. Our industry needs to be braver. Right now, there’s a shortage of stand out examples to show what’s possible, and too many health agencies aren’t even trying. It’s time to raise the bar.
Susan Perlbachs
Chief Creative Officer
Eversana Intouch
What trends have you seen emerging from the past 12 months in Healthcare advertising?
As the frenzied AI hype is dying down, we’re now starting to see its real promise. Instead of being a shiny gimmick, AI is making way for hyper-personalized campaigns that resonate. AI is helping brands make connections and make people feel understood, not marketed to. What I’m starting to see is that it’s not tech for tech’s sake. It’s about creating meaningful, human connections.
How do you spot and evaluate award winning work?
As creative leaders, we see sparks of brilliance every day. Spotting the diamond in the rough is the easy part. The real magic is in the polish and reworking— guiding the idea, fighting for it, and elevating it from “great” to “can’t-ignore.” Award-winning work isn’t just clever; it’s work that moves people, solves problems, and leaves a mark. It’s fresh, fearless, and impeccably executed. The secret? Never settle. Push the work until it doesn’t just shine—it blinds. That’s the kind of brilliance that wins awards. But as I mentioned, spotting it is the easy, execution is hard!
Was there any work that surprised you this year?
The Pedigree Adoptable campaign really grabbed me. Sure, the subject helped–it revolved around improving the lives of adorable shelter dogs. But it wasn’t just the heartstrings that made this stand out—it was the brains behind it. They turned every ad into an adoption ad, blending geo-targeting, AI, and 1st-party data into something that doesn’t just talk about solving pet homelessness—it acts on it. The use of dynamic, photo-real dogs tailored to local adopters wasn’t just innovative, it was game-changing. Adoption rates skyrocketed, and it proved that tech and heart can coexist. It wasn’t just smart advertising. It was advertising with purpose which aligned with the company’s KSIs.
What would be your Top10 campaigns from 2024?
What a great and tough question! I’m sure I’m missing something great!
WoMen’s Football
Adoptable. By Pedigree
The Last Barf Bag
Child Wedding Cards
Magnetic Stories
Voice2Diabetes
Heart Surgeon’s Cookbook
47
The Postponed Day Frequencies of Peace
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
Bring the same curiosity and passion you’d bring to general advertising—but layer it with a healthy dose of idealism. Here, you’re not selling candy, cocktails, or quick-fix consumerism. You’re solving real problems, tackling decades of damage caused by those industries, and making a tangible difference in people’s lives. It’s a rare corner of advertising where your work can truly matter. So, lean in. Think big. And know that the stories you tell here could be the ones that save a life.
Is there anything you would like to see more from in the industry in 2025?
Fearless branded work. Remember Phexxi’s Welcome to My Vagina? Annie Murphy’s biologically correct, unapologetic opening line hooked me before I even saw the ad. It was bold, smart, funny, and refreshingly direct—like the sitcom moment when twin beds became one queen. It didn’t tiptoe; it owned the message: birth control is for people who have sex. Revolutionary? It shouldn’t be, but it was. And it paid off. Let’s bring that fearless energy back in 2025.
Jason Graff EVP, Executive Creative Director Area 23, An IPG Health Company
What trends have you seen emerging from the past 12 months in Healthcare advertising?
Many trends are evolving healthcare advertising, but I’ll focus on four.
AI for hyper-personalization:
Thanks to AI, the healthcare industry is in a renaissance period. Over the last 12 months we’ve been able to deliver hyper-personalized campaigns at an inconceivable pace. Machine learning is leveraging patient data, and creating tailored messages and campaigns based on health profiles, behaviours and needs. This shift and trend towards personalization ensures our marketing efforts are not only relevant but can build trusting relationships with our audiences. AI has exponentially optimized the way we work and communicate and it’s just the beginning.
Health equity and inclusivity:
There’s a heightened focus on health equity. Advertisers are now identifying and addressing the unique needs of diverse populations and tailoring various racial, ethnic, gender and socioeconomic groups to ensure equitable access to information and care. Ads are culturally sensitive, yielding more inclusive campaigns while spotlighting the health issues that have been previously overlooked. I look forward to seeing even more efforts being made in 2025.
Social media as a primary channel:
Social platforms like TikTok, Instagram and Doximity have become key for healthcare brands to reach and engage diverse demographics. Campaigns now use social media influencers, interactive Q&A sessions and real-time patient testimonials to connect with younger audiences. Hospitals and clinics use platforms to address misconceptions, promote mental health and share medical advancements. Social media, specifically video, is helping us successfully break the barrier between providers
and patients, making healthcare more accessible and less intimidating.
Telehealth Marketing:
The pandemic accelerated telehealth adoption, and campaigns now heavily promote its benefits, such as convenience, accessibility and safety. Telehealth isn’t just a service; it’s now a staple in how healthcare is marketed. Providers highlight virtual consultations in ads, often paired with user-friendly tech tutorials or patient success stories. Traditional campaigns emphasizing physical appointments are fading, replaced by strategies that position healthcare as available anytime, anywhere.
How do you spot and evaluate award winning work?
I look for ideas that are utterly and truthfully simple, that drip with depth and understanding of the issue, at an immeasurable level. Then I look at the concept from every angle. Has it been crafted, written and art directed within an inch of its life? Is it insightful enough? Raw enough? Surprising enough? Does it have enough heart? Soul? Is it funny enough? Sad enough? Will it give someone the chills? An upper echelon idea needs to make people experience a new emotion that can’t be unfelt. Then and only then is it truly award worthy and deserves to be incessantly referenced by creatives in every country with the hopes of sparking client ambition to raise the creative quotient of the healthcare industry.
Was there any work that surprised you this year?
The Coke-Creating project would have been a surprising effort by any other brand, but Coke has been consistently connecting with their audience in unexpected ways for years. In this case, they selected mom and pop stores who have been creating unofficial Coke logos either by family artists or friends. And instead of Coke trying to regulate these unlicensed logo versions, they co-created with the store owners and used them across all their global advertising. No one scales their ideas like Coke. And they could care less about branding guidelines because they know their brand really belongs to the people. We could use more of this spirit in healthcare
What would be your Top10 campaigns from 2024?
Adidas: Runner 321
Michael CeraVe
Magnetic Stories
Last Barf Bag
Misheard Version
ProtecTasbih
Child Wedding Cards
Spreadbeats
EQL BAND
WoMen’s Football
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
Study every award-winning healthcare ad done in the last 10 years. Commit to memory the agencies and the creatives who are winning year after year. Then only work for those agencies or creatives because they have the track record and belief that you can’t regulate craft and creativity. And get in now, because healthcare advertising is having its moment, akin to the Madison Avenue creative revolution of the 60s.
Is there anything you would like to see more from in the industry in 2025?
I’d like to see more innovation and forward thinking from healthcare agencies. More prototypes with the hopes of becoming standards of care. More emotional utility to help improve the daily lives of patients. More representation of diverse voices, cultures and conditions in campaigns so messages resonate with a wider range of communities and addresses healthcare disparities. More uses of emerging technologies to tell immersive stories that can touch the very fiber of our audiences. The more the industry pushes, the sooner we’ll see our ideas living up to the lifesaving medicines in the world.
Natxo Diaz
Global Head of Craft VML Health
What trends have you seen emerging from the past 12 months in Healthcare advertising?
Over the past year, I’ve observed two key trends in our industry. First, the meaningful, creative integration of technology continues to expand, driving product innovation for more personalized experiences that promote treatment adherence or health education. Often we’ve seen how this first trend intersects with the second: we’re seeing greater diversity, encompassing not only ethnicity, gender, and age, but also physical and psychological disabilities, reflecting the reality of the entire population. I liked to see how brands keep moving to activism and purpose to engage with important social causes related to health, seeking a positive impact beyond product promotion. And something I liked even more is that many times the brands achieved it while keeping their own products in the center of the idea. Chapeau!
How do you spot and evaluate award winning work?
I believe truly impactful health campaigns arise from a deep understanding of the target audience’s needs and also from their motivations, no matter if it’s a patient, a HCP or general population. This insight fuels the development of an innovative and memorable approaches to creative big ideas that really connect with people. Of course, the execution and craft must be impeccable, demonstrating flawless production, design, and narrative. Furthermore, a successful campaign needs a simple message that resonates with the audience and drives measurable impact, whether that’s through behaviour change, increased awareness, or demonstrable improvements in health outcomes. Without a clear outcome, even our most creative ideas fall short.
Was there any work that surprised you this year?
I’m always impressed by projects tackling important health issues, transforming patients’ experiences through product innovation, such as Magnetic Stories or Voice2Diabetes. The exceptional level of craft of 47 or The Impossible Journey, is also truly inspiring. Finally, I think it’s always interesting seeing how humour have room in an industry set by seriousness and scientific rigour, as we saw in
The Last Barf Bag or Michael CeraVe.
What would be your Top10 campaigns from 2024?
It’s tough to select just 10 pieces of work given the quality of work we have seen this year, however I’d highlight
The Last Barf Bag
Magnetic Stories
The Melanoma Law
Voice2Diabetes
Ashe Versus Michael CeraVe
Impulse
Sightwalks
Diversitree Project
Toxic Portraits
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
Cultivate a deep sense of listening and empathy for patients, their experiences and motivations. Health is a sensitive and personal topic, and a genuine understanding of people’s needs and challenges is essential to deliver meaningful and effective work that resonates and connect with them deeply.
Is there anything you would like to see more from in the industry in 2025?
I’d like to see more joy and reasons to smile. The world is increasingly complex and challenging. Our industry can help make it slightly better, so I would like to see greater collaboration among agencies, clients, and healthcare professionals, to develop together innovative solutions that tackle global health challenges, especially when talking about diseases such as cancer, or problems such as health equity.
Angela Williams
Creative Director
Deloitte Digital
What trends have you seen emerging from the past 12 months in Healthcare advertising?
The prominence of over the counter (OTC) advertising is quickly gaining ground in the health and wellness space. The category’s advertising has evolved, embracing consumer-centric strategies and modern wellness trends to rival traditional pharmaceutical and health marketing. OTC Brands now focus on lifestyle integration, emotional storytelling, and digital engagement, versus just symptom relief making them more relatable and accessible. Campaigns like CeraVe Skincare’s Michael Cera-inspired ‘Michael CeraVe,’ which humorously blended celebrity culture and product benefits, Dramamine’s ‘The Last Barf Bag,’ addressing the the efficacy of their product with memorable and practical storytelling, and Vaseline’s ‘Transition Body Lotion’ highlighting inclusivity and daily wellness, showcase how OTC brands are breaking boundaries. With clean design, transparency, and influencer partnerships, these campaigns appeal to modern, health-conscious consumers while redefining traditional wellness advertising.
How do you spot and evaluate award winning work?
I evaluate award-winning work by balancing creativity, strategy, and impact. It must stand out with originality, evoke emotion, and connect culturally while remaining true to the brand’s purpose. Executional excellence is key—flawless design, writing, and production elevate the idea. I also consider results: Did it deliver measurable business or cultural impact? Finally, I value boldness and staying power—great work pushes boundaries and leaves a lasting impression. It blends creativity with cultural relevance and real-world effectiveness.
Was there any work that surprised you this year?
Moderna’s Ashe Versus is a masterclass in film craft and storytelling, blending a haunting score, mixed media, and powerful narrative to honor Arthur Ashe’s journey—from segregated courts to US Open champion and global change-maker. The film, central to Moderna’s US Open sponsorship, connects Ashe’s values with the brand’s ethos, This Changes Everything. By combining archival footage, animation, and cinematic recreations, it engages tennis fans and equality advocates while reinforcing Moderna’s mission. For me, Ashe Versus was a standout example of how film craft can elevate brand purpose.
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
For younger creatives pursuing healthcare advertising, remember this: it’s creativity with purpose and craft at its core. Focus on telling human stories with precision and emotion, using every tool at your disposal to elevate the work. See regulatory constraints as creative challenges, not roadblocks, and use them to hone your skills in storytelling and problem-solving. Embrace AI as a partner in your process—it can help refine insights, accelerate execution, and push the boundaries of what’s possible. Learn the science behind the work, as it will deepen your storytelling and make your ideas more impactful. And always remember healthcare advertising isn’t just about selling—it’s about crafting campaigns that improve or even save lives. Let that drive your creativity to new heights.
Is there anything you would like to see more from in the industry in 2025?
In 2025, I want to see the industry focus even more on creativity with purpose and craft. I want the work to demonstrate real impact, break category conventions, and embrace bold, emotional storytelling. Smarter use of AI to enhance ideas, not replace them, will push boundaries. We also need to see a deeper commitment to innovation that can truly change lives. Inclusion should move from performative to authentic, reflecting nuanced stories that resonate across audiences. Finally, I’d advocate for a renewed focus on the fundamentals: sharp strategy, exceptional craft, and flawless execution. Creativity is not just about standing out; it’s about building trust, shifting perspectives, and shaping the future of industries.
John McPartland
Executive
Creative Director
EMEA Ogilvy Health UK
What trends have you seen emerging from the past 12 months in Healthcare advertising?
Big brands are harnessing creativity to breathe new life into established products, using fresh storytelling to connect with modern audiences. The two stand out pieces this year did this perfectly in The Last Barf Bag and Michael CeraVe. Two briefs to promote legacy products with no new message, to most this would be a tedious ask. But by embracing humour, and tapping into cultural moments on social media, they turned these into two of the best campaigns in years, with tangible results for the brands.
As we constantly look to innovation, I have felt this year has seen a rise in great work that bucks that trend. Using simple, more traditional mediums in a new and powerful way. Child Wedding Cards used drawings from children to make wedding invites, the Misheard Version turned radio into a screening tool, and Call Glenn turned an answer-phone message into a tool to change policy. All of these are perfect examples of how great work doesn’t just need to be the latest technology, but the right medium used in the right way can give you incredible results.
How do you spot and evaluate award winning work?
It’s simple: is it sticky? Does it get under my skin and refuse to let go? If I wake up thinking about it, replaying the idea in my mind, then I know it’s something special. It’s not about the clever execution or the polished craft, all of those things are obviously vital. But it’s about the idea. If it lingers, if it nags, if it whispers in your ear long after the ad’s gone, then it’s done its job. Anything else is just wallpaper.
Was there any work that surprised you this year?
I’ve been pleasantly surprised by the rise in longer form content. We are constantly being told to make everything shorter. Attention spans are getting sorter and people won’t watch past 3 seconds. But it’s our job to make them look. People will watch what’s interesting to them. Pieces such as 47, Impossible Journey, American Cancer Story & You Don’t Know the Half of It do this so well. Drawing you in and letting their stories unfold infront of you without giving everything away in the first few seconds. After all, you don’t tell the punchline before the joke.
What would be your Top10 campaigns from 2024?
Michael CeraVe
The Last Barf Bag Animal Alerts
47 Call Glenn
Impossible Journey Assume That I Can 855-HOW-TO-QUIT
Ashe Versus Impulse
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
If you’re stepping into healthcare advertising, here’s the truth: the best quality you can have isn’t talent, it’s unrelenting drive. Talent’s needed, sure, but passion? That wins every time. This industry will throw obstacles your way, no doubt about it, but those who keep pushing, who get back up every time, are the ones who succeed. Passion keeps you moving when things get tough, and that’s what sets you apart. So don’t worry about being the most talented—be the most determined, and you’ll go further than you ever imagined.
The best thing is that the work you do will matter. Really matter. You’re not just selling products, you’re coming up with ideas that can save lives, improve health, and make a genuine difference to people. That’s a big deal. It’s not always glamorous, and it won’t always be easy, but knowing your work has a profound impact? That’s what makes it worth it. Remember, every brief you crack could be the thing that changes someone’s life.
Is there anything you would like to see more from in the industry in 2025?
Our industry is all about helping people live healthier, better lives, yet so much of what we produce feels heavy and clinical. I’d love to see us inject some joy, humanity, and even a bit of fun where it fits. Joy is powerful—it connects, inspires, and makes messages memorable.
Tom Richards
Global Chief Creative Officer 21Grams
What trends have you seen emerging from the past 12 months in Healthcare advertising?
The rise of the brand. Proof indeed that it is possible to make actual branded pharma work. As we know, it’s hard to make, but when we nail it, it’s super rewarding. It makes my soul sing to see branded work starting to show up in award shows. There is a long way to go, but I believe in 2025, we will see a bigger growth. The more clients that see this type of work and understand what it can do for their brands, businesses and careers, the more likelihood of them breaking the default of making dull pharma work. And when the branded creative benchmark has been raised yet again, clients, agencies, doctors and most importantly, patients, will benefit.
How do you spot and evaluate award winning work?
I always look for originality, the idea is everything, and it must be executed impeccably.
The work must be fit for purpose, not for purpose’s sake. Campaigns in healthcare should not be disposable, they must change perceptions, be effective and leave a legacy.
You can’t beat a rich and surprising insight either. If it connects and makes me feel something, it will have certainly caught my attention.
Was there any work that surprised you this year?
The long format ‘Life Bureau’ multi-film series. An epic piece of scriptwriting, that captivates, educates and entertains for its full duration. It’s branded pharma to boot, with an important health message that landed well, without being forced.
What would be your Top10 campaigns from 2024?
Life Bureau
Michael CeraVe
The Last Barf Bag
Tokking Their Language
Talk 2 Diabetes
Sicker Than The Patients
A Piece Of Me
Waiting to Live
The Chat
The Waiting Room
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
It’s 100% more fulfilling than consumer advertising - and after nearly a decade since I swapped codes, I know this first-hand. What other industry can a creative person get to save lives? Yes Healthcare is heavily regulated, but that’s half the fun, guidelines are not shackles. There’s always an interesting angle if you look hard enough.
Is there anything you would like to see more from in the industry in 2025?
I’d love to see more clients getting behind Healthcare’s creative renascence. It’s good for business.
Collette Douaihy
Global
Chief Creative Officer Dentsu Health
What trends have you seen emerging from the past 12 months in Healthcare advertising?
Rise of the customer experience. This is a big one. Beyond just medical treatment, the focus on customer experience (CX) is growing. This means using data, predictive insights, and digital tools to create unforgettable experiences. The shift towards customer-centric solutions is about understanding and meeting patients' unique needs. It's about creating smooth, empathetic, and engaging experiences that really connect with people.
Rise of product Innovation. 2024 proved to be another big year of product innovation in the Pharma category. The focus remained on impactful solutions, from solving specific health problems to enhancing overall patient care. While traditional Pharma companies have been at the forefront, tech companies are increasingly making a significant impact. The key criterion for product innovation is whether the work benefits patients and enhances treatment outcomes.
Rise of global inclusivity. The breadth of work awarded reflects a commitment to global inclusivity, spanning initiatives that ensure access to diagnostic testing, tackle racial disparities, facilitate travel for patients with rare diseases, and bridge the gender gap in women's health. Inclusivity enriches creative thinking and collaboration, while the creative work itself can, in turn, promote inclusivity and enhance the quality of life for many. By understanding diverse human experiences, we can drive positive change.
How do you spot and evaluate award winning work?
There is so much that goes into a great piece of work. Great work often breaks away from the ordinary. It surprises, challenges, or introduces something fresh. Whether it's a groundbreaking concept, an innovative design, or a novel approach, originality captures attention and leaves a lasting impression. At the heart of great work is impactful storytelling — the power to captivate and connect. Great work often weaves a compelling narrative and the ability to tell a story that lingers in the mind, which is the magic of greatness for me.
Great work is not just about being good; it's about being relevant. It understands its audience, cultural context, and the zeitgeist. It taps into what's timely and resonates with the current narrative. And great work stands the test of time. Whether it becomes a classic, an iconic logo, or a memorable campaign, longevity is a mark of greatness.
The common thread that impresses me the most is craft. When you see it— it's undeniable. Good work may get the job done, but great work pays meticulous attention to detail. It can turn a simple idea into a profound impression. Elevating craft takes extra time, commitment, and money, but those details can move an audience when done right.
Was there any work that surprised you this year?
Yes, the Child Wedding Cards campaign by UN Women truly surprised me. It’s astonishing and heartbreaking that child marriage continues to exist in today’s world. This campaign involved sending wedding invitations designed by children to lawmakers in Pakistan. The goal was to raise awareness and advocate for legal reforms to protect children from harmful practices. It was such a simple yet profoundly moving idea. The campaign highlighted the urgent need for change and the power of creative advocacy in addressing critical social issues. It was a win-win initiative.
What would be your Top10 campaigns from 2024?
The Last Barf Bag
Michael CeraVe
Magnetic Stories
A Piece of Me
Child Wedding Cards
The Misheard Version
Adoptable by Pedigree
Not a Lonely Journey
Heart Surgeon’s Cookbook
The 100th Edition
What one piece of advice would you give to younger creatives thinking about perusing a career in healthcare advertising?
Go for it! Despite the creative challenges, healthcare marketing is incredibly rewarding. Some of the most meaningful and award-winning work being done today is in this field. The key is to remain passionate and persistent. Embrace the opportunity to make a real difference in people’s lives through creativity. Your unique perspective can bring fresh ideas to the table, and those ideas can significantly impact the industry.
Is there anything you would like to see more from in the industry in 2025?
I would like to see a focus on creative strategies for brand-led work in the pharmaceutical sector, particularly for medications. We’ve witnessed a significant shift in recent years, with non-pharma tech companies taking center stage over big Pharma companies. This trend has brought fresh perspectives and cutting-edge technologies into the healthcare space. However, there’s still a lot of untapped potential in leveraging how innovative medications are changing lives. Of course, this would involve partnering with and navigating the complex regulatory landscape of what we can say and do.
