2023 AdvertisingHealth World Top 10, in partnership with Clio Health by Advertising Health

In partnership with

2023

Advertising Health Top 10

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A note from the editor

Welcome to the 11th 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 2024. Yours in creativity, Mark & Tim

Experience the feeling Awards now open for entry

A note from Clio Health Clio Health is proud to partner with AdvertisingHealth this year to bring to

you the World Top 10. Congratulations to those included on this year’s list; your creative brilliance and groundbreaking ideas have not only set new standards within the health industry but have also left an indelible mark on the collective imagination of your peers and beyond. In an era where health is universal, your outstanding achievements have the power to amplify voices, drive meaningful change, inspire progress, and shape a healthier, more informed world. As the only awards program in this ranking that is exclusively dedicated to celebrating the health industry in all its expansive facets, we are proud to recognize inspiring work that is setting a high bar for excellence in public health & safety, pharmaceuticals, wellness, animal health and beyond. We hope that the creativity you’ll see on the pages ahead will be the spark that lights your way to the next frontier. I extend my sincere gratitude for your remarkable contributions to our industry. Your success is an inspiration to us all. Sincerely, Emily Seal Executive Director, Clio Health

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10 Top

Campaigns

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: Lions Health Clio Health One Show - Health & Wellness, Pharma The Creative Floor Awards** London International Awards - 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. ** Each Creative Floor Award is calculated as a gold win (7pts)

238 Cam3p,1a55igpnosints Awarded

The Bridge Paws NY Klick Health Toronto

123 points

3 x Gold 1 x Grand Prix 3 x Gold 3 x Silver 1 x Bronze 1 x Bronze

2 x Winners 1 x Grand Prix 3 x Gold 1 x Silver

“The Bridge” is an animated short film exploring mental and animal health, influenced by Lou Reed’s “Perfect Day.” After a challenging approval process with Reed’s estate, the song provided a fitting backdrop for the dialogue-free film. It evolves the concept of a “perfect day” as the characters’ relationship develops, from irony to a hopeful future. Sound effects, mimicking the city’s hostility, reflect the characters’ mental states, intensified by an old recorded message. The clever use of sound design crafts a narrative backdrop, conveying the man’s loneliness. As the story progresses, the hostile city noises diminish, symbolizing the characters’ shift towards a more positive mental state.

The Outside in Experiment Horizon Area23 New York

109 points

2 x Gold

The Outside In Experiment visualizes gout’s systemic impact using AI through five films. It reveals external pain, progressing to internal organ vulnerability caused by uric acid crystals. Crafting each frame demanded a meticulous blend of medical knowledge, artistry, and AI programming.

1 x Bronze

Patient descriptions, like hornets or fire, were portrayed through oil painting and anatomical illustrations. Various styles depicted pain sensations, from black-and-white starkness to hyper-detailed maximalism. Original soundtracks intensified emotional impact. The project combined

1 x Bronze

10 x Winners 1 x Gold 4 x Bronze

medicine, art, and mathematics to deliver a powerful narrative. While AI rendered the output, human creativity shaped every detail, bridging medicine, art, and technology in a groundbreaking endeavor.

Eyedar Horizon Area23 New York

90 points

1X Grand Prix 2 x Gold 3 x Silver 2 x Grand Prix 3 X Gold 2 x Silver

Eyedar is revolutionizing echolocation, a skill predominantly inaccessible to the blind. This groundbreaking mobile app harnesses LiDAR 3D technology in iPhones, enabling users to visualize surroundings through soundscapes. By mapping environments and translating them into 3D soundscapes, Eyedar democratizes echolocation, making it learnable for all. With a blind-led UX approach, it replaces visual interfaces with universally accessible gestures and voiceovers, catering to blind users. The app emits tones assigned to spatial points, training users to interpret these sounds for a comprehensive mental picture over time. Eyedar’s mission is to remove the barriers to learning echolocation, empowering the blind community with a transformative mobile experience, redefining perceptions of blindness for 99% previously excluded from mastering echolocation.

The Most Beautiful Sound ASCO Grey Health & Wellness New York

68 points

1 x Gold 2 x Silver 1 x Bronze 1 x Gold 1 x Bronze

Every day in the US, 5,250 people hear the words, “you have cancer.” Scientific studies have shown that the diagnosis itself can lead to clinical stress, weakening of immune responses, and the inability to fight back against cancer. We knew that by leveraging the power of psychoneuroimmunology, or the study of the mind on health and disease, we could increase resiliency for patients and enable more positive outcomes for them. Through partnerships with Harvard Medical School, Cancer Dojo, and Berklee School of Music, we harness the sounds of

1 x Winner

cancer dying at the cellular level and capture sounds filled with meaning. The sound is an open-sourced sound therapy available for all hospitals, universities, and caregivers. The Most Beautiful Sound has also launched with a website, radio ad, film, and was a major presence at the ASCO

1 x Grand Prix 3 x Gold

2023 convention, impacting more than 34,000 health professionals.

Life Saving Radio NextMed Klick Health Toronto

68 points

1 x Grand Prix 2 x Gold 1 x Bronze 1 x Bronze

Lifesaving Radio is an innovative AI radio station tailored to enhance surgical performance, responding to the alarming rates of preventable surgical complications worldwide, a leading cause of death. Surgeons, often under immense stress and burnout due to extended shifts and oncall schedules, face challenges impacting their efficiency during surgeries. Recognizing music’s ubiquitous presence in surgical settings and its potential influence, the concept of a personalized audio experience to

4 x Winners 2 x Silver

optimize surgical teams’ performance was born. Clinical data and AI were harnessed in unprecedented ways to create this groundbreaking initiative.

The Cost of Beauty Dove Ogilvy UK London

47 points

1 x Gold 2 x Silver

3 in 5 kids experience mental health issues from toxic beauty content. So, we set out to highlight the scale of the social media-induced mental health crisis among kids; and inspire the world to demand change by signing the petition supporting the Kids Online Safety Act.

1 x Grand Prix 1 x Gold 2 x Silver 1 x Bronze

The film tells the story of Mary, a real girl who almost lost her life from an eating disorder. However, we didn’t need to shoot her story, Mary already had. Using her own photos, videos, and journal entries, spanning over a decade, the film shows her downward spiral after getting her first phone and joining social media. Set to an emotional female cover of Joe Cocker’s You Are So Beautiful to Me, we see how quickly social media shapes Mary’s view of her own beauty, causing her mental health to severely struggle.

Minds Eye AMLYX Pharma Area23 New York

43 points

1 x Silver

Mind’s Eye was developed by organisations involved in the MND Association’s NextGen Think Tank, which brings together global tech companies and people living with MND to design and develop new technologies to tackle challenges people with MND face. This project

5 x Winners 1 x Bronze

saw organisations Area 23, An IPG Health Company, Smartbox, Amylyx Pharmaceuticals, Deep AI and the MND Association collaborate to launch the AI art tool.

Inequality You Can’t Ignore The Chrysalis Initiative Eversana Intouch New York

42 points

1 x Gold 1 x Silver 2 x Bronze 1 x Gold

Globally, 70 million people are on the autism spectrum. Many of these people suffer panic attacks due to hyperacusis – hypersensitivity to specific noises such as barks, sirens, or construction works. Noise cancellation headphones have historically been the only option, yet they can end up isolating people and depriving them of freedom. Aware of this, Samsung developed Unfear, an advanced artificial intelligence app that filters and suppresses in real time only those noises that affect the sufferer in order to protect, relax, and help them to listen live with nothing to be afraid of.

1 x Gold 2 x Silver

Code Red DomesticShelters.org Neon New York

42 points

6 x Winners

Domestic violence disproportionally effects women - over 30% of women in the United States have experienced domestic violence at some point in their lives, often insidious at the start and fatal over time. Further, there is a significant lack of access to resources due to abusers’ coercive control and enforced isolation, with less than 40% of people able to access assistance. To subvert this, DomesticShelters.org leveraged another shared experience of womanhood to birth innovation. We covertly placed help directly into women’s hands, shielded from the gaze of abusers, through menstrual products. Each product contains secret, self-destructive, inserts that let women know they are not alone despite their potentially dire circumstances. Within their completely unassuming exteriors, every product includes validating messaging, crafted from 3 years of qualitative research, essential links to life saving resources chosen with our non-profit partner DomesticShelters.org, safety disclaimers for accessing information, as well as information on how to contact trained advocates.

Under A Rock AstraZeneca 21Grams New York

41 points

3 x Gold 1 x Silver 1 x Bronze 1 x Silver

This film is an original story about healthcare professionals who are (unknowingly) stuck in the past. Still using treatments from the 1960s to manage hyperkalaemia, while unaware of a more modern medicine, because they’ve been living under a rock. Literally. The film was shot using Kowa anamorphic lenses to reflect the authentic look and feel of 1960s shows. Cinematography elevates the story of “Under a Rock” through the art and craft of capturing the the time period, introducing the players, and navigating the viewer through the story. Without narration, the camera is our storyteller. It guides the viewer from point A (a bustling, carefree day at the hospital) to point B (a sudden mysterious quaking). Using light and

1 x Winner

framing, it gives our characters an unmistakable human quality. Helping to build the tension, with reactions and movement - as all the quaking is done in-camera, with no effects. It deftly navigates us through the action, tracking a rolling pea to the hole the rock exposed, when moved. The camera connects the past and present. Finally, communicating the expanse and endless possibilities of the outside modern world.

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10 Top

Agencies

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. ** Each Creative Floor Award is calculated as a gold win (7pts)

164 Agenoucntiesries from 35 c

Area23 New York

421 pointigs ns 13 campa

1 x Grand Prix 5 x Gold 8 x Silver 2 x GP 3 x Gold 2 x Silver 3 x Bronze 2 x Silver 1 x Bronze

30 x Winners 1 x Gold 5 x Silver 7 x Bronze

Klick Health Toronto

332 pointigsns 7 campa

3X Gold 1 x Bronze 2x Grand Prix 9X Gold 10X Silver 5 x Bronze 2x Bronze

13x Winners 1x Grand Prix 4x Gold 5x Silver

21Grams New York

194 pointigsns 9 campa

1 x Grand Prix 4 x Gold 5 x Silver 3 x Bronze 16 x Winners 2 x Silver

Ogilvy Health NA New York

87 pointigs ns 5 campa

3 x Gold 5 x Silver 2 x Bronze 1 x Gold 5 x Silver 1 x Bronze

Neon New York

70 pointisgn 3 campa

10 x Winners

Grey New York New York

68 pointigs n 1 campa

1 x Gold 2 x Silver 1 x Bronze 1 x Gold 1 x Bronze 1 x Winner

1 x Grand Prix 3 x Gold

VMLY&R Health Madrid

64 pointigs ns 3 campa

2 x Silver 2 x Bronze 1 x Bronze

3 x Winners 2 x Gold 2 x Silver

Ogilvy UK London

63 pointigs ns 2 campa

1 x Silver 2 x Bronze 1 x Gold 3 x Silver 1 x Grand Prix 1 x Gold 2 x Silver 1 x Bronze

Havas Lynx Manchester

57 pointisgn 6 campa

7 x Winners 1 x Silver 1 x Bronze

Serviceplan Germany Munich

52 pointisgn 4 campa

1 x Silver 1 x Bronze 1 x Grand Prix 3 x Gold 1 x Silver 1 x Bronze 1 x Silver

Of The Years

Area23

Ag en c y o f the Year

Once again Area 23 delivered innovative and impactful campaigns that landed them the top spot. With a raft of campaigns across multiple therapy areas, this year saw them embrace AI in different ways. From generative image creation helping people with MS communicate, to collating decades of stories to help Alzheimer’s patients remember, A flurry of hires in the past 6 months means that 2024 should be another strong year for the New York based agency.

“Wow, everyone at Area 23 is overjoyed by this news, especially considering the year. 2023 was VERY competitive, with some really impressive creative being put out by a growing number of health agencies. It’s a great time to be in healthcare, and the high creative bar makes this recognition even more special.” Tim Hawkey - Chief Creative Officer - Area23

Klick Health

InAdegpenencdey nt o f the Year

Amidst evolving healthcare landscapes, Klick Health emerged as a catalyst for change, amplifying the convergence of technology and empathy in redefining the future of healthcare delivery. Their unwavering dedication to innovation positioned them as pioneers, etching an indelible mark on the canvas of healthcare evolution in 2023.

“Thank you - a giant thank you - to everybody at Klick who has believed in and contributed to our vision to become a leading creative force in the industry” Rich Levy - Chief Creative Officer - Klick Health

IPG Health

N et w ork r o f the Yea

In 2023, IPG Health navigated the healthcare communications landscape with unwavering dynamism and strategic prowess. Their steadfast commitment to innovation propelled them as trailblazers in the industry, driving transformative campaigns that seamlessly merged creativity with scientific precision. IPG Health’s agile approach capitalized on emerging technologies, harnessing the power of AI and data analytics to craft compelling narratives and deliver impactful messages. Their collaborations with healthcare stakeholders fostered a holistic understanding of patient needs, enabling tailored solutions that resonated across diverse demographics.

Horizon

Cli en t o f the Year

With 3 Grand, 19 Gold, 10 Silver & 6 Bronze statues across 6 campaigns, Horizon becomes the Client of the Year for the second year in a row. A mixture of AI, experiential and traditional craft shows how pharmaceutical clients should never stand still and adopt the wash and repeat model. With every campaign exeptionally crafted, Horizon have left no stone unturned with their work in 2023.

10 Top

s n g i a p m ca a m r a h P 1 - THE OUTSIDE IN EXPERIMENT 2 - EYEDAR 3 - THE MOST BEAUTIFUL SOUND 4 - LIFE SAVING RADIO 5 - MINDS EYE 6 - INEQUALITY YOU CAN’T IGNORE 7 - UNDER A ROCK 8 - CAT PAIN IQ 9 - ZERO 9 - A TOUCH OF FLU

AREA23 AREA23 GREY NY KLICK HEALTH AREA23 EVERSANA INTOUCH 21GRAMS Ogilvy Health NA 21GRAMS 21GRAMS

102 90 68 58 43 42 41 38 36 36

10 Top

Health p&aWigelnlsness cam 1 - THE BRIDGE 2 - THE COST OF BEAUTY 3 - CODE RED 4 - UNFEAR 4 - ANNE DE GAULLE 6 - THE POSTPONED DAY 7 - THE CURE CUP 8 - THIRST 8 - SELF DEFENCE SAUCE 8 - LULLABYE

KLICK HEALTH OGILVY UK NEON CHEIL SPAIN HAVAS PARIS GREY ARGENTINA 21GRAMS KLICK HEALTH KLICK HEALTH TANK

123 47 42 38 38 37 34 31 31 31

Awards by Country USA UK CANADA GERMANY SPAIN AUSTRALIA FRANCE ARGENTINA BRAZIL CHINA JAPAN ITALY NEW ZEALAND SINGAPORE SWEDEN DENMARK UAE REPUBLIC OF IRELAND PERU PHILLIPINES POLAND ROMANIA HONDOURAS SAUDIA ARABIA COLUMBIA HONG KONG THAILAND CHILE ECUADOR KENYA NORWAY BELGIUM NIGERIA SOUTH AFRICA SWIZERLAND TAIWAN

1,397 434 419 177 116 103 81 61 46 32 32 26 25 25 24 22 17 10 10 10 9 9 7 7 6 6 6 5 5 5 5 3 3 3 3 3

35 Countries

Awards by Region

APAC EMEA

South America

North America

2022 2023

NORTH AMERICA

EMEA

APAC

SOUTH AMERICA

North America 1742 EMEA 1 AREA23 2 KLICK HEALTH 3 21GRAMS 4 Ogilvy Health NA 5 NEON 6 GREY NY 7 EVERSANA INTOUCH 8 TANK 9 FCB HEALTH NY 10 WUNDERMAN THOMPSON HEALTH

421 332 194 87 70 68 45 44 32 31

1 VMLY&R HEALTH SPAIN 2 OGILVY UK 3 HAVAS LYNX 4 SERVICEPLAN MUNICH 5 MCCANN HEALTH LONDON 6 LEITH 7 OGILVY HEALTH UK 8 CHEIL SPAIN 9 HAVAS PARIS 10 ACCENTURE SONG GERMANY

South America 140 APAC 1 2 3 4 5 5 7 8 9 9 9 9

GREY ARGENTINA DENTSU CREATIVE ARGENTINA WUNDERMAN THOMPSON HH&Y BRAZIL DARK KITCHENS CREATIVE PROSPER OGILVY HONDURAS DAVID BUENOS AIRES PARADIAS DDB VALOR VMLY&R SANTIAGO WUNDERMAN THOMPSON LIMA

37 24 10 9 8 8 7 5 5 5 5 5

1 2 3 4 5 5 7 7 7 7

VMLY&R MELBOURNE CHEIL HONG KONG DENTSU CREATIVE AUSTRALIA WARD 7 TBWA HAKUHODO SPECIAL AUCKLAND FORSMAN & BODENFORS SINGAPORE TBWA SMP VML OGILVY JAPAN WUNDERMAN THOMPSON SINGAPORE

956 64 63 57 52 49 46 45 38 35 31

209 31 29 27 24 22 22 10 10 10 10

Awards by Show

265 points 1 2 3 4 5 5 5 8 9 9 9

EYEDAR AREA23 EAT A SWEDE MCCANN STOCKHOLM THE BRIDGE KLICK HEALTH THE OUTSIDE IN EXPERIMENT AREA23 THE LAST PHOTO ADAM AND EVE DDB GOUT REVISITED AREA23 I WILL ALWAYS BE ME VMLY&R NEW YORK THE HORNICULTURAL SOCIETY OGILVY UK THE UNWEARABLE COLLECTION AREA23 SUBSITUTE DEALERS JOAN CREATIVE MORNING AFTER ISLAND OGILVY HONDURAS

HORIZON THE SWEEDISH FOOD FEDERATION PAWS NY HORIZON CALM HORIZON DELL TECHNOLOGIES RELATE BOEHRINGER INGLEHEIM AD COUNCIL GRUPO ESTRATÉGICO PAE

39 24 21 14 12 12 12 11 10 7 7

HORIZON PAWS NY SAMSUNG LALCEC BORUSSIA DORTMUND HONEST EGGS CO ASTRAZENECA SAMSUNG NEXTMED HEALTH GUNS DOWN AMERICA PODHER PAPO SOBRE AUTOESTIMA

51 49 32 32 31 31 29 29 27 24 24 24

1127 points 1 EYEDAR 2 THE BRIDGE 3 UNFEAR 3 THE POSTPONED DAY 5 HANDBALL THAT COULD SAVE 5 FITCHIX 7 UNDER A ROCK 7 QUEST FOR DYSLEXIA 9 LIFESAVING RADIO 10 GUN SURVIVOR REVIEWS 10 THE CONGREGATION 10 SELF DEFENCE SAUCE

AREA23 KLICK HEALTH CHEIL SPAIN GREY ARGENTINA ACCENTURE SONG GERMANY VMLY&R MELBOURNE 21GRAMS CHEIL HONG KONG KLICK HEALTH ENERGY BBDO KLICK HEALTH KLICK HEALTH

230 points 1 THE COST OF BEAUTY 2 THE LAST PHOTO 3 PERIODSOMNIA 4 SCROLLING THERAPY 4 THE MOST BEAUTIFUL SOUND 4 WORKING WITH CANCER 4 THE LAST PERFORMANCE 9 MONTEFIORE EINSTEIN: 10 DIVERSITREE 10 INEQUALITY YOU CAN’T IGNORE 10 ANNE DE GAULLE

DOVE CALM LIBRESSE EUROFARMA ASCO MSK PARTNERS LIFE MONTEFIORE EINSTEIN: CLARATIN THE CHRYSALIS INITIATIVE FOUNDATION ANNE DE GAULLE

17 15 12 10 10 10 10 8 7 7 7

HORIZON DOMESTICSHELTERS.ORG AMLYX PHARMA ASTRAZENECA NEXTMED DR. SHALON’S MATERNAL ACTION PROJECT

70 42 35 28 28 28

OGILVY UK ADAM & EVE AMV BBDO DENTSU CREATIVE ARGENTINA GREY NY PUBLICIS SPECIAL AUCKLAND ALTO NEW YORK ENERGY BBDO EVERSANA INTOUCH HAVAS PARIS

987 points 1 2 3 4 4 4

THE OUTSIDE IN EXPERIMENT CODE RED MINDS EYE A TOUCH OF FLU LIFESAVING RADIO LULLABYE

AREA23 NEON AREA23 21GRAMS KLICK HEALTH TANK

546 points 1 2 3 4 5 6 6 8 8 8

THE BRIDGE THE MOST BEAUTUFUL SOUND THE COST OF BEAUTY THROWAWAY COMMENTS DIAGNOSTICOOKIES INEQUALITY YOU CANT IGNORE CAT PAIN IQ SCROLLING THERAPY LIFE MADE POSSIBLE DOGS WITHOUT BORDERS

KLICK HEALTH GREY NEW YORK OGILVY UK OGILVY HEALTH UK WUNDERMAN THOMPSON HEALTH EVERSANA INTOUCH OGILVY HEALTH NA DENTSU CREATIVE HONEYTRAP FILM VMLY&R HEALTH SPAIN

36 PAWS NY 31 ASCO 30 DOVE 24 NABS HORAIOS DERMATOLOGY CLINIC 20 17 THE CRYSTALIS INITIATIVE 17 ZOETIS 14 EUROFARMA 14 NOVO NORDISK 14 SFBO

Interviews

f o e om s th wi on i at s er v In ucstonries most awarded leaders the ind

Amy Fortunato &Andrea Bistany VP, Group Creative Directors Klick Health Toronto

Any work from the industry that excited you from last year? Amy: We were inspired by many projects last year. Scrolling Therapy was a great example of an innovation that transforms an existing behavior - scrolling social media - into a therapeutic experience for patients with Parkinson’s disease. Unlike general advertising, we work in an industry where products, like medications or therapeutic interventions, can be perceived as disruptions. The brilliance of this idea is how it seamlessly integrates life-changing therapy into patients’ current routines.

Scrolling Therapy - Dentsu Creative

Andrea: The Most Beautiful Sound was certainly exciting. It was a brilliant use of technology married with emotion. As the daughter of a breast cancer survivor, I can say that hearing the sound of cancer cells dying truly is inspiring. Validating. It means something to patients, in a space that has very little authentic inspiration. I applaud the team behind the project for playing the long game in making it a reality.

The Most Beutiful Sound - Grey NY

What trends have you seen emerging within healthcare advertising? Andrea: We loved seeing so much authentic women’s health-focused work last year. True story: I legitimately didn’t know how to say the word clitoris until we worked on our film, “Thirst.” On a Zoom call, I openly admitted to not knowing how to pronounce the word, which sparked a discussion among the women involved about society’s reluctance to talk about women’s sexual health. That moment was super meaningful to me. Seeing women’s health work emerging means more women are talking. Amy: Women, like all consumers, are seeking content that feels true to them. Work that is prioritizing women’s health, and bravely tackling current issues that directly impact it, feels even more important now in a time when our very own bodily autonomy is challenged. And, from the agency side, it’s incredible to see women driving that content. We hope this is a permanent trend.

What are your creative ambitions for 2024, and how important are creative awards in reaching these goals? Amy: We want to build on our success from 2023 and solidify Klick’s reputation as an agency that can’t be ignored. We’ll continue to focus on powerful storytelling and exquisite craft to create work that people want to engage with and talk about. We are also looking forward to seeing our work continue to show up on global awards stages. Not only to validate our work but to fuel inspiration and elevate the work of the entire industry. After the success of “The Bridge,” we had the privilege of sharing the behind-the-scenes process with several outlets and creative teams around the world. The curiosity and admiration sparked by highly awarded work is what helps drive the next great campaign. It’s a gift to know that young creatives are looking at your work right now, and it will inspire them to create something incredible five years from now. Great work pushes us all to be better. How do you spot and evaluate award winning work? Andrea: Award-winning work is usually simply described. And when you hear it, you immediately feel something. Is there anything exciting you’re working on now (that you can tell us about)? Amy: We are working on some very exciting projects, but you’ll have to wait and see!

What were the biggest obstacles you faced in 2023, and are there any challenges you expect to see this year? Andrea: One of the biggest obstacles that we and we suspect most creatives have in any year, is maintaining the integrity of a project’s creative vision. You have that moment when you speak an idea to a small group of people, it’s workshopped, and then everyone is like “ok, now I just got chills.” But, then, there is this loooong road to the project being completed, and a lot of steps in between. Not losing sight of the vision and its magic, even as it evolves, is probably one of the hardest things to do. I think we are incredibly successful within our team, because we are all really passionate people who are willing to fight the right fights.

of the Not losing sis ght en v e , c gi a m it and on si vi bably as it evolvesrde, isst pthroing s a h the f o one to do.

Patty Huang SVP, Group Creative Director 21Grams New York

What trends have you seen emerging within healthcare advertising? I’m happy to see more and more funny health work out there. We’re in the business of persuasion, and there’s no better way to win someone over than to connect with them on such a visceral level. Influencers, meme accounts, and consumer ads have been doing this for years to gain brand affinity, and it’s time that healthcare joined in on the joke. I see more brands embracing an authentic approach to social media, which is probably the most appropriate venue for funny content at the moment. Humor is the #1 type of content that people share on social, so it’s a powerful thing to harness for a brand if you can navigate the right tone and subject.

Scrolling Therapy - Dentsu Creative

What were the biggest obstacles you faced in 2023, and are there any challenges you expect to see this year? The world has changed so quickly in the last two or three years. People live, work, play, and binge in completely new ways, and it’s become more challenging to meet them where they’re at. Making something novel in the world of branded prescription drug ads means making something that’s not going to fit neatly into popular platforms. Buys and attention spans are short, and legalese is long. And you’re trying to reach people in places that don’t always have the fussy accommodations pharma typically needs. There is no expandable ISI tray on Spotify. To be compliant, we had to innovate aggressively— literally inventing solutions for social media, livestreaming, and music platforms to accommodate branded content no one thought you’d think to put there. You try everything to make it work. Lawyers are annoyed at you. Then you finally get the thing out there, and it’s not perfect. But it’s real, novel, and actually gets your audience to listen. What are your creative ambitions for 2024, and how important are creative awards in reaching these goals? Do the hard stuff, and prove that the hard stuff can be done well. We know it when we see it—the work that goes through a rigorous regulatory wringer, gets the shit kicked out of it, and still breaks new ground. The work that people point to and say “they did this, so we can do something like that too”. That’s literally how conventions evolve, norms are updated, and the industry moves forward. When that kind of work is recognized and talked about, it encourages creatives to embrace the hardest business problems in our space, because they get a glimpse of what’s possible. Prescription drug advertising is the bread and butter of so many of our clients’ businesses, yet it’s underrepresented in portfolios. I would want creatives to feel that a boxed-warning pharmaceutical is not a creative death sentence, but an opportunity to do something new, and to lean in harder for sake of those patients who need and deserve our creative energy the most.

How do you spot and evaluate award winning work? First, does it make me give a shit—as a person, not as a creative professional. Is it unexpected, relatable, or entertaining enough to catch my attention while I’m in the middle of something I actually enjoy, and probably don’t want to be interrupted during. And then, is the work really doing what it’s trying to do? I’d look for ideas that solve real problems in unexpected ways. And evaluate whether they break new ground. Is it just a new spin on a classic model, or is it a completely reimagined way to do something? Is there anything exciting you’re working on now (that you can tell us about)? To me, brand affinity is the next frontier for pharma brands. I love the way that people connect with brands like Duolingo and Nike—despite the products themselves being commodities. Even a great product is only strengthened and future-proofed by a strong brand that “gets” people on a deeper level. I am always digging for new ways to crack that. Social media is one of the most viable outlets for content that people can fall in love with, and I am working on scaling that kind of work for my clients.

D o the hard sthuaffrd, and ff u st the at th e v pro can be done well.

Natxo Diaz Global Head of Craft VML Health Madrid

Any work from the industry that excited you from last year? A lot. I’m happy to see how our industry is producing better work every year. But as a nerd of creative and meaningful use of technology, if I have to choose few works, I especially liked Samsung Unfear and Mouthpad. Samsung Unfear is an AI-based, noisecanceling technology for people with autism. Mouthpad is a tongue-driven device that help motor disable patients to control their computer, smartphone or other touchable devices with the tongue, thanks to a Bluetooth connection. I think both are a perfect example on how disruptive thinking can lead to ideas that have a big impact on patients lives.

MouthPad - Wunderman Thompson

From pure pharma-sphere, I’ve also quite liked ‘The most beautiful sound’, a scientific breakthrough that has captured the sound of cancer cells being destroyed to empower patients living with cancer. That trends have you seen emerging within healthcare advertising? It’s not a secret that there’s a strong consolidation of AI in many ideas, tools and initiatives. Also I see how health equity and mental health keep advancing and gaining space in the industry, which is good, as both are important topics to address and talk about. Just hope not to see the same ideas talking about the same things over and over and over. I hope we see

Unfear - Cheil Spain

new approaches to those topics - it will be also important for these new ideas to find new territories if they want to achieve their communication objectives. The return of humor to advertising also seems to be a trend. I think it’s completely normal if we have a look around the dark and serious environment that we have globally. We need more reasons to smile. It would be great to make bigger room for it in health too. Not all work has to be emotional and/or rigidly rational. Even when we talk about the most tough diseases. I think it is healthy to laugh more. We should try it. What were the biggest obstacles you faced in 2023, and are there any challenges you expect to see this year? Personally, I assumed a new role at VMLY&R as a Global Head of Health Craft, changing my local role as CCO in Spain, to start being responsible about the creative execution across all territories, so I had to adapt to a new markets and cultures. Looking to this year, the merging of Wunderman Thompson and VMLY&R to create VML, the biggest creative network in the world, sounds like great and exciting challenge to have. Meet new colleagues, new markets, new clients, I think it will be funny. What are your creative ambitions for 2024, and how important are creative awards in reaching these goals? My only creative ambition is to try to keep being surrounded by amazing-talented people that are always eager to think and push new ideas to help people that are struggling with a disease. There’s no better reason than that to go to the office every morning with a big smile on my face. The awards are important to me for many reasons: it means the industry colleagues value the work we do, which it’s always good. But that also help retain and attract clients, and talent to the team! Creative awards help getting media coverage and building a market perception too: nothing defines better an ad agency than the work they deliver. But, honestly, I can feel my soul completely full every time we land an idea or a solution that really impacts patients’ lives in a positive way. Hearing a patient talking about what you have created is just wordless. No better award than that.

How do you spot and evaluate award winning work? Well, first I like to see big ideas. Once there’s a big idea, I look at its craft. When there’s both, then I guess that that project automatically caugh my attention. I have also special preference for ideas that introduces an innovation to create a new product or service, or that use an ad medium in unique new way. I also like those ideas that explore what I call universal truths or common places, so most of us can easily engage with it because we clearly feel represented with them. When that happens, the work usually gets highly noted and commented. And that takes me to the final point: the power of stories. I believe in the ancestral and magical power a good story to join consumer to brands like a glue. It makes sense, as at the end, all of us, not matter where we are, grew up and learnt listening stories. It’s probably the most powerful way to engage audiences. Is there anything exciting you’re working on now (that you can tell us about)? Yes, we are always looking for new big ideas and innovative projects. There’re some stuff moving forward. From a fined-crafted film to an innovative use of audio or an new technology to detect neurodegenerative motor diseases. Hope that all of them see the light soon to impact for good on patients’ lives.

I can feel my soul completely full every time we land an idea or solution that really impacts patients’ lives in a positive way.

Adam Hessel Chief Creative Officer Ogilvy Health North America New York

That trends have you seen emerging within healthcare advertising? There are always trends out there. In recent years, ‘Health Equity’ and ‘Health Awareness’ have prominently been at the forefront trends. Both underscore the pursuit of equal access to healthcare opportunities for all, irrespective of socio-economic backgrounds. Simultaneously, ‘Health Awareness’ highlights the significance of disseminating health-related information, empowering individuals to make informed choices. These trends are not ephemeral; rather, they signify a sustained societal shift towards prioritizing holistic well-being. As beacons guiding collective consciousness, ‘Health Equity’ and ‘Health Awareness’ transcend fleeting trends, becoming integral principles shaping a future marked by equitable healthcare access and informed health decisions.

’t Ignore Inequality You EvCan ersana Intouch

What were the biggest obstacles you faced in 2023, and are there any challenges you expect to see this year? It was a banner year for us at Ogilvy Health, NA. With a total of 167 Awards which has surpassed my wildest dreams. Thinking the biggest obstacle will be creating similar amount of amazing work for our clients.

Catpain IQ - Ogilvy Health NA

What are your creative ambitions for 2024, and how important are creative awards in reaching these goals? For me it’s about doing the best work for our clients. I believe that exceptional creative work holds the potential for industry acclaim. This commitment to achieving the highest standards not only benefits our clients but also positions us for acknowledgment and distinction within the broader industry landscape.

How do you spot and evaluate award winning work? I prioritize a refreshing scent above all else. Witnessing creations that embody pure artistic excellence, irrespective of the medium, captivates me. The allure of a fresh scent holds unparalleled significance, invoking a visceral response. Similarly, encountering work that epitomizes artistry in its purest form is a source of immense joy, revealing the beauty and creativity that can transcend boundaries and mediums.

Witnessing creations that embody pure artistic excellence, irrespective of the medium, captivates me.

Ankit Vahia Chief Strategy Officer Grey New York New York

Any work from the industry that excited you from last year? Dentsu Creative’s “Scrolling Therapy” for Eurofarma was an interesting idea that really stood out within the health space last year. It’s great example of work that leveraged tech to deliver real, culturally relevant impact that was genuinely meaningful to Parkinson’s patients. Parkinson’s steals everything away from those afflicted, and Scrolling Therapy showed its potential for far reaching impact as a tool. Outside of healthcare, I thought VML’s “FitChix” work for Honest Eggs Co. was outstanding. What a fun and clever way to stand out in a highly commoditized market. Truly an inspiring piece of work.

Scrolling Therapy - Dentsu Creative

That trends have you seen emerging within healthcare advertising? Perhaps even the most important trend we’re seeing is the focus on delivering authentic patient experiences and developing tools that actually help people. Our past focus was always more towards emotional resonance and empathy, but that has totally changed now. It’s not just a demonstration of beautiful craft anymore. It’s crafting work that will deliver actionable impact and positively touch human lives.

Fit Chix - VML Melbourne

What were the biggest obstacles you faced in 2023, and are there any challenges you expect to see this year? The incredibly low appetite of risk. Largely driven by the economy and the pressure to deliver on aggressive business goals, the environment in 2023 was highly conservative - perhaps even more than usual. While some of this will continue in early 2024, I’m optimistic that clients will be more open to bigger and bolder work this year. The biggest challenge will be tying in any big and bold idea to tangible business impact that will justify the spend and effort. At the same time, clients will look to understand how the work also helps them from an equity standpoint. One can usually make a case for either business or equity impact, but in 2024, we will need to deliver on both.

How do you spot and evaluate award winning work? It comes down to a few key things. The first two factors are critical because they set the stage for impact: does the work address a real need and does it align to a core customer insight? The third factor is whether the idea or the work is driven by real proof and authenticity as opposed to being purely theoretical. This last factor is perhaps the most critical, and the hardest part of any creative process, but that is what makes the creativity award-winning. Is there anything exciting you’re working on now (that you can tell us about)? There’s a lot of outstanding work on the horizon, but it’s too early to reveal! What we can talk about is that we’re in the process of getting “The Most Beautiful Sound” into the infusion clinics and making it a component of the core treatment paradigm.

What are your creative ambitions for 2024, and how important are creative awards in reaching these goals? Our “The Most Beautiful Sound” campaign with the American Society of Clinical Oncology (ASCO) gave us an insight into how impactful work that is real, validated, and patient-centric can be and how it can change lives. In 2024, the goal will be to build on this by continuing to focus on work that is scientifically accurate and also capable of meeting the needs of those who need it most. It’s a lot of blood, sweat, and tears, but at the end of the day the results make it all worth it. For me, creative awards are validation and a moment of recognition from your peers and the industry. And that matters. It helps drive awareness, lend credibility, and attract talent.

The biggest challenbigeg will be tying in anytangible and bold idea to will business impact thatand effort justify the spend

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