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What it takes to win at Cannes Health Lions
A podcast featuring our Director, Russell Goldsmith, talking with two judges of the Lions Health Awards, Zuleika Burnett, Executive Director for Creative and Innovation at Havas Life Medicom and Martin Hafley, Creative Director at DDB Remedy London, together with a past Bronze winner, Khalid Latiff, Associate Creative Director at Publicis Life Brands Resolute (PLBR), whose company also picked up a Silver and Bronze this year too.
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Whilst at Cannes last month, Conversis
Director,
Russell
Goldsmith, grabbed some time to record a really interesting
podcast with two judges of the Lions Health Awards,
Zuleika Burnett,
Executive Director for Creative and Innovation at Havas Life Medicom
and Martin Hafley,
Creative Director at DDB Remedy London,
together with a past Bronze winner, Khalid Latiff, Associate Creative Director at Publicis Life Brands
Resolute (PLBR), whose company also picked up a Silver and Bronze
this year too.
LISTEN
TO THE PODCAST HERE
They talked through quite a number of
fantastic award winning campaigns and from what both Zuleika and Martin were
saying, having spent time with their fellow judges locked in a room going
through all the entries, there was plenty to be inspired by this year within
Health & Wellness sector from their peers who are clearly at the top of
their game creatively.
Winning at Cannes certainly has some
glamour to it as Khalid explained and without doubt elevates the agency.
Last year, PLBR won a Bronze for their ‘This is
Stroke’ campaign, a 360-degree film, shot from the viewpoint of
somebody actually having a stroke, but not just highlighting what that
individual would be going through, but also the people around them.
Khalid explained that PLBR produced
that film two years ago, and since then, technology has moved on and has become
so sophisticated and elegant, something he said you could see across all the
work being show at Cannes this year. However, he believes that you have
to be careful to ensure the technology is used to create a vision and not to
outweigh the idea, as the idea should always lead. Martin agreed that
it’s about finding the appropriate use for the technology and this his agency’s
ideas are based on insight first – technology is then used to amplify them.
Zuleika explained that what we are
seeing a lot of is product development and innovation becoming a new way to
market for certain companies and brands. She said that they are using a
product development idea to create a buzz or raise awareness around a
particular healthcare issue or topic.
Martin and Zuleika picked out a couple
of highlights from all the campaigns they had judged.
Martin focused on one for Anchor Milk,
a campaign by Fonterra Brands and Colenso BBDO, that they had awarded a Gold to.
The idea behind the campaign was based
around the fact that, in New Zealand, 59 kids a day break an arm.
Therefore, Anchor created an x-ray cast, which worked by enabling the kids to
upload their x-ray via a touchpoint when they were in ‘Accident and Emergency’
room, so that, the following day, they would receive a transfer of the x-ray of
their broken bone in the post, that they could then heat up and stick onto the
cast on their arm. (What kid wouldn’t want that?!) However, on the
transfer was also a barcode, which enabled the kids to then go to the
supermarket and get free Anchor Calci+ milk whilst their arm was healing.
Just brilliant!
Zuleika threw in ‘Colour for the Colour
Blind’, a partnership between Velspar paint and EnChroma, maker of colour
blindness-correcting glasses, which she explained amplified the issue of
colour-blindness to bring the issue to the masses by creating an incredible
film showing the experience that colour blind people have and the reactions
when they saw colours for the first time.
Zuleika and Martin also talked about
their own company award wins too.
For Zuleika’s Havas Life Medicom, two
of her colleagues were shortlisted in the Young Lions Health Award (30yrs and under) for a response to a
brief helping UNICEF raise awareness about the importance of children’s first
years of life for their social, emotional and cognitive development.
Their idea was called ‘Mini Band’, with the aim of creating a platform for Care
Givers in low income communities to find out how to create their own musical
instruments, discover activities involving music art and creativity and download
a child friendly playlist, plus find local drop off points to donate musical
instruments to be given to local community centres.
As for Martin, DDB Remedy won a Silver and Two bronze awards for an integrated campaign
for Excedrin®, an
OTC migraine treatment in the US, helping to address the issue that people
often respond to someone with a migraine by just saying that it’s nothing more
than a headache and not serious! DDB built a simulated VR
experience and mobile app using insight from migraine sufferers so that they
could personalise their migraine and share it with friends and family to gain
their empathy.
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