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Time of India
9 hours ago
- Entertainment
- Time of India
The heart of the matter– Pharma, Health and Wellness & Grand Prix for Good picks from Cannes Lions: BE Extraordinary
Here are our top picks from the Health, Wellness, Pharma , and Grand Prix for Good categories at Cannes Lions . In this exploration beyond the Grand Prix, presented in collaboration with Harsh Kapadia, CCO, Grey India, we highlight groundbreaking campaigns that demonstrate exceptional creativity and impact, often sparking crucial conversations. Vaseline: Verified, Ogilvy In an age rife with misinformation on platforms like TikTok, where beauty "hacks" often go unchecked, Vaseline faced a unique challenge. Many users were sharing various ways to use Vaseline, some of which were genuinely helpful, while others were unverified or even dangerous – like consuming a spoonful of vaseline for glowing skin, as one example. For a regulated brand, directly contradicting every false claim is difficult. Vaseline's brilliant solution was to become the "Vaseline Verified" seal of approval. They identified influencers whose Vaseline hacks were legitimate and safe. These chosen creators were then provided with specially branded Vaseline packaging, signaling that their content was officially "approved" by the brand itself. This simple yet effective strategy allowed Vaseline to control its online reputation without alienating the influencer community. Instead of shutting down conversations, they fueled genuine, helpful content, empowering trusted voices while subtly correcting misinformation. ITV X CALM: Missed Birthdays, adam & eve DDB In a deeply moving campaign, a UK TV channel and a mental health app collaborated to create a powerful installation addressing youth suicide. Recognizing how central birthdays and their associated visual memories (like balloons) are in families, they conceived an installation that was both visually captivating and profoundly poignant. They created a mesmerizing, Instagrammable display of balloons, initially inviting viewers to photograph it. However, the true message was revealed upon closer inspection: each balloon represented a child lost to suicide, bearing the age they would have been at that time. Messages from their grieving families and friends, wishing "Happy [Age]th Birthday," underscored the tragic reality of these "missed birthdays." The installation served as a stark, yet beautiful, reminder of the lives lost and the silent struggles many teenagers face, prompting introspection and raising awareness about mental health. Equality Health Foundation: Zip Code Exam, Area 23, An IPG Health company Healthcare access and quality in the United States often vary dramatically, with affordability being a major barrier for many. The Equality Health Foundation brought to light a startling correlation: the quality of one's health and even life expectancy can be directly linked to their address. This insight challenges the notion that health begins with a doctor's visit, suggesting it's more fundamentally tied to one's environment and access to basic resources. Their "Zip Code Exam" campaign used digital out-of-home displays to contextualize this data in a powerful way. Billboards displayed messages like "Cross this road to live 9 years more" or "Go one more step to live 8 years less," starkly illustrating the health disparities linked to specific geographic locations. This initiative aimed to make the "invisible forces shaping community wellness" visible, particularly pertinent in an era of telehealth. By highlighting how real estate values and neighborhood infrastructure can predict health outcomes, the campaign powerfully underscored the profound impact of one's zip code on their overall well-being. Viatris, Make love last, Ogilvy For a brand like Viatris, operating within a highly regulated pharmaceutical category, conveying its core message—"make love last"—without explicit visuals is a significant creative challenge. A particularly acclaimed campaign from Shanghai masterfully achieved this through sophisticated film craft. The advertisement artfully depicted the concept of "long-lasting" without being overtly sexual. It employed techniques like time-lapse and subtle blurs, creating an evocative atmosphere that hinted at intimacy and endurance. The visuals, combined with a suggestive soundtrack (like lyrics about "a thousand days" and "nothing's going to stop me"), provided just enough context for a mature audience to understand the intended message. This approach demonstrated how even in a heavily regulated industry, creativity and intelligent film techniques can effectively communicate a product's benefit with elegance and impact. Alivia Health: Glow-in-the-Dark Medication Labels, de la cruz, Ogilvy In Puerto Rico, frequent power outages posed a serious risk, particularly for older individuals managing multiple medications at night. In the dark, distinguishing between various pill bottles could lead to dangerous, even fatal, errors. Alivia Health addressed this critical safety concern with a brilliantly simple yet life-saving innovation. They developed glowing labels for medication bottles. These labels, charged by ambient light during the day, could remain legible for up to six hours in complete darkness. This ingenious solution ensured that during blackouts, patients could still correctly identify and take their medications, preventing potentially severe consequences from mistaken dosages. The "glow-in-the-dark" labels provided a practical, effective, and compliant way for the brand to stand out while addressing a genuine public health need in a sensitive and regulated industry. View this post on Instagram A post shared by de la cruz - ogilvy (@delacruzagency) New Zealand Herpes Foundation: The best place in the world to have Herpes, Finch In a bold departure from the typical narrative surrounding health conditions, New Zealand embraced a remarkably progressive stance on herpes. Rather than shying away from or stigmatizing the infection, the country chose to position itself as the ideal place to have it. This innovative approach recognized the profound impact of cultural judgment on mental well-being when dealing with diseases and infections. The core strategy was to normalize herpes, transforming a highly sensitive and often negatively perceived health issue into something openly acknowledged and compassionately managed. The campaign aimed to foster acceptance among the general population, rather than solely focusing on those affected. By injecting positivity into a commonly stigmatized condition, New Zealand sought to encourage a more understanding and less judgmental societal response to herpes, ultimately benefiting everyone. (At BE Extraordinary, a series about the winners at Cannes Lions in collaboration with Harsh Kapadia, CCO, Grey India, we peer outside the Grand Prix, and look at clutter breaking work that picked the silvers and the bronzes, but don't often get discussed.)
Time of India
13 hours ago
- Business
- Time of India
A mouthful of sky - Outdoor shines at Cannes Lions: BE Extraordinary
In the fast-evolving landscape of advertising , innovation is key. This collection curated in collaboration with Harsh Kapadia, CCO, Grey India explores how to create campaigns that resonate deeply in the space of outdoor media. Discover how clever strategies, rather than hefty budgets, can drive engagement and build lasting connections with consumers. Corona, Sun Reserve, Grey The very essence of Corona is deeply intertwined with the sun, beaches, and the outdoors. The brand's identity is built upon the pleasure of sun-drenched experiences. However, the relentless march of real estate development posed a significant threat to this core connection. As towering buildings began to sprout up around beaches, they cast ever-growing shadows, gradually encroaching upon the very sunlight Corona celebrates. Recognising this critical issue, Corona took an extraordinary step. Instead of traditional advertising, they leveraged real estate law in Brazil, where it's possible to purchase the airspace above land. Corona acquired a piece of land, not to build on it, but specifically to protect the airspace above a beachfront from future development. This ensured that no tall buildings could be erected there, thereby preserving the sunlight on the beach below. This bold move, dubbed the "Sun Reserve," was more than just a marketing stunt; it was a powerful statement advocating for the preservation of natural sunlight on beaches globally. It transformed an often-overlooked aspect—airspace—into a groundbreaking preservation tool. By using real estate law as their medium, Corona turned a piece of the sky into a powerful outdoor statement, reinforcing their unwavering commitment to the sun and outdoor living. This initiative not only marked the brand's 100th anniversary under the sun but also showcased their DNA of consistently protecting the very experience they stand for. Penny Price Packs, Serviceplan The concept of dynamic pricing is rapidly gaining traction, evident in ride-sharing apps and food delivery services where prices fluctuate based on demand. Retailers are exploring similar models, with some even considering raising the price of water on a hot day. This is often achieved through digital displays or by simply not displaying prices on shelves, allowing for real-time adjustments. In stark contrast to this trend, one brand chose to make an unwavering commitment to its consumers: they printed their prices directly onto their packaging. This seemingly simple act is a profound statement of confidence and consistency. It's an "outdoor" piece of communication in a retail setting that cannot be changed, a steadfast promise to the consumer. While competitor prices might shift with inflation or market demands, this brand's price remains fixed on the pack, showcasing an unshakeable commitment. This approach beautifully intertwines package design, pricing, and consumer trust in a sensitive market. Mercado Livre, Speed Coupons, Gut Sponsorships in high-speed sports like Formula 1 are incredibly expensive, and often fleeting, with brands visible for mere blurs. Mercado Libre, Latin America's largest e-commerce platform, faced intense competition and wanted to make their Black Friday promotion truly stand out during their Formula 1 sponsorship. They ingeniously created "Speed Coupons." They mapped the exact shape of the race track onto digital billboards placed strategically across a city. As the Formula 1 cars zoomed past these billboards, a unique challenge was presented to passersby. To claim a coupon, individuals had to be in front of the corresponding billboard at the precise moment the car "zipped by" on the digital display, capture a photo, and text it in. This brilliant integration of out-of-home media, digital technology, data, and sponsorship turned a typical promotion into an engaging game. It transformed the passive act of viewing an advertisement into an active, fun challenge, driving participation and excitement for their Black Friday deals. It's an innovative example of how brands can gamify retail experiences and create memorable, interactive campaigns. Indian Railways, Lucky Yatra, FCB India Indian Railways, a vital lifeline for millions, faces the immense challenge of ensuring ticket purchases in a country with a massive population. Traditional methods like turnstiles often lead to bottlenecks, making it difficult to process the sheer volume of passengers. In a remarkable execution, a campaign for Indian Railways, aptly named "Lucky Yatra," found a creative solution. Its gold win at an awards show suggests a highly effective approach to address the challenge of ticket evasion, likely by making ticket purchase more appealing or rewarding, rather than solely relying on enforcement. This initiative ingeniously transformed the act of purchasing a train ticket into a compelling incentive. Recognising that some individuals might evade fares to save money, the campaign flipped this motive, turning a small expense into a potential gain. Each train ticket purchased became a lottery ticket, tapping into people's natural desire to win. This meant that buying a ticket not only granted passage but also offered the chance for a significant financial reward, making compliance far more appealing than evasion. It was a brilliant strategy that leveraged the universal hope of winning to encourage legitimate train travel.
