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Time of India
12 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
15 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.
Time of India
15 hours ago
- Entertainment
- Time of India
Ear and Now: Cannes Lions audio special
At the Cannes Lions International Festival of Creativity, it's very easy to pick the Grand Prix winners and just celebrate that. 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. Nosotras: Me Feat. Me, DDB Chile A prominent menstrual hygiene brand in Chile, driven by its mission to empower and support all menstruating individuals regardless of gender, recently unveiled a truly remarkable campaign. This initiative centered around an artist who had recorded a song prior to their gender transition. The concept was simple yet profound: the artist performed a duet live on stage. What made it so captivating was the ingenious use of technology. Their past self, as recorded before the transition, was projected onto the stage, singing alongside their present female self. This created a powerful and moving harmony, a duet between two versions of the same individual – the current female self and the transitioning male self. The performance beautifully encapsulated the journey of transition, highlighting not only the harmony within an individual's evolving identity but also the societal tensions that can sometimes arise. On the surface, it was simply a stunning duet. Yet, once the audience understood the story behind it, the depth and emotional resonance of the performance became even more apparent. This campaign stood out for its innovative use of audio. While many brands support transgender individuals through visual storytelling, often focusing on the challenges and mental health aspects of transition, this project leveraged the power of sound. It showcased the changing voice as a testament to the journey, offering a refreshing and deeply impactful narrative. The brand, in collaboration with DDB Chile, harnessed the unique power of audio to tell a story of transformation, acceptance, and the beautiful, evolving harmony of self. Brahma Beer: From hurt to hit, Africa Creative, DDB This is the story of turning heartbreak into harmony. In Brazil, where alcohol advertising often navigates a "dark market" by associating brands with music and events, one particular beer brand, Brahma, found an incredibly innovative way to connect with its audience. Brahma had long been a prominent sponsor of sertanejo music, a popular Brazilian country genre known for its poignant lyrics about heartbreak and betrayal. While the brand also sponsored major events like soccer and Carnival, its connection to sertanejo ran deep. Traditionally, when celebrities faced personal hardships, they would often release songs detailing their struggles, turning their pain into profit. Brahma, however, envisioned something different. They wanted to shift the focus from famous stories to the everyday experiences of their fans. The brand launched a groundbreaking campaign that leveraged artificial intelligence. They invited individuals to share their own stories of heartbreak. These personal narratives were then transformed into unique songs using AI, and subsequently uploaded to Spotify. The remarkable aspect was that the individuals whose stories were used then earned royalties from these AI-generated tracks. This initiative marked a beautiful transition for Brahma. Instead of merely celebrating established musicians and famous narratives, the brand empowered every fan in the crowd to become an artist in their own right. Given that sertanejo music deeply resonates with themes of heartbreak, this campaign was particularly impactful. Brazilians, it turns out, often shy away from openly discussing their experiences with heartbreak or infidelity. Through this light-hearted yet deeply personal approach, Brahma facilitated a conversation that had long remained unspoken. They managed to turn personal hardship into a positive and engaging experience, all while making brilliant use of audio to transform individual pain into personal gain. Coors Brewing Company - Cold Activated Announcers, Alma Advertising Coors has always been synonymous with one thing: ice-cold beer. Their commitment to chill is so well-known that even their cans famously change color, signaling the perfect temperature for enjoyment. When it came time to record radio advertisements, the challenge was clear: how could they translate that signature "chill" into an auditory experience? Instead of relying on studio trickery or simulated cold environments, the brand opted for an immersive, and quite daring, approach. They wanted their voiceover artists to truly feel the cold, to infuse their voices with an authentic shiver. The solution? Ice plunges. The announcers were asked to step into tubs filled with icy water, transforming them into what the brand playfully called "cold-activated announcers." As anyone who's experienced an ice plunge knows, the extreme cold naturally alters your voice, introducing a subtle tremor, a shiver, and an undeniable sense of urgency. This unconventional method yielded remarkable results. The performances captured a genuine, visceral coldness that simply couldn't be faked. It elevated the radio spots beyond mere spoken words, adding a layer of raw, authentic emotion. This commitment to craft, pushing beyond typical recording techniques to embody the very essence of their brand, showcased a dedication to detail that resonated deeply. They could have used a freezing room or an outdoor setting, but by immersing the artists in 42-degree water and recording them directly from the tub, Coors truly made the chill palpable. Burger King - Burger to King, Happiness, a FCB Alliance Burger King's AI commentary hack was a savvy play in Gaming sponsorships. Fast-food brands have long recognised the lucrative potential of the gaming world, a space where players spend hours immersed in virtual worlds, often with a craving for convenient meals. Burger King devised an incredibly clever strategy to infiltrate this market, especially in the context of soccer video games. They noticed a unique linguistic opportunity: the presence of players named "Burger" and "King" within the game itself. This simple observation sparked an ingenious idea. With the release of EA Sports FC 25, which boasts enhanced audio commentary powered by dynamic AI, the brand saw its chance. They launched a promotion encouraging gamers to strategically maneuver players named Berger and King so they would pass the ball to each other. When "Berger" passed to "King," the in-game commentator would inadvertently utter the brand's name: "Burger to King!" By encouraging this repetitive action, they effectively tricked the game's algorithm into having its commentators mention "Burger King" hundreds, even thousands, of times. This was a brilliant, no-cost sponsorship hack. While their main competitor, McDonald's, held the official sponsorship rights with FC 25, this challenger brand found a way to organically integrate itself into the game's audio landscape without paying a cent. It's a testament to how creativity can hack technology, even when AI is driving the experience. This innovative approach demonstrates how brands can work alongside, or even cleverly circumvent, technological advancements to achieve their marketing goals, offering a compelling example of how AI can evolve opportunities rather than diminish them for creative minds. Budweiser: One Second Ads, Africa Creative DDB The only Grand Prix winner to feature in this showcase. Budweiser, understanding their fans' deep connection to music, leveraged this passion for a truly innovative campaign. They recognized that true music lovers can identify a song within its very first beats. This insight led to a brilliant concept: an "unskippable" audio challenge. The brand launched a promotion where commercials would play just the opening second of a famous song and the commercial would immediately end. This entire campaign was built around the power of audio, featuring dozens of well-known songs. Instead of crafting lengthy, intricate advertisements or playing full tracks, Budweiser opted for an engaging, interactive approach. The result was phenomenal. People weren't just passively listening; they were actively guessing the songs and, more importantly, sharing their guesses on social media. What began as a pre-roll or audio campaign quickly transformed into a highly viral social phenomenon, driven by the sheer joy of musical recognition. If you think the audio category at this year's Cannes Lions featured any other outstanding work that could find its place here, do reach out to us on prasad.s@ with the subject line: ' Cannes Lions 2025 - BE Extraordinary'
