Memac Ogilvy Bags Lions Health Gold; Impact BBDO, The Classic Partnership Win Bronze

Cannes Lions International Festival of Creativity has kicked off with the Lions Health category winners announced. The region has already made its mark by winning a Gold Lion as well as two Bronze Lions in the Health and Wellness category, part of Lions Health that also includes Pharma Lions category.

From the Middle East & North Africa (MENA) region, Memac Ogilvy, Impact BBDO and The Classic Partnership have kicked off the Lions count.

Memac Ogilvy Dubai’s campaign for CIP ‘Potatoes on Mars’ has won a Gold Lion. As is known, the campaign was done for Peru-based International Potato Center (CIP) and NASA, undertaking a joint experiment by CIP and NASA to grow potatoes under Martian conditions.

“It is amazing to get gold. It’s always the top prize to get on stage. You never expect to win just hope but this work has a ‘specialness’. It’s sheer uniqueness makes it stand out, so I had always thought it may cut through and win big,” said Paul Shearer, Chief Creative Officer at Memac Ogilvy, while speaking to The Arabian Marketer.

Impact BBDO’s work for Sydlexia ‘Dog’, ‘Fox’, Dinosaur’ and ‘Rabbit’ won a Bronze Lion. The Classic Partnership’s ‘Footnote For The Breast’ also won a Bronze Lion.

Impact BBDO's Sydlexia Work
Impact BBDO’s Sydlexia Work

MENA has no winners in the Pharma Lions category this year.

The Grand Prix of the Health & Wellness Lions was awarded to Transport Accident Commission, Victoria’s ‘Meet Graham’ created by Clemenger BBDO, Melbourne. “Since the introduction of Lions Health in 2014, it’s been fascinating to witness the incredible impact the Health & Wellness Lion has had on the industry perception of healthcare creativity. We’ve seen the work flourish and this year’s shortlist showed a range and depth of work, crossing technology and the creative use of data,” said Health & Wellness Jury President, Mike Rogers, Creative Partner, Serviceplan Health & Life, Germany.

In Pharma Lions, from 590 entries received, 25 Lions were awarded: six Gold, nine Silver and 10 Bronze but the region did not win any medal. There was no Grand Prix win for this category. “In Pharma, we can create work that changes lives and we award the very best work in the world. The shortlist was formidable and there were lots of strong productive arguments in the jury room. Throughout the judging process we were mindful that the work we award reflects what is possible creatively and what can be possible in the future in this highly regulated space,” said Pharma Jury President, June Laffey, Executive Creative Director, McCann Health, Australia & South East Asia.

The complete list of the winners is below:

TitleClientEntrant / Idea CreationCountryPrize Award
POTATOES ON MARSCIP - THE INTERNATIONAL POTATO CENTERMEMAC OGILVY & MATHER, DubaiUAEGold LionGold Lion
DOGSYDLEXIAIMPACT BBDO, DubaiUAEBronze Lion CampaignBronze Lion
FOXSYDLEXIAIMPACT BBDO, DubaiUAEBronze Lion Campaign
DINOSAURSYDLEXIAIMPACT BBDO, DubaiUAEBronze Lion Campaign
RABBITSYDLEXIAIMPACT BBDO, DubaiUAEBronze Lion Campaign
FOOTNOTE FOR THE BREASTMEDCARE WOMEN & CHILDREN HOSPITALTHE CLASSIC PARTNERSHIP ADVERTISING, DubaiUAEBronze LionBronze Lion

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