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A roaring success at Lions Health

July 25, 2016

Well the dust has certainly settled and everyone is reflecting on Lions Health 2016. Celebrating, commiserating or wondering what the hell just happened.I was lucky enough to be there this year soaking up the atmosphere of the cote d’azur and attending one of the biggest if not the most prestigious healthcare advertising awards events of the year.

Cannes Lions Health is now in its third year but it was my first. Overall it was an impressive event, and from what I hear, it was slightly more integrated with the main event than last year. I reckon it could be even more so, with some of the speakers from the main show talking at the LionsHealth. Iggy Pop is the best person to talk pharmaceuticals right?

I was really there to be inspired by creativity, to talk about creativity and to worship creativity in healthcare communications. Also to see how we measured up against the world.

I am thrilled and proud to say we did. We only had one entry and managed to score 3 Bronze Lions. It was a great moment for us. It was even sweeter being the only Australian healthcare agency to come away with anything. A massive achievement as we have some great competition.

But when you look at what’s winning you realise that healthcare agencies aren’t really making a large impact at the LionsHealth, which seems backwards as it’s a health specific show.

The Grand Prix went to a non-healthcare agency. Only 3 healthcare agencies won Gold out of the 12 Gold Lions handed out. 9 out of the 29 Silvers and only 8 out of the 38 Bronzes across Pharma and Health & Wellness.

When I looked at the finalists in the mainstream show who also took the stage at Lions Health, I realised they’re going to need an extra suitcase and healthcare agencies are going to have to find more opportunities to do this kind of work. 

But hey, good on them, Manboobs, and Breathless Choir deserved to win big as it was an inspirational piece of work.

Yet we can lift our head high. 3 Lions for one piece of work is nothing to sniff at.

So did I learn anything new? Yeah I did. I found out that the tech companies will be the leaders in health in 5 years time. Your phone will be your health centre and even deeper collaboration with your client and people outside of our normal scope is the recipe to wins awards. Also you can get free drinks at YouTube beach and free food at the Facebook event.

So what can we as healthcare companies do to win big at Cannes Lions Health next year?

Ultimately a great idea executed extremely well is all it takes. One that makes the judges jealous, laugh out loud or cry – it’s that simple. But it’s not that simple to do.

Toby Pickford

 

 

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