MANILA, PHILIPPINES — Fresh off winning at the Outdoor Lions at the 2021 Cannes Lions International Festival of Creativity, FCB Interface Mumbai reaped more awards for “The Punishing Signal,” this time for Health & Wellness Lions.
To address the noise pollution and incessant honking that drivers in Mumbai are infamous for, the Mumbai Police and FCB Interface Mumbai connected several signal lights around the city to noise level meters. Should decibel levels reach 85 and above, the signals would reset to red, prolonging the wait in traffic even more.
Entry 01228 was deemed worthy of a Gold Lion, Asia’s lone winner at that level for Health and Wellness. Meanwhile, entry 01227 was awarded a Silver Lion in this category. Also earning a Silver Lion for Asia was McCann Worldgroup Hong Kong’s “Stress Portraits” on behalf of Cigna Stress Care.
Recognizing that 87% of the world is stressed and that the World Health Organization believes that chronic stress is a major cause of 41 million preventable deaths annually, a bigger dilemma has been looming. The signs of physical stress are often invisible until they become chronic. Launching a global “Stress Care” Platform for Cigna’s international market, McCann Worldgroup Hong Kong developed “Stress Portraits,” dubbed “the world’s first stress visualization experience.”
Through the use of three input devices that measure vital life functions, namely heart rate, skin conductance, and the mind, an algorithm then combines this data in real-time to create a 2 million particle, 36,000 frames per second portrait of stress unique to each individual. This technology was then sent via plug-and-play boxes to 12 of the most stressed cities in the world, showing the physical effects of stress for the first time.
Meanwhile, four other Asian campaigns were awarded Bronze Lions for Health and Wellness.
With 1.3 billion people in India’s population, over 60% of Indians don’t use soap to wash their hands, making them prone to fatal diseases even before the COVID-19 pandemic struck.
Geometry Encompass Mumbai thus took advantage of the large gathering that is the Kumbh Mela religious festival to begin its “Hackwashing” campaign for the Lifebuoy brand of Hindustan Unilever. Attendees of Kumbh Mela 2020 were stamped with a wearable ink made of Lifebuoy formula that turns into antibacterial soap when in contact with water. Thus, every time they rinsed their hands, those same attendees were using a germ-killing soap from Lifebuoy.
Also dealing with soap, TBWA\Hakuhodo Inc. faced the dilemma of encouraging kids to wash their hands in the face of the coronavirus epidemic. They proceeded to partner with Dreams Inc. to create “30soap,” small pieces of soap in the shape of viruses that dissolve when used for 30 seconds.
As mentioned several times over the past year and a half, 30 seconds of washing hands with soap are necessary to ensure that our hands are clean. Through the use of the virus shapes and a jingle that the kids can sing while they wash, TBWA\Hakuhodo Inc. made it a game that kids can enjoy playing.
Finally, yet another campaign covering soaps and washing hands won a Bronze Lion for Lowe Lintas Mumbai/MullenLowe Singapore for Lifebuoy. With “#HforHandwashing,” the agencies from India and Singapore sought to change the word association that children have had for the letter H for generations.
If in years past, A was for apple and B was for ball, this campaign aimed to remove the connotation of hat, horse, or house for the letter H and instead replace it with handwashing. “#HforHandwashing” is a movement to change the world’s handwashing behavior by partnering with early childhood educators, governments, and global organizations for this multi-year campaign.
The Health and Wellness Lions celebrate creativity for personal wellbeing and the winners needed to demonstrate an inspired approach to consumer healthcare. These had to be exceptionally engaging work that promoted non-prescription products and services, publicly educated to allow self-diagnosis, or facilitated pro-active personal care.
