Leo Burnett Colombia’s campaign ‘CANCERTWEETS’ for the League Against Cancer has won the inaugural Cannes Lions Grand Prix for Good. Leo Burnett has also earned the title of Cannes Health Lions ‘Network of the Year.’
A cancer awareness campaign, ‘CANCERTWEETS’ created seven accounts for the most lethal cancer types (breast, colon, prostate, cervical, lung and stomach) were opened on Twitter. The virtual illnesses then began following thousands of users, sending subtle messages that were initially ignored, but then grew louder and were pushed out in greater quantities.
Mark Tutssel says of the win, “The Cannes Lions Grand Prix for Good Award is international recognition at the highest level for a remarkable ‘creative act’ that makes people feel what it is like to have cancer, and how easy the early symptoms are to ignore,” said Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide. “Cancertweets,” a cancer that follows you virtually, is a phenomenal idea. I am delighted for the world-class talent we have residing in Colombia.”
Leo Burnett Colombia’s Executive Creative Director and Managing Director Fernando Hernandez agrees, “It’s an honor for us to start this week and this new chapter of Cannes Lions with this recognition. This idea was made with so much effort support from the Colombian League against Cancer who believed in us to create such an innovative idea. Thanks to the league and all the team who made this great idea possible. It’s a remarkable achievement not only for the agency but for Colombia. Now, we need Colombia to beat Greece in the World Cup and we’ll have a perfect day.”
