MANILA – The only Philippine winner in the first Lions Health Awards, Y&R Philippines took home a Bronze Lion for its ‘Dengue Bottle’ campaign for Maynilad Water Services. The Anti-Dengue Mosquito Trap is a Do-It-Yourself project designed to help curb dengue cases in poor communities.
Made with a recycled plastic bottle, water, brown sugar and yeast, the anti-dengue bottle produces carbon dioxide that attracts the mosquitoes and traps them.
DM9 JaymeSyfu Chief Creative Officer Merlee Jayme, who was a jury member for the Health & Wellness category, shared that the experience went beyond her expectations. “I was predicting it to be very health-focused and serious and everything, but it wasn’t,” Jayme told adobo.
Cannes Lions chairman Terry Savage said Lions Health received a great deal of enthusiasm from the market. “We truly believe that will help lift the creative bar in this very difficult, regulated industry,” Savage told adobo. Held on June 13 and 14, 2014 at the Palais des Festivals in Cannes, France, the first Lions Health gathered 800 people from 50 countries. In its first year, 66 Lions were awarded from over 1400 entries across Pharma and Health and Wellness categories, including two Grands Prix.
In the Health and Wellness category, Dentsu Nagoya took home a Grand Prix for ‘Mother Book’ for Bell-Net Obstetrics. The book, which grows with expecting mothers, has 40 pages – one for each week of gestation. The book is designed to help expectant mothers understand how their baby is growing, and can be used as a diary which they can share with their child in the future.
Commenting on the Grand Prix winner, Jayme said it was the most unpredictable piece. “It was beautiful, it was experiential. They were saying in the time, in an age of digital where you experience and interact with digital work, this was the same thing. It was a book that tells you what can happen visually and physically, you can touch it, your belly growing and as a page turns, a week turns. You as a mom can write what you’re exactly feeling on that week. It was beautiful, beautifully done,” she said.
In the For Good category, Leo Burnett Colombia took home the Grand Prix for ‘Cancertweets’, an awareness action on Twitter that was designed to let people feel the silent way in which cancer acts. Seven accounts for the most lethal cancer types were opened. These virtual cancers then followed thousands of people, posting messages that were subtle at first, and then escalated the way cancer does in real life. Those who detected it on time were able to control it, and the virtual cancer stopped following them.
Langland, Windsor, was named Agency of the Year, while Leo Burnett was named Network of the Year.
Lions Health will return in June 2015.
