Langland and CAHG USA were crowned for their outstanding healthcare advertising, at the 2015 IPA Best of Health Show, held tonight (24th November) at Café de Paris.
In total, two entries won Gold, 34 won Silver and 42 achieved Bronze. Also awarded were special prizes for Best Use of Photography, Copywriting, Illustration, and Art Direction and, new for 2015, The Pip Award for Young Talent. This category challenged new creatives to help raise awareness of the dangers of legal highs. The brief was set by the IPA in partnership with the Angelus Foundation.
Langland was awarded, the highest prize, ‘Best of Show’ for advertising to consumers for its integrated ‘Sniffers’ campaign for Randox’s Confidante, raising awareness of home-testing kits for sexually transmitted infections. Langland took the comedic approach with an online campaign that spoofs police dog units to sniff out undetected STIs around the UK. They created a satirical documentary following the officers and dogs of the fictional ‘STI Detection Unit’ as they train sniffer dogs and send them out onto the streets after dark to apprehend disease carriers.
CAHG New York – Chicago – San Francisco was awarded ‘Best of Show’ for advertising to healthcare professionals for its press advertisement campaign for Restylane® Silk. The campaign tapped into a valuable customer insight about the target audience, cosmetic dermatologists, who see themselves as artists. Just as artists have their favourite medium, Restylane® Silk is positioned as an important medium for cosmetic dermatologists, giving them a tool to create perfect lips. To capitalise on this insight CAHG created modern photographic versions of classic paintings by famous artists. One recreation features a Restylane® Silk patient styled in the same manner as Botticelli’s ‘Portrait of a Young Woman’.
Says Chairman of Judges, James Sexton, Creative Director Ogilvy One Worldwide, “There were plenty of creative highlights for me in this 20th year of the Awards.
“The humorous approach taken for Confidente with an ‘STI Detection Unit’ was an excellent way to engage young people. A mockumentary video got people talking online about something that’s usually embarrassing. It is probably the first time a campaign about viral STIs actually went viral.
“The Restylane® Silk print ads were a vision of beauty. The effects achieved by artists like Botticelli and Vargas are compared to the effects aesthetic dermatologists can attain using Silk. The photographs have been styled exceptionally, and it was a stunningly simple way to appeal to dermatologists’ pride, artistry and perfectionism.”
Says Convenor of Judges, Frank Walters, Executive Creative Director and Chairman, Frontera London, “The 20th Anniversary Best of Health Show has certainly lived up to expectations in both quantity and quality of entries.
The winning line-up provides a collection of the finest creative healthcare communications, and I encourage all those wanting to know how to do it right to visit the gallery on the IPA Best of Health Show website.”
Special Prizes
Best of Show Consumer
‘Sniffers’, for Confidante, by Langland
Best of Show Healthcare Professional
‘Restylane® Silk Direct-to-Professional Print Ad Campaign’, for Restylane® Silk, by CAHG New York – Chicago – San Francisco
Best Use of Illustration
‘Penny The Pirate’, for OPSM, by Saatchi & Saatchi Health Sydney
Best Use of Copywriting
‘World Heart Day’, for AstraZeneca Cardiology, by McCann Health South Africa
Best Use of Art Direction
‘Levact – a new perspective’, for Levact, by VCCP Health London
Best Use of Photography
‘Restylane® Silk Direct-to-Professional Print Ad Campaign’, for Restylane® Silk, by CAHG New York – Chicago – San Francisco
Pip Award for Young Talent
Winner: ‘The Trojan High’, for The Angelus Foundation, by Rachel Lamb, Sarah Beane, Julia Jerrum, Maxine Bacon at Lime
Highly commended: ‘Le gal’, for The Angelus Foundation, by Kate Crags, Rosie Hider, Ben Gibson, Luke Middleton, Vibhuti Thake at Saatchi & Saatchi Health London
Highly commended: ‘The Experiment’, for The Angelus Foundation, by Jay Coombes, Rebecca Foster, Stephanie Mills at Sudler London
Gold Awards
Consumer – UK Integrated Campaign
‘Sniffers’, for Confidante, by Langland
Consumer – Direct Marketing & Promotional Communications Individual
‘Intimate Words’, for Always, by Leo Burnett México
Silver Awards
Consumer – Film Campaign
‘Total Incredible Mouth’ for Colgate Total, by Red Fuse Communications Hong Kong/MEC
Consumer – Film Campaign
‘Stories of Rebirth Campaign’ for Pathway, by Frontera London
Consumer – Out of Home Individual
‘Roadblock’ for AstraZeneca Respiratory, by McCann Health South Africa
Consumer – UK Integrated Campaign
‘Stories of Rebirth Campaign’ for Pathway, by Frontera London
Consumer – UK Integrated Campaign
‘Second-Hand Smoke: Taking it right outside to protect Scotland’s kids’ for Healthier Scotland, by Story.
Consumer – International Integrated Campaign
‘Penny The Pirate’, for OPSM, by Saatchi & Saatchi Health Sydney
Consumer – International Integrated Campaign
‘Timone & Clara’ for ICON, by Langland
Consumer – International Integrated Campaign
‘Breathless Moments’ for AstraZeneca Respiratory, by McCann Health South Africa
Consumer – Digital Media
‘Penny The Pirate’, for OPSM, by Saatchi & Saatchi Health Sydney
Consumer – Social Media
‘Sniffers’, for Confidante, by Langland
Consumer – Social Media
‘Stories of Rebirth Campaign’ for Pathway, by Frontera London
Consumer – Direct Marketing & Promotional Communications Individual
‘Penny The Pirate’, for OPSM, by Saatchi & Saatchi Health Sydney
Consumer – Direct Marketing & Promotional Communications Campaign
‘Penny The Pirate’, for OPSM, by Saatchi & Saatchi Health Sydney
Consumer – Direct Marketing & Promotional Communications Campaign
‘Timone & Clara’ for ICON, by Langland
Consumer – Press Advertisement Individual
‘Stories of Rebirth Campaign’ for Pathway, by Frontera London
Consumer – Press Advertisement Campaign
‘World Heart Day’ for AstraZeneca Cardiology, by McCann Health South Africa
Consumer – Press Advertisement Campaign
‘Stories of Rebirth Campaign’ for Pathway, by Frontera London
Consumer – Film Individual
‘Sniffers’, for Confidante, by Langland
Consumer – Film – Individual
‘Australia’s Top Foot Model’ for SolvEasy Tinea Cream, by H&T Melbourne
Healthcare Professional – UK Integrated Campaign
‘The Trouble with Dragons’ for Shire in ADHD, by McCann Manchester
Healthcare Professional – International Integrated Campaign
‘Soolantra: Introducing a Tough Topical Campaign’ for Soolantra, by McCann Echo Mountain Lakes
Healthcare Professional – International Integrated Campaign
‘Real Expressions’ for Allergan Facial Aesthetics, by Saatchi & Saatchi Health London
Healthcare Professional – International Integrated Campaign
‘Levact – a new perspective’ for Levact, by VCCP Health London
Healthcare Professional – International Integrated Campaign
‘The Week After’ for Xarelto, by Frontera London
Healthcare Professional – Digital Media
‘This is Stroke’ for Pradaxa by Publicis Life Brands Resolute London
Healthcare Professional – Direct Marketing & Promotional Communications Individual
‘7am’ for Shield Therapeutics ECCO materials, by CDM London
Healthcare Professional – Direct Marketing & Promotional Communications Campaign
‘Looks can be deceiving for Shield Therapeutics ECCO materials, by CDM London
Healthcare Professional – Press Advertisement Individual
‘Soolantra: Introducing a Tough Topical Campaign’ for Soolantra, by McCann Echo Mountain Lakes
Healthcare Professional – Press Advertisement Campaign
‘Restylane® Silk Direct-to-Professional Print Ad Campaign’, for Restylane® Silk, by CAHG New York – Chicago – San Francisco
Healthcare Professional – Press Advertisement Campaign
‘Act Before Impact’ for Prolia®, by PAN Unlimited
Healthcare Professional – Film Individual
‘A Daughter’s Wedding’ for Alimta, by McCann Health Japan Tokyo
Healthcare Professional – Film Individual
‘Soolantra: Introducing a Touch Topical Campaign’ for Soolantra, by McCann Echo Mountain Lakes
Healthcare Professional – Film Individual
‘Nick’s Film’ for Healthcare at Home, by Langland
Healthcare Professional – Film Individual
‘This is Stroke’ for Pradaxa by Publicis Life Brands Resolute London
Bronze Awards
Business to Business – Self Promotion Individual
‘X-Ray Business Cards’, for McCann Health Dubai, by McCann Health Dubai
Business to Business – Self Promotion Individual
‘Little book of thingvertising’ by woolley pau gyro
Business to Business – Self Promotion Campaign
‘The launch of thingvertising’ by woolley pau gyro
Business to Business – Other Business to Business Communications Campaign
‘Inspiring Change’ for Gilenya, by Publicis Life Brands Resolute London
Business to Business – Other Business to Business Communications Campaign
‘Companies are also humans’ for Swedish Work Environment Authority, by GRANATH/ Havas Health Sweden
Consumer – Film Campaign
‘James and Dan’ for Momentum, by nitrogen (a Huntsworth Health Company)
Consumer – Out of Home Individual
‘Cough, Cough, Cough’ for Jill Walker and Diane Primrose from the Scottish Government by The Leith Agency Edinburgh
Consumer – Out of Home Individual
‘In the Dark’ for Invega Sustenna, by Saatchi & Saatchi Health Sydney
Consumer – Out of Home Campaign
‘Stories of Rebirth Campaign’ for Pathway, by Frontera London
Consumer – Out of Home Campaign
‘Let’s Talk Sh*t Campaign’, for Beating Bowel Cancer, by Frontera London
Consumer – Out of Home Campaign
‘You Can Never Tell’ for World Aids Day, by Crayons Advertising New Delhi
Consumer – Radio Individual
‘Yesterday’ for Cancerinfo.co.nz, by Insight NZ
Consumer – Radio Individual
‘Big Word’ for Cancerinfo.co.nz, by Insight NZ
Consumer – UK Integrated Campaign
‘The Trouble with Dragons’ for Shire in ADHD, by McCann Manchester
Consumer – UK Integrated Campaign
’10 Minute Shake Up’ for Change4Life, by M&C Saatchi London
Consumer – International Integrated Campaign
‘Health is Beautiful. Find your health.’ for Omron, by McCann Health Shanghai
Consumer – Digital Media
‘The Trouble with Dragons – App’ for Shire in ADHD, by McCann Manchester
Consumer – Digital Media
‘Stories of Rebirth Campaign’ for Pathway, by Frontera London
Consumer – Direct Marketing & Promotional Communications Individual
‘Stories of Rebirth Campaign’ for Pathway, by Frontera London
Consumer – Direct Marketing & Promotional Communications Campaign
‘Let’s Talk Sh*t Campaign’, for Beating Bowel Cancer, by Frontera London
Consumer – Direct Marketing & Promotional Communications Campaign
‘In the Dark’ for Invega Sustenna, by Saatchi & Saatchi Health Sydney
Consumer – Press Advertisement Individual
‘Stretto – Pool’ for Roche, by Langland
Consumer – Press Advertisement Individual
‘Stretto – Bed’ for Roche, by Langland
Consumer – Press Advertisement Campaign
‘Stretto’ for Roche, by Langland
Consumer – Film Individual
‘Helping Scotland understand there’s no place for smoking on NHS grounds’ for NHS Scotland – Smokefree Grounds, by Story
Healthcare Professional – Digital Media
‘The Week After’ for Xarelto, by Frontera London
Healthcare Professional – Digital Media
‘AstraZeneca Patient Profiler TouchTable’ for AstraZeneca, by Ogilvy Healthworld London
Healthcare Professional – Digital Media
‘The Road Ahead Challenge’ for Trajenta, by Sudler London
Healthcare Professional – Digital Media
‘Behind the Façade’ for Stiefel, by DJM Unlimited Richmond
Healthcare Professional – Direct Marketing & Promotional Communications Individual
‘BORING’ for Shield Therapeutics ECCO materials, by CDM LONDON
Healthcare Professional – Direct Marketing & Promotional Communications Individual
‘SUCKS’ for Shield Therapeutics ECCO materials, by CDM LONDON
Healthcare Professional – Direct Marketing & Promotional Communications Individual
‘The Breathing Wall’ for Actavis+Allergan’s cystic fibrosis (CF) franchise, by Sudler London
Healthcare Professional – Direct Marketing & Promotional Communications Individual
‘The Week After’ for Xarelto, by Frontera London
Healthcare Professional – Direct Marketing & Promotional Communications Individual
‘Hard to see, but easy to find – Rare Disease Awareness Campaign for Gaucher Disease’ for Shire Pharmaceuticals, by bmore Creative
Healthcare Professional – Press Advertisement Individual
‘Noodle Critters’ for Vivaxim, by Saatchi & Saatchi Health Sydney
Healthcare Professional – Press Advertisement Individual
‘Levact – a new perspective’, for Levact, by VCCP Health London
Healthcare Professional – Press Advertisement Individual
‘Every Bite is a Hazard’ for Fresenius Kabi Thick & Easy, by Havas Life Mediacom
Healthcare Professional – Press Advertisement Individual
‘Stronger Bones’ for Forteo, by McCann Health Dubai
Healthcare Professional – Press Advertisement Campaign
‘Exhausted’ for Cow & Gate, by PAN Unlimited
Healthcare Professional – Press Advertisement Campaign
‘Soolantra: Introducing a Tough Topical Campaign’ for Soolantra, by McCann Echo Mountain Lakes
Healthcare Professional – Press Advertisement Campaign
‘Pockets’ for Boehringer Ingelheim’s, by McCann Health The Rocks
Healthcare Professional – Film Individual
‘Inspiring Change’ for Gilenya, by Publicis Life Brands Resolute London
Full details about the winners, including the creative work, can be seen at: http://www.bestofhealthshow.com/
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