"Health is the new cool"
Heute Abend werden in Cannes unter anderem die “Health & Wellness Lions” verliehen. Anna Gallais von Weber Shandwick Switzerland war Mitglied der Shortlist-Jury – und hat Hype5 unter anderem die Frage beantwortet, welche Trends ihr dieses Jahr aufgefallen sind.
How does the jury process work at the Health & Wellness Lions?
Given the high amount of work submitted to Cannes, the jurying is a 2 step process: a jury shortlist is reviewing the submitted cases. Then the jury awards the ‘metal’, i.w. the winning cases.
How many case movies did you watch the last few days?
I reviewed more than 260 cases. Not all of them had a movie as a case study, but many did. It is a daunting process to review so many entries, but also so exciting and reviewing so many cases gives you tonnes of inspiration. It also forces you to a sharp judgment to make the difference between what is good and solid work and what is excellent!
What does a Health/Wellness idea need to have a chance for a Lion?
In my view it mainly needs 3 ingredients: A really solid insight, a bright and preferably very simple creative idea which is executed brilliantly and – uniquely versus other categories – it also needs to drive a health benefit.
What impact did the pandemic have on the work in your category?
I saw some really good Covid related cases, although not as much as what I expected. I think the pandemic helped put a highlight on some issues and topics were known but which were further exacerbated, such as the mental health or isolation.
Are there any trends that have caught your eye?
First, I saw so many cases – and lot of them coming from outside of the traditional health industry – that it reinforces my belief that “Health is the new cool”. The fact that at Cannes Lions, Health is not anymore treated separately (no separate Lions Health pre-festival) is another evidence of the fact that health is ‘catching up’ with the rest of the industry and is more and more leveraging creativity to engage the target audiences effectively. Despite all the constraints and regulations, Healthcare is really living and breathing creativity – for driving more engagement and therefore more impact.
Another observation, maybe induced by the pandemic and the lock downs is the importance of “sensorial” engagement. I was expecting to see many metaverse related campaigns and while their were some, what caught my attention was the many sensorial based cases, highlighting for example the importance of touching, hearing or even tasting.
Finally, diversity and inclusion continues to be a huge focus – fortunately! Within healthcare, the state of health inequality has been aggravated with the pandemic and we need the industry and the creative industry is particular to focus on improving this.
