Cannes Lions 2022 has announced the winners of the Pharma Lions, Health & Wellness Lions, Outdoor Lions, Print & Publishing Lions, and Radio & Audio Lions which mark the first winners announced for 2022.
Representing the Asia Pacific, VMLY&R Mumbai took home the Grand Prix in the Health and Wellness Category for their work on ‘The Killer Pack’, The Grand Prix in Radio & Audio went to ‘The Unfiltered History Tour’ of the British Museum, for VICE Media, by Dentsu Creative, Bengaluru / Dentsu Creative, Mumbai / Dentsu Creative, Gurgaon.
Health & Wellness Grand Prix
‘The Killer Pack’ for Maxx Flash
An innovative 100% biodegradable packaging that kills mosquito larvae when disposed of in garbage dumps and stagnant water, helping to fight life-threatening diseases like dengue and malaria in India.
Pharma Grand Prix
‘I Will Always Be Me’ for Dell Technologies and Intel, in partnership with Rolls-Royce and MND Association
A first-of-its-kind book for people living with motor neurone disease (MND) that banks their voices as they read aloud.
“I am grateful that we get to work with brands impacting the world positively and clients who are passionate about building purpose-driven businesses. And I am very proud that work from around the world is getting the recognition it deserves,” Debbi Vandeven, Global Chief Creative Officer, VMLY&R
Elated upon the win, Mukund Olety, CCO, VMLY&R India, said, “This is a fantastic start for us at VMLY&R and I want to thank the entire team for this amazing achievement. We are truly humbled. It feels great when a good idea gets its due recognition and gets celebrated – this will only push us to do bigger and better.”
Amit Srivastav, Director, Maxx Flash, said, “This innovative idea from VMLY&R brings our brand purpose to life. Maxx Flash believes in creating affordable and effective solutions to eradicate mosquito-related diseases. I am extremely happy with the impact of this solution, and I am thrilled to see it recognised with such a high honour at Cannes Lions.”
“It’s not often that you get to collaborate with two of the biggest brands in the world and get to do something so meaningful,” Wayne Best, Chief Creative Officer, VMLY&R New York
Written by New York Times bestselling author Jill Twiss, the book is created from the perspective of a person living with MND and explains what they will be going through in a thoughtful, informative way through an immersive digital experience. To launch the project, we created a documentary showing a group of people with MND and their families as they experience the book for the first time.
MND is a neurodegenerative condition that deteriorates muscular nerve cells, ultimately taking away a person’s ability to speak. By integrating voice banking technology with the difficult task of explaining MND to loved ones, the project simplifies and humanizes the experience and encourages individuals to take actionearlier in their diagnosis.
More than 72% of those recently diagnosed with MND are now using I Will Always Be Me to bank their voice.
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. Named a Leader in the Gartner Magic Quadrant for Global Marketing Agencies for five consecutive years, VMLY&R is made up of more than 13,000 employees worldwide with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. The agency is behind award-winning campaigns for blue chip client partners including Colgate-Palmolive, Danone, Dell, Ford, Intel, New Balance, Pfizer and Wendy’s.