Colenso BBDO scores one Gold Lion, FCB scores Silver Lion at Cannes Health & Wellness Lions
New Zealand has picked up one Gold Lion and one Silver Lion at Cannes Health & Wellness Lions, presented tonight in Cannes.
Colenso BBDO has won a Gold Lion for Anchor Milk ‘ X-Ray Casts’ and FCB NZ has scored a Silver Lion for Paradise Hill ‘It’s Not OK’.
Anchor X-Ray Cast was a highly targeted interactive campaign for kids developed under the GoStrong platform that provided a unique way to ensure that Kiwi kids with broken bones got the nutrition they needed to help them heal.
The idea was simple, when a child broke a bone they were provided with a special Anchor X-Ray Cast pack – a sticker that shows the actual bones inside their arm and vouchers for calcium rich Anchor milk. X-Ray Cast was promoted in hospital and medical centre waiting rooms as well as via targeted online advertising.
Getting a cast is a rite of passage for New Zealand kids Anchor’s X-Ray Casts took off and pictures of kids and their X-Ray Casts spread quickly across social media.
Says Nick Worthington, creative chairman, Colenso BBDO: “X-Ray Cast is a brilliantly simple idea that did a great job of highlighting the importance of good nutrition in bone health, but most importantly it helped to make healing fun. We’re chuffed that Fonterra and Colenso have been recognised for taking a less traditional approach to get across an important message.”
NZ Winners
Gold Winners
Colenso BBDO, Anchor Milk, X-Ray Casts’
Silver Winners
FCB, Paradise Hill, It’s Not OK
DOWNLOAD THE WINNERS – Health & Wellness Winners.xlsx