Two Talking Dead Fish Won the Top Pharma Advertising Prize at Cannes

P&G's Always also wins big at Lions Health, but not for 'Like a Girl'

Headshot of Tim Nudd

CANNES, France—DigitasLBi won the U.S.'s first Grand Prix at the Cannes festival here this weekend by topping the Pharma portion of the Lions Health competition with an AstraZeneca campaign featuring two dead fish educating men about high triglycerides.

The "Take It From a Fish" campaign starred spokesfish Marty and Sal in amusing videos activated on Twitter, YouTube and Pinterest. DigitasLBi said YouTube video completions were 100 percent over pharma benchmarks, and the work was one of the top five performing Twitter campaigns ever in the category.

"Winning a Grand Prix is the ultimate accolade, and we're humbled by this recognition from the prestigious Cannes jury," said Ronald Ng, chief creative officer at DigitasLBi North America. "We're always pushing the limits to tell great stories for our clients, and we're grateful to them for being such passionate and collaborative partners."

Check out more of the campaign on YouTube.

Leo Burnett is expecting to reel in lots of hardware with its Always "Like a Girl" campaign this week. But it was a different Burnett campaign for the P&G brand that snagged the first Grand Prix.

Burnett Mexico took home the Grand Prix in the Health & Wellness portion of Lions Health for an Always campaign called "Intimate Words," designed to get women in rural Mexican towns to talk more openly about issues like cervical cancer.

Finally, FCB Inferno in London won the Lions Health Grand Prix for Good with its "This Girl Can" campaign for Sport England.

@nudd Tim Nudd is a former creative editor of Adweek.