This 43-Minute Film Won a Grand Prix at Cannes for Shining a New Light on Organ Donation

Corazon takes Health Grand Prix, RPA wins big

Corazón goes well beyond the PSA Source: Montefiore Health System

CANNES, France—Corazón, a 43-minute film, fully-financed by Montefiore Health System in New York and created by JohnXHannes, is one of the first winners at the Cannes Lions, taking Grand Prix honors in the Health & Wellness category.

Additionally, Imaginary Friends Society, an ambitious project for the Pediatric Brain Tumor Foundation from RPA in Los Angeles won two gold Lions in the category and “Prescribed to Death” for the National Safety Council created by Energy BBDO won one gold and rounded out the U.S. list of top honors.

R. John Fidelino, Health & Wellness jury president and ecd of Interbrand Health, lauded the ambitious film project, which is up for several other awards including the Titanium Lion, pointing to its ability to follow the criteria set which was: raise the category profile, push creativity forward, be technically precise and fusing health and wellness into everyday lives.

“We loved [Corazón] for that,” he said. “What was most important about this Grand Prix was to demonstrate what it is we do. We want our clients to be ambitious, and if you don’t show them something [like this], then how do you inspire them to be ambitious?”

In total, eight of the 39 Lions won in the category came from the U.S. in a balanced list that included multiple winners from Germany, Brazil, France and the U.K., each with three and Romania, Thailand and Romania earning two.

The Pharma category proved a tougher award nut to crack for the U.S. with three gold Lions awarded out of 23 total and no Grand Prix as jury president Rich Levy, cco at FCB Health said that “we saw a diversity of ideas we had never seen before. Unfortunately, we did not come to a Grand Prix [as] there was not a single piece of work that we felt lived up to the ideal of some life-changing creativity.”

One of the projects that did win Pharma gold, Blink to Speak from TBWA\India, gained an even higher honor, however, netting the Health Grand Prix for Good which is supported by the United Nations Foundation. The project is the world’s first eye sign language created for paralyzed patients who cannot speak.

“We were impressed by its simplicity, universality, and scalability,” said Rajesh Mirchandani, chief communications officer of the United Nations Foundation. “We thought it was absolutely amazing—creating a new language that can be used around the world.”

Below are all of the U.S. 2018 Grand Prix and gold winners in the Health & Wellness category and all gold winners in the Pharma category.

Health & Wellness Grand Prix
Montefiore, “Corazón”
Agency: JohnXHannes, New York

Health Grand Prix for Good
Asha Ek Hope, “Blink to Speak”
Agency: TBWA\India, Mumbai

Pediatric Brain Tumor Foundation, “Imaginary Friend Society”
Agency: RPA

National Safety Council, “Prescribed to Death”
Agency: Energy BBDO, Chicago

Cochlear, “The Hearing Test in Disguise”
Agency: Che Proximity, Melbourne

GunenthalChange Gout”
Agency: Langland, Windsor

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.