Amanda Fuller, Managing Partner, Omnicom Health Oceania: My Top 3 @ Cannes
Amanda Fuller, Managing Partner, Omnicom Health Oceania, represented Australia on the Cannes Health & Wellness jury.
Fuller, along with most of the other Australian and New Zealand jurors, presents her top 3 favourite campaigns from the Health & Wellness competition, exclusively for CB…
The Ordinary ‘Periodic Fable’ (Grand Prix Winner)
Creative Agency: Uncommon Creative Studio, London
Production Company: Smuggler, London
If you asked our jury what piece they had in mind to win for Grand Prix from the moment they saw the piece, they more often than not said The Ordinary’s Periodic Fable.
This film piece is just so perfect in every way. First, there’s the tie back to the brand’s essence of uncomplicated beauty. And they’ve married that with a truth about the beauty industry so shocking in today’s environment that it’s in the news almost every week. Dangerous beauty trends and the damage the industry is doing to our younger generation of 8+ year old girls. But what makes it braver is that The Ordinary is owned by Estée Lauder! So the brand is making a stand against not just the category but actually running counter culture to its parent organisation.
And secondly – every creative team in any room would want to put their name to this work for the scripting and art direction craft. It is a masterpiece.
Right for the moment and right for The Ordinary to own. Bravo!
1001 Optometry ‘Magnif-Eye’ (Silver Lion Winner)
Creative Agency: VML Sydney
This piece is a brilliant mobile app that assists parents to assess their children for myopia with super simple photo upload.
We were all drawn to this product innovation immediately and clearly all judges were throughout the process as it was shortlisted for a total of 8 awards. What I particularly loved was the invention of a new service offering which was helpful, solved a real problem – the identification of myopia in children, and also ensured a new funnel of customers for 1001 Optometry. This was such a brilliant use of latest technology to build a new customer pipeline and become a helpful health solution company for parents.
What we debated long and hard in the room was whether this tool had the authority to call itself an innovation given it primarily used existing AI tools/agents to accomplish the tech component (and therefore wasn’t completely new) and whether there was sufficient clinical evidence that the app being proven to be accurate. In the end, we had so many outstanding pieces of work that the decision was made to award under ‘mobile’ for its brilliant performance in this category. Congratulations to the VML Australian team for this one!
ADIDAS ‘Supernova Adaptive’ (Gold Lion Winner)
Agency: TBWA\Canada
I have such a sweet spot for this one. ADIDAS spend a lot of time in the inclusive clothing space but it came to their attention that athletes living with Down Syndrome didn’t have footwear to suit their unique foot shape and requirements and that ‘normally’ designed shoes actually caused them injury rather than enabling them. So ADIDAS spent time and effort in R+D to develop a shoe specifically tailored to the characteristics of people living with Down Syndrome. Its beautiful. The case is very moving, the time spent with the community is inspiring. The stories of the athletes living with DS and still achieving despite awful effects of typical shoes is told in a wonderful way. And one of the featured athletes came up on stage to accept the gold metal too – just so so wonderful.
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