Enter Cannes Lions Health for life changing creativity
For the second year running Lions Health, the global creative festival for the healthcare communications industry, which includes the world’s biggest healthcare communications awards, will open the 2015 Cannes Lions International Festival of Creativity.
Winning a Lions Health award is a prestigious honour and with the global pharmaceuticals market worth US$300 billion a year, it is one that South African creatives should be tapping into. Lions Health 2014 award winner and Executive Creative Director of Boomtown,Andrew MacKenzie, says, “South Africa has always competed admirably on the international awards front. The health sector however paints a slightly different picture. Last year was the first time that Lions Health was introduced and there were less than a handful of conversions from South African agencies.”
Internationally there is a lot more competitiveness in the advertising health care sector – a dynamic that seems to be lost from a South African perspective, explains MacKenzie. “There is no reason why we should not perform remarkably well in this area as we are extremely competitive at traditional advertising awards.”
Taking place on 19 and 20 June, Lions Health is an opportunity for South African creatives to challenge their skills. MacKenzie says, “An integral understanding of the health care landscape regarding technology for example is vital in developing creative solutions for this sector, so to a degree South Africans have a bit to learn. Internationally there are a lot more health focussed agencies and their primary objectives are to develop solutions for this sector.”
With this in mind, he also believes that South African competitors can ramp up their performance when it comes to digital creativity. In ‘traditional’ creativity and great solutions, however, MacKenzie believes that South Africa is right up there with the best of them.
The way forward is a more focussed approach around health care, with creatives realising that there are as many fantastic opportunities in this sector as there are in standard agency environments, he explains. “I think a lot of our best creative talent feel that they can flex far more creative muscle on the mainstream brands and that the health sector does not offer as many opportunities. The rewards around the societal benefits linked to the solutions we deliver for health are however hugely rewarding as there is a far greater impact and benefit beyond sales and finances.”
Entries for Lions Health close on 27 March. Now is your chance for life changing creativity.