President’s Pick: Health & Wellness Lions

When talking about life insurance, you can’t avoid talking about death. Many insurance ads take the emotional route to soften the subject. This one used humour to face it directly. Collaborating with a detective drama series and making dead characters talk was a bold move from both agency and client, showing how humour can break down taboos. Moreover, the excellent execution of this campaign is a rarity in today's world.

Planting trees is a common corporate social responsibility activity. But allergy relief brand Claritin took it to the next level by using data that policymakers didn’t have. It turned a standard tree planting programme into a real solution for allergy sufferers, earning trust and proving that it cared for patients. Plus, the fact that male trees cause trouble is amusing.

Dove’s brand purpose is to help women have a positive beauty experience. Rather than making sweeping statements, it connects with its target audience and takes action to solve their pain points. Not only did this help young girls gain confidence, it achieved record-high brand power – something that’s essential to go further and longer in today’s crowded marketplace.

How do you get kids to finish their milk? Lecturing them? Good luck. Force only makes them resist. Instead, this brand connected with a passion point, printing comics with white ink so that kids drank the milk to reveal the story. Simple, effective and clever.

Making a brand younger and expanding its target audience is a common brief. Harley-Davidson is often perceived as the choice of older white men. Embracing inclusivity and linking back to its core value, the brand created a special helmet that helped the Sikh population drive more safely. It shows that every business can breathe new life into their brands and products from a health and wellness perspective: 85% considered buying the brand after the initiative.