‘Meet Graham’ Wins the First Grand Prix of the 2017 Cannes Lions

Tops the Health & Wellness category of Lions Health

CANNES, France—Clemenger BBDO Melbourne has won the first Grand Prix of this year’s Cannes Lions for “Meet Graham,” the road safety campaign that imagined what humans would look like if our bodies evolved to withstand car-crash forces.

The campaign won the Grand Prix on Saturday night in the Health & Wellness category of the Lions Health festival. It also won a gold Lion, three silvers and a bronze. There was no Grand Prix given in Pharma, the other category within Lions Health.

Graham was created by artist Patricia Piccinini, with help from a trauma surgeon and an accident research engineer, after she was commissioned to study the effects of road trauma on the human body. As the only “human” developed to withstand trauma on our roads, Graham is meant to make people stop and think about their own vulnerability, Clemenger has said.

The Martin Agency’s “World’s Biggest Asshole” video for Donate Life was the top performer among U.S. agencies in Lions Health, winning a gold Lion, a silver Lion and a bronze Lion in Health & Wellness.

The Grand Prix for Good, which goes to campaigns for nonprofits (which are not eligible for regular Grand Prix), was awarded to McCann Health India and McCann Worldgroup India for the “Immunity Charm” campaign for the Afghanistan Ministry of Health.

The Immunity Charm is a bracelet colored beads that represent the vaccines each child has received. The bracelets are similar to those given to infants in Afghanistan to protect against evil spirits.

See all the U.S. winners across the Lions Health festival below.

Lions Health – Health & Wellness

U.S. gold Lion winners
• Donate Life – The World’s Biggest Asshole – The Martin Agency, Richmond
• Doctors Of The World – I’m Moving To Canada – Publicis, New York
• Procter & Gamble – Handle With Care – Grey New York / Procter & Gamble, Boston
• Cigna – TV Doctors Of America – McCann New York

U.S. silver Lion winners
• Bayer Consumer Health – Aspirin “Herosmiths” – Energy BBDO, Chicago (2 silvers)
• Procter & Gamble – Handle With Care – Grey New York / Procter & Gamble, Boston
• Sandy Hook Promise – Evan – BBDO New York
• Polaris – The Trafficking Exam – Area 23, New York
• Donate Life – The World’s Biggest Asshole – The Martin Agency, Richmond
• Procter & Gamble – Handle With Care – Grey New York / Procter & Gamble, Boston

U.S. bronze Lion winners
• GSK Consumer Healthcare, Excedrin – The Debate Headache – Weber Shandwick, New York
• Donate Life – The World’s Biggest Asshole – Furlined, Los Angeles/The Martin Agency, Richmond
• Youth Ambassadors – Welcome To My Neighborhood – VML, Kansas City

Lions Health – Pharma

U.S. gold Lion winner
• Polaris – The Trafficking Exam – Area 23, New York

U.S. silver Lion winner
• Northwell Health – The Fin – J. Walter Thompson, New York

U.S. bronze Lion winners
• Boehringer Ingelheim – Split Second – McCann Health, New York
• Mollie Biggane Melanoma Foundation – Alien – Area 23, New York
• Miracle Flights – Map #1 – Area 23, New York
• Merck – “Push” – Matter Unlimited, New York