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CANNES, France—DigitasLBi won the U.S.'s first Grand Prix at the Cannes festival here this weekend by topping the Pharma portion of the Lions Health competition with an AstraZeneca campaign featuring two dead fish educating men about high triglycerides.
The "Take It From a Fish" campaign starred spokesfish Marty and Sal in amusing videos activated on Twitter, YouTube and Pinterest. DigitasLBi said YouTube video completions were 100 percent over pharma benchmarks, and the work was one of the top five performing Twitter campaigns ever in the category.
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