The Cannes Lions festival has kicked off to a good start, with Fonterra Brands and Colenso BBDO picking up the country's first gold Lion this year for their 'Anchor X-Ray Casts' campaign in the 'Health and Wellness' category.
The interactive campaign, developed under the 'Go Strong' platform, provided a unique way to ensure Kiwi kids with broken bones got the nutrition they needed to help them heal by inviting them to decorate their casts with a special X-Ray sticker.
X-rays of kids' broken bones could be uploaded to the campaign website for Anchor to transform them into a sticker or kids could have a pre-prepared Anchor X-ray. They also received vouchers for Anchor milk.
Pictures of kids and their X-Ray Casts spread quickly across social media.
Colenso BBDO creative chairman Nick Worthington said X-Ray Cast was a “brilliantly simple idea” that did a great job of highlighting the importance of good nutrition in bone health, but most importantly it helped to make healing fun.
“We’re chuffed that Fonterra and Colenso have been recognised for taking a less traditional approach to get across an important message.”
The campaign has also made the shortlist in the 'Direct' category that will be announced this evening.
FCB also took home a Silver Lion for 'Paradise Hill, It’s Not OK'.
The campaign, created to raise awareness about the problem of domestic violence, saw the message carefully disguised in a Home magazine article about 'Paradise Hill'.