Day One at the Cannes Lions International Festival of Creativity was a big one for VMLY&R as the agency won its first two Grand Prix Lions.
In the Pharma Grand Prix category – ‘I Will Always Be Me’ for Dell Technologies and Intel, in partnership with Rolls-Royce and MND Association by VMLY&R New York.
“They are the first Grand Prix in Health & Wellness and Pharma for the VMLY&R network. And we are so happy and humbled to kick off the week with two bangs and collect our first Grand Prix in these important categories,” notes Debbie Vandeven, VMLY&R Global Chief Creative Officer
The campaign is a first-of-its-kind book for people living with motor neurone disease (MND) that banks their voices as they read aloud.
Written by New York Times bestselling author Jill Twiss, the book is created from the perspective of a person living with MND and explains what they will be going through in a thoughtful, informative way through an immersive digital experience.
MND is a neurodegenerative condition that deteriorates muscular nerve cells, ultimately taking away a person’s ability to speak. By integrating voice banking technology with the difficult task of explaining MND to loved ones, the project simplifies and humanizes the experience and encourages individuals to take action earlier in their diagnosis. Watch below:
To launch the project, the agency created a documentary showing a group of people with MND and their families as they experience the book for the first time.
Here is a BTS video the agency has provided:
More than 72% of those recently diagnosed with MND are now using I Will Always Be Me to bank their voice.
Health & Wellness Grand Prix – ‘The Killer Pack’ for Maxx Flash
In India, life-threatening diseases like dengue and malaria had been at an all-time high, despite it not being the monsoon season. This was worrisome because the medical system was already overburdened by the pandemic.
Indians often use mosquito repellent coils to fight mosquitoes inside the home, but the real problem was outside: authorities found that garbage collection points were acting as breeding grounds for these diseases.
So Maxx Flash, a mosquito repellent brand, introduced The Killer Pack.
Its 100% biodegradable, innovative packaging was lined with 5% Active Probiotic Bacillus thuringiensis, which kills mosquito larvae when disposed of in garbage dumps, dustbins and stagnant water, helping to break the vicious cycle.
An innovative 100% biodegradable packaging that kills mosquito larvae when disposed of in garbage dumps and stagnant water, helping to fight life-threatening diseases like dengue and malaria in India. Watch below:
REELated: Keep up to date with other Cannes Lions news
This innovative idea from VMLY&R brings our brand purpose to life. Maxx Flash believes in creating affordable and effective solutions to eradicate mosquito-related diseases. I am extremely happy with the impact of this solution and I am thrilled to see it recognized with such a high honor at Cannes Lions” says Amit Srivastav, Director, Maxx Flash.
This is a fantastic start for us at VMLY&R and I want to thank the entire team for this amazing achievement. We are truly humbled. It feels great when a good idea gets its due recognition and gets celebrated – this will only push us to do bigger and better,” adds Mukund Olety, CCO, VMLY&R India.
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CREDITS
“I Will Always Be Me“
AGENCY -VMLY&R
- Debbi Vandeven – Global Chief Creative Officer
- Jason Xenopoulos – Chief Creative Officer, North America
- Wayne Best – Chief Creative Officer
- Niraj Zaveri – Executive Creative Director
- Justin Ebert – Executive Creative Director
- Tal Shub – Creative Director
- Carlos Pabon – Creative Director
- Bobby Jacques – Group Executive Producer
- Dan Bradbury – Senior Producer
- Allison Raich – Senior Producer
- Louisa Gargiulo – Senior Producer
- Fernando Martinez – Director of Production, Experience Innovation
- Maggie Diaz – Senior Content Production Business Manager
- Theresa Notartomaso – Executive Music Producer
- Karli James – Music Production Assistant
- Jennifer Bonhomme – Managing Director of Strategy & Insights
- Jorik Houweling – Strategy Director
- Rachel Krouse – Executive Business Lead
- Allie Ritter – Group Director, Client Engagement
- Ally Reis – Account Supervisor
- Jenny Anderson – Senior Account Manager
- Marissa Schulz – Director, Client Engagement
- Theresa Notartomaso – Executive Music Producer
- Karli James – Music Production Assistant
- Jennifer Bonhomme – Managing Director of Strategy & Insights
- Jorik Houweling – Strategy Director
- Rachel Krouse – Executive Business Lead
- Allie Ritter – Group Director, Client Engagement
- Ally Reis – Account Supervisor
- Saira Khan – Associate Account Manager
CLIENT – Dell Technologies
- Liz Matthews – SVP of Global Brand
- Rachael Henke – Senior Director, B2B Campaigns & Talent Attraction
- Valerie Daubert – Strategic Initiatives Lead and Project Manager
- Peggi Kaley – Marketing Director, Global Customer Engagements
- Sonia Sharma – Marketing Campaign Manager
- Amanda Metti – Global Sponsorship Lead
- Jackie Keating – Social Impact Marketing
- Talia Hill – Corporate Communications
- Dayne Turbitt – Senior Vice President & GM, UK
- Ilana Lassman – Head of Social Impact and Corporate Sponsorships, UK&I
CLIENT – Intel Corporation
- John Coyne – VP/GM, Brand, Creative & Media
- Kari Lemiere-Mullan – Director of Marketing Strategy, Brand Storytelling & Partnerships
- Karen Frey – Marketing Specialist
- Kelly Lynch – Brand Strategist, Partner Brand Campaigns & Corporate Sponsorships
- Sarah Allen, UK Communications
- Lama Nachman, Director of Human & AI Systems Research Lab
- Darryl Adams – Director of Accessibility
- Nicholas Day – Global Sales, Dell Account
- Jason Priest, Global Sales & Marketing, Dell Consumer/Small Business
CLIENT – Motor Neuron Disease Association
- Nick Goldup – Director of Care Improvement
- Richard Cave – Project Manager SLT
Rolls-Royce
Stuart Moss – Head of IT Innovation
PRODUCTION COMPANY – Borderland
- Simon Frost – Director & Director of Photography
- Ben Hanson – Director & Director of Photography
- Zoe Barlow – Managing Director & Executive Producer
- Frances Ellis – Production Manager
- Lili Bo Therin – Production Assistant
SpeakUnique
- Alice Smith – Chief Executive Officer
- Jeremy Jones – Digital Developer
- Oliver Watts – Chief Technology Officer & Speech Scientist
- Siddharthan Chandran – Advisor
Jam3
- Florian Root – Associate Executive Producer
- Helen Tucker-Lalloo – Executive Producer
- Sean Crawford – Group Director of Production
- Tim Blokker – Technical Project Manager
- Dirk van Ginkel – Executive Creative Director
- Elisabetta Balconi – Creative Director & Experience Designer
- Victoire Douy – Senior Interactive Designer
- Fabiola Nardecchia – Sr. UX Designer
- Ben Wager – Technical Director
- Thomas Van der Meer – Lead Frontend Developer
MUSIC – Human
Audio Post by Post Human
- EP: James Dean Wells
- Creative Lead & Chief Engineer: Sloan Alexander
- Post Producer: Rob Suchecki
Patient Film Composers:
- Adam del Ruedas del Rio
- Jonathan Russell
Partner Film Composers:
- John Chris Barnes
- Sloan Alexander
- Jonathan Hubbell
- Adam del Ruedas del Rio
- Jonathan Russell
POST – The Mill
- James Tillett – Colorist
- Ashley Woods – Color Assist
- Evan Bauer – Sr. Color Producer
BOOK
- Jill Twiss – Author
- Nicholas Stevenson – Illustrator
“The Killer Pack“
CLIENT: Maxx Flash
Client Executive: Sejal Choudhary/Balbinder Hoonjan
AGENCY: VMLY&R Mumbai
- Chief Creative Officer: Mukund Olety/Valerie Madon
- Creative Director: Mukund Olety
- Associate Creative Director: Sunil Shinde/Mahesh Ambaliya
- Art Director: Harish Jadhav
- Creative: Ipsita Barik/Ajinkya Shindgikar/Shivali Sharma/Ashwini Bhavsar
- Copywriter: Mahesh Ambaliya
- Account Executive: Balbinder Hoonjan/ Sejal Choudhary
- Innovation Director: Mahesh Ambaliya
- Editor: Saurabh Pal/Gaus Kazi
PRODUCTION COMPANY: Monkey On Hot Bricks
- Director: Akshay Madhavan
- Director of Photography: Sachin Narkar
- Producer: Junaid Pandrowala/Shabbir Motiwala
