Live from Cannes Lions: 370 actions, ads and videos were entered in the Cannes Lions Health pharma program this year. The short list includes everything from print ads to pop-up stores to original sculptures and even congress booths. We went through them all and here are four of our favorites. We’ll see who the jury votes for tonight!

What Invention Can’t You Wait For? Merck asked people just that: What invention can’t you wait for? The answers went from the mundane (transparent toasters to better see when your toast is done) to the kind of brilliant (teleporting ovens to have your grandma’s stew delivered right to your microwave). And then the ultimate answer was: a cure. The spot says: “95% of people do not think of medicines as the most impactful inventions. We think they’re the most important kind.” 

Set Your Life Back In Motion: This Novartis heart failure spot will be a favorite of all fans of the movie Up. The delightful animation starts the story with a squeaky little boy’s voice telling us one night grandma’s heart turned really bad. We see it slow her down, swell her feet, and trouble her sleep. Until finally she sees a doctor and we see the real people behind the heart-warming, heart-helping story.

Smallest Booth: Standing out at big oncology conventions can be incredibly challenging. Instead of going even bigger, Eli Lilly took a different approach for its treatment of a very rare cancer, one that’s prevalence is just 1/133 of other cancers. In fact, it created a booth just that size – 1:133 scale. The fully-functioning tiny booth sat inside a full-sized footprint and attracted doctors to explore the curiosity of just what was in there. Oh, and there’s a miniaturized detail aid, too!

Treat Me Kindly: Novartis partnered with Argentina’s National Theatre to help answer the critical question: what’s the right thing to say to a friend, neighbor or loved one living with cancer? The awareness campaign started with a survey in more than a dozen countries to better understand the feelings of patients living with advanced breast cancer. The results showed how the disease effects everything from their finances to their worklife to how they relate with the people who are – or can be – their best sources of support. The videos the survey inspired make sure those people  know how to support them best with some really compelling recommendations right from the voice of the patient.

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.