AdForum
Business Creative Report

The Most Creative Campaigns, Brands
and Agencies in Health & Beauty

 
PURPOSE-DRIVEN CAMPAIGNS WERE AT THE FORE IN A CATEGORY THAT DISPLAYED ECLECTIC MEDIA CHOICES.

Dove and Ogilvy continue to set the standard in this category, continuing their long-running battle to protect women against negative influences. Technology also came into play last year to help blind people and Parkinson’s sufferers. But one of the campaigns that reaped the most press coverage – “The Hornicultural Society” – deployed a fun insight involving seniors, sex and garden seeds. Meanwhile, Vaseline allowed under-represented people of colour to find their skin issues online at last.

Most awarded
campaigns, brands &
agencies in
Health & Beauty in 2023

Most awarded
campaigns, brands and
agencies in
Health & Beauty in 2023

CAMPAIGNS

Brand, Title, Agency
1
Ogilvy New York
2
Area 23, An IPG Health Company, New York
3
DENTSU CREATIVE Argentina, Buenos Aires
4
Ogilvy UK, London
5
Edelman Worldwide, New York
6
Ogilvy UK, London
7
Serviceplan Group, Munich
8
VML South Africa, Durban
9
AMV BBDO, London
10
Area 23, An IPG Health Company, New York
11
Ogilvy UK, London
12
Klick Health, Vancouver/Klick Health, Chicago
13
Energy BBDO, Chicago
14
21GRAMS, London
15
Ogilvy Health, New York

BRANDS

Brand
1 Dove
2 Horizon
3 Eurofarma
4 Relate
5 Vaseline

AGENCIES

Name
1 Ogilvy UK, London
2 Area 23, An IPG Health Company, New York
3 DENTSU CREATIVE Argentina, Buenos Aires
4 Edelman Worldwide, New York
5 Serviceplan Group, Munich

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TitleCost of Beauty
Agency
Campaign Cost of Beauty
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication 2023
Business Sector Toiletries
Media Type Case Study
Length
Creative Agency
Editorial
Special Effects / VFX
Creative Agency Ogilvy Toronto
Director
Editor
Editor
TitleEyedar
Agency
Campaign Eyedar
Advertiser Horizon
Brand Horizon
PostedJune 2022
Business Sector Health & Pharmaceutical Products
Media Type Case Study
Length
Production Company
Post Production
TitleScrolling Therapy (132s)
Agency
Campaign Scrolling Therapy
Advertiser Eurofarma
Brand Eurofarma
Date of First Broadcast/Publication 2023 / 4
Business Sector Health & Pharmaceutical Products
Story 8.5 million people are affected by Parkinson’s disease. Up to 89% experience facial and speech impairments -a condition where patients can no longer express their emotions. Exercises make a big difference, but just 3% of patients perform them regularly.Meanwhile worldwide, we spend 2.5 hours a day scrolling through our social feeds.Scrolling Therapy is a revolutionary mobile platform that converts scrolling time to therapy time. Using facial recognition, we enabled patients to control the newsfeed with their facial expressions, translating the most important facial exercises into social actions, offering patients a transformational alternative to an exhausting routine. The app provides real-time feedback, helping patients ensure they are performing the exercises correctly, tackling both practical and painful emotional barriers to adopting the routine.By seamlessly turning their scrolling habit into a life-changing routine, Scrolling Therapy aims to improve the quality of life for Parkinson’s patients around the world.
Media Type Digital
Production Company
Production Company
Editorial
Editorial
Special Effects / VFX
Special Effects / VFX
Finishing
Finishing
Chief Creative Officer
Global Chief Creative Officer
Chief Executive Officer (CEO)
Managing Director
Global Executive Creative Director
Group Creative Director
Creative Director
Chief Creative Officer
Chief Creative Officer
Chief Executive Officer (CEO)
Executive Creative Director
Executive Creative Director
Operations Director
TitleThe Hornicultural Society
Agency
Campaign The Hornicultural Society
Advertiser Relate
Brand Relate
Date of First Broadcast/Publication 2023
Business Sector Health & Pharmaceutical Products
Story The third instalment in Relate’s "Let’s talk the joy of later life sex" campaign, "The Hornicultural Society" addresses the fact that STIs among those 65-and-over are at an all-time high. One thing the over-65 community loves more than making love is gardening. So Relate and Ogilvy UK created series of vegetable-themed condom packet designs, which look like vegetable seeds, and displayed them in garden centres. With a nod to the most popular vegetable emojis, the collection features aubergines, plums, courgettes, onions, and avocados – forming a fully sustainable condom collection that can even be planted in a pot to biodegrade. By bringing the sexual health debate to an unexpected environment, Relate hopes to continue to break down taboos and get people talking about later life sex.
Media Type Case Study
Length
Senior TV Producer
Executive Creative Director
Creative Director
Managing Partner
Creative Director
Account Director
Art Buyer
Head of Offline Production
Advertising Manager
Advertising Manager
Client Partner PR
Deputy Executive Creative Director of Design
Art Buyer
Chief Creative Officer
Senior Producer
Senior Producer
Senior Creative Editor
Account Directors PR
Account Directors PR
Illustrator
Project Lead
TitleSee My Skin
Agency
Campaign See My Skin
Advertiser Unilever
Brand Vaseline
Date of First Broadcast/Publication 2022 / 4
Business Sector Skin Care
Media Type Digital
Length
More Information www.seemyskin.com
Client Partner
Client Partner
TitleToxic Influence (131s)
Agency
Campaign Toxic Influence
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication 2022 / 4
Product Dove Masterbrand
Business Sector Hygiene & Personal Care Products
Story Shot in documentary style, this short film explores and subverts the deepest of emotional bonds – between mothers and their daughters – by using cutting-edge deepfake technology to put the words of toxic influencers into the moms’ mouths. Showcasing the shocked reactions of the moms and daughters, and depicting the uncanny deepfakes of horrifying toxic trends like teeth filing and ‘baby botox’, the film dramatically demonstrates the danger of toxic influencers and the toxic beauty advice girls are exposed to. It culminates in a rallying call that inspires parents to join Dove’s mission to raise the self-esteem of millions of girls.
Media Type Case Study
Length
Production Company Smuggler
Media Agency Mindshare North America
PR Agency Edelman Worldwide HQ
Agency Ogilvy UK
TitleDot Go “object interaction” app
BriefFor blind and visually impaired people, it’s challenging to enter unfamiliar environments. Objection detection apps can identify objects but fail when it comes to interacting with these objects in a meaningful way.Dot Go is the first object interaction app, which means that it not only detects objects in the environment but also connects them to actions. These actions could be internal actions like sounds and vibration, or external actions in apps, websites, and smart home devices.For example: A bus stop sign could trigger open the public transportation app to buy the right ticket.Anyone can customize these connections and share them with the community. Dot Go serves as an inclusive accessibility toolkit. In 2021, Dot Go received funding from Inter-American Development Bank with WheelTheWorld. The app is available for free download from the App Store and is currently being used by thousands of users, businesses, brands, and organizations.
Agency
Campaign Dot Go
Advertiser Dot Incorporation
Brand Dot Go
Date of First Broadcast/Publication 2022 / 5
Business Sector Health & Pharmaceutical Products
Story Dot Go, the first app that connects objects to actions, has launched in the App store. The innovative platform created by Serviceplan Innovation and Dot Incorporation and developed by Hyperinteractive for blind and visually impaired people, is now available worldwide on the App Store and can be downloaded for free on the latest iPhones and iPads.
Philosophy Dot Go, the first app that connects objects to actions, has launched in the App store. The innovative platform created by Serviceplan Innovation and Dot Incorporation and developed by Hyperinteractive for blind and visually impaired people, is now available worldwide on the App Store and can be downloaded for free on the latest iPhones and iPads. Serviceplan Innovation has found a solution to this problem. Dot Go is the first ever “object interaction” app. Unlike existing apps, it not only detects objects in the environment but also connects them to actions. These actions can be executed automatically and range from internal actions like sounds and vibration; to, most importantly, external actions in other apps, websites, and even smart home devices. Besides the novel concept of “object interaction”, the innovative nature of Dot Go relies on another key component. Existing object detection apps all rely on proprietary object libraries and closed systems, designed for fixed use cases rather than increasing user needs. This leads to fragmentation and makes solutions increasingly expensive, forcing users to choose between adaptability and their individual needs. Dot Go is already being used by thousands of blind users, businesses, brands and organizations around the world. One such partnership is with U.S. start-up Wheel the World, who provide accessible tourism experiences. Funded with 140,000 USD by the Inter-American Development Bank, Dot Go and ‘Wheel The World’ created trips for the blind in Chile in spring 2022. The experience was rated highly by the participants, captured in a film documentary, and will be expanded to more countries later this year.
Media Type Case Study
Length
Agency Serviceplan Innovation
Agency
Development
Production
Production Company
Influencer
TitleChange The Angle
Agency
Campaign Change The Angle
Advertiser Unilever
Brand Lux
Date of First Broadcast/Publication 2023 / 4
Business Sector Soaps
Story Research shows that women are 10X more likely than men to be objectified in sports. Media cameras covering female athletes often zoom in to their breasts, buttocks, thighs and crotches.LUX, a beauty brand helps women to rise above everyday sexism felt that it was time to call out this insidious practice.LUX sponsored Durban Open Women’s Beach Volleyball 2023 and hijacked media cameras to expose sexist camera angles during a live broadcast. Instead of wearing LUX logos, top women beach volleyball players sported QR codes on parts of their bodies where the media cameras focus. Scanning the QR code led to Change The Angle film where female athletes spoke about sexist camera angles. It ended with a call for media cameras to focus on their strengths and prowess; and to follow actionable guidelines. South African Broadcasting Corporation(SABC) broadcast the tournament live and other media companies have adopted the guidelines.
Philosophy While the growing global popularity of professional and amateur female sports is something to celebrate, much of the media coverage of women athletes in competition still misses the mark, quite literally - focusing too often on female anatomy rather than sporting achievements, through invasive angles and excessive close up shots which can potentially devalue the empowerment that sports bring to participants. As a beauty brand that aims to support women against everyday sexism, Unilever’s beauty brand LUX wants to raise awareness of the issue and start a conversation with both broadcasters and audiences to encourage them to ‘Change The Angle’. Working closely with Wunderman Thompson Singapore, LUX teamed up with Volleyball SA (South Africa) and sports broadcaster SABC on a bold new initiative in which they hacked a live tournament by highlighting potentially sexist camera angles - and in so doing, flipping the male gaze back on itself. The initiative is also supported by a host of top female athletes, sports commentators and officials. Organised by the South African Volleyball Association, the Durban Open live Volleyball game took place on April 15 and 16 in Durban, where eight different teams of South Africa’s top women beach volleyball athletes participated. This was broadcast live by SABC reaching an estimated audience of 19.7 million in South Africa. As part of the ‘Change The Angle’ initiative, female players wore QR codes on their bodies - the same areas that sports broadcasters tend to focus on. When scanned, the code directs the viewer to a film made by LUX, where leading sportswomen call on broadcasters and cameras to ‘Change The Angle’ of how female athletes are portrayed - by focusing on their strengths and aiming the lens at their sporting prowess, rather than their physical attributes. The video highlights shocking statistics regarding sexist sports coverage, including “2500 pictures objectifying women reported at the 2021 Olympics”(1) and includes powerful statements from female athletes. It ends with six best practice tips for the media on how female athletes should be portrayed. The choice of beach volleyball is a strategic one, as the sport suffers more than most from baked-in bias, due to being played under hot conditions and in minimal clothing. But while beach volleyball may be one of the most obvious sports in terms of misdirected attention, the problem is a global one. As a result, key sports influencers including Cricket commentator Kass Naidoo, Netball star Bongi Msomi, LUX Brand Ambassador Zozibini Tunzi have thrown their considerable online and real world influence behind the campaign, helping to spread the QR code and its underlying message. And the issue is not just confined to the sports arena. Objectification is a global issue - from film sets to the streets - and the vast majority of women globally, have been subject to it at some point in their everyday lives. Which is why the ‘Change The Angle’ campaign is only the first step in highlighting a much broader cause. To that end, LUX has partnered with South African NGO, Sonke Gender Justice, to work towards helping women in South Africa to combat street harassment by affecting sustained behaviour change amongst men and boys. This partnership aims to change social norms that reinforce everyday sexism by training religious and community leaders, media personnel, teachers and student influencers to create communities that are safe spaces for women to express their beauty, fully and authentically.
Media Type Case Study
Length
Global Chief Creative Officer
Actor / Celebrity
Actor / Celebrity
Actor / Celebrity
Advertising Manager
Agency
Chief Creative Officer
Title#Periodsomnia
Agency
Campaign #Periodsomnia
Advertiser Essity
Brand Libresse / Bodyform / Saba
Date of First Broadcast/Publication 2022 / 7
Business Sector Feminine Hygiene
Philosophy New research conducted by Libresse, known as Bodyform in the UK and launching as Saba in the US, reveals that on average, women+ lose 5 months of sleep over their lifetime due to the discomfort, anxiety and fear of nights on their period[1}. This research on the period sleep gap has informed the brand’s latest taboo-busting campaign, #Periodsomnia, and the launch of its new Goodnight Towels with MaxCour-V™ adaptive technology. The survey, gathered from over 10,000 women+ across 11 markets also revealed that: 62% have poorer sleep on their periods 33% struggle to sleep because of the anxiety around their sanitary product leaking and staining their bed sheets and pyjamas, evidence of the entrenched stigma that still exists around period blood 62% don’t enjoy staying over at others’ homes or going on holiday during their period and a fifth (18%) would rather miss out on a date than face someone seeing a stain on their pyjamas or bed sheets Bodyform, owned by Essity, has a history of category-defining work that aims to eradicate taboos and shame around women+'s intimate experiences in order to create a more understanding, equitable world. The brand were the first to show period blood in advertising with #Bloodnormal and celebrated vulvas in all shapes and sizes in Viva La Vulva. Most recently in #wombstories, they dynamited the dangerously simplistic story that’s propagated in culture about what it means to be a woman+. This time, the brand is diving into the darkness to reveal the truth of periods at night. From children’s books to Hollywood, there’s a universal myth of the Sleeping beauty. Perfect, neat and still, waking up feeling fresh and rested. Bodyform wants to dive beyond the cliches to show the bleeding, the dreaming, the bloating, the tossing, turning, tiptoeing, the farting and the struggle to sleep soundly. Again, they’re finding distinctive and novel ways to represent period blood. This time, we see beautifully arresting medusa-like blood, detaching from the uterus and flowing through the body. The brand has coined a new term ‘periodsomnia’ to put a name to the experience that millions go through at night. Many believe they’re alone in this, so the hope is that by tackling the invisibility of the issue with beauty and empathy, the work will provide comfort and community.
Media Type Web Film
Length
Editing Company
Sound
Advertising Manager
Advertising Manager
Chief Creative Officer
Chief Creative Officer
Copywriter / Art Director
Copywriter / Art Director
Designer
Designer
Planning Team
Planning Team
Planning Team
Account Management Team
Account Management Team
Account Management Team
Project Manager
Agency TV Producer
Production Company
Director
Producer
Executive Producer
Executive Producer
Director of Photography (DOP)
Casting
Production Designer
Costume
Editor
Assistant Editor
Editorial Producer
Post Production
VFX Supervisor
VFX Supervisor
Creative Director
Colorist
2D Team
2D Team
2D Team
2D Team
2D Team
2D Team
2D Team
2D Team
2D Team
2D Team
3D Team
3D Team
3D Team
3D Team
3D Team
3D Team
3D Team
Post-production Producer
Sound Engineer
Sound Engineer
Sound Producer
Music
Music Supervision
Music Production
Music Production
Managing Director, Music
Vocal
Vocal
Vocal
Social Editor
Business Affairs
PR Agency
Media Agency
TitleThe Outside In Experiment - Fire
Agency
Campaign The Outside In Experiment
Advertiser Horizon
Brand Horizon
Date of First Broadcast/Publication 2022
Business Sector Health & Pharmaceutical Products
Media Type Digital
Length
Market Brazil
Advertising Manager
Advertising Manager
Music / Sound Design Ritmika Audio Arts
Art Director
Art Director
Copywriter
Chief Creative Officer
Creative Director
Creative Director
Creative Director
Creative Director
Creative Director
Executive Creative Director
Executive Creative Director
Group Creative Director
Group Creative Director
Sound Designer
Account Management
Account Management
Mix
Technologist
Title#TurnYourBack
Agency
Campaign Dove #TURNYOURBACK
Advertiser Unilever
Brand Dove
Date of First Broadcast/Publication 2023
Business Sector Creams, Lotions, Milks, Tonics, Makeup Removers
Story The Bold Glamour filter presents an "ideal" of beauty, and it looks very real. Almost too real. Dove has always fought against damaging and unrealistic expectations of beauty. Along with Ogilvy and DAVID, Dove is encouraging people to #TurnYourBack on the Bold Glamour filter as part of its #NoDigitalDistortion mission. The influencer-led campaign kicked off with creators sharing their feelings on the filter and the damage it can do to people and their perception and expectation of what constitutes beauty.
Media Type Case Study
Length
Creative Agency
Creative Agency
Creative Agency
Creative Team
Creative Team
Executive Creative Director
Chief Creative Officer
Creative Director
Chief Creative Officer
Copywriter
Chief Creative Officer
Creative Director
Creative Director
Production Company Producer
Art Director
Creative Director
TitleLifesaving Radio
Agency
Campaign Lifesaving Radio
Advertiser NextMed Health
Brand NextMed Health
Date of First Broadcast/Publication 2023 / 3
Business Sector Health & Pharmaceutical Products
Tagline The first album and AI radio station to optimize surgical performance
Story Surgical teams have a new tool to help them improve accuracy and efficiency in the operating room with Lifesaving Radio, the world’s first artificial-intelligence-powered healthcare radio station from NextMed Health, now streaming on LifesavingRadio.com through Spotify.

Lifesaving Radio features over 30 hours of music clinically suited for peak surgical performance. Surgical teams can receive custom-curated OR playlists and personalized shout-outs and commentary from DJ AI Angus simply by entering their names, hospital/facility, and procedure at LifesavingRadio.com and then signing into their Spotify Premium account. Recent clinical research found that listening to music from world-renowned rock band AC/DC can help surgical teams increase accuracy and efficiency.

The radio station streams the new AC/DC-inspired album Highway to Heal, featuring songs like You Sewed Me All Night Long, Back is Cracked, and It’s a Short Stop at the Doc (If You Wanna Chop a Mole). The parody album is also available for free on LifesavingRadio.com without the AI integration.
Media Type Radio
Length
More Information https://lifesavingradio.com/
Chief Creative Officer
Maker
Group Creative Director
Executive Creative Producer
Senior Director
Print production
Executive Creative Director
Group Creative Director
Creative Producer
Associate Director
Creative Producer
Motion Graphic Designer
TitleCertified Care Raid
Agency
Campaign Certified Care Raid
Advertiser Raid
Brand Raid
Date of First Broadcast/Publication 2023 / 6
Business Sector Hygiene & Personal Care Products
Media Type Case Study
Length
Chief Creative Officer
Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Creative Director
Art Director
Creative Director
Copywriting
Associate Creative Director
Art Director
Agency Editor
Chief Executive Officer (CEO)
Creative Chairman
Copywriter
Head of Production
Agency Producer
Music Producer
Music Producer
MOTION DESIGN
Chief Innovation Officer
Project Manager
Chief Strategy Officer
Strategy Director
Strategy Director
Business Director
Account Executive
Group Account Director
Account Director
New Business Lead
TitleUnder a Rock
Agency
Campaign Under a Rock
Advertiser AstraZeneca
Brand Lokelma
PostedJune 2023
Business Sector Health & Pharmaceutical Products
Media Type Television
TitleCat Pain IQ
Agency
Campaign Cat Pain IQ
Advertiser Zoetis
Brand Cat Pain IQ
Date of First Broadcast/Publication 2022 / 10
Business Sector Health & Pharmaceutical Products
Story Background Every day, cats are robbed of their best lives by a common, yet often overlooked disease: osteoarthritis (OA) pain. Nearly 40% of cats suffer from it in silence, yet most of their owners don't know how to spot its signs. So we asked ourselves: what If there was a way to interpret what cats were feeling so they could get the help they need? The answer was Cat Pain IQ. 32 million householding in the US have cats. 40% of cat owners who recognize QA pain signs. 50% of cat owners who recognize OA pain signs in their cat were motivated to visit their vets. Idea Cat Pain IQ uses the power of Al to analyze a cat's movements for signs of OA pain. While rigorous testing went into training the technology, the result is simple. To use the app, owners simply take a video of their cat. The Al analyzes it, and the results are automatically shared with them and their vets.
Media Type Case Study
Length
Medical Lead Feline Pain Joyce Login - DVM, CPH
DACVS B. Duncan X. Lascelles - BSc, BVSc, PhD, FRCVS, CertVA, DSAD(ST), DECVS
DACVB Margaret Gruen - DVM, MVPH, PhD

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