Insights from the Jury Room: How Humor, Craft, and Cultural Nuances Can Make All the Difference

After serving on both the Pharma and Grand Prix for Good juries at the Cannes Lions festival, I’ve finally taken a breath to reflect on some trends that emerged in the health space.

First, it’s clear that humor has arrived in health. Humor is one of the most effective ways to connect with your audience, yet it’s often missing in pharma. In a time of global crisis and uncertainty, campaigns that leaned into levity stood out for their ability to connect emotionally. “Friedreich’s Back” for Skyclaris is a great example: a quirky social series that entertained while highlighting the lack of innovation in Friedreich’s ataxia treatment. In a category where dense science or serious tones often dominate, leaning into funny, entertaining ideas stands out.

Second, we saw a shift toward craft with a purpose, which is especially important in an era where AI-generated content is rising. The most memorable work wasn’t just well-produced; it was deeply human. “Don’t Stop Motion” for Cenabast brought this to life by involving real patients with rheumatoid arthritis in shaping the claymation characters, turning therapy itself into art. Craft with a real human element, when rooted in empathy and participation, can tell stories no algorithm can replicate.

Lastly, cultural nuance emerged as a differentiator in global campaigns. Creative ideas have the power to illuminate regional behaviors, systems, and barriers, and often, the solutions to addressing them can be simple. One memorable moment was a discussion about the DawAI Reader campaign, which gained richness when a juror explained how prescriptions are typically filled in Indian pharmacies. Ideas or innovations don’t always have to be complex or expensive, but when they tap into local relevance and authenticity, they can be powerful.

These trends point to an exciting shift in how brands connect with audiences—through entertaining storytelling, purposeful craft, and a deeper sensitivity to cultural nuance. They prove that pharma creativity doesn’t have to stay in its lane; it can resonate far beyond the category. I hope the industry embraces this momentum and continues to push boundaries. The future is full of possibilities, and I’m excited to see just how far we can take it.