Seem Trying to Conceive the Family Way

Recruit Lifestyle and Dentsu Y&R have won the Mobile Grand Prix at Cannes International Festival, in recognition of the Seem home testing app for male fertility. The Seem kit provides a collection cup and stick and a microscope lens for measuring the concentration and motility of sperm. The Seem smartphone app uses camera function to provide an analysis for the user. Dentsu Y&R Tokyo worked on the campaign to encourage men to take responsibility for testing fertility at home. A website,, explains the Seem kit and app, and provides information on addressing infertility. “The Family Way”, a commercial featuring a couple who are now expecting a baby after using the Seem kit, is designed to reduce the sense of stigma men feel about exploring male infertility.

Seem Mobile Sperm Testing Kit

Twitter What’s Happening at Cannes

Twitter has won the Grand Prix for traditional outdoor at Cannes Lions for its series of Twitter What’s Happening billboards. The campaign, run between October 2016 and early 2017, features hashtags and Twitter logos alongside images from news and pop culture, with no copy. The campaign began with a billboard near the Lincoln Tunnel in New Jersey, featuring Hillary Clinton and Donald Trump, looking down over commuters. A set of further billboards addressed issues that were dominating the conversation in the lead up to the 2016 election. Issues were covered through single photographs with just a hashtag and the Twitter logo. Images referenced the legalisation of cannabis, gun laws, the role of Putin, gender-specific bathrooms, the Saturday Night Live take on Trump and Clinton, the continuing legacy of feminists such as Gloria Steinem and Dorothy Pitman Hughes on the occasion of the Womens March, climate change (polar bears on melting ice caps), the refugee crisis, marriage equality, abortion (sonogram), ISIS and the Mexican border. Images in the What’s Happening Now campaign also referred to the 2016 deaths of Muhammad Ali, Prince, John Glenn and David Bowie.

Twitter What's Happening - Prince

Wall Street Fearless Girl by State Street

Fearless Girl, a bronze sculpture on Wall Street commissioned by State Street Global Advisors, has won three Grand Prix awards at Cannes International Festival, for PR, Outdoor and Glass Lion categories. The Fearless Girl sculpture, fashioned by Kristen Visbal, depicts a Latina girl looking at the well-known Charging Bull statue in Bowling Green Park, in Manhattan. Fearless Girl was commissioned by investment firm State Street Global Advisors (SSgA) as an advertisement for an index fund which comprises gender-diverse companies that have a higher percentage of women among their senior leadership. The plaque below the statue states, “Know the power of women in leadership. SHE makes a difference,” with “SHE” being both a descriptive pronoun and the fund’s NASDAQ ticker symbol.

Fearless Girl

Immunity Charm in Afghanistan

McCann Health in India and The Ministry of Public Health (MoPH) in Afghanistan have won the Grand Prix for Good at Cannes International Festival of Creativity, for “Immunity Charm”. The Immunity Charm campaign, winner of four gold and four silvers Lions in the Pharma category, was developed to address childhood disease and mortality. Launched in April, the Immunity Charm™ consists of colored beads that represent the vaccines each child has received. Healthcare workers provide The Immunity Charm™ to mothers to place on their newborn’s wrist as a symbol of protection against disease. Each time the child is brought for an immunization, a color-coded bead corresponding to the specific vaccine received is added to the bracelet symbolizing the protective effects of the vaccine. As the child receives additional vaccines against such diseases as measles, polio, diphtheria, and others, color-coded beads are added to the bracelet.

The Immunity Charm

Volvo Moments that never happen

Volvo is promoting the safety features found on the new Volvo XC60 with “Moments that never happen”, a beautifully crafted commercial. A young girl talks with her mother about the future possibilities that will come from her first day at school. As she walks down the footpath she visualises the two best friends for life, the journeys she’ll take, and the family she’ll raise. At the same time another woman sets out on her journey through the city, coping with tiredness and distractions. The Volvo Moments commercial’s plot comes to a climax when the young girl steps out to cross the street. The Volvo’s safety system detects the girl and applies its autonomous emergency brake, preventing what could have been a life-changing collision. The film ends with a conclusion: “Sometimes the moments that never happen matter the most.”

Volvo Moments Girl