Cannes Lions 2025 Pharma Winners

Make Love Last / Viatris / Ogilvy Shanghai

The Cannes Lions Health Festival has once again spotlighted groundbreaking creativity in pharma, with this year's Pharma Lions celebrating campaigns that seamlessly blend regulated scientific rigor with compelling storytelling. This years Grand Prix comes from Ogilvy Shanghai with Make Love Last for Viagra. It captivated judges with its beautiful approach to storytelling and visualising the product benefits Viagra brings, whilst cleverly working around the strict regulations in China.

Freidreich’s Back by 21Grams for Biogen earned the Gold. Using dark humour and social channels to communicate complex medical information helped it to cut through the noise and show that serious topics don’t need to be talked about in a serious way.

Freidreich’s Back / Biogen / 21Grams

These campaigns, alongside other deserving recipients, demonstrate a powerful evolution in pharmaceutical communication, proving that empathy, education, and artistic excellence can drive significant health outcomes.

Grand Prix
Make Love Last - Viatris - Ogilvy Shanghai

Gold
Freidreich’s Back - Biogen - 21Grams

Silver
Glowing Relief - Aliva Health - De La Cruz Ogilvy
No More Hippocrites - Wisp - Eversana Intouch
Dawai Reader - Alkem Laboratories - Lowe Lintas

Bronze
Pick Up Your Poop - Cologuard - The Community
Scratched Out - Havas Lynx
Don’t Stop Motion - Cenabast - VML Santiago
PainVisible - Aritium - VML Madrid