The Most Creative Campaigns & Agencies in Health & Beauty

THE PANDEMIC WAS PRESENT BUT FAILED TO OVERWHELM ADVERTISING IN THIS SECTOR, WHICH ALSO HAD OTHER ISSUES TO ADDRESS.

It was inevitable that this category would reflect the COVID-19 era, and indeed the most awarded ad was “Amanda”, from Dove and Ogilvy, part of the “Courage Is Beautiful” series depicting front line medical workers. Dove was also the most awarded brand in this category – and it had other concerns too, notably about unrealistic images of women, which resulted in its #showme campaign to put real women in the picture. Familiar but worthwhile territory for the brand.
Once more we’ve seen a surge in purpose-driven advertising here, from Ory Laboratory’s “Avatar Café”, by ADK Creative One in Tokyo, which used remote controlled robots to allow severely disabled people to work at a special café, and feminine hygiene brand Saforelle’s “Missing Page”, from Serviceplan, which returned accurate images of female genitals to school textbooks. It was left to Lynx to take a lighter approach to messaging, with an ad celebrating “wingmen” – the best friend who is always by a guy’s side (think Robin to Batman). But it’s a celebration of friendship rather than masculinity, so that in itself is a progression for the brand.
The most awarded agency was actually outside of the top five: Impact BBDO in Dubai, because three of its witty Novomed print ads are in the top ten. Good to see print still making its mark.

Title	Brand	Agency, City
1. Courage Amanda	Dove	Ogilvy, Toronto
2. Avatar Robot Cafe	Ory Laboratory	ADK Creative One, Tokyo
3. Project #showus	Dove	Publicis Sapient, New York
4. THE MISSING PAGE	Saforelle	Serviceplan France, Courbevoie
5. Wingmen: A Roll Call of Icons	Lynx	Global Media and Entertainment, London
6. One Word film	The Learning Corp	Area 23, New York
7. Unapologetically Human	Cashmere®, Purex®, SpongeTowels® and Scotties®	Broken Heart Love Affair, Toronto
8. Bad Reviews	Etat Libre d'Orange	Kworq, New York
9. The Soap with a Lump	Lux	Wunderman Thompson South Asia, Mumbai
10. Novomed Dog	Novomed	Impact BBDO, Dubai
11. Novomed Grey Cat	Novomed	Impact BBDO, Dubai
12. Novomed White Cat	Novomed	Impact BBDO, Dubai
13. Smile strong 1	Colgate	VMLY&R Dubai
14. FIRST SHAVE	GILLETTE/P&G	GREY NY + GREY Toronto
15. New Normal	MedMen	Mekanism + MJZ