The sexual wellness brand’s cinematic campaign led the Health category winners at Cannes. Other Grand Prix honors went to Unilever’s Vaseline and a bold nonprofit awareness push for herpes education.
Pharma Lions
Viagra won the Grand Prix in the Pharma category.
The “Make Love Last” campaign by Ogilvy Shanghai and Viatris repositions Viagra with an emotional, cinematic narrative focused on intimacy and long-term relationships. The campaign marks a departure from more clinical or humor-driven approaches and was praised for its film craft and cultural sensitivity.
Health and Wellness Lions
Unilever’s Vaseline won the Grand Prix in Health and Wellness.
The “Vaseline Verified” campaign, led by Ogilvy Singapore, used social media creators to combat skincare misinformation online. The effort stood out for addressing health literacy in underserved communities and using platform-native storytelling to restore trust in science.
Health Grand Prix for Good
The New Zealand Herpes Foundation won the Grand Prix for Good.
“The Best Place in the World to Have Herpes,” developed by Finch and Motion Sickness, reframed stigma around sexually transmitted infections through bold humor and transparency. With help from real patients, the campaign used outdoor, digital and long-form content to drive destigmatization and raise awareness globally.
Follow all the Cannes Lions Grand Prix winners here.
