MUMBAI: DigitasLBi North America has been awarded the Cannes Lions Pharma Grand Prix for Integrated Digital Campaign for the "Take it from a Fish" campaign for AstraZeneca.

The campaign also bagged a Silver Lion for 'Direct and Promo Activation', a Bronze Lion for its related film, and was shortlisted in four categories.

The Cannes Lions Health Festival is the global creative festival for the healthcare communications industry, which includes the world's biggest healthcare communications awards, and is the opening event of the Cannes International Festival of Creativity. Now in its second year, Lions Health is a two-day Festival that explores the life-changing creativity demonstrated in healthcare and pharma marketing.

The "Take it from a Fish" campaign was designed to educate men with high triglycerides. To tackle the challenge, DigitasLBi created an integrated online and social campaign designed to entertain and inform. Takeitfromafish.com introduced Marty and Sal, two "spokesfish," to the target - and his wife and adult children - through entertaining original videos and content to be shared socially.

The campaign was activated via Twitter, YouTube and Pinterest, generating some of the highest engagement in the pharma category. YouTube video completions increased 100 per cent over pharma benchmarks, and the work is one of the top five performing Twitter campaigns ever in the category.

“Winning a Grand Prix is the ultimate accolade, and we're humbled by this recognition from the prestigious Cannes jury. We're always pushing the limits to tell great stories for our clients, and we're grateful to them for being such passionate and collaborative partners," said DigitasLBi North America chief creative officer Ronald Ng.

AstraZeneca "Take it from a Fish" was shortlisted in four Pharma categories out of a reported 1,862 entries, including integrated digital campaign, film, digital, and direct and promo activation.