No Longer The Black Sheep of The Creative Family

It started as a trend. A couple of brilliant campaigns in the health and wellness space. Cannes gasped. These must be outliers. “Oh but it’s a pharma idea, those are easier to win” I once overheard. One offs. There’s no creative in health. 

Then a strange thing happened. It grew. Consumer brands started to take notice. Everyone had their “wellness idea”. So much so that a pharma category came into existence. But still, it was an aside. A pat on the head from “real creative consumer”. 

If last year wasn’t, this year was a declaration that the best work in the world is coming from health care. 

I get it. I was one of the non-believers before I worked in the field.  But the evidence is indisputable, beautiful and inspiring. If you have been living for Super Bowl commercials as the hallmark of creative you’re looking in the wrong place. And it’s not just brilliant, life-changing creativity demonstrated through craft and innovation: it’s Effie awarded market shaping for healthcare brands. 

TLDR?

Healthcare is the new mecca for creatives and marketers looking to make groundbreaking work. 

James Buonatuono
SVP, Head of Creative