Use of Insight

People with the rare skin disease generalized pustular psoriasis (GPP) felt isolated, a problem made worse by social media. Platforms censored their images with “sensitive content” warnings, silencing their voices and adding to their shame. We realised this censorship wasn’t just a barrier; it could be our breakthrough.

We launched “InSensitive Content” – hijacking the platform’s own warning graphic and transforming it. By turning a symbol of shame into one of defiance, we challenged the algorithms, sparked a global conversation, and empowered a silenced community to finally share their stories without fear.

Judges Comments

In a tough category with a high calibre of insights and creativity, the panel felt that this insight around shame for the skin condition distinctively pulled through to a highly impactful creative expression. Patients’ experience of being censored needed to be flipped, and this was the central and single-minded insight that shaped the campaign’s design and execution. This was simple but very effective, with high visibility among HCPs, sparking conversations and resulting in impressive metrics.

For this category, judges especially liked the clever use of the “sensitive content” logo – itself being mimicked – and therefore producing a bold, emotionally resonant visual to translate lived experience into an attention-grabbing and meaningful expression. The insight that the “sensitive content” was the source of patients’ shame and the barrier to awareness was the blueprint for the creative vision, making “InSensitive Content” a statement of empowerment and openness. A great angle on the insight led to a powerful and compelling creative approach, and deserving Gold winner.

Taran Blyth, BBH London

Forbidden Fantasies is the first ever birth control campaign to celebrate women’s sexual desires and there’s a reason for that.

Sexual shame is so engrained in American culture that past birth control campaigns have focused on women’s lives, independence, and careers; while their wants, pleasure, and desires were completely left out. Inspired by romance novels, our audience’s favourite form of entertainment, we created immersive stories across film, audio ads, CTV, TikTok, and even romance novellas.

Our most critical challenge was ensuring we didn’t add to oversimplified, oversexualized representations of women. Instead, we represented female desire with nuance and complexity, crafting unforgettable entertainment rooted in insight and proving birth control can give women agency to follow their fantasies free from fear.

In France, where beauty and self-care are part of everyday culture, intimate hygiene still sits in the shadows. Saforelle, the country’s leading intimate care brand, saw a cultural and educational gap. Women are curious about intimate health, yet it remains invisible in public spaces and advertising. We used this tension as our opportunity.

By hijacking familiar skincare billboards and extending them beyond the face to reveal the “missing” lower half of the body, we reframed intimate care as a natural part of beauty, wellness, and self-care, making the hidden part of the body visible.

Every COPD exacerbation can cause irreversible lung damage – yet despite their seriousness, around 40% go unreported.

Through interviews and focus groups with patients, caregivers, and HCPs, a powerful human truth surfaced: people with COPD already know when something isn’t right – but they talk themselves out of reporting it. This inspired “Talk Yourself Into Taking Action”; a patient programme that empowers people with COPD to act.

The programme includes animated lung characters capturing the patient’s inner conflict: one lung rationalises delay (“It’s fine, we always cough”), while the other pleads for action (“This feels different – let’s call our doctor”).

With early COPD, doctors aren’t getting the full story. Smoking-related shame causes patients to downplay their symptoms, leaving HCPs without the essential information to act early.

Built on the insight that silence is a symptom, this campaign replaced traditional patient profiles with a family group chat, revealing COPD’s hidden impact through private messages, selfies and videos. By exposing the condition’s hidden burden, it helped HCPs recognise silence and act accordingly with early, efficacious treatment.