Dramamine’s mini-doc about airplane barf bags wins Health & Wellness Grand Prix

FCB Chicago won the Health & Wellness Grand Prix for its campaign for anti-nausea brand Dramamine at the Cannes Lions International Festival of Creativity on Monday. “The Last Barf Bag,” a lighthearted, 12-minute mini-documentary from the Interpublic Group of Cos. agency and directing collective Sunny Sixteen, explores the eccentric subculture of air sickness bags by profiling four collectors who show off their treasures. Cannes Lions coverage See all of the Grand Prix winners here Top 5 Grand Prix campaigns The film also looks more broadly at the decline of air sickness bags on commercial airlines, which has followed a major drop in air nausea rates over the past half-century, as improved planes and flight paths have reduced turbulence. Dramamine cheekily takes some credit for this in the film, at one point showing a chart mapping the brand’s growth against the bags’ disappearance. FCB had the idea for the film while exploring the nausea space and stumbling upon stories about the decline of the bags. Barf bags and Dramamine both turn 75 this year, offering a timely opportunity to explore their histories and how they might intersect. “The Last Barf Bag” continued Dramamine’s efforts to reinvent itself, moving from functional and medicinal to more fun and approachable. It followed a 2023 FCB campaign called “Ditch the Drama” that included comic spots with a “Drama Llama” character. Gold winners Among the gold winners was CeraVe’s “Michael CeraVe” Super Bowl campaign from Ogilvy PR New York, which sparked online discussion by asking the question: Did Michael Cera create CeraVe? The campaign was based on a ludicrous premise, with Cera claiming to have developed the L’Oréal-owned skincare brand. Its weeks-long teaser campaign included influencer activations, paparazzi-style photos on social media and a video teaser with much of the parody footage from the brand’s in-game spot. In February, CeraVe’s spot won the Super Clio, an annual award given by the Clio Awards to the best ad in the Big Game. It also was one of six recognized by Ad Age with five stars as the best ads of the game.

Dramamine’s mini-doc about airplane barf bags wins Health & Wellness Grand Prix

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