Ogilvy & Mather London's "Breathless Choir" for Philips won the Grand Prix in the pharmaceutical category at the Cannes Lions International Festival of Creativity on Saturday, as Lions Health kicked off a big week for advertising with wins for U.K. shops and non-traditional marketer entrants.

"Breathless Choir," from Ogilvy London and its client Philips, tells the story of a group of people whose breathing disabilities had gotten in the way of their love of singing. Philips and its agency chronicled their journey to learn new techniques to save breath while singing, and ultimately perform at the Apollo Theater in Harlem. The campaign was part of an effort to promote a medical device called SimplyGo Mini.

The jury looked at work that "used a full pallet of marketing communications to create the kind of engagement that maybe some other brands use more fluidly," said Alexandra von Plato, president for Publicis Healthcare Communications in North America and jury president for the pharma category. "It demonstrates to all healthcare marketers that you can do this kind of narrative storytelling. You can expand the arc, create emotional content and have a very relevant and powerful connection to real substantial healthcare issues, disease conditions and products. We felt 'Breathless Choir' from Philips, an up-and-coming healthcare company, which is now entering healthcare hot and heavily in the devices space, is showing the rest of healthcare what's possible through a fresh lens."

Read about the rest of the pharma Lions at AdAge.com.