A U.S.campaign for Astrazeneca featuring a couple of talking fish who discuss "love, life and triglycerides" has been awarded the Grand Prix for Pharma at Cannes.
DigitasLBi's Take it From a Fish introduces two talking dead fish on ice who comically attempt to educate unhealthy men on the nutritional value of triglycerides. The fish, Sal and Marty, star in numerous episodes on Youtube (including one where they meet a Spanish mackerel called Consuela) and through various other interactive means, such as emailing a "fish slap," sent out to shame unhealthy eaters for not consuming more triglycerides.
The campaign won a Grand Prix in the Pharma category, which did not award one last year. Read more about the Cannes Health Lions over at AdAge.com.