<div id="readability-page-1"><div id="article-body-row"> <div> <p dir="ltr">Biogen has emerged as a potential frontrunner at the Cannes Lions International Festival of Creativity, snagging four spots on the Pharma shortlist for its work on Friedreich’s ataxia. But the biotech was absent from the Health &amp; Wellness category, where Bristol Myers Squibb and Novartis led pharma representation.</p> <p dir="ltr">As happens every year, the attention of the advertising world shifted to the city of Cannes in the south of France over the weekend as the festival unveiled shortlists for upcoming awards. The shortlists revealed which companies, organizations and ad agencies are in with a shot at securing a creative campaigning crown when the Cannes Lions awards are handed out this week.</p>  <p dir="ltr">Biogen, one of two pharmas to win a Bronze medal in 2024, has multiple bites of the cherry at this year’s awards. The big biotech received three of the four nominations in the category for direct-to-patient ads for products or services, plus one of the four spots on a disease awareness and understanding shortlist.</p>    <p dir="ltr">All the ads relate to Biogen’s work on Friedreich’s ataxia, a rare nervous system disorder. Biogen bought Friedreich’s ataxia drug Skyclarys in its $7.3 billion takeover of Reata Pharmaceuticals in 2023. Working with the ad agency 21Grams, Biogen created a dark comedy series about the neurologist who discovered Friedreich’s ataxia coming back from the dead and learning about Skyclarys.</p>   <p dir="ltr">Biogen secured its fourth nomination for work on Friedreich’s ataxia awareness and understanding with the agency VML in Spain. The campaign used a film, a book, a toy and interactive elements to shed light on life with Friedreich’s ataxia by telling the story of María and her imaginary friend, Fried.</p>  <p dir="ltr">The biotech faces competition from a Havas Lynx ad for Sanofi and Regeneron in the direct-to-patient category. Havas shot the story of a patient with prurigo nodularis on analog film and scratched the person out of every frame to convey life with a condition defined by itching. In disease awareness, AstraZeneca, its rare disease subsidiary Alexion and Novo Nordisk are competing with Biogen.</p> <p dir="ltr">Roche and Merck &amp; Co. are the big names in the other categories. A campaign about cancer drug Polivy that Roche created with 21Grams is the only shortlisted entry in the category for ads promoting products or services to healthcare professionals. Merck’s bladder cancer awareness campaign is one of three entries in the unbranded promotion category. The Big Pharma is up against two Viagra ads from Viatris. </p> <p dir="ltr">BMS and Novartis crossed over to the Health &amp; Wellness shortlist, where they are up against companies as varied as Ford, Ikea and Powerade. The drugmakers are competing in the brand-led education and awareness category. BMS was nominated for creating a sculpture to raise awareness of melanoma. Novartis was shortlisted for its work to encourage breast cancer screening. </p>  <p dir="ltr">Opella, Sanofi’s consumer health spinout, secured a nomination in the over-the-counter oral medicines category. The nomination covers a “Pollen Passport” created to help people with allergies check what the pollen levels and air quality will be at their travel destination. Opella made the tool to support its allergy relief product Allevia.</p>  <p dir="ltr">BMS, Novartis and Opella are up against 120 other entries in the Health &amp; Wellness category. Cannes Lions will reveal the Pharma and Health &amp; Wellness winners Monday evening. Check Fierce Pharma Marketing Tuesday to learn who took home the top prizes.</p> </div> </div></div>

BIIB

<p>Biogen has secured four nominations at the Cannes Lions International Festival of Creativity for its campaigns related to Friedreich’s ataxia, while Bristol Myers Squibb (BMS) and Novartis lead the Health & Wellness shortlist. Biogen's nominations include three for direct-to-patient ads and one for disease awareness. BMS and Novartis are competing in the brand-led education category, with BMS recognized for a melanoma awareness sculpture and Novartis for breast cancer screening efforts. Winners will be announced on Monday evening.</p>

Biogen, BMS and Novartis bag spots on Cannes Lions shortlists