Public Relations Agency of the Year 2016 (Bronze)

Leading Southeast Asia Campaign 2015 (Gold)

2015 Marketing Interactive PR Gold Award

Cohn & Wolfe Takes Home Two Cannes Lions Health Awards for Eye Mo

June 18, 2014

Bronze and Silver Lion in the Health & Wellness OTC category

Cannes - June 18, 2014 - Cohn & Wolfe, a global communications agency, won a Silver and a Bronze Lion during the inaugural Cannes Lions Health Awards for the “Water Eye Performance” campaign for GlaxoSmithKline Singapore. Cohn & Wolfe’s Singapore office worked on the campaign in partnership with Grey Group Singapore.

The first ever Cannes Lions Health Awards took place on June 13 and 14, 2014, with 800 people from 50 countries gathering to share, judge and celebrate the world’s best healthcare communications. Sixty-six Lions were awarded from over 1400 entries across Pharma and Health and Wellness categories.

The campaign sought to engage the general public with Eye Mo, a moisturizing and anti-irritant eye drop, and educate them about the dangers of dry eyes, which became an especially relevant issue during Singapore’s worst dry spell in decades. Collaborating with a Singaporean calligraphy and performance artist, the campaign featured water-based drawings of beautiful eyes on pavement in public areas. As the water “eyes” dried away in the heat and haze, a multilingual promotional message was delivered via speakers in the areas, encouraging viewers to use Eye Mo to prevent dry eyes. With the support of coverage from local news and art communities, “Water Eye Performance” was a simple but innovative idea, resulting in an ROI of over three thousand percent.

“This campaign leveraged an urgent local health issue to capture the attention of local residents, linking a simple, beautiful art campaign to Eye Mo’s benefits,” said Donna Imperato, Chief Executive Officer, Cohn & Wolfe. “I’m proud of our team for the insight they brought to this campaign.”

Cohn & Wolfe also participated in this year’s Young Lions Competition, with Joseph Borenstein and Linnéa Rinäs winning the Cannes Young PR Lions Sweden regional competition and advancing to the international round and Louise Fernley and Judi Bamford winning the Bronze Cannes Young PR Lions UK.