With the objective to promote wellness amongst the delegates of the Cannes Lions and Lions Health Festivals, Saatchi & Saatchi Wellness created a promotion offering free paddleboard rides in the Mediterranean off the coast of the French Riviera.
Themed as a "Wellness Moment," this official Cannes Lions event was promoted on social media sites with the help of special postings, including an online video. In addition, email invitations were sent out to delegates. And flyers were handed out at the festival.
Not surprisingly, the social campaign caused a stir amongst the hedonistic-seeking attendees at Cannes Lions 2015. The campaign's online film was awarded a Graphis Advertising silver trophy. And the social campaign has been named a finalist in the health and fitness category of the 2015 Shorty Awards. Proving that wellness does indeed have a place within the debauchery at Cannes.