CANNES, France—Droga5 in New York was honored with the Grand Prix for Good here tonight for helping to develop an unusual new product for pharma boutique Help Remedies: an adhesive bandage that could save someone's life.
Droga5 creative Douglas came up with an ingenious way of spurring marrow-donor registrations—he got Help Remedies to package donor kits with its adhesive bandage products. All you need is a drop of blood to complete the registration—a drop that may well be available if you're reaching for a bandage. The product is called "Help I've cut myself & I want to save a life."
For Douglas, it was very personal project. In 2002, his identical twin brother was diagnosed with leukemia. He received a life-saving bone-marrow transplant and made a full recovery—something Douglas hopes to see for more of the 10,000 people in the U.S. who need marrow transplants each year.
For complete coverage of Cannes Lions 2012,
visit adweek.com/cannes.