John Fidelino: LatAm’s work in Health & Wellness was touching

For InterbrandHealth’s Executive Creative Director John Fidelino, who served as president of the Health & Wellness (H & W) jury at Cannes Lions 2018, it was a pleasure to judge this category due to the amount of work coming from different parts of the world.

“Latin America was very well represented here. The work we saw from that region was touching and so human, with a real sense of empathy for how people live and what their socio-economic position is. It also aimed to responsibly help people see themselves in a positive light. It was very moving” he said. “All on our shortlists were very multinational. It is amazing to see how well represented the four corners of the world are. We would like to have seen more from Africa, but the rest of the world was very well represented.”

He explained that their evaluations were based on five criteria: First, does it raise the category’s profile? Second, is it based on ideas that move creativity to an outstanding level? Third, is it technically accurate to a degree that ensures credibility? Fourth, does it show a sense of responsibility? And fifth, do its ideas merge H & W with daily life?

Within Pharma there was no Grand Prix. Fidelino explained that the jury in this category has the responsibility to help improve it: “More than ever, we try to find ways – in Health – to raise the quality of work. As in the Olympics, you always have bronze, silver and gold. What is important here is how we can set new standards with the work we honor with awards, and I think that’s the question.”