Straying from your comfort zone can both get your brand noticed, and drive societal change, as demonstrated when Publicis Italy took Gold in Health and Wellness this year for Heineken’s “The Night is Still Young”. Even with the potential risk of alienating segments of their audience, Heineken took a pro-vaccination stance by showing a nightclub full of older, fully vaccinated people dancing the night away to Sylvester’s ‘You Make Me Feel’. Patricia Corsi, Chief Marketing & Digital Officer and Chief Information Officer, Bayer Consumer Health, and Jury President, Health & Wellness Lions, said: “This had wonderful execution values, a spot-on soundtrack and was well integrated work. Beer is the lubricant of society and one of the forces that can propel a discussion on health and responsible consumption. I hope this inspires Heineken, AB InBev and Carlsberg to put more time and effort into the Health & Wellness Lions.” Check out the #LIONSCreativityReport for more key trends and insights from 2022 Lion-winning work via the link in our bio.