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Sorento and McCann Healthcare win bronzes at the Clio Healthcare Awards

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 17, 2010
Sorento picked up three bronze awards; while McCann got one.

At the recently held Clio Healthcare Awards 2010, two Indian agencies made it to the winners' list. Sorento Healthcare picked up three bronzes, while McCann managed to get one. This is the first time that the Clio Healthcare Awards have been open to agencies outside the USA.

The competition was tough, as only three golds were awarded across the 10 categories, which also implies that winning a bronze was a significant achievement.

Sorento won two bronzes in the Poster - Direct to Consumer Category: for 'Knee Osama/Bush' and 'Knee Batman/Joker'. Illustrated exquisitely, the concepts brought together archrivals to promote an arthritis therapy to doctors. Through the poster, the agency wanted to dramatize the problem of arthritis, by using the images of two personalities that cannot get along with each other, such as Osama and Bush, or Batman and Joker. The point was that one needs a cushion or a solution to do away with the pain caused due to the rubbing of bones against each other in arthritis.

The third bronze came in the Direct Mail -- Direct to Consumer Category. Titled 'Coffin', the mailer was sent to diabetes patients, highlighting the growing prevalence of leg amputations. Through this campaign, the intent was to draw doctors' attention to the importance of treating foot and limb problems in diabetes patients.

McCann Healthcare India earned its bronze in the Poster, Direct to Consumer - Over the Counter (OTC) category for 'Lipstick', for Sebamed marketed by USV Pharmaceuticals.

The Clio Healthcare Awards is an extension of The Clio Awards, which celebrated its 50th Anniversary in 2009. The awards honour creative excellence and innovation in advertising and communications in the healthcare industry. This was the second edition of the Clio Healthcare Awards, and was held at Los Angeles.

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