Kiwi Healthcare Communications Agency Wins In Global Creative Floor Awards In London


Essence, a New Zealand agency specializing in health communications, was recognized for its playful “Rabbits” Campaign to treat erectile dysfunction CILATIL®.

The award was recognized in the Campaign (Poster) category, with Essence also being nominated as a finalist for its award
“Forget Regrets” Bayer long-acting reversible contraceptive campaign in the same category.

Essence founder Ben Hart says he’s thrilled with the international recognition for his team’s inventive Bunnies work – which features images of humanoid pairs of rabbits with the slogan “Go like rabbits” – as well as the bravery and trust of his client Viatris, makers of cilatile.

“At Essence, we believe in the power of creatively engaging, patient-centric communication to help make the world a healthier place. Our expertise is in pushing the traditionally conservative boundaries of the healthcare industry with an innovative approach to communication. This award is a recognition of our team’s ability to enforce relevant audiences for pharmaceutical clients, who are often challenged by a strict regulatory environment.

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“This is the first year that we’ve enrolled our work in awards programs, and as a locally owned, independent Kiwi company, it’s extremely gratifying to win a global award on our first try,” says Hart.

Kristen Marks, Strategy Director and General Manager of Essence, recognizes the importance of a strong partnership between our agency and our clients to deliver strong and robust creativity.

“We applaud the Viatris team for their courage and are grateful that they shared our playful and spirited vision for the work. ‘Bunnies’ started with a collaborative strategic platform that resulted in a powerful and impactful campaign that will last a long time. Communicating issues such as erectile dysfunction in the highly regulated healthcare space can be challenging, so unrelenting trust and respect across the agency/client team is critical to success while putting the patient at the heart of everything we do,” says Marks.

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Developed during the Covid-19 lockdown and remote working, these globally recognized campaigns created a source of inspiration to reposition Essence’s agency’s brand positioning in 2021 to ensure that perfectly simple ideas are ignited with creativity and always focus on audience and health literacy.

The awards are recognized as one of the most prestigious health and wellness award programs in the world. It is the only health and wellness rewards program to donate a portion of its profits through its Talent and Diversity Fund to promote diversity and nurture talent in health communications agencies around the world.

As the only New Zealand agency to be nominated as a finalist for the Awards this year, Essence was shortlisted alongside Australia’s Ward 6 and other internationally recognized agency groups such as FCB Health New York, VMLY&RX Spain, McCann Health Japan and DDB Remedy.

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More details on the Creative Floor Awards finalists and winners can be found here: Winners 2022 – The Creative Floor Awards. Click here to view the successful Viatris “Bunnies” campaign: Winner 2022 – The Creative Floor Awards.

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