An innovative Fonterra Brands campaign has triumphed in the ‘Health and Wellness’ category at the latest Cannes Lions festival, scooping New Zealand’s first gold lion award.
Developed by Colenso BBDO as part of a wider ‘Go Strong’ platform, the ‘Anchor X-Ray Casts’ interactive campaign has been launched on 21 March and will run until 1 August. Kiwi children with broken bones are encouraged to upload their X-Rays to Anchor’s website and receive bespoke vinyl stickers that they can apply on their casts. As an alternative, they can also select an existing X-Ray image.
Each decal has a scannable barcode that entitles the bearer to Anchor Calci-plus milk vouchers at Pak’nSave and New World stores across the North Island. In addition, by posting their photo on Anchor’s New Zealand FB page with #xraycast as a comment, two lucky winners will respectively win a year’s supply and a month’s supply of milk.
Cannes’ gold lion is yet another impressive milestone for Colenso BBDO, which prides itself of having ‘consistently won more creative awards than any other agency in New Zealand’.

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