LIONS DAILY NEWS SUNDAY / JUNE 18 / 2017
NEWS
Pure magic as delegates fall under Barry’s hypnotic spell
KEITH BARRY IN ACTION
AFTER last year’s hugely successful appearance by David Copperfield at the memBrain seminar, Ken Hertz, a founding partner of the Hollywoodbased company, admitted that the illusionist had been a hard act to follow. “But I’m happy to say that Keith Barry is going to
be every bit as startling and entertaining as David was,” he said. Barry, an acclaimed Irish hypnotist and magician, started by explaining the true nature of what he does: “We all fall into and out of trancelike states on a daily basis,” he said. “And at root, my job is to
put people into that natural trance state. Ultimately all hypnosis is a form of self-hypnosis, but when you’re doing it on stage, there has to be a degree of compliance. And, of course, you’re looking for the people who want to do much more than just play along, you
want to be working with the people who really want to go deep.” Barry said he and marketers had a lot in common: “The biggest similarity between us is that we both work with emotions,” said. “I made an advert for an insurance company where people were hypnotised and made to feel as if they were very old; as part of the same series I made men feel as if they were pregnant, and that was all about sensitising people to how other people are feeling. “What marketers and I know, and what we use in order to affect people is that in fact we are all are much more similar than we believe we are. The truth is that we are all patternfollowers and pattern-seekers, and the line between reality and deception is a very thin one indeed.”
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Innovation hackers bid to clear air N DAY ONE of Lions Health, R&D experts from consumer health and hygiene company RB joined forces with creatives from global agencies including McCann Health, Sudler & Hennessey and Medulla Communications at the Innovation Hack, a competition to come up with creative ways to tackle the growing problem of air pollution. Outdoor air pollution has increased by eight per cent over the past five years, with some of the world’s major cities, including Beijing and Mumbai, reporting levels 60% above the recommended limit. Yet people still are not protecting their health. Even sunny, picturesque
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Innovation Hack participants take their message to the streets of Cannes
Curing big pharma’s big problem FOR AN industry that saves lives and makes people healthier and happier, pharma is surprisingly unpopular. “Pharma does so much good but it elicits so much hate,” said Ed Harnaga, vice-president of corporate affairs at Pfizer, setting the scene for yesterday’s Lions Health session, A Cure For Reputation. “From the inside, we see ourselves as working hard to improve human health and cure devastating diseases like smallpox, hepatitis C and HIV. But 76% of people think big pharma cares more about making money than helping people. That’s a hard thing for us to get our arms around.”
It was to help change this perception that Pfizer embarked on its first corporate ad campaign in 10 years — a process that began with accepting
PFIZER’S DANA GANDSMAN
some uncomfortable truths. Research revealed that people view medicine as a right, and pharma as the “shady, cold, money-hungry, deceitful” villain that stands between them and a healthier life. “The next decision was how to fight back,” Harnaga said — a debate that eventually led Pfizer to the conclusion that facts, figures and data, however worthy and impressive, don’t win hearts and minds. “People want brands with soul,” Harnaga said. Translating that finding into campaign form fell to Dana Gandsman, Pfizer’s senior director of reputation communications. “We were look-
ing for a human truth; something that would strike an emotional chord,” she said. “And we discovered that, although people don’t like pharma, they love science. So that became the platform for our campaign, ‘Driven to Discover The Cure’.” The result, including the 60-second spot ‘Before It Became a Medicine’ and a robust social-media campaign, has been “a real source of pride”, she said. “Results were incredible. We reached over one billion people with the TV spot alone, and 900 million on social channels.” It also brought about a 47% change in perception, she added.
Cannes exceeds the WHO’s air-quality guidelines. So to launch the Hack, its participants caused a stir around the town centre by wearing bright purple masks, highlighting the fact pollution is everywhere. Competing teams will present anti-air pollution innovations during a live judging session, open to all Lions Health ticket holders, in Palais II at 14.00 today. Roberto Funari, RB’s executive vice-president, category development said: “Air pollution is a huge global issue and by bringing together talented individuals across our business with creative experts from around the world, I’m hoping to see some exciting innovations that could potentially save lives in the future.”
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