Toby Pickford’s Cannes Diary #1

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Toby Pickford’s Cannes Diary #1

Toby Pickford, chief creative officer at Ogilvy Health Australia is sitting on the Health & Wellness Lions jury at Cannes Health Lions. Pickford writes exclusively for Campaign Brief.


The Mission to Find a Cure!

After travelling for 29 hours I am finally here in the beautiful French Riviera. I have my mission pack and I am ready to find a cure for mediocre healthcare communication*. Actually, I am ready for bed.

Alongside a team of 10 experts, we will put everything under the microscope and work tirelessly to find the antidote. Well with the amount of experience in the room, you would hope so.

Today was the team drinks meet up. Rubbing shoulders, comparing notes with a bunch of dedicated experts from around the globe – led by the cool calm and collected, Shaheed Peera.

Obviously, there was a lot of discussions about the work we had all pre-judged, but the main vibe was the fact that we are all very honoured and excited to be a part of this amazing event.

We have a clear vision of what we need to do in the next 5 days – to inspect every inch of the work and hope we can find some breakthroughs that will inspire us to move forward and find that cure. ☺

*Bit dramatic I know, but thought I needed a theme to write to, see how it goes.