Crafted to perfection: ad wins big by busting beauty myths
- Jun 23
- 1 min read
Updated: Jun 24
A CAMPAIGN exposing myths and scams in the beauty industry by spoofing the periodic table has won this year’s Lions Health & Wellness Grand Prix.
‘The Periodic Fable’ from London’s Smuggler and Uncommon Creative Studio was launched for beauty brand The Ordinary, taking aim at products and treatments claiming to erase wrinkles and scars, freeze body fat and eliminate pores, among others.
“It had a few things that came together in a way that didn’t come together in any other piece,” said Jury President Kainaz Karmakar, chief creative officer at Ogilvy, India. “That was health, wellbeing, culture, creativity and craft. All these things came together in this piece, and it is so relevant to the times that we live in. We had jurors from across the world, and there was no one who felt that this piece would not be relevant in their country.”
“The idea was strong, the message was relevant, but what made it undeniably the Grand Prix was the craft, the craft, the craft,” Karmakar added. Her triple-emphasis played into a trend in this year’s selection, with ideas that “were crafted to perfection … our pieces can compete with the best in any category”.
Golds went to Brazil, the US, Sweden, Canada, the UK and a joint UK/Singapore piece. Karmakar said that the Grand Prix reflects important wider trends in the sector. “Beauty trends are affecting young people in a way that’s really hurting their mental wellbeing,” she said. “The Periodic Fable as a film is flawless, but as a movement, it’s necessary.”
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