Cannes, France – Last night's awards show was filled with powerful videos that showed triumph, empathy and hilarity in equal measures. There are so so many to share, but here are five you cannot miss:

SickKids VS: Undeniable

What if you felt empowered to take on anything? That's the Rocky-running-up-the-stairs feeling you get watching just seconds of this video for The Hospital for Sick Children. The video was created for a fundraising effort designed to get millennial men off the sidelines and involved in supporting sick children. Instead of going the usual nonprofit approach and focusing on empathy and personal stories, they followed the lead of performance brands and built what is just short of a college football hype video. The fierce fighting story won them their donors (695% increase in online giving) and also created something much more: an anthem for the fight of these families lives. See the full site.

Inside-out #AnchorGoStrong

To engage teenagers who are skeptical of advertising, BBDO worked with World Champion Slam Poet, Harry Baker to create three new commercials for Anchor Milk. Baker has a degree in mathematics and a passion for science, which all comes through in the relaxed rhyming prose that reveals the nutritional magic of milk. Want seconds? Here's another.

Libresse - Blood

This U.K. spot from Bodyform is part of a campaign by the feminine hygiene brand to break down taboos around the menstrual cycle and exercise. It feel like a This Girl Can anthem about potential and fierce drive but the women surfing, dancing, running and competing are bleeding – gashed facings, bloody noses, raw toes, and scraped handing. The video ends with the demand: "No blood should hold us back."

Handle With Care: Gillette’s New Assisted Shaving Razor

There have been 4000 razors designed to shave yourself and only one razor designed to help you shave someone else. Caregiver Kristian Rex brings the reasons why they matter powerfully to life in an happy-cry-worthy story of taking care of his father after a stroke. The Treo razor may be the functional takeaway but the fulfilling aspects of being a carer are definitely the emotional ones. Still a little choked up over this one.

“Swisscom Calling” Samsung

Jonty Toosey, commercial director, in a talk called Truth Lies and Fairytales, asked “Why do we manipulate the truth? Because reality is dull", he said. "We are very good at understanding emotional narratives. We prefer fantasy to raw facts." Toosey suffers no boring reality gladly. Instead he creates interrupts the everyday with just the right amount of fantasy and captures the joyful reactions for brands. “It only takes the course of a second for your eye to pick out what you’re interested in and only 3-seconds before they decide to stay or move on. In our industry we have to make our content engaging and exciting for an audience that has a very very short attention span," he said. Are you still engaged? If so, here's another one: Belvita Blue Monday


What were your favorites?

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.