Congrats to FCB Chicago! The agency won the Health & Wellness Grand Prix for its campaign for anti-nausea brand Dramamine at the Cannes Lions International Festival of Creativity on Monday.
“The Last Barf Bag,” a lighthearted, 12-minute mini-documentary from the Interpublic Group of Cos. agency and directing collective Sunny Sixteen, explores the eccentric subculture of air sickness bags by profiling four collectors who show off their treasures.
The film also looks more broadly at the decline of air sickness bags on commercial airlines, which has followed a major drop in air nausea rates over the past half-century, as improved planes and flight paths have reduced turbulence. Watch below:
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Health & Wellness Jury President Wendy Chan noted, “This Grand Prix-winning work showcases how a brand no matter its size can cut through the noise of a crowded market. It talks about the brand without mentioning it, by using light-heartedness, with an unexpected but relevant way in. It’s an example that will inspire all to push boundaries.”
Dramamine cheekily takes some credit for this in the film, at one point showing a chart mapping the brand’s growth against the bags’ disappearance.
Behind the Scenes
FCB had the idea for the film while exploring the nausea space and stumbling upon stories about the decline of the bags. Both barf bags and Dramamine turn 75 this year, offering a timely opportunity to explore their histories and how they might intersect.
“The Last Barf Bag” continued Dramamine’s efforts to reinvent itself, moving from functional and medicinal to more fun and approachable.
This followed a 2023 FCB campaign called “Ditch the Drama” that included comic spots with a “Drama Llama” character.
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