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The 2025 Cannes Lions International Festival of Creativity is less than two months away and medical marketers are already making travel plans for the annual weeklong celebration in the south of France.

Some will attend because their work is nominated, some will attend to be inspired by the work of others and some will attend because they are serving on the various industry-specific juries.

Frank Mazzola, managing founder of 21Grams and global chief creative officer at Real Chemistry, falls into the latter category.

He is one of 10 leaders serving on the Pharma Lions jury this year, which will be helmed by Franklin Williams, EVP and executive director, experience design for Area 23. (Eric Weisberg, the global chief creative officer at Havas Health Network, will lead the health and wellness jury.)

Outside of the two festivals interrupted by the COVID-19 pandemic, Mazzola has attended Cannes every year since 2018 and has noticed the evolution of healthcare advertising’s presence there.

Years ago, agencies would only get a two-day pass and often left before seeing the full consumer part of the festival, he said. 

Additionally, health-focused presentations were small in nature, confined to a tiny stage with limited visibility and the work itself wasn’t considered on par with other advertising categories.

Now, however, he said the tides have shifted in medical marketing’s favor. He called the opening of a dedicated pharma category at Cannes a significant moment that changed perceptions and elevated healthcare advertising’s status.

“Our industry is moving forward and way past where it was even five years ago — and it’s unrecognizable from where it was 10 years ago,” he observed.

As for trends he expects to see in the nominated work, Mazzola emphasized the growing importance of using comedy and levity to address serious health topics.

While health brands have traditionally eschewed humor because it didn’t seem appropriate for marketing efforts, he said companies have found a new tone that they have honed over time. 

Though comedy may look easy, he acknowledged how hard it is to accomplish, especially for marketers representing brands.

Mazzola and the 21Grams team will expand on the subject as part of a talk at Cannes detailing how humor can make difficult subjects more approachable

Other key areas of interest to Mazzola include AI integration, entertainment-focused advertising and work that connects deeply with target audiences.

While each juror takes a different approach to judging, Mazzola said he’s looking for authentic, regulated work that pushes industry boundaries and sets a higher creative standard for pharma advertising.

“I want to see real work — I want to see work that went through the process and that work has to be great. It shouldn’t be a lower standard,” he said. 

Being a Cannes juror is something of a career goal for Mazzola and he reiterated how honored he is to serve as part of the team evaluating work and trends across the industry.

For newcomers, Mazzola said there is “no learning experience” like Cannes and encouraged them to schedule ahead of time to see must-see talks and immerse themselves in the social aspect of the festival.

Attendees, he added, should try to take it all in, network with others across the industry and bring something back for their respective agencies.

“The awards part is like two percent of the whole thing — you come back and your head is filled with ideas and things to talk about with the agency,” he said.