Y&R Wins Grand Prix, Gold And Silver For Tokyo's "Family Way"

Campaign Also Awarded a Glass Lion

PR Newswire 20-Jun-2017 4:16 PM

CANNES, France , June 20, 2017/PRNewswire/ --Y&R was awarded the Grand Prix, one Gold and one Silver for "The Family Way," a campaign for Recruit's Seem Mobile healthcare kit by DY&R Tokyo that tackles the taboo nature of infertility as well as the perception that infertility is a women's issue.

"This is a banner night for us. Mobile is often the bridge between our virtual and physical lives, and with this campaign we have helped people find a real solution that can transform their lives. We are so proud of this work and of DY&R Tokyo. What an open and expansive canvas for ideas mobile has become," said Tony Granger, Y&R Global Chief Creative Officer.

"The Family Way" introduced Recruit's Seem mobile healthcare kit that allows couples to test a man's sperm count without visiting a clinic. Concerns over a declining birth rate in Japan and cultural misconceptions that infertility is not man's issue, spurred the development of the kit that gives couples a simple way to test at home. The work aims to help couples identify fertility issues faster and break through the stigma around male infertility; it brings couples closer to one another and closer to the hope of having a child.

Men who used the Seem kit showed more proactive behavior in addressing infertility with their partner. Seem became the number one selling healthcare kit on Amazon in Japan and 33% of men visited a clinic after using the kit. In addition to its Mobile wins, the campaign also won a Bronze Lion in Glass on opening night at the Festival, representing Y&R's first Glass Lion.

Y&R was also recognized with a Gold Mobile Lion for Y&R Italy's "Chat Yourself" created for Italia Longeva.

About Y&R Y&R is one of the leading and most iconic global marketing communications companies. We operate as a Global Boutique, connecting deep insights from local business needs and consumers with strategies and objectives that travel across borders. Y&R Inspire Change is the agency's global social impact practice geared towards both nonprofit organizations and brands incorporating social purpose strategies. United by a global infrastructure and common tools and technology, all our clients have access to people and resources from everywhere in our network.

Y&R has 189 offices in 93 countries around the world, with clients that include Bel Brands, Campbell's Soup Company, Colgate-Palmolive, Danone, Dell, Telefonica and Xerox, among many others. Y&R is part of WPP (NASDAQ: WPPGY). Follow us on Twitter and Instagram

Contact:Aviva Ebsteinaviva.ebstein@yr.com+1 917-679-8691

or

Jinie Kwak jinie.kwak@yr.com+1 646-342-6572

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SOURCE Y&R

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