Ahead of Cannes Lions 2025, Health and Wellness juror and Executive Creative Director of McCann Health Brazil Alessandra Gomes explores the creative trends she expects to see in the jury room—from the return of humor and a rise in patient-centered narratives to daring vulnerability and work that embraces simplicity. Overall, from this year’s Health and Wellness submissions, she expects “a new balance between emotional truth and scientific rigor.”
“The most impactful work will likely be the kind that refuses to separate the two,” Alessandra said. “It doesn’t choose between facts or feelings; it makes you feel the facts.”
