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The Cannes Lions judges roared with praise for Opella’s Allegra and Unisom campaigns, and the brand walked away with four awards, thanks to its out-of-the-box initiative that changed its approach to marketing: the Crazy Elevate Creative initiative. 

The brand’s first visit to the Cannes Lions Festival of Creativity in 2021 planted the seeds for this year’s wins. That year, Opella brought 10 team members to Cannes to learn from the best in the industry. They spent time connecting with experts in PR, consumer engagement and innovation. 

The goal was to define key strategies and practices that eventually turned into the seven key points of its Crazy Elevate Creative initiative. By bringing talented and driven team members to Cannes, they could learn from the best practices in creative industries and bring those insights back into their own brands. 

Opella took home four Cannes Lions: a bronze in digital craft for its Allegra campaign and a silver in health and wellness, bronze in health and wellness and bronze in PR for its Allegra campaign. 

“Creativity and instilling creative and innovative thinking in the way that we operate as an organization was a competitive edge for us,” said Alberto Hernandez, Chief Growth Officer at Opella.

When measuring the success of its campaigns, Hernandez explained that their approach goes beyond just financial metrics, focusing on hard business results such as market share and sales performance and softer brand perception such as viral reach and social relevance. 

Each year, they have expanded the group and sent new team members to Cannes to continue learning and spreading their creative vision. The festival became a key part of their marketing and brand building approach, leading to multiple award wins in the past few years.

Opella has implemented company-wide initiatives to keep creativity at the forefront of their planning process. They first simplified their planning briefs, which they refer to as “Jeep Briefs” to allow for more creative freedom among teams. These briefs are concise, one-pagers that only provide essential information for teams to get started. 

Opella’s Creative Lab is a monthly three- to four-hour meeting of internal and external experts that review and critique ongoing projects and brainstorm areas of improvement. They gain feedback and perspective from other companies such as Dove, Red Bull and Lego.

The company’s creative week provides training sessions across the organization in creative thinking and applies to all roles, not just marketers. This week aims to elevate creative thinking across the brand.

Opella also started the Crazy Creative Fund which is dedicated to supporting risky projects that can’t be funded through regular budgets. This fund allows teams to test unconventional ideas and has resulted in two Cannes award-winning campaigns. 

“If it’s in the gray zone and people have doubts, most likely it’s an area in which you want to investigate and go further,” Hernandez explained. 

Opella’s 2025 Awarded Campaigns

The Unisom campaign leveraged a real-time cultural conversation involving the New York Giants and partnering with running back Saquon Barkley after Joe Mara’s comments about losing sleep if Barkley joined the Eagles, who he had just signed with. Unisom created social media videos with Barkley where he recommended the product, but claimed he didn’t need it. 

“The brand moved from being a tail brand, in terms of awareness, to being actually viral, front page news,” Hernandez said.

The Allegra Pollen Passport campaign created the world’s first digital tool that helps allergy sufferers prepare for travel by predicting the levels and types of pollen at destinations. The app provides information on the specific pollen types, daily pollen levels, and a personalized medication recommendation with discounts on relevant products. 

The campaign resulted in 177 pieces of media coverage and reached about 5 million people with a 100% positive response rate.