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Lucky Iron Fish - (2015) case study (UAE)

In a bid to tackle iron deficiency in Cambodia, it was discovered that cooking with a block of iron can help increase iron intake. The challenge was to encourage people to cook with that block of iron but by shaping it into a fish (a symbol of good luck in Cambodia) its usage was encouraged. The outcome was a 50% drop in iron deficiency after 9 months and 2.6 billion global media impressions.

In the category of PR in Cannes Lions 2015 Lucky Iron Fish won GOLD in Healthcare & Wellbeing.

ad agency: Geometry Global (Dubai office)

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Anonymous Adgrunt's picture
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Dabitch's picture

Addendum: The Lucky Iron Fish just won Grand Prix as well tonight. tweet related

Takmelius's picture

They won't keep it for long. Just until Cannes discovers that this is a fish developed in 2008 and a project started in 2012, before the Dubai agency even existed.


and the final conclusive evidence:

Dabitch's picture