Ganadores / 2018

Ganadores Cannes Lions 2018


I Rescue / VML Colombia


Treating Amblyopia isn’t hard, but diagnosing kids who lack access to medical care is a challenge. When the patients can’t go for treatment, treatment must come to the patients. We needed a tool that was inexpensive to produce, easy to distribute, and most importantly, fun to use. The I rescue is a playful, die-cut mask that catches attention in periodicals and waiting areas, and empowers parents to proactively screen and treat their child’s eyes for free.


I rescue masks are heavyweight inserts that are easy to tear out along the die-cut. Each I rescue has a unique visual identity that stands out from surrounding collateral, and is immediately recognizable as being for children They are designed with bright colors and textured surfaces that invite interaction. They are bold so they’d be noticed. They are tempting so kids want to play with them. They are sturdy so they can last through the treatment cycle.

I rescue masks intertwine beauty and functionality. They are reversible so that they are equally charming and effective no matter which eye is being worked. Wearing the I rescue becomes a fun diversion from the tedium of the eye exercises required for treatment.

Printing details are as follows:

• 350g glazed paper

• Polychrome with Pantone inks

• Matte finished

• UV embossing with UV silk screen to create texture


The first 1500 masks distributed through a regional newspaper have become a strong proof of concept and now Dr. Vargas expects that he can begin to reach 300,000 children a year with this treatment once it’s distributed on a wider scale. Although only in the early stages, I rescue is proving to be an effective tool for screening, treatment and building awareness for the work of the Worldwide Amblyopia Campaign.



Company Location Role
VMLBogota, ColombiaEntrant Company
VMLBogota, ColombiaIdea Creation


Person Company Role
Debbi VandevenVMLGlobal Chief Creative Officer
John GodseyVMLNorth American Chief Creative Officer
Maurizio VillarrealVMLExecutive Creative Director
Catalina HernandezVMLManaging Director
Antonio LopezVMLGroup Creative Director
Raquel JacomeVMLCreative Director
Julio OrtizVMLCopywriter
Julian SanchezVMLArt Director
Carlos OrdonezVMLDesign Director
Juan Pablo RubianoVMLProducer
Felipe RinconVMLPhotography Director
Moria DeshpandeVMLCopywriter
Troy LeyenaarVMLCopywriter


Health & Wellness Lions

Category Award
Non-profit / Foundation-led Education & Awareness1Bronze Lion
Non-profit / Foundation-led Education & Awareness1Shortlisted