Grey London wins accolades at The Drum Content Awards for its work raising the profile of Africa’s contentious ivory trade
The Drum celebrated its second annual Content Awards this evening (2 November), with Grey London taking home the Grand Prix award for its work for WildAid, helping the organisation to raise awareness of the dark side of the ivory trade, and its bid to save the elephants, which are on the path to extinction.
Drum Content Awards
Grey London’s efforts, creating a platform for activists to #JoinTheHerd and livestreaming the largest ivory burn in history through Periscope, won most innovative use of new social platforms. The agency also put a message up on The Bund Building in Shanghai, directing those in China to watch the burn live on NetEase. The idea was to raise awareness of the ivory trade, which kills an estimated 33,000 elephants every year, in order to prevent the extinction of elephants as their numbers dwindle.
Field Day won the best not-for-profit/charity content marketing campaign, as well as the chairman’s award for a piece titled ‘Share the Orange’ for Alzheimer's Research UK. The film was produced to dispel deep misconceptions about Alzheimer’s and other causes of dementia, and convince people to donate towards the research that ARUK funds, via a clear call to action to ‘Share the Orange’. The film was watched over 10 million times.
The Story Lab won content marketing agency of the year, nominated seven times across the awards, receiving one commendation for its work with Factory Media and UKTV to produce a TV show format The Indestructibles for Casio G-Shock. UKTV won an award, best integrated cross-channel cross media, for the same campaign.
Google won best new product or publication launch for its Stand Up To Cancer YouTube Party, in aid of Cancer Research UK. The party - an interactive 12 hour live streamed event - attracted a host of top YouTubers including Caspar Lee, Dan Howell, Jim Chapman, Joe Sugg, Marcus Butler, Phil Lester and Pixiwoo, as well as well known faces from film, TV and music. The event built upon the success of 2015’s version, this year with a more strategic call-to-action, whereby individual vloggers used different fundraising mechanisms depending on what would resonate with their audience. So far it has raised almost £200,000 this year.
Meanwhile Mediacom won the most awards, with four in total, including best use of content on social platform for its work with Coca Cola, best creative content idea using video for a campaign for Scope named ‘End The Awkward’, best use of print in a content marketing campaign for the agency’s work with Trinity Mirror Solutions for client Sky, and best professional services content marketing strategy/campaign for its #BetterQuestions campaign for Ernst & Young.
This year’s Content Awards are sponsored by Yahoo, Pulsepoint, The Flash Pack and Tint. To see the full list of winners visit the site.