The Drum Awards Festival - Extended Deadline

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By Katie McQuater, Magazine Editor

June 19, 2015 | 2 min read

Poke executive creative director Nik Roope has described the thinking behind his agency's Global Rich List website, which allows people to see where they sit on a scale of global wealth, as part of The Drum's Dream Awards.

On a visit to resident psychiatrist Dr Sarracenia, Roope outlined the dream that inspired the creation of the website, which was launched in 2003.

"So I had this dream. It was an awful long time ago but it's crystal clear," he said. "I had this terrible feeling, and I didn't know what had caused it. I hadn't upset anybody and nobody had upset me, and then I finally realised what it was.

"Earlier that day I'd been leafing through the Sunday Times Rich List and it was incredibly exciting but it just left this big hole. It just left me feeling kind of alienated, I suppose."

Roope explained that despite this "terrible feeling", he realised that he was very well off in comparison to the majority, from a global perspective.

He added: "I went about making some calculations. On a reasonable salary in the UK you're in the top one per cent. I thought this was incredible."

The film is part of a series created by Lost Boys to coincide with The Dream Awards, featuring creative luminaries discussing the dreams behind some of their most inspired campaigns. The campaign also features photography by Julian Hanford.

The Drum has launched its Dream Awards, judged by leading industry figures including Rosie Arnold, deputy executive creative director at BBH, Guy Duncan, global creative director at Coca-Cola, and Beattie McGuinness Bungay founder Trevor Beattie, to celebrate the big ideas behind creative campaigns across multiple channels and categories.

The deadline for the Dream Awards, sponsored by Shutterstock, is today, Friday 19 June. To find out more and enter, visit

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