The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Creative Facebook One Minute Briefs

#WhatIReallyReallyWant scoops top accolade at The Drum Creative Awards 2017


By Dani Gibson | Senior Writer

November 30, 2017 | 5 min read

Sterling Media helped girl power break the Internet for Project Everyone’s disruptive film #WhatIReallyReallyWant and walked away with the Grand Prix and the best online film award at The Drum Creative Awards 2017.


#WhatIReallyReallyWant scoops top accolade at The Drum Creative Awards 2017

Founded by filmmaker Richard Curtis for the United Nations, Project Everyone launched the United Nations’ Global Goals — a plan to end poverty, fix climate change and address inequalities. In 20176, Project Everyone convened the first Global Goals campaign with a focus on girls and women. Sterling Media launched the campaign on the 20th anniversary of the release of the Spice Girls’ track Wannabe, reflecting the voices of girls and women all over the world telling world leaders what ‘Goals’ they ‘really really want’ to be achieved to help improve their lives.

Kat Hann, regional head of Creative Shop, Facebook and member of the judging panel said: "This is a powerful message delivered in a smile and goose-bump inducing way – a perfect piece of advertising. It screams 'I wish I had done this' and then makes you think 'What can I do about this?'. Congratulations to the winners."

The prestigious Chairman’s award went to The Smalls and Pinwheel Animation for Netflix's Orange is the New Black. The Smalls worked with Slovenian animation studio Finta to create a recap of Orange Is The New Black for Netflix.

On why she chose the animation for the prestiguos award, chairperson, Caitlin Ryan, group executive creative director at Cheil Worldwide, said: "The piece of work I kept thinking about was The Smalls/Pinwheel Animation for Orange is the New Black. It is beautifully crafted - but better than that - it shows how with creativity you can take a story line and reimagine in for a new format.

"I love the idea of taking a theme meant for a TV broadcast and reinventing it through puppets for social media. It is a brilliant way to reward exiting lover’s of the show and introduce the themes and vibe of the show in stackable content to new audiences. Very clever. And full marks for the animation."

One of the most sought after award of the evening was the Creative Women of the Year (in partnership with Creative Equals). The shortlist of 10 included some of the most influential creatives in the industry (put a link to our previous story about the shortlist). Alice Tonge, executive creative director/head at 4creative, has scooped the honour.

Ryan expressed that choosing just one ‘Creative Woman of the Year’ was bloody difficult. She said: "All of the women shortlisted were phenomenally talented and came from a spectrum of eclectic, innovative creative backgrounds.

"What made us choose Alice? Firstly, her work is extraordinarily good. Her tribute to the Paralympics ‘We’re the Superhumans’ is rightly considered one of the finest pieces of work to come out of UK in the last couple of years. But just as important is the way she thinks and leads. She pushes boundaries, takes creative risks, celebrates diversity and challenges the status quo."

"I honestly cannot think of a better advertisement for female creative leadership in 2017 than Alice."

Winners also include: Specsavers for client of the year and best use of branded content; Weber Shadwick - Brutal Cut for creative agency of the year, integrated campaign and social media. and Flow Creative - BBC Three for branded content strategy and film campaign.

For a full list of winners, please click here. You can register your interest for the 2018 awards now.

Sponsors of the awards are: Facebook, One Minute Briefs, Creative Equals, TINT, The Drum RAR and The Drum Network.

Creative Facebook One Minute Briefs

More from Creative

View all


Industry insights

View all
Add your own content +