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Modern Marketing Formula One (F1) The Drum Awards

Formula 1 takes first place with Grand Prix accolade at The Drum UK Event Awards


By Dani Gibson | Senior Writer

December 5, 2017 | 5 min read

Earlier this year, F1 Live and Velocity Experience (TBA Group) saw 100,000 people gathered around Trafalgar Square to witness all ten Formula 1 teams coming together for the first time outside a race weekend. The campaign, created to bring the brand closer to its fans, has scooped the Grand Prix; the large event of the year; and the sports event of the year accolades at The Drum Event Awards 2017.


Formula 1 take first place with grand prix accolade at The Drum UK Event Awards

Chairman of the judging panel, Damian Clarke, managing director at Undercurrent said: "This award entry hit every aspects of the judges focus this year. Human centricity, diversity in a sometimes exclusive sport and excellent social mobility access all played a big part in this integrated piece of work. Oh and the activation in central London was breath taking!"

The coveted chairman's award is chosen from all the nominees this year. Clarke's choice is ESI Live, for its work on Young Progress Makers which was launched in January 2017. The interactive, new event was created to inspire and lead London's young people.

550 people were packed into Camden's Roundhouse for the event and included live performances; speed mentoring, a competition for London's best new business from an under-25 entrepreneur, debate and Q&As with some of London's best minds.

On why he chose ESI Live, Clarke said: "This was a project that has put its core audience at its heart, shows great diversity and is able to focus on social mobility as a key driver to its success."

Curated Place have snagged the cultural event of the year, event team of the year (under 40 staff) and small event of the year for its work with Hull 2017, UK City of Culture.

Over the Mayday Bank Holiday this year, the agency joined forces with Reykjavik based singer/songwriter John Grant to create and curate a four day music festival exploring the best in sonic creativity.

Catherine Borowski, founder and managing director at Produce UK said: "John Grant's North Atlantic Flux - Sounds From Smoky Bay has been chosen for its genuinely celebratory joyful-ness! It’s an open hearted festival, inclusive to all and most certainly not afraid to push the boundaries of conformity.

"It takes a brave skillful organisation to program such an eclectic, seemingly random festival but one which on further investigation proves itself to be completely site specific to Hull and the wider City of Culture celebrations. It has achieved that magic - being artistic whilst touching the hearts of large numbers of people. Congratulations, I can’t wait for more!"

Michael Gietzen, managing director of Identity, a sponsor of the event said: "It was such a fantastic evening and great to showcase so many brilliant businesses that are leading the way in the events industry.

"We are really proud to have sponsored the evening and it is amazing to see so much talent from the industry. Congratulations to everyone who has achieved fantastic work."

Winners also include: Rapport for event agency of the year (under 40 staff), conference/exhibition of the year and corporate event of the year; drp group for event agency of the year (40+ staff) and brand activation with invited audience of the year and Amplify for experiential agency of the year (40+ staff) and event team of the year (40+ staff).

For a full list of winners, please click here.

Sponsors for this year's event are: Identity, Adlib, Squaremeal Venue & Events, Wildfire, JLA, EFX, ROE Creative Display and TINT

Modern Marketing Formula One (F1) The Drum Awards

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