Strategy and creativity are celebrated in equal measures at The Drum Awards. Across the board, there are plenty of examples of fantastic and innovative work produced by agencies, brands and individuals each year. But what makes a winner? How do you shout from the rooftops that your campaigns are brilliant?
At The Drum, there are 22 awards that celebrate the finest work produced globally. Following are seven examples of the best of the best of The Drum Awards 2017 winners.
IRN-BRU Xtra: It Makes No Sense
This outdoor campaign, created by Leith, built on the insight that consumers believe that soft drinks with no sugar have a weaker taste. The creative featured a series of outdoor posters with confusing headlines, supported by the line: “Xtra taste and no sugar. It makes no sense”.
The campaign was initially teased with a large scale building wrap at Glasgow Central Station and, with support from Stripe Communications and Dare, was delivered throughout Scotland in October 2016.
Chi & Partners, Mindshare, All Together Now and Sky Media came together with Argos whe faced a rapidly changing retail landscape. The catelogue retailer needed to be reintroduce to the modern shopper as a true omni-channel retailer. Argos launched an exciting and fast-paced campaign that positioned the brand to the current consumer, increasing turnover year-on-year in the process.
Long Tall Sally: Made Tall
Propellernet and Long Tall Sally cerated the Made Tall campaign to incorporate hero(ine), hub and hygien content to drive SEO, PR and business success. It delivered a 729% ROI and has provided Long Tall Sally with a content foundation on which to build future SEO success.
London Symphony Orchestra: Visual identity conducted by Sir Simon Rattle
Even though the London Symphony Orchestra (LSO) has international reputation of being progressive, it wasn't standing out in a sector of traditional identities. Branding agency, The Partners, took to the stage with conductor Sir Simon Rattle and inspiration of the original 2004 LSO conductor logo to create a visual language from motion data of Rattle conducting, interpreted to reflect the emotion of the music and passion of the orchestra.
Oxfam: My Oxfam
My Oxfam was a new supporter product for Oxfam that drives transparency and control.
Hi Mum! Said Dad created an app that contained four main components and allowed users to see the real impact of their donations with; regular stories from the ground, a tally of lifetime donations, immediate donation control and personal content and onboarding.
Each component was designed to meet changing supporter expectations and Oxfam’s mission to bring supporters closer to the impact of their giving.
Specsavers: Proving mobile effectiveness for Specsavers
Manning Gottlieb OMD and Specsavers teamed up to prove how effective mobile can be for the optical group. Specsavers was using a last click attribution model but with a robust test and measurement campaign, it proved the intrinsic value of mobile in the dynamic consumer journey.
United Nations: World Water Day
Salford-based graphic design teacher Dave Holcroft turned heads with a clever and thought provoking campaign for United Nations' World Water Day. The poster detailed an experiential campaign concept where the public was given free water, the caveat being that they would only get a bottle if they walked the average distance women and children in Africa and Asia walk for water, a total of 3.7 miles.
The Drum Awards is a global scheme that aims to identify the best practices, companies and people in our industry. It’s mission is to share that information with readers of The Drum - one of the worlds largest marketing platforms - to help them make better decisions.
Entries for the awards are now open. If you have any questions, queries or need advice on your entry form, please contact one of our event managers.