With 2018 looking to be the year that the marketing industry begins to realise the full potential of creativity in digital tech, to understand the promise of audience targeting, looking back at what has raised the bar and changed the playing field can only make creatives stronger.
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?
The Drum Marketing Awards celebrate the best marketers and campaigns internationally. Following are five examples of the best of the best of the 2017 winners.
Samsung: Slider at the HSBC London Sevens
Samsung and M&C Saatchi Sport & Entertainment brought back the Samsung Slider technology at the HSBC London Sevens in May 2017 to promote the brands new SUHD TV range by offering fans a barrier-defying, quantum leap in viewing experience.
The Slider is a one of a kind sofa/rollercoaster experience that swung fans left to right, across Twickenham pitch at speeds of up to 20mph. This brought them close and personal to the game and footballers, offering a new and thrilling experience.
Fox Sports: #18towin
FOX Sports, the Bundesliga and Kindred created a unique challenge. Each year the Bundesliga league goes on six week winter break, so a social media event was created to remind fans worldwide that the league was back.
#18toWin was the world’s largest penalty shoot-out. Over a two-week period fans from over 100 countries joined together to predict the results of 18 different penalties by using emojis.
Dyson: Rethinking recruitment for Dyson
Rethinkers was a series of cryptic online challenges that pushed candidates to their limits to determine whether they were up to the task of working at Dyson.
Launched through Reddit and YouTube, Dyson and Livity sent candidates across the internet to solve puzzles for a chance to explore Dyson’s R&D lab. This strategy received a global reach of 24.8M people, with winners coming from eight countries.
NHS Blood and Transplant: Missing Type International
In 2017, the world was faced with a dangerous shortage in blood donors. So NHS Blood and Transplant and ENGINE brought together 23 donor organisations from 21 counties for the first global blood donor recruitment drive.
Rolling this out in a domino effect across multiple time-zones, the letters A, B and O disappeared from signs, logos and social media profiles, creating record numbers of donor registrations.
Levi's Music Project
The Levi's® Music Project was a campaign that aimed to provide access to music in communities throughout the world.
This project provided a much-needed studio resource to Tottenham in North London, with the help of English rapper Skepta and Levi’s®. It enforced the importance of broad access to music while enabling Skepta to give back to his local area and foster the next generation of UK talent.
Have you created amazing work that should be shouted out about? The Drum Marketing Awards are now open for entries, download the entry pack and show the world your hard, outstanding work. Next time, your projects/campaigns could be showcased on TheDrum.com.