Award-winning work takes time and consideration — and the best-of-the-best from your agency or company could be earning well-deserved accolades and trophies. Here are eleven examples of companies and agencies who have wowed and amazed The Drum Awards panel of judges in 2017.
Paint New Happiness: Nippon Paint Malaysia
Nippon Paint faced the challenges of a slow economy and low consumer confidence. The brand's agency, Entropia, wanted people to paint their homes, as an act of love for each special occasion. Paint New Happiness was conceived and activated with a series of innovative moment-centric content and platform solutions. The campaign increased consideration and market share of the brand and emotive attribution to painting.
2017 judge, Dan Robins, head of programmatic and data at Spotify said: “In a super difficult category, which has previously not seen a great deal of digital innovation, and under challenging market conditions Entropia were able to put data at the core to drive real business growth.
"Not only that, the approach taken touched all parts of the Nippon Paint business, both on- and off-line, engaging users in multiple ways, and continuously using the data signals to update the campaign. A great blueprint for using data to drive outcomes."
Brutal Cut: Action Aid UK
Weber Shandwick delivered Action Aid UK's message that three million girls in Africa are at risk of female genital mutilation (FGM) each year. The 'Brutal Cut' campaign, a short video featuring a message from a Kenyan girl who faces FGM, was cut into online content across the web and raised greater awareness and conversation around FGM.
Judge, Eimear Lambe, head of brand strategy at Twitter said: "The judges across the board were impressed by Brutal Cut, and how a simple insight was carried seamlessly through the creative, media strategy and implementation. This work exemplifies best in class strategy and planning, and deserves the recognition."
The Answer Company: Thomson Reuters
Thomson Reuters re-launched its brand as The Answer Company in 2016 uniting all of their business units, over 500 products and services, under one platform for the first time in the brand’s history. 'The Answer Company' campaign told a story unique about the unified organization.
Chairman and judge, Chris Duffey, senior strategic business development manager at Adobe, said: “TBWA\Chiat\Day NY created a defining campaign unique to Reuters with a foundational premise that businesses are not ideally set-up to understand logic but rather they are ideally set-up to understand experiences.
"They told an interesting story unique to Reuters with a tight and striking visual identity."
F1 Live: Formula 1
This initiative was created to bring Formula 1 (F1) closer than ever to its fans. F1 Live saw 100,000 people flock to Trafalgar Square to witness all ten teams coming together for the first time outside a race weekend. F1 cars roared up Whitehall, while thousands danced to live music headlined by The Kaiser Chiefs. This iconic event engaged tens of millions globally.
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 Truth is Hard: The New York Times
“The Truth is Hard” was a multichannel campaign run by the New York Times (NYT) from February 23 to March 22. This campaign was designed to reposition NYT and bring the brand to the forefront of the discussion surrounding the news, especially fake news. The campaign kicked off with a broadcast spot at the Oscars and simultaneously activated on social, display, online video, and out-of-home.
2017 judge and chairman Wayne Blodwell, founder and chief executive officer, The Programmatic Advisory, said: "BMW recognized that by having disparate sources of data that they could not overcome some of their marketing challenges. They went about solving these challenges by creating their own ID so they could move effectively market to potential customers.
"It was a great strategic initiative that yielded great results. This is something which other brands should look to follow and great to see BMW leading the way, particularly in their vertical."
Desperados Bass Drop: Desperados
Desperados Bass Drop is the world’s first festival in zero-gravity and a historic event in music culture. More than just a party, it revealed what happens when you drop the bass in space. The event made for captivating footage and became Desperados most-watched content yet. Shared on MTV, Hypebeast and more, connecting with consumers in a whole new way.
Judge Joanna Carrigan, head of branded content, News UK explained: "The judging panel and I were blown away by this groundbreaking and outrageous execution. As well as style, the campaign also had substance - they used excellent audience insight to form a campaign they knew their audience would love and engage with.
"The sales uplift results speak for themselves and the content is out of this world. We all want an invite to the next party!"
LADbible Group: Redefining Lad in 2017
In 2017, LADbible group redefined what it means to be a lad by turning LADbible into a voice and identity for a community of more than 33 million, and a way of life for a social generation.
Judge, Matt Candy, global leader at IBM iX: "LadBible Group have done a phenomenal job over the last year of building out their brand and consumer engagement strategy. The extent of the reach they have and their ability to engage with with a community of more than 33 million people is testament to a well executed digital strategy and the power of the brand they have built. A well deserved grand prix winner."
#WhatIReallyReallyWant: Project Everyone
Sterling Media helped girl power break the internet for Project Everyone’s disruptive film #WhatIReallyReallyWant. Launched on the 20th anniversary of the release of the Spice Girls’ track Wannabe, the campaign marked twenty years of girl power reflecting the voices of girls and women worldwide telling world leaders what goals they ‘really really want’ to be achieved to 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."
Spotify Users Playlist: Spotify
Spotify’s first multi-platform campaign put out of home at its core, increasing annual users and embedding the brand ‘into the natural rhythm of people’s lives’. A truly enormous campaign spanning multiple out-of-home environments and formats with contextual creative featuring user playlists and contextualized to the environment and location.
Chairman of the judges, Dino Burbidge, director of technology and innovation at WCRS said: "Data has always been a dirty word for most creatives, so it was wonderful to see it being the genesis of the creative campaign itself.
"Not only that, the data was both vaguely anonymous and yet amazingly personal and revealing at the same time. And let's not forget the planning and rapier-like targeting - without them, this campaign wouldn't have been half as effective. A true Grand Prix winner."
External data to drive performance in paid search and social: Morgan Stanley
By looking at external data points for campaign integration, Spark Foundry and Morgan Stanley improved both customer acquisition and social engagement metrics, helping show the value of integrating campaign activation with external data sources.
Chairperson and judge, Purna Vijiri, senior Bing ads PPC training manager, Microsoft said: "This year's winners were a really brilliant bunch and it made judging an extremely difficult process- so much creativity and talent to choose from. It shows just how our industry has been maturing. There has never been a better time to work in search."
The Drum Awards is a singular global award scheme that recognises all the disciplines that make up The Drum’s eco-system. We have a series of competitions you may find relevant including marketing, advertising and digital. To see the full range of our competitions click here.