The best campaigns of 2018 from The Drum Awards: early bird rates for 2019 available
The Drum Awards is launching its call for entries for 2019. The first eight competitions are already open to enter and you can get an early bird discount if you submit before 19 December.
Award-winning work takes time and consideration — and the best-of-the-best from your agency, brand or company could be earning well-deserved accolades and trophies.
Here are eight examples of those who have wowed and amazed The Drum Awards judging panel of industry experts in 2018.
Campaign: The Launch of Samsung Quickdrive:
Agency: Taylor Herring Ltd
Last November, Taylor Herring and Samsung launched a through the line campaign which led the entire marketing strategy for a flagship product launch.
Domestic appliances can be difficult to promote, particularly white goods like washing machines. The creative was firmly rooted in earned media and featured original research, a disruptive TV spot, a feature film, one of Britain’s greatest composers and a very smart washing machine.
Results included worldwide media coverage, the first social trends in Samsung domestic appliance history, a +10 point increase in positive sentiment, millions of views and a 238% uplift in sales.
Members of the judging panel said: “We were really excited by this entry; the fact that this was such a different approach to a very functional product made us all feel that this could shake up this this sector within the industry and prove there isn’t just one way to market washing machines. A game changer.”
Campaign: Non-Consensual Sharing of Intimate Images
Agency: Republic of Media
Client: The Scottish Government
The Scottish Government gave Republic of Media an almost impossible task: deliver awareness and understanding of a change in law on Revenge Porn – a crime that can be taken lightly, but has significant consequences for both victim and perpetrator.
On a small budget, the target audience was young men who were experts in avoiding online ads they don’t want to see and Republic of Media needed to cut-through and encourage engagement with a Government ‘lecture’ message.
The campaign served to inform of the severe penalties people will face for sharing intimate images or video of someone without their permission.
Judge and commercial innovation director, Clear Channel UK, Cadi Jones said that the team made a huge impact with this campaign, despite a limited budget. “I was particularly impressed by their partnership approach with media owners to get buy-in to bend the normal rules on ad content to help to deliver this important message to the right audience,” said Jones. “They delivered spectacular results within the target audience. This ticked all the boxes for great idea, great planning, great execution – and as judges we wanted to see it recognised accordingly.”
Campaign: Just Like Us
Agency: WWF-UK, All Mighty Pictures, Time Based Arts
WWF's ‘JustLikeUs’ campaign aimed to raise public awareness of the critical plight facing Elephants, and gain financial support for the chairty's work.
This integrated campaign was different in creative tone and approach, designed to reach the widest audience at such a crucial time.
With around 55 African Elephants being killed every day, WWF felt compelled to give a voice to Elephants.
Head judge and founder of Brand Inspiration, Glenn Tutssel said: “The judges were moved to tears by this piece of work. It was very emotive. A simple public awareness campaign that tells the story in a most amazing way, that raised our emotions to the limit.
"I was extremely well executed and directed to gain maximum awareness. A brilliant piece of work.”
Campaign: Shelter #NotInvited
Agency: Kastner and Partners in London
Kastner and Partners in London came up with an idea for the homeless charity, Shelter. It was a response to Windsor Council’s unjust treatment of the town’s homeless population with the Royal Wedding on the horizon.
The Drum Chip Shop Awards are a little different to the usual shows. Here, you have complete creative freedom and your entries don't even need to be executed campaigns.
Chairman of the judging panel and creative partner at Now, Remco Graham said: "The whole jury was unanimous in our voting of this for a Grand Prix. We were also unanimous in wanting to see it run. I wouldn’t have been surprised to see a good agency come up with this.
"What’s so great about the Chip Shop Awards is that you find nuggets of gold like this. Using creativity for good. For where it really matters. That’s why we awarded this piece of work the Grand Prix."
Campaign: Bedtime Stories and Exam Results
Agency: TBWA Manchester
Client: PAPYRUS Prevention of Young Suicide
TBWA Manchester not only won one Grand Prix, but two for their work with PAPYRUS Prevention of Young Suicide.
Bedtime Stories was powerful online film launched on Safer Internet Day to raise awareness of young suicide and cyber bullying for PAPYRUS, a national charity for prevention of young suicide. It is part of on-going work around the shocking statistic that over 200 schoolchildren die by suicide every year in the UK.
The second campaign, Exam Question, highlighted how the stress and pressure of exams can lead young people to suicidal thoughts. Presented as exam questions, our messages around suicide each offered one simple answer – call PAPYRUS, a national charity for the prevention of young suicide.
Judge Wayne Deakin, executive creative director, Huge said: "A lot of energy, clever thinking and a sense of addictive fun was in abundance from this years Grand Prix winner. I was surprised and engaged by the work. I don’t know if it’s right to use the term ‘Northern Powerhouse’ but that is what TBWA /Manchester was this year. Well done."
Client: McDonald's Australia
Snaplications is the instant job application that changed the face of recruitment for McDonald's - one of the biggest employers of young people in Australia. VML let young people seeking their first job apply with just personality, no resumes and no CVs required.
TicToc by Bloomberg was the first and only global news network built for Twitter. They provide 24/7 coverage of breaking news, live events and top and trending general news. They are powered by Bloomberg's 2,700 journalists and analysts in 120 countries so that they can deliver a fast and interactive editorial experience for the next generation of on-the-go news consumers.
Judge and editor-in-chief, HuffPost UK, Polly Curtis said: "TicToc is a beautifully simple idea that allows Bloomberg to be at the heart of the conversation, in a distinctively Bloomberg way. The design shouts Bloomberg, which telling the audience it’s doing something different. The use of Twitter is novel and appropriate. Exciting to see that there is still innovation on platforms we think we all know."
Campaign: A Data Driven Marriage
Agency: Peak Ace
Kartenmacherei is amongst the leading greeting card providers in Europe. Trusting Peak Ace to take care of their core market to strengthen this position and even extend reach, the agency had complete freedom to do what they believed works best.
The campaign is a well-executed marriage of tech and creative which helped to increase Kartenmacherei overall performance in just 12 months. The data-driven approach can be seen everywhere from research to strategy, execution and the results.
ZPG, director of paid performance media, Vincent Coyle, said: "Peak Ace used classic on-page SEO along with more creative approaches to performance content marketing to generate a great ROI for Kartenmacherei.
"A heavy use of data was used to determine the most effective landing pages and in turn on site conversion rate. It's a great example of a well rounded integrated campaign can make the most out of PR and SEO."
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 first half of 2019's awards are now open. If you have any questions, queries or need advice on your entry form, please contact one of our event managers.
At The Drum we celebrate success and make sure that the best practice in the industry is given the recognition it deserves. Our global awards scheme covers various disciplines within advertising, marketing, digital and media. Make sure you enter to see your outstanding work in the spotlightFind out more