Some may say it's a fad, but brand purpose is really disrupting the industry with campaigns that focus on the consumer at a more personal level.
Taking home the Grand Prix award, as well as three others, at The Drum Content Awards 2019 ad agency, The Brooklyn Brothers for baby wipes brand, WaterWipes.
WaterWipes wanted to spark a global conversation on the realities of parenthood.
Having launched in eight markets as a direct response to research that showed that the ‘picture perfect’ portrayal of parenting in culture was disempowering parents across the world, #ThisIsParenthood documents the joys and tribulations of having children. The project sought to break down the taboos of being a parent by providing a platform for people to speak openly and honestly about their own parenting experiences.
The judges said: “Content marketing that has a genuine cultural impact is rare. This campaign does that and is real content connects with its target audience.
“The cut through is so much more effective than traditional advertising. Solid insight, strong use of social media and video tailored to a time poor and information hungry audience...strong results and qualitative feedback and engagement and a brand playing a valued part in the conversation. It was brutally beautiful and authentically global and diverse.”
Waste Creative was also a top competitor having snapped up three awards, including the coveted Chair Award chosen by Toby Horry, brand and content director, TUI, for its work with Finnish game developer, Supercell.
With mobile gaming successes like Clash of Clans in the Supercell library, launching its fifth game, ‘Brawl Stars’ needed a campaign that spoke to the generation Z audience. An audience that wants to avoid ads, distrust marketing and spend most of their time on dark social
Waste Creative developed a strategy with insights derived from social listening that sent this small community into a giant meltdown but resulted in huge earned media footprint without spending a penny on paid media or traditional ads.
On why he chose the campaign as his Chair Award, Horry said: “It showed a really great understanding of the target audience, had very clear objectives at a marketing and business level which were clearly achieved and demonstrated that context and channel is as important as creative when developing great content.”
Publicis Sapient and Dove lifted the awards Most Innovative or Creative Use of Content and Best Integrated Cross-Channel Cross Media for Project #ShowUs.
Research on global equality movements and media representation informed Dove that 70% of female-identifying and non-binary individuals still don’t see themselves represented in the media and advertising.
There are still many images out there that continue to impose unrealistic beauty standards, presenting a narrow view of who women are, what they should look like, and what they can achieve. Project #ShowUs was created to take action against this, in partnership with Getty Images and Girlgaze. The result was the world’s largest stock photo library created by women to shatter beauty stereotypes by showing women as they are, not as others believe they should be.
With over 5000 photographs of women from 39 countries, it was created and photographed by women, with zero digital distortion.
“This is inspiring, innovative, creative and enduring work going beyond a ‘one off’ content campaign to industry changing thinking and working embedding change for how women are represented within stock image libraries and within the media,” said judge and head of content and digital at Visit Britain, Carmel Hayes.
“The work brilliantly combines strategic thinking, insights, customer needs, partnerships and measurable results to deliver stand out content, the impact and longevity of this work is significant.”
Full list of winners
Grand Prix/ Best Branded Content Campaign/ Best Use of Content on Social Platform/Best FMCG or Consumer Products Content Marketing
The Brooklyn Brothers
Chair’s Award/ Best Interactive Entertainment Content Marketing/ Best Integrated Cross-Channel Cross Media
Content Marketing Agency of the Year
Best Use of a Content Marketing Platform/ Best Content Marketing ROI/Measurement Programme
For Trelleborg Marine & Infrastructure
Best Creative Content Idea Using Video/ Most Native Ad Format
Havas Media Group, Havas Turkey & Havas Media Turkey
For FINISH / Reckitt Benckiser
Most Innovative Use of New Social Platforms
Best New Product or Publication Launch
For Electronic Arts
Most Innovative or Creative Use of Content/ Best Integrated Cross-Channel Cross Media
Best Use of Print in a Content Marketing Campaign
For Prostate Cancer UK
Best Automotive or Transport Content Marketing
For Hyundai Motor Company
Best Automotive or Transport Content Marketing
Haymarket Automotive and MGOMD
For Nissan Motor (GB)
Best B2B Content Marketing
Best Public Sector or Government Content Marketing
For Scottish Water
Best Not For Profit or Charity Content Marketing
Malaria No More UK
For Malaria No More UK
Best Professional Services Content Marketing
For Virtual College
Best Financial Services Content Marketing
Best News/Media/Publishing Content Marketing
Travel, Leisure or Sports Content Marketing
Manchester United Football Club
Best Retail Content Marketing
For Virgin Trains
The Drum Content Awards 2019 took place at The Marriot Grosvenor Square Hotel, London on October 30. For information on the 2020 awards, click here.
Partners of these awards are BCMA and Winmo.