Libresse and The UN take home the top accolades at The Drum Advertising Awards 2019

Libresse and The UN take home the top accolades at The Drum Advertising Awards 2019

For the second year in a row, AMVBBDO has snapped up the Grand Prix at The Drum Advertising Awards for its work with Essity Libresse.

The international brand, known as Essity FemCare in the Nordics and Bodyform in the UK, has dared to break the taboos surrounding periods since 2017 with the #bloodnormal movement. In November 2018, they released Viva La Vulva in Sweden and Denmark, a campaign that celebrates the vulva, as well as fighting the myths, insecurities and stereotypes that women are subjected to around their genitals.

The campaign was also awarded in the Most Innovative Campaign/Advertising for Good; Food and Drink; Consumer Goods; Pharma and Healthcare categories. The judges said: “This campaign makes a tough topic accessible. It is entertaining, feel-good and memorable which makes it shareable. A strong creative execution.”

The UN, WPP, Grey London and Facebook took home the coveted Chair Award and the Advertising for Good accolade for ‘The People’s Seat’ campaign.

WPP brought together a team, led by Grey London, to help the UN reconnect with the world’s people. Together with Facebook, they brought the tools and techniques of modern advertising to the corridors of the UN. The campaign gave people a voice on the greatest threat facing humanity, climate change.

Awarded by the chair of the judging panel, Kirsten Stagg, head of marketing at Skoda, she said: “Launched by national treasure Sir David Attenborough, but starring everyday people from around the world, this is a clever campaign with a simple construct at its heart which did a fantastic job getting everyone talking.”

Another big win (TV/Cinema Commercial and Public Sector) comes from Engine and Women’s Aid for The Unedited Truth.

Working with the British Board of Film Classification, Engine created a cinema advert for the charity Women’s Aid, to highlight how child viewers are shielded from violence thanks to the certification system, yet this same protection doesn't exist for those living in a domestic abuse environment in real life.

The film begins with a couple eating breakfast which quickly turns into a violent outburst. This leads to a horrifying argument in which the mother is physically harmed. The ad takes the audience away from the violence to make it suitable for kids to watch, reminding audiences that there isn't a PG lock on domestic violence.

Phil Lloyd, judge and chief marketing officer at Carwow said: "A powerful piece of film which gives a very innovative twist via the BBFC, creating an editorial/PR hook a cause-led piece of communication like this needs. The careful storytelling and editing create an even bigger emotional gut punch at the end, with some very powerful small moments along the way. This feels the right moment for an idea like this to be viewed by as wide an audience as possible. "

Full list of winners

Grand Prix/ Craft/ Most Innovative Campaign/Advertising for Good/ Food and drink/Consumer goods/ Pharma and Healthcare

Company: AMVBBDO

Client: Essity Libresse

Title: 'Viva La Vula' – The serious business of singing vulvas

Chair Award/ Advertising for Good

Company: Facebook

Client: The UN

Title: ‘The People’s Seat’ – Inspiring Action on Climate Change

Creative Use of Technology - Highly Commended

Company: FCB Inferno

Client: Huawei

StorySign - Powered by Huawei AI

AND

Company: PS21

Client: Diageo / Tanqueray

Title: Searching for the special colour of Seville

Social

Company: STACK

Client: Solace Women's Aid

Title: #StopItComingHome

Billboards

Company: Wunderman Thompson UK

Client: BT Sport

Title: Whatever It Is, Cancel It

TV/Cinema Commercial and Public Sector

Company: ENGINE

Client: Women's Aid

Title: The Unedited Truth

Automotive and Transport - Highly Commended

Company: Durable Goods

Client: Audi

Title: The Date

Travel and Tourism

Company: AMVBBDO

Client: Virgin Atlantic

Title: Depart The Everyday

B2B

Company: AMVBBDO

Client: Hiscox

Title: The Hack

Sport and Leisure

Company: Wunderman Thompson UK

Client: BT Sport

Title: Whatever It Is, Cancel It

The winners were announced at The Drum Social Purpose Awards on Wednesday, November 13, 2019. Register here for 2020.

The Financial Times is a sponsor for these awards.

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