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From Diageo to Corsodyl: The Drum Awards for the Digital industries 2020 winners revealed


By Dani Gibson | Senior Writer

November 13, 2020 | 8 min read

Diageo, BT, Mercedez, Vans, Virgin, RT, Corsodyl, the Institute of Coding, Porsche, Chipolte and M&S are among the brands who have won at The Drum Awards for the Digital Industries (DADIs) 2020.

corsodyl winner

Winners Twitch, GSK and Corsodyl

These awards are here to celebrate all the agencies and brands who are producing exciting and innovative digital work. From apps to consumer products, use of search to social media, paid media and VR, the DADIs have been recognizing excellence for over a decade.

This year has been rollercoaster but the need to recognise and celebrate excellence is prevalent more than ever.

The virtual ceremony took place on Thursday 12 November. You can catchup on the show below.

Taking home the coveted Grand Prix was the Institute of Coding for CTRL Your Future, while RT snagged the Chair's Award, which was chosen by chair of the Jury, Phil Jones, founder of Podge Events, to RT for Lessons of Auschwitz.

Below you will find a run-down of some of the top winners.

Grand Prix/Public Sector

Agency: Karmarama

Client: Institute of Coding

Campaign: ‘CTRL Your Future‘

16% of the UK’s IT specialists are women, and only 11% of IT Directors are from a BAME background despite this sectors forward thinking and innovative behaviour. Karmarama were challenged by the Institute of Coding (IoC) to inspire more diverse people to pursue digital skills education and shake up the tech industry.

‘CTRL Your Future’ called for young people to join and create an inclusive and representative industry for future generations. By tapping into this audience’s specific passion points, creating engaging content with compelling stories from the true faces of the industry highlighted the powerful industry change that they could be part of.

Juror’s thoughts: “This is one of those things that needed to happen 20 years ago! We need more software engineers and more diverse perspectives. Gaming has always been a great springboard into programming and the smart execution does this really well. Love it.”

Chair Award/News, Media, Publishing/ Video Website, Video/Most Effective Use of VR and AR

Agency: RT

Campaign: Lessons of Auschwitz: VR tribute by school students

Filmed in VR using volumetric technology in association with VR-artist Denis Semionov and Phygitalism Studio, The Lessons of Auschwitz is a video tribute to the people who died in the concentration camps during the World War II.

The students of one of the Moscow schools drew VR-animations inspired by their visit to Auschwitz. The music was written by Peter Theremin — the great grandson of Russian and Soviet inventor Leon Theremin, most famous for his invention of the theremin.

Juror’s thoughts: “The finished product was extremely powerful and emotive. Innovative use of cutting-edge technology to re-tell history in a unique way, educating students and people of all ages at the same time. Achieved outstanding results in the eyes of the judges.“

B2B Sector/ Digital Media Strategy

Agency: Smarts

Client: Diageo Bar Academy

Campaign: ‘Connecting The Community: Global Bartenders in Lockdown‘

DBA winner

When coronavirus shut the world’s bars, Diageo wanted a way to bring the bartending community together.

Smarts brought the brand’s global bartender training programme, the Diageo Bar Academy, completely online, offering support, motivation and inspiration, with content ranging from tutorials and live webinars on Instagram Stories, to pub quizzes and ‘bar skills’ challenges.

The agency delivered key messaging and built relationships with this audience. By tackling uncertainty and isolation through building a supportive community online, they doubled DBA’s reach which became one of Facebook’s best in class brands globally.

Juror’s thoughts: “The campaign demonstrated the ability to build a meaningful community, at scale, with a common purpose and provided hope to a community under threat. The content was beautifully presented and generated great results.“

Integrated Marketing Strategy/ Not-for-Profit/Charity

Agency: Studio Republic and LiveWire Sport

Client: Mass Participation Sports Organisers (MSO)

Campaign: ‘The 2.6 Challenge: Saving the UK’s Charities‘

Following the cancellation of thousands of fundraising events, leaders from the UK’s largest mass-participation sports events, and agencies Studio Republic and LiveWire Sport devised a pro bono campaign to raise urgent funding for as many charities as possible.

The campaign was inclusive, inviting ‘home heroes’ of all ages and abilities to support their chosen charity.

Celebrities including Gareth Bale, Kevin Pietersen and Dame Jessica Ennis-Hill joined the effort and hundreds of national media outlets featured the campaign including BBC, ITV and Sky News. Activating over 3,900 charity communities, the challenge raised over £11 million for UK charities, making it the biggest collective fundraising event in the world.

Juror’s thoughts: ”What a great return on investment for a worthy cause. This case demonstrates the true power of integration, with oartners working together, media working together, community working together. It was a great idea in response to adversity and we loved the execution, short time to market, use of free channels and results. What a joyful creative that crossed all media touchpoints.”

Healthcare and Pharma

Agency: Twitch and Platform GSK

Client: Corsodyl

Campaign: ‘Twitch Slays Gum Disease‘

Platform GSK and Twitch planned a campaign for Corsodyl Toothpaste, with the aim of reaching a completely new audience and turning a very clinical pharmaceutical brand into a brand that has the right to play on Twitch.

The goal was to grab the attention of a young, male skewed audience and inform them of the dangers of gum disease. The biggest challenge being this audience are resistant to traditional advertising and are not easy to crack.

Twitch’s spoke directly to the audience using an original and daring custom digital ad created in retro 8-bit pixel art design. By speaking the audience’s language, they succeeded in capturing their attention. All previous toothpaste ad stereotypes were broken and were replaced by an engaging and entertaining story showing a knight fighting off gum disease.

Juror’s thoughts: “The combination of a highly creative, entertaining execution for what is a tough category – coupled with smart placement of the medium (Twitch) that captured a young male audience for Corsodyl who are now going to be so much more aware of their gums!“

For a full rundown of the winners, visit The Drum Awards for the Digital Industries website. Partners of the awards are Pinterest and Winmo

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