5 campaigns we loved that won at The Drum Awards for Design, from The Guardian to Ikea
The Drum Design Awards celebrates the absolute best in art direction, strategic thinking and execution of ideas that make a difference. Truly great design effortlessly balances aesthetics and effectiveness, art and commerce, and this year’s winners absolutely rose to the occasion.
The Guardian won in the best brand campaign category / The Guardian
From The Guardian to Ikea to WWF, some of the world’s top brands, publishers and organizations have landed the coveted prize in their respective categories at our annual awards ceremony.
Here are five ad campaigns that we loved from the list of winners.
Alibi: More Than Meets The Eye by UKTV Creative
Winning in the ‘writing for design’ category is UKTV Creative’s campaign for British TV channel Alibi to promote its true crime drama genre.
The project compromised of animated screens that revealed hidden messages to target people with a curious mind, which brought to life the ‘more than meets the eye’ tagline.
Amplified by digital activations and on-air promo, the ads created a sense of excitement and joy among viewers.
WWF: Can’t Negotiate the Melting Point of Ice by Nomint
This stop-motion film for WWF by creative agency Nomint scooped the top spot in the ‘moving imagery design’ category this year.
To create the video, the team used melting ice to really enforce the issue of global warming and how it is affecting the Artic sea. It took a year to make and featured a mixture of 3D-printing, mould-making and ice-sculpting to create 500 unique polar bear sculptures. More than 1000 litres of ice were used to create the animal models and environment.
The Guardian: Guardian 200 Years, a Work in Progress by Oliver Agency
Last year The Guardian turned 200 years old, and to celebrate it worked with Oliver Agency to mark the huge milestone, which has scooped them the winners trophy in the ‘brand campaign’ category.
According to the paper, most organizations would look backwards when honoring a birthday, but it chose to focus on the excitment of the future.
The campaign centered on copywriting and art direction that drew upon 200 years of cherished typography. It comprised multi-city out-of-home (OOH) activations, with special builds in meaningful and poignant locations – alongside press, display, social, film and limited-edition editorial collaborations.
Ikea Canada: Scrapsbook by Rethink
Designed with sustainability in mind, Ikea Canada devised a cook book dedicated to using scraps of food that can often go to waste. Landing the retail giant first place in the ‘editorial design’ category, the recipes were made in collaboration with 10 chefs from across North America and filled 50 pages.
The book itself featured solvent-free inks, recycled paper and exposed binding that minimized glue – all to ensure a near-zero carbon footprint.
Nubian Jak Community Trust: Black Plaque Project by Havas London
London is famous for its blue plaques that serve as a permanent tribute to Britain’s notable men and women – yet only a handful of those honoured are of African or Caribbean descent.
This year’s ‘experiential design’ award goes to the Nubian Jak Community Trust for its efforts to preserve the stories of Black people in Britain who have made important contributions to society with their own plaques scattered around the city.
You can now register your interest for The Drum Design Awards 2023 here.