Specsavers BBC The Drum Awards

The best regional work of the year: The Drum Roses Awards winners revealed


By Dani Gibson, Senior Writer

June 7, 2022 | 6 min read

The best work doesn’t need to come from the capital. The Drum Roses Awards has been celebrating just that for over two decades, emphasizing the talented creative work in the UK regions. Here are the winners from this year’s awards.

BBC Creative The Drum Roses Awards Grand Prix 2022

BBC Creative took home the Grand Prix for Let’s Go There

In-house agency BBC Creative snatched up the Grand Prix at The Drum Roses Awards for its clever campaign ‘Let’s Go There,’ promoting the Beeb’s Olympic coverage last summer and delivering excitement for a cultural moment.

To raise awareness and donations for Emmie’s Books, The Leith Agency highlighted how books can provide escapism to children during hospital stays. This rewarded it the gold in Charity/Not for Profit Advert.

This year’s chair award, selected by jury head Megan Price, co-founder at Be The Fox, was awarded to Stand for Police Scotland. The ‘That Guy’ ad was a stand against the cultural backdrop of victim-blaming, encouraging men to think about the real cause of sexual violence against women – their own attitudes.

Gold, Silver and Bronze winners came in their droves to an in-person event at Revolucion De Cuba in Manchester on Tuesday June 7. The event rewarded the best in advertising initiatives of the last year, with winners coming from across the United Kingdom.

The competition was judged by some of advertising’s finest creatives from the likes of Be The Fox, VaynerMedia London, Dyson, VCCP, McCann and The Lego Group. You can see a selection of the Gold winners that caught their eye below and the full list of winners on The Drum Roses website.

Let’s Go There – Summer Olympics

Award: Grand Prix, Art Direction. Integrated Campaign, Sports/Health and TV/Cinema Commercial Over 21 Seconds

Agency: BBC Creative

Client: BBC Sport

The above film launched the BBC’s coverage of the Olympics for summer 2021, as well as becoming its title sequence. In just under two minutes we were taken on a journey through host city Tokyo, feasting our eyes on every facet of a city that is consumed by the events and athletes competing. With skillful use of craft and storytelling (plus hundreds of Easter eggs), there wasn’t a frame in the film that hadn’t been carefully considered.

Read more about the campaign here.

That Guy

Award: Chair Awards, Copywriting, Online Video/Film/Viral Advert and Public Sector

Agency: Stand

Client: Police Scotland

In Scotland each year, it is estimated that there are around 10,000 rapes, and with only 20% reported to police, Police Scotland have made tackling men’s violence a high priority. The campaign asked men to consider their own attitudes and look at how they can influence male behavior to help end male violence. The film went viral internationally, sparking a public conversation.

Read more about the campaign here.


Award: TV/Cinema Commercial Produced for 20k or Less

Agency: Cowshed and the National Adoption Service

Client: Wales

#ChooseFamily was a collaborative campaign between Cowshed and National Adoption Service for Wales to find families for the children who wait the longest – those aged three and above, boys, siblings and children with complex needs. By putting the focus on family, it was integral to let the public know that regardless of age, gender or background, any child could help you achieve that sooner.

Check out the credits here.

It’s Coming Home

Award: Most Creative Use of Media

Agency: Tangerine

Client: Specsavers

Although they weren’t an official brand of Euro 2020, Specsavers made sure the UK was talking about it and the final match with a perfectly-timed social post in the form of a ‘mocked-up billboard.’ Part of a reactive Euros strategy, the simple tweet was a creative use of media that latched on to a cultural moment, spaning across press and out-of-home to bring huge value to the Specsavers brand.

Read more about the campaign here.


Award: Online Advert or Campaign

Agency: Guy & Co

Client: Albert Bartlett

Albert Bartlett’s quirky and fun ‘Extraordinary’ campaign took the potato-picking line to new heights. Featuring skilled acrobats, this run of ads took a bold twist on a classic operatic track to show that its spuds weren’t so humble. Complemented with a series of online films, paid social and YouTube, Guy & Co delivered a real point of difference for a commoditized category.

Check out the credits here.

View all of the winners on the bespoke website. And if you want to watch the event play out live from Manchester, you can watch it here.

Specsavers BBC The Drum Awards

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