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Google Pixel 6 campaign takes top prize at The Drum Awards for Content


By Dani Gibson, Senior Writer

December 9, 2022 | 6 min read

Channel 4, Drum OMG, Essence, Luti Media and OMD UK have been awarded the Grand Prix for their work on the Google Pixel 6’s ‘Highlife’.


Grand Prix winner Drum OMG, Channel 4, Essence and OMD UK for Google Pixel 6

The Drum Awards for Content celebrate the world’s best branded content and this year has seen a phenomenal range of brands and agencies snapping up its top gongs.

The results were revealed at a ceremony at The Drum Labs in London, part of a week-long awards festival, and streamed live on The Drum TV.

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Among the winners were Drum OMG, Channel 4, Essence and OMD UK, who took the Grand Prix prize for their work with Google on the Pixel 6.

Meanwhile, Prostate Cancer UK snapped up the Chair Award and won in the Best Not-for-Profit/Charity category.

MPower and Oliver Agency won the Best Use of Mobile Content and Best Finance/Professional Services category for its client Manulife, and Ready10 won Best Integrated Campaign and Most Innovative or Creative Use of Content for its work with McDonald’s.

The awards jury was co-chaired by NBCUniversal Media brand and creative strategy director Andrew Ford and Google UK head of content Lucy Ferguson. The jury also included senior marketers from companies including Pinterest, PepsiCo, Asos, Mars, Shelter UK, GE, Lululemon, H&M, BuzzFeed and Microsoft.

You can see all the amazing winners here and find out more about the top winners below.

Grand Prix, Consumer Products or Services, Best Multi-Channel Content Distribution Strategy and Best Branded Content Strategy/Campaign

Agency: Drum OMG, Channel 4, Essence and OMD UK

Client: Google Pixel 6

Campaign: Highlife

Reality shows are among the most-watched UK programming, but year after year the casts look pretty similar. For the launch of the Pixel 6 – a phone that accurately photographs the beauty of all skin tones with Real Tone – Google saw a chance to change that and drive consideration while demonstrating the brand’s values of progress.

Partnering with Channel 4, Drum OMG co-created ’Highlife’, the first-ever Black British Reality TV show. A program that didn’t just buck the trend of who it represented, but also how, changing the narrative of Black Britain by making sure Black British voices were at the center of culture like never before.

It became the number one trending topic on Twitter, driving 6,100 social media mentions and more than 47m impressions globally.

Chair Award and Not-for-Profit or Charity

Company: Prostate Cancer UK

Campaign: The 30-second Risk Checker

Following the Covid-19 pandemic, NHS England launched initiatives to get people back to their GPs, targeting other forms of cancer. But prostate cancer – the most common cancer in men – is a big problem for public health campaigns. You can’t check yourself, it usually doesn’t have symptoms until it’s already spread, and it’s the most common cancer with no routine screening program.

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Prostate Cancer UK’s in-house charity team solved a public health communication challenge that no one else had cracked – and developed a piece of content so effective that NHS England funded a £1.9m first-of-its-kind partnership campaign to deliver it.

The campaign achieved results five times over target and got more than half a million men to take action. As a result, NHS urgent referrals for urological cancers reached an all-time high and have seen a sustained uplift in the six months since.

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