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Revealed: The Drum Awards for Creativity winners 2023


By Thomas O'Neill

December 5, 2023 | 6 min read

Allison took the Grand Prix for its work with Budweiser, while DDB Worldwide Colombia received the Chair’s Award for its work with AB InBev.

Argentina fans celebrate next to a shipping container full of Bud

The Grand Prix was won by Allison for its work with Budweiser

As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Creativity, which was broadcast live to the world from our studio in London.

Taking home the top prize, the Grand Prix, is Allison for its work with Budweiser – a brand that has long been synonymous with the World Cup, having been an official sponsor since 1986.

But when beer was banned from in and around stadiums in Qatar just two days before the 2022 World Cup kicked off there, Budweiser was left with a warehouse full of beer that could not be sold. And its global marketing and experiential plan – four years in the making – was completely turned on its head.

Rather than let the opportunity go to waste, it flipped the script and announced that it would give away all of the would-be World Cup beer to whichever country won the tournament, galvanizing fans around a new movement called #BringHomeTheBud

The recipient of the Chair’s Award, meanwhile, as chosen by head judges Marie-Claire Maalouf of Edelman and Juan Carlos Ortiz of DDB Latina, is DDB Worldwide Colombia for its work with AB InBev beer brand Poker.

This campaign broke the rules of influencer marketing and of reach versus budget in media by enlisting the BFFs of the country’s most famous celebrities, including Andrés Lopez (BFF of one of the biggest reggaeton artists), Daiky Gamboa (BFF of probably the most representative female in the reggaeton industry), Ivan Ceballos (BFF of one of the greatest soccer players in Colombia) and many more.

They then created content alongside their famous friends, always with a Poker beer in the situation, living moments of pure friendship. Those moments were posted on the social media of the influencers’ friends, which let Poker achieve great reach thanks to the impact obtained when you have the BFFs of the most famous celebrities.

Maalouf and Ortiz were joined on the judging panel this year by senior marketers from top brands and agencies, including Nike, Zulu Alpha Kilo and Zulu Alpha Kilo.

Among the other big winners of the night are Octagon for its work with Mastercard, Code and Theory for its work with Yeti and House 337 for its work with Women’s Aid.

You can read the full list of winners below and read the stories behind the winning work over on our Case Studies hub.

  • Grand Prix: Allison for AB InBev/Budweiser

  • Chair Award: DDB Worldwide Colombia for AB InBev

  • Agency Team of the Year: Sony Interactive Entertainment, Amplify and Adam & Eve DDB

  • TV, Video and Film: Havas New York for The Brooklyn Film Festival

  • Content: Sony Interactive Entertainment, Amplify and Adam&EveDDB for Sony Interactive Entertainment

  • Not-For-Profit, Charity and Government: DM9 for Urihi

  • Audio: Global/PHD for British Heart Foundation

  • B2B: Fight or Flight for Roland DG

  • Media: We Believers for AB InBev

  • Food and Drink: VMLY&R Commerce for Mondelez International

  • Consumer Goods: Critical Mass and BBDO for M&M’s

  • Out Of Home: House 337 for Women’s Aid

  • AR/VR: Snapchat for Snap Inc

  • Design: Octagon for Mastercard

  • Advertising: Alma DDB for Change the Ref

  • Social Media: DDB Worldwide Colombia for ABInBev

  • Creative Thinking For Good: 72andSunny for United Airlines

  • Travel, Leisure and Sport: Allison for AB InBev/Budweiser

  • Experience: Code and Theory for Yeti

  • Healthcare and Pharma: Iris Germany for Alcon

  • Art Direction: Alma DDB for Change the Ref

  • Media and Entertainment: DDB Worldwide Colombia for ABInBev

  • Metaverse: Journee for Clinique

  • PR: Allison for AB InBev/Budweiser

  • Pure Originality: Sony Interactive Entertainment, Amplify, and Adam&EveDDB for Sony Interactive Entertainment

  • Retail: Valtech Radon for Eton Shirts AB

  • Animation: Bray Leino for Thatchers Cider

The Drum Awards for Creativity took place at The Drum Labs, our very own bar, event and film studio in central London. You can rewatch all of our Awards shows so far over on The Drum TV.

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