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Results revealed at The Drum Awards for Content 2023

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By Thomas O'Neill | Managing editor

December 6, 2023 | 6 min read

Tangerine took the Grand Prix for its work with Bodyform, while SE Creative Studio received the Chair’s Award for its work with Waitrose & Partners.

Bodyform 'Vaginas uncensored' outdoor ad

Tangerine took the Grand Prix for its work with Bodyform

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

Taking home the top prize, the Grand Prix, is Tangerine for its Vaginas Uncensored’ work with Bodyform.

With a long-standing history as a challenger brand, Bodyform’s previous campaigns ‘Womb Stories’ and ‘Periodsomnia’ propelled it into the spotlight and built conversations around challenging topics such as periods and women’s health. Despite it helping to break health taboos, talking about these topics is still not yet ‘normalized.’

So, to celebrate Bodyform’s 40th birthday, Tangerine launched ‘Vaginas Uncensored,’ a campaign that features 40 words you can’t say due to a form of censorship, whether that’s people being shadowbanned online for using certain terms or ad policies for social networks that classify much educational women’s health content as inappropriate.

Every day throughout the ‘Vaginas Uncensored’ campaign, a different word was reclaimed as the brand encouraged society, media and social media communities to talk about these topics openly and pragmatically.

As it released content into social media platforms and AI filters started to flag it as inappropriate, Tangerine spoke with the media and started an open and honest dialogue with online communities and ambassadors about why this needs to be addressed, encouraging the nation to join in the mission to ‘Uncensor Vaginas.’

The recipient of the Chair’s Award, meanwhile, as chosen by head judges Monika Oomen of Warner Bros Discovery and VJ Anand of Vaynermedia, is SE Creative Studio for its work with Waitrose & Partners.

Dish is a podcast and social media strategy that has turned a meal from Waitrose into a weekly cultural event, converting listeners to shoppers with each mouth-watering episode.

The show is made to be shared with dinner guests, the studio audience and followers at home. Each episode features a recipe from Waitrose, cooking tips from a Michelin star chef (Angela Hartnett), drinks recommendations from the broadcaster Nick Grimshaw and a meal enjoyed by some of the UK’s favorite celebrities, who in turn share their own food and life stories with the Dish audience.

Dish by Waitrose is the UK’s most hospitable food and entertainment podcast and the only branded podcast to have become a mainstay of the UK audio charts. It has over 60m organic video views and has attracted some of the UK’s biggest celebrities as guests.

Oomen and Anand were joined on the judging panel this year by senior marketers from top brands and agencies, including BBC StoryWorks, M&M’s, Accenture Song and Pinterest.

Among the other big winners of the night are Reach Agency for its work with Hulu, Amplify for its work with The Lego Group and Ogilvy for its work with Argos.

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: Tangerine for Bodyform

  • Chair Award: SE Creative Studio for Waitrose & Partners

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

  • Automotive: Sky Media, Accenture Song, Dentsu X and The Story Lab (Dentsu Creative) for Range Rover

  • Integrated: Amplify for The Lego Group

  • Audio: SE Creative Studio for Waitrose & Partners

  • B2B: Fight or Flight for Medius B2B

  • Social Media: Reach Agency for Hulu

  • Content For Good: Tangerine for Bodyform

  • Consumer Services: Media.Monks for JP Morgan Payments

  • Editorial Partnership: Ocado Retail

  • Food and Drink: WireCo, Pizza Hut and The Agency Hut for Pizza Hut Australia

  • Data and Insights: Flo Health

  • Video and Film: Birkenstock & New York Times Advertising

  • Retail: Ogilvy UK for Argos

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

  • Not-For-Profit, Charity and Government: MG OMD & OMD for Home Office

  • Social Influencers: Whalar for Oatly

  • Travel, Leisure and Sport: Footballco & Fuse for Enterprise Rent-A-Car

  • Agency/Client Partnership: Kinesso for Hiscox

  • Healthcare and Pharma: Flo Health

  • Multi-Year Campaign: Hearts & Science for AT&T Media

  • Brand/In-House Team of the Year: The Kitchen North America

  • Leader of the Year: Phin Wong, head of marketing at SPH Media

  • Agency Team of the Year: 10 Group

The Drum Awards for Content 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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