The_Drum_Awards_Review_2023

The Drum
Awards
2023
20
Annual Review
02 Contents
Contents
Introduction Campaigns of the Year Background and Winners list
About this report�� P3 Grand Grand Prix��P11 Methodology�� P46
Social Purpose��P11 Key stats��P47
Companies of the Year Creativity (For Good)��P11 Jury chairs 2023�� P48
Holding Company of the Year�� P5 Creativity (Commercial)��P13 Winners list�� P52
Network Agency of the Year�� P6 Media�� P15
Independent Agency of the Year�� P7 Marketing Americas�� P17
In-house Team of the Year�� P8 Marketing APAC��P19
Advertiser of the Year�� P9 Marketing EMEA�� P21
Digital Industries�� P23
PR�� P25
Experience��P27
B2B�� P29
Design�� P31
Social Media�� P33
Content�� P35
Out of Home�� P37
Digital Advertising�� P39
Metaverse�� P41
Search�� P43
The Drum Awards | Annual Review

03 Introduction
Introduction
Have you ever wondered what the secret sauce This year, more than 1,600 companies submitted
behind the world’s most award-worthy work is? almost 5,000 entries across 18 competitions in what
Well, judging by The Drum Awards results for has become a truly global program. Work came in
2023, Kraft Heinz may be able to offer some advice! from more than 50 countries and our juries needed
more than 1,000 people from every continent to
Condiment jokes aside, with awards for
review and select the winners.
Advertiser of the Year and In-house Agency Team
of the Year, the ketchup maker knows how to create All of life is certainly visible in this year’s
work that works and also wins awards. This might Awards, with a healthy balance of purposeful and
be why it is doubling down (or, more accurately, up) commercial work for brands and causes, big and
on its investment in marketing. small, having proven their excellence and effect to
collect the trophies.
That’s great news for the companies and people
who work for and with it, but it’s also great news for This report features a snapshot of some of the
our entire industry when one of the world’s biggest best work from each of the 2023 competitions,
and best grocery brands continues to recognize and along with a summary of the special awards for the
invest in the powerful potential effects that happen standout companies from the Grand Finale and, of
when great ideas are delivered. This belief in the course, the Grand Grand Prix for 2023.
power of great work helps to support the case for We hope you find some inspiration in these
investment by other brands to achieve the very best pages and you’ll find a Winners Spotlight section
practice that has been in evidence throughout The on thedrum.com featuring all the detailed stories
Drum Awards for 2023. behind the winning work.
04 Companies of the Year 2023
Companies
of the Year 2023
The Drum Awards Festival capped off a year where the best
work from across the world was awarded in every key marketing
discipline, spanning Creativity, Media, Marketing and Technology.
The Grand Finale named the most successful companies across
the entire awards programme.
The Drum Awards | Annual Report

05 Holding Company of the Year
01 WPP
02 Omnicom Group
Holding Company 03 Interpublic Group
of the Year
04 Dentsu
05 MSQ Partners
WPP topped the Holding Company of the
Year rankings at The Drum Awards Festival
“I want to say thank you on behalf of all of us
at WPP. This is a giant, giant win for us. We
06 Stagwell
07 Publicis Groupe
Grand Finale after 23 different WPP agencies have people around the world who do such
were commended or awarded throughout the amazing work, so thank you to everybody
Festival, featuring in 59 different categories who’s been involved from VML, Wavemaker
across 16 shows, with 26 Commendations,
34 Awards and 2 Grand Prix in competitions
and Wunderman and all the other great
agencies within WPP.”
08 Accenture
including Media, Creativity, PR and B2B,
for clients including Hellman’s, Dove, Coke,
Tommy Hilfiger and Converse.
Rob Reilly, chief creative officer, WPP
09 Edelman
10 Havas Group

06 Network Agency of the Year
01 VML
02 Ogilvy UK
Network Agency 03 Hearts & Science
of the Year
04 MG OMD
05 Octagon
WPP-owned VML topped the Network Agency
of the Year rankings at The Drum Awards
“Thanks to all the judges and everyone at
The Drum. This award is super exciting. We’re
06 Critical Mass
07 Wavemaker UK
Festival Grand Finale following a series of wins inspired by all the other winners in the other
that included Grand Prix at The Drum Awards categories and by the great work being done
for Digital Industries for its ‘Jingle Therapy’ by the entire industry right now. We hope that
work with SBS & Asociación de Alzheimer de
Puerto Rico.
some of our case studies can inspire others a
little bit too.”
08 Alma DDB
That campaign also won awards for Audio,
Healthcare and Social Purpose.
Beth Ann Kaminkow,
global CEO, VML 09 Wunderman Thompson
10 Reprise
VML totalled 8 individual awards, 3
commendations and 1 Grand Prix. Narrowly
pipping WPP stablemate Ogilvy.

07 Independent Agency of the Year
Independent Agency 01
02
Amplify
Rethink
of the Year 03
04
The Romans
Hope&Glory
Amplify was crowned The Drum’s Independent “To win this award is absolutely incredible. It
Agency of the Year at The Drum Awards
Festival Grand Finale after winning awards for
makes this year, which has been jam-packed
full of work, really worthwhile.”
05 WiredCo
06
their work with clients including Sony, Lego
and Klarna.
Sophy Vanner Critoph, head of strategy and
agency leadership, Amplify Fight or Flight
Multiple juries commended and awarded the
Playstation ‘Live from PS5’ launch campaign
in particular, which was a collaborative effort
07 Zulu Alpha Kilo
08 Together
between the client, Amplify and Adam and
Eve DDB.
09
In an outstanding year, Amplify were awarded
14 and commended 10 times. Valtech Creative AB
The agency also collected the Experience
Grand Prix, the Media Chair’s Award and
Agency of the Year in the Agency
10 NP Digital
business competition.

08 In-house Team of the Year
In-house Team 01
02
The Kitchen
Shelter
of the Year 03
04
Lego
Addleshaw Goddard
The Kitchen topped our rankings to be named “We’re so lucky to have a brand that people
In-house Team of the Year at The Drum Awards
Festival Grand Finale.
have opinions about and want to engage with.
Being able to capitalize on that and spark 05 LinkedIn
conversation around that in the social space
06 Space NK
Juries noted their contribution across multiple
is just great. We try to drive creativity at the
brands in the portfolio and across multiple
speed of culture globally and execute that
competitions and categories.
07 Evening Standard
locally. Thank you very much for this award.”
The Kraft Heinz in-house agency took the
Alex Wade, head of brand comms & media,
Grand Prix for Social Media and the Chair’s
Kraft Heinz
Award for Digital Industries for ‘How one tweet
got the world talking about Heinz 08 Amazon
Tomato Ketchup’.
The Kitchen was also named as ‘In-house Team 09 Disney
of the Year’ in the competitions for Content and
Social media.
10 ITV Studios

09 Advertiser of the Year
01 Kraft Heinz
02 Sony Interactive Entertainment
Advertiser 03 AB InBev
of the Year
04 Specsavers
05 Calm
Kraft Heinz was selected as the Advertiser of the
Year after winning awards for multiple portfolio
“We’ve got a brand that’s been around for
154 years now and the way it has evolved
06 Dove Unilever
07 Change the Ref
brands inclduing Heinz Ketchup, Philadelphia generation after generation means each
Cream Cheese and Oscar Meyer. person has their own unique relationship with
the Heinz brand. And we get to have fun with
The global food company showed up in multiple
competitions for work generated by external
and in-house agencies.
that, which leads to some of the work that’s
been awarded this year.”
08 HBO Max
Notable successes included the Grand Prix and
Chair’s Award at The Drum Awards for Social
Alex Wade, head of brand comms & media,
Kraft Heinz 09 Argos
10 WhatsApp
Media and numerous trophies in Food & Drink
categories including for Digital Advertising and
Experience.

10 Campaigns of the Year
Campaigns
of the Year
Take a look back at all of the work awarded the
Grand Prix in various specialisms within The Drum
Awards program for 2023, including Creativity,
Media, Marketing, PR and Experience.

11 Grand Grand Prix / Social Purpose /
Creativity (For Good)
Grand Prix Award

Grand Grand Prix
Social Purpose
Change the Ref ‘Ballots Against Bullets, Survivors’
by Alma DDB

12 Grand Grand Prix / Social Purpose /
In 2020, Change the Ref launched ‘Ballots Against Bullets’,

a campaign exposing politicians who failed to reduce
gun violence. The work superimposed voter ballots over
crime scene images from mass shootings, with bullet holes
checking the boxes for politicians who were in office when
the shooting took place and who failed to prevent the
crime through gun reform.
Following the first edition’s success, the bar for creativity
and impact was high, so it was important that any follow-up
took the conversation forward. The creative approach had to
look new and shock voters with the same message.
To do that, Alma DDB took a personal approach, enlisting
real survivors of gun violence to make the case for gun
control. The images superimposed voter ballots over the
survivors’ bullet scars, using their wounds to ‘check’ the box
for politicians opposing gun reform. The goal was to continue
driving awareness around why gun policies matter during
voting while highlighting politicians who have historically
failed to support measures to reduce gun violence in the US.
The target audience was US voters, especially in states
where notorious pro-gun politicians would run, including
Florida, Georgia and Texas. Running the day before the
election, the campaign was showcased on 40 billboards,
posters and projections strategically placed near voting sites
in Florida, Georgia and Texas. The prints showcased in each
state corresponded to the real state ballots.

13 Creativity (Commercial)
Grand Prix Award

Creativity (Commercial)
Budweiser ‘Bring Home the Bud’
by Allison

14 Creativity (Commercial)
Budweiser is a brand that has long been synonymous with

the World Cup, having been an official sponsor since 1986.
But when beer was banned from being sold to fans in and
around the stadiums in Qatar just two days before the
2022 tournament 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.
The internet and news media went into a frenzy as word
spread that beer was going to be banned at the World Cup.
With a simple tweet acknowledging the “awkwardness” of
the situation, Bud made its first move. Then, after the media
picked up this retort, it doubled down.
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. It wasn’t just about remobilizing a behemoth
plan and global organization. It was also about galvanizing
fans around a new movement, #BringHomeTheBud.

15 Media
Grand Prix Award

Media
HBO Max ‘House of the Dragon, US launch’
by Hearts & Science

16 Media
Game of Thrones, based on the best-selling book series

A Song of Ice and Fire by George RR Martin, is the most-
watched title in the long and storied history of HBO. The
series captivated audiences the world over, becoming an
instant cultural touchstone and turning the characters and
the actors who portray them into household names.
When a series – particularly one with a built-in fandom
from the books – becomes a major global phenomenon, its
every plot turn gets scrutinized under the microscope of
public opinion. Such was the case with Game of Thrones,
which built up such an impassioned following that it became
appointment viewing, particularly during its final season.
However, that season, and the finale in particular, left a
bad taste in audiences’ mouths, so when Hearts & Science
came to promote its prequel, House of the Dragon, the
team wondered whether there would be ‘dragon fatigue’
among viewers who felt burned by how it ended. Also,
House of the Dragon was the first series launched in the
wake of the merger between HBO’s parent company Warner
Brothers and Discovery (WBD) and, as such, needed to be a
commercial success on par with its predecessor).
With pressure to deliver a dragon-sized hit, Hearts &
Science created a marketing onslaught across traditional
and decidedly untraditional media that made House of the
Dragon the platform’s most successful show ever and put the
newly formed WBD on a course for sustained success.

17 Marketing Americas
Grand Prix Award

Marketing Americas
Doritos & Netflix ‘Live from the Upside Down’
by Observatory and Slap Global

18 Marketing Americas
Snack brand Doritos tapped into the excitement around

the fourth season of Netflix’s Stranger Things with a clever
collaboration turning tortilla chip bags into tickets for a
first-of-its-kind virtual concert set within the mysterious
alternative dimension of the sci-fi show.
The greatest gig that never was, Live from the Upside
Down played on the 80s nostalgia inspired by the program
and brought together that decade’s darlings Corey Hart, The
Go-Go’s and Soft Cell, as well as Gen Z’s Charli XCX, for a
half-hour virtual set.
The Doritos and Stranger Things partnership heightened
the benchmark of what two iconic brands can accomplish
together. Integrating the Doritos bag into the experience,
Observatory turned engagement into sales and sales into
engagement. It created an unreplicable experience through
worldbuilding, as well as through harnessing the power of
heritage and music.
The result was a 1-point lift in market share for Doritos,
representing an annualized value of $45m.

19 Marketing APAC
Grand Prix Award

Marketing APAC
The Government of Tuvalu ‘The First Digital
Nation’ by The Monkeys (part of Accenture Song)

20 Marketing APAC
‘The First Digital Nation’ for the government of Tuvalu – a

low-lying Pacific nation facing imminent threat from rising
sea levels – is a groundbreaking initiative powered by
technology and creativity that sparked global action on
climate change.
At Cop27, a radical plan was announced that highlighted
the urgent need for climate change mitigation – to safeguard
the island nation’s identity and rights by recreating Tuvalu
in the metaverse, preserving its heritage and government
services after the physical land disappears.
This digital Tuvalu is also key to its survival as a nation.
International law currently dictates that a country needs
a “defined physical territory” to exist, so Tuvalu risks
becoming the first country to lose its sovereignty due to
climate change. ‘The First Digital Nation’ is at the center
of the fight for a new definition of statehood under
international law, a way to protect Tuvalu’s sovereignty and
place on the world stage.

21 Marketing EMEA
Grand Prix Award

Marketing EMEA
Network Rail ‘Harrison’s Story’
by Storycatchers

22 Marketing EMEA
Tugging on heartstrings with its work to reduce the

number of casualties caused by trespassing on the railway,
Storycatchers plumbed the depths of grief, telling the
story of 11-year-old Harrison Ballantyne, who was killed by
25,000 volts of electricity at a rail freight depot.
To make the film memorable, standard conventions of
dramatic recreation were avoided. As younger audiences
believe themselves to be invincible, the script repeatedly
underlines the theme of unpredictability.
Harrison was used as the messenger because peer-to-
peer voices have proved the most impactful in delivering
messages to teenagers, while Harrison’s death or the
railway itself were not shown as that could be triggering.
Storycatchers worked with Network Rail, the British
Transport Police, industry partners and the parents of
Harrison to create the moving film, which became the most
successful in the ‘You v Train’ trespass campaign series,
generating over 970,000 views on YouTube and earning an
11-minute segment on BBC Breakfast.

23 Digital Industries
Grand Prix Award

Digital Industries
SBS & Asociación de Alzheimer de Puerto Rico
‘Jingle Therapy’ by VML

24 Digital Industries
In 2022, studies by the University of Miami indicated

that people in Puerto Rico have a higher propensity for
Alzheimer’s and that part of the reason could be a genetic
variant that has been uncovered, making this disease the
fourth leading cause of death in people over 65 with a four-
fold increase in the last 20 years.
Spanish Broadcasting System (SBS), the owner of radio
stations that have been part of the lives of Puerto Ricans
for over 80 years, has a long-standing relationship with the
Puerto Rican Alzheimer’s Association to support the almost
100,000 people living with the condition on the island. SBS
came to VML with a brief to create not only awareness but
also a way to improve their lives.
With studies having shown that music may reduce
agitation and improve behavioral issues that are common in
the middle stages of Alzheimer’s, the agency hit on the idea
of going through SBS’s more than 80 years of radio archive
to identify the most famous advertising jingles and create a
palliative therapy for patients.
Those songs, created to be remembered, are a time stamp
living in our collective memory that has never been played
again, compared with regular songs, meaning caregivers
could create personalized jingle playlists based on their
patient’s date of birth and play them several times a day as
part of their therapy to bring back memories of their youth.

25 PR
Grand Prix Award

PR
Campaign Against Living Miserably
‘The Last Photo’ by Hope&Glory

26 PR
Hope&Glory supported Campaign Against Living

Miserably (Calm), Adam&EveDDB and ITV in creating ‘The
Last Photo’ exhibition on London’s Southbank – a poignant
outdoor gallery displaying smiling photos taken in the last
days of 50 people’s lives.
Unveiled by Strictly Come Dancing’s Shirley Ballas, whose
brother’s photo features in the campaign, along with reality
TV stars and Calm ambassadors Jamie Laing and Amber
Gill, it showed the stark and often misunderstood aspects of
suicidal behavior, sending the message that suicide doesn’t
always look suicidal. Aiming to equip the nation with the
tools they need to help prevent suicide, it combats the stark
reality that although 125 people a week die by suicide in the
UK, as many as 61% would struggle to tell if someone they
knew felt suicidal.
Announcing the story with commissioned research, talent
interviews and photography, plus influencer and social
support that created a wave of awareness, Hope&Glory
landed blanket national coverage with stand-out pieces
across The Independent, The Metro, The Daily Mirror, The
Daily Express and The Telegraph in print. It also reached a
raft of regionals and consumer media, including The Evening
Standard, Cosmo, Grazia and Joe.com, and featured in a
segment on This Morning followed by the Calm advert.
Every piece of coverage, content and image caption directed
people to Calm’s website, thecalmzone.net, compelling people
to talk more openly or seek out support via the helpline and
frontline care.

27 Experience
Grand Prix Award

Experience
PlayStation ‘Live from PS5’ by Sony Interactive
Entertainment, Amplify and Adam&EveDDB

28 Experience
Sony Interactive Entertainment, Amplify and

Adam&EveDDB reignited the hype for experiences on PS5
with their ‘Live from PS5’ campaign. Immediately following
the original launch of PS5 in 2020, it very quickly became
very difficult to get your hands on a console. In 2023,
however, as more PlayStation 5 consoles hit shelves around
the world, there was a need to reignite hype around the
brand, the console and the worlds that PS5 unlocks.
‘Live From PS5’ was designed to mimic a real news
network, featuring journalists from around the world
reporting on the captivating happenings within the various
PS5 worlds. This innovative concept brought the console’s
unique experiences to life. The execution of the mixed-
media campaign was both ambitious and comprehensive.
The campaign spanned 51 markets and ran in 32 languages,
with journalists reporting real-time news updates. Over 600
assets were deployed across multiple channels, including
television, social media, out-of-home advertising, digital
displays and high-impact special-builds, all within a four-
week period.
The results of this creative campaign were nothing short
of remarkable. Sony sold 19.1m PlayStation 5 consoles in the
financial year, beating its own forecast of 18m. That was up
from 11.5m PS5 units sold in the previous fiscal year when
Sony was facing supply chain issues – a 66% increase. The
‘Live From PS5’ campaign effectively reinvigorated the
demand for the PS5 console, achieving significant sales
growth and solidifying its place as a game-changing product
in the gaming industry.

29 B2B
Grand Prix Award

B2B
Roland DG ‘50 Shades of Ginger’
by Fight or Flight

30 B2B
Roland’s TrueVis printers print the brightest, most vivid,

most accurate colors – even notoriously tricky oranges and
reds. But how could it demonstrate this simple product
truth in a way that would get people to pay attention?
Fight or Flight hit on the realization that no one understands
the nuance of red and orange shades better than redheads.
From strawberry blonde to fire-engine red, the global
population of redheads covers a hugely diverse spectrum of
different shades and yet most of us rely on only one word to
describe them: ginger.
Using the TrueVis printer and a spectrophotometer, Roland
built the first-ever Ginger Colour Index and printed a unique
lookbook that illustrated the huge variety of different shades
that make up the ‘ginger’ collective. ‘50 Shades of Ginger’
was born. The campaign assets were supported by consumer
research to bring to life the experiences of fed-up redheads.
What was it like to grow up as a redhead? How do redheads
describe their own color? Who are their redhead icons?
The campaign delivered 50 pieces of media coverage,
while a strong showing on social delivered a total reach
of 590.65 million. And Roland even landed its very own
redhead, Jenny Ryan, on primetime ITV GMB talking about
‘50 Shades.’ The campaign drove a 196% rise in organic
search traffic and a huge spike in search engine queries,
while a 33% rise in direct traffic demonstrated that buyers
who were already familiar with Roland were visiting the site
to find out more about the new TruVis range.

31 Design
Grand Prix Award

Design
Penguin Random House ‘The Unburnable Book’
by Rethink

32 Design
Across the United States, books are being challenged,

banned and even burned at an alarming rate. In response
to this wave of censorship, Rethink worked with Penguin
Random House to create a special edition of a book that’s
been challenged and banned for decades. Then it got its
author to test it with a flamethrower.
Printed and bound using fireproof materials, this edition
of Margaret Atwood’s The Handmaid’s Tale was made to be
completely unburnable. It is designed to protect this vital
story and stand as a powerful symbol against censorship.
‘The Unburnable Book’ launched at the 2022 Pen America
Literary Gala and the one-of-a-kind copy was auctioned off
at Sotheby’s New York for $130,000, with all proceeds going
to benefit Pen America’s work in support of free expression.
The campaign ignited a global conversation about
censorship and was covered by major news outlets around
the world, garnering more than 3.5bn impressions and over
$33m in earned media.

33 Social Media
Grand Prix Award

Social Media
Heinz ‘Ketchup Goes in the Fridge’
by The Kitchen

34 Social Media
With the cost of living crisis pushing up prices, Heinz had

to reinforce the iconic status of its Heinz Tomato Ketchup
amid growing competition from own-brand alternatives.
To do so, in-house agency The Kitchen devised a disruptive
social stunt to reignite the nation’s love for the classic
condiment and remind them that when it comes to
ketchup, it has to be Heinz.
With a limited budget, it had to be strategic to disrupt
and lean into an insight Heinz could own. Recognizing that
the British love a good debate, it decided to settle the age-
old question of where you store your ketchup: fridge or
cupboard? By partnering with the popular No Context Brits
account, it disrupted Twitter feeds with a simple tweet: “FYI:
Ketchup. Goes. In. The. Fridge!!!”
Not only did this trigger a nationwide conversation
around Heinz across social platforms, it also ignited a global
frenzy with news coverage around the world. The insight-
driven tweet disrupted both social feeds and the news
agenda, with the campaign generating billions of media
impressions and becoming Heinz’s most successful tweet
ever. The engagement around the social stunt confirmed it
had successfully tapped into a universal insight and talkable
tension. Through a single tweet, it provoked irrational love
for not just ketchup but for Heinz, too, reaffirming Heinz
Tomato Ketchup’s unparalleled place on tables and proving
that, for ketchup lovers, it has to be Heinz.

35 Content
Grand Prix Award

Content
Bodyform ‘Vaginas Uncensored’
by Tangerine

36 Content
Bodyform has a long-standing history as a challenger

brand, with previous campaigns such as ‘Womb Stories’
and ‘Periodsomnia’ having propelled it into the spotlight
and built conversation around challenging topics, including
periods and women’s health. Despite it helping to break
women’s 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.’

37 Out of Home
Grand Prix Award

Out of Home
Ikea Canada ‘Window Shopping’
by Rethink

38 Out of Home
For decades, Torontonians have had to venture outside

of the downtown area to get to Ikea. Until now, the brand
experience was a ‘pilgrimage’ out to Etobicoke, Burlington,
Vaughan or North York, which resulted in many would-be
customers opting out of the hassle of the Ikea trip in favor
of more easily accessible options.
To grab attention from an always-busy big city media
landscape and to prove to Torontonians that Ikea truly is
“made for downtown living,” it set out to do something that
had never been done before. It made living ads out of the
city itself, using real homes (with real people in them!) and
turning them into instantly recognizable Ikea ‘billboards.’
The ads leaned on its iconic Ikea brand assets, like its logo
and price call-outs from its world-famous catalog, and the
homes instantly felt reminiscent of its in-store showrooms.
Except, of course, that these were real, living windows into
the world of potential that Ikea could unlock in the homes of
Torontonians.
From there, it surrounded the city with an urban-inspired
OOH campaign with directional and Toronto-specific
messaging, such as ‘Come in on your commute’ and ‘Go
TO Ikea,’ encouraging consumers to head over to the new
store. Placements were seen on routes of travel (TTC station
takeovers, TSAs, Gardiner Expressway), within walking
distance of the store (Yonge & Dundas Square) and in spaces
where people were actively shopping (Yonge & Dundas
Square, College Park).

39 Digital Advertising
Grand Prix Award

Digital Advertising
Eton ‘The Index Shirt’
by Valtech Radon

40 Digital Advertising
In a global recession, premium men’s shirt brand Eton

Shirts wanted to boost its e-commerce sales in the US
market. But how do you sell white shirts to Wall Street
types with wardrobes filled with only white shirts when
the market is bleeding? By turning the economic downturn
into an opportunity.
Valtech created ‘The Index Shirt,’ the first-ever product
with its price pegged to the Nasdaq index. This unusual
pricing mechanism triggered its usually hard-to-reach
audience to engage with the brand and to strike when the
price was right.
The results for this short-term campaign exceeded
all expectations, with a 42% increase in new customer
acquisition, a doubling of organic site traffic and the best-
selling seasonal item of 2022. It also resulted in a record
level of brand search queries and reached an audience of 142
million through media coverage.

41 Metaverse
Grand Prix Award

Metaverse
Adidas Originals ‘Ozworld’
by Jam3

42 Metaverse
With Adidas Originals feeling like it was losing its

connection with Gen Z, the brand asked Jam3 and Media.
Monks to help it reconnect with this audience. Conducting
research with Gen Z consumers, they found that a third feel
their digital expression is their most authentic self. Being
an enabler of originality, Adidas knows the importance
of self-expression – but the options to self-express in the
metaverse left much to be desired.
So, Jam3 and Media.Monks came up with the world’s first
personality-based, AI-generated avatar creation platform in
collaboration with Ready Player Me. They conceptualized,
designed and developed the web experience from the
ground up, including the digital platform and corresponding
experience, characters, characters’ garments and add-ons,
and even the surrounding social campaign assets.
Designed to empower and open up the pursuit of self-
expression for all, the Ozworld experience enabled users to
create their unique digital selves. These digital avatars could
then be taken to any one of over 1,500 different metaverse
apps and games. On top of that, this was the first time
Adidas let an outsider partner create a digital fashion line.
The results were impressive: it welcomed 250,000 unique
users to the web experience in the first week, 428,000
avatars were generated in the first 10 days following the
launch and 10m unique avatars were created in total – all
inspired by three new Ozworld silhouettes.

43 Search
Grand Prix Award

Search
AIA New Zealand ‘Search Signals’
by Together

44 Search
Health and life insurance is a hugely competitive category

in New Zealand, with a high number of heavy-spending
advertisers. Following the global pandemic, advertising
investment was up significantly and multiple new players
had entered the market.
In the face of this increased competitive pressure and
despite its #1 market share, health and life insurer AIA New
Zealand’s share of voice was down, particularly in its most
efficient lead channel, paid search, while the increase in
competitors bidding on life and health insurance keywords
meant average cost per click had risen.
Together’s solution was a unique and highly innovative
real-time search solution that enabled AIA to capitalize on
its big spending competitors. Armed with the insight that
the highest intent prospects hit Google within minutes of a
life or health insurance TV ad running, it built a solution that
triggered search bids based on competitor TV ads running in
real-time. This meant AIA’s smaller budget was focused on
being in the moments that really mattered. This region-first
solution, which uses real-time data and search technology
powered by smart analytics, has driven outstanding results.

45 Background and winners list
Background and
winners list

46 Methodology
Methodology
To celebrate the best companies across the entire
awards program, this year The Drum named a
number of special awards.
Holding Company of the Year, Network Agency
of the Year, Independent Agency of the Year, In-
house Agency of the Year and Advertiser of the
Year for 2023 were all added to the Grand Finale
and to this end of year review.
These awards were based on a weighted
points system where scores were applied to
commendations, awards and Grand Prix wins
across The Drum’s entire 2023 annual
awards program.
The organizations with the highest number
of points were duly ranked and awarded.
Organizations that won with different submissions
across multiple categories and competitions
received a higher weighting when it came to the
final selection of the winners.
The Drum’s Grand Grand Prix of the Year was
selected by a panel of the jury chairs from across
The Drum Awards. Chairs were asked to select one
winning entry to stand out from the entire annual
awards program as the 2023 Grand Grand Prix.

47 Key stats
The numbers
1,056 521
judges categories
1,600 55 467
entrants trophies
countries

48 Jury chairs 2023
Jury chairs
2023
The Drum Awards 2023 jury was made up of
1,056 experts from all corners of the globe.
Here, we take a look at who headed up the
judging panels for each of the Awards shows.

49 Jury chairs 2023
Social Purpose Creativity Media
Cristina Macina, Graham Nolan, Marie-Claire Maalouf, Juan Carlos Ortiz, Peeyush Sharma, Soco Núñez de Cela,
corporate affairs & sustainability storytelling and Partnerships, Do chief creative officer, president and CEO, vice president - new business & brand and comms director,
director, Nestlé UK & Ireland the WeRQ Edelman DDB Latina strategy, Starcom India Burger King UK
Digital Industries PR Experience
Phil Jones, Gah-Yee Won, John Mayne, Elaine Wong, Jonathan Emmins, Judy Lee,
founder & organiser, head of marketing, global head of external vice president, external founder + global chief executive global director, experiential,
Podge Events CG Canada, Intuit communications, media, dentsu communications, officer, Amplify Pinterest
Comcast Advertising

50 Jury chairs 2023
B2B Metaverse Search
Cos Mingides, Kristin Barry Collins, Cathy Hackl, Jason Lax, Lindsey Wiltse,
co-founder & head of head of B2B client experience, co-founder & chief Metaverse technical SEO expert, senior seo account director,
effectiveness, True institutional, Vanguard officer, Journey SAP Syzygy UK
Social Media Content Out of Home
Kristi Daraban, Eduardo Beltrao, Monika Oomen, Luke Li, Avital Pinchevsky,
VJ Anand,
associate vice president, social global head of social media VP brand, communications and associate creative director, executive creative director,
executive creative director
media, Nationwide governance, HSBC digital content strategy, kids PUMA David & Goliath
EMEA + global creative
emea, Warner Bros. Discovery
operations, Vaynermedia EMEA

51 Page name goes gere
Digital Advertising Design
Dathesh Rao, Carmen Graf, Natasha Chetiyawardana, Walter T Geer III, Tanja Grubner,
head of brand marketing, global vice president, brand creative partner & co-founder, chief experience design officer, global innovation, brand &
advertising & media, advertising, media, experiential Bow & Arrow VMLY&R communications director,
IBM Global Services marketing, Indeed FemCare, Essity
Agency Business Marketing
Tim Hassett, Beth Ann Kaminkow, Americas APAC EMEA

global chief executive officer, global chief executive officer, Raja Rajamannar, Harish Bhat, Katie Evans,
UNLIMITED VMLY&R Commerce chief marketing & communications brand custodian, chief marketing officer,
officer and president, Healthcare Tata Sons Burger King UK
Business, Mastercard

52 The Winners
Congratulations to all winners

[INVNT GROUP] FOR AUTOMOBILI LAMBORGHINI • 10 GROUP • 72ANDSUNNY FOR UNITED AIRLINES • ACCENTURE • ACCENTURE • ACCOMPLICE FOR NATIONAL RAIL • ADAM CLYNE, CEO, COOLR • ADDLESHAW GODDARD •
ADDLESHAW GODDARD & GASP! FOR ADDLESHAW GODDARD • ALLISON FOR AB INBEV – BUDWEISER • ALMA DDB FOR CHANGE THE REF • AMP BY HAVAS LYNX GROUP FOR ETHYPHARM • AMPLIFY • AMPLIFY FOR THE LEGO®
GROUP • ATOMIC LONDON FOR HEYCAR • BADER RUTTER FOR TEMPO • BICKERSTAFF.734 • BIRKENSTOCK & NEW YORK TIMES ADVERTISING • BOULDER GROUP FOR SCIEX • BRANDS2LIFE FOR XERO • BRAY LEINO FOR THATCHERS
CIDER • BUMBLE • CACTUS • CAPTIFY FOR EBAY • CHANNEL 4 / EMPEROR FOR CHANNEL 4 • CRAFTED FOR DOCTORS WITHOUT BORDERS • CRITICAL MASS AND BBDO FOR M&M’S • CRITICAL MASS AND TBWA/CHIAT/DAY FOR
DIRECTV • CRITICAL MASS FOR AT&T • CRITICAL MASS FOR CITY NATIONAL BANK • CRITICAL MASS FOR EUROPEAN WAX CENTER • CYBER•DUCK • DDB CHICAGO FOR COORS LIGHT • DDB WORLDWIDE COLOMBIA FOR ABINBEV
• DELAWARE CONSULTING FOR DELAWARE • DELOITTE UK • DENTSU CREATIVE • DENTSU ONE TAIPEI FOR YAHOO • DM9 FOR URIHI • DRAFTLINE FOR AB INBEV • DREW STEIN, AUDIGENT • EARNEST FOR BRICSYS • ECONOMIST
IMPACT FOR DP WORLD • EDELMAN FOR HOMEGOODS • ELVIS FOR GREENPEACE UK • ENGINE SHOP FOR MERCEDES•BENZ • FIGHT OR FLIGHT FOR MEDIUS • FIGHT OR FLIGHT FOR ROLAND DG • FIVERR • FLO HEALTH • FOOTBALLCO
& FUSE FOR ENTERPRISE RENT•A•CAR • FORMERLY KNOWN AS FOR POP TARTS • FOUNDATION AUSTRALIA FOR SANOFI CONSUMER HEALTHCARE AUSTRALIA • FUSE CREATE FOR HILTON • GLOBAL / PHD FOR BRITISH HEART
FOUNDATION • GOOGLE/GOOGLE BRAND STUDIO • GUMGUM AND PLAYGROUND XYZ • HAVAS BUSINESS FOR MAERSK • HAVAS NEW YORK FOR THE BROOKLYN FILM FESTIVAL • HEARTS & SCIENCE FOR AT&T • HEARTS & SCIENCE
FOR MODERNA • HILTON • HOME INSTEAD/PHD MANCHESTER • HORIZON MEDIA • HOUSE 337 FOR WOMEN’S AID • HROC • INITIATIVE • INSTACART • INVNT APAC FOR CIRCLES.LIFE • IRIS GERMANY FOR ALCON • JOURNEE FOR
CLINIQUE – BUDWEISER • KANTAR PROFILES • KAYO SPORTS • KEENFOLKS • KINESSO FOR HISCOX • KRISTINA MCCOOBERY, INVNT • LAUNCH FOR DAVID SALISBURY • LE PUB FOR BARILLA • LIME PICTURES FOR CHANNEL 4 •
LIME PICTURES LIMITED FOR UK HOME OFFICE & OMD AGENCY • LIPPINCOTT FOR NOKIA • LIPPINCOTT FOR NYC PRIDE • LOS ANGELES RAMS • MAGPIE STUDIO FOR AERO • MAKER LAB • MAN BITES DOG FOR GHD • MANIFEST •
MARRIOTT INTERNATIONAL/MEDIA.MONKS FOR MARRIOTT INTERNATIONAL • MAS FOR YOUTUBE • MASTERCARD • MCCANN FOR MASTERCARD • MEDIA.MONKS FOR J.P. MORGAN PAYMENTS • MERKLE SINGAPORE FOR INCOME
INSURANCE LIMITED • MERMADE FOR THE BOOKER PRIZE FOUNDATION • MG OMD & OMD FOR HOME OFFICE • MINDSHARE UK X DOVE FOR UNILEVER • MOWER FOR FIRST ENERGY • MRM FOR FOREST STEWARDSHIP COUNCIL •
MRM FOR MYCOKE • MULLENLOWE LINTAS GROUP INDIA FOR UNILEVER • NANO X MSIX & PARTNERS • NATIVE TONGUE COMMUNICATIONS FOR PEANUTS WORLDWIDE • NELSON SCHMIDT FOR KENT NUTRITION GROUP • NET
CONVERSION FOR GROUNDWORKS • NETFLIX AND DORITOS • NINETY•EIGHT • NOGOOD • NOGOOD FOR JVN • NOVOS FOR PIGLET IN BED • OBSERVATORY & SLAP GLOBAL FOR DORITOS & NETFLIX • OCADO RETAIL • OCTAGON
FOR MASTERCARD • OGILVY FOR WORKDAY • OGILVY UK FOR ARGOS OGILVY UK FOR INMARSAT • OMD SINGAPORE FOR INCOME INSURANCE LIMITED • ONE ESPORTS FOR MARRIOTT • OZONE • PERFORMICS INDIA FOR MAP &
CONVERSE INDONESIA • PHIN WONG, HEAD OF MARKETING AT SPH MEDIA • PMG FOR SURVEYMONKEY • PRECIS DIGITAL • QYOU MEDIA FOR ACTIVISION BLIZZARD’S CALL OF DUTY WARZONE 2.0 • RAKUTEN ADVERTISING FOR
PERFORMID • RASCAL + FRIENDS • REACH AGENCY FOR HULU • RED ANT ASIA & CARBON FOR CREED • RETHINK FOR ASSOCIATION OF REGISTERED GRAPHIC DESIGNERS • RETHINK FOR KRAFT HEINZ • RETHINK FOR KRAFT HEINZ
NORTH AMERICA • RETHINK FOR NESTLE KITKAT • RETHINK FOR PENGUIN HOUSE • RFU X MATTA • ROCKETMILL • S:E CREATIVE STUDIO FOR WAITROSE & PARTNERS • SCREENMEDIA FOR THREDD • SHIFT COMMUNICATIONS FOR
CITRIX • SIGNAL THEORY FOR JOHN DEERE • SKY MEDIA, ACCENTURE SONG, DENTSU X, AND THE STORY LAB (DENTSU CREATIVE) FOR RANGE ROVER • SKY/ESSENCEMEDIACOM/QUANTCAST • SMARTSHEET • SNAPCHAT FOR
SNAP INC. • SONY INTERACTIVE ENTERTAINMENT, AMPLIFY, AND ADAM&EVEDDB • SONY MUSIC UK’S 4TH FLOOR CREATIVE & COLUMBIA RECORDS/SONY MUSIC GLOBAL DIGITAL BUSINESS DEVELOPMENT/MELON/ROBLOX FOR
GEORGE EZRA • SPIRO • STEIN IAS FOR PAPER AND PACKAGING BOARD • SVEN FOR SM SUPERMALLS • TAG • TANGERINE FOR BODYFORM • TAYLOR HERRING & MARS WRIGLEY • TAYLOR HERRING FOR SKY & SKY NOW TV • THE
BALVENIE SINGLE MALT SCOTCH WHISKY • THE CROC FOR ABAX • THE CROC FOR MORAE • THE ECONOMIST • THE KITCHEN NORTH AMERICA • THE MONKEYS, PART OF ACCENTURE SONG FOR THE GOVERNMENT OF TUVALU •
THE TRADE DESK. L’ATELIER FOR HENNESSEY • THE WENDY’S COMPANY, KETCHUM, VMLY&R AND SPARK FOUNDRY • THIRD CITY FOR STARLING BANK • THYGA FOR INEOS • TIN MAN • TIN MAN FOR CADBURY FINGERS • TOGETHER
FOR AIA NEW ZEALAND • TOUCHÉ! FOR BRP • TPT DIGITAL • TRANSMISSION FOR HENKEL ADHESIVES TECH • TREACLE • TRUE FOR KPMG • TUI/BRAZE • TWITCH ADS FOR WHATSAPP • TWITCH FOR WHATSAPP • UNISYS • UNITE
STUDENTS AND TRO • UNIVERSITY OF TECHNOLOGY SYDNEY • VALTECH RADON FOR ETON SHIRTS AB • VERIZON COMMUNICATIONS • VIDMOB FOR HIV IRELAND • VIOOH, JCDECAUX, YAHOO, STARCOM, NEAR FOR TOURISM
TASMANIA • VML/THE PHARM FOR BOOTS UK • VMLY&R COMMERCE FOR MONDELEZ INTERNATIONAL • WAVEMAKER UK • WE BELIEVERS FOR AB INBEV • WHALAR FOR FLANNELS • WHALAR FOR OATLY • WIRECO. X PIZZA HUT
X THE AGENCY HUT FOR PIZZA HUT AUSTRALIA • WIREDCO. FOR INDEED APAC • WIREDCO. FOR PIZZA HUT • WUNDERMAN THOMPSON FOR DASSAULT SYSTÈMES • WUNDERMAN THOMPSON FOR NESTLE • YETI X CODE AND
THEORY FOR YETI • YOUTUBE/ESSENCE MEDIA FOR TESCO • ZULU ALPHA KILO FOR BLACK BUSINESS & PROFESSIONAL, PRIDE AT WORK CANADA, THE CANADIAN CONGRESS ON INCLUSIVE DIVERSITY & WORKPLACE EQUITY AND
THE DIVERSITY INSTITUTE • ZULU ALPHA KILO FOR D2L • ZULU ALPHA KILO FOR HARRY ROSEN • ZULU ALPHA KILO FOR HOME EQUITY BANK / ROYAL CANADIAN LEG

The Drum
Awards
Marketing
Make your work

and people
behind it famous
Now open for entry in EMEA, APAC and AMERICAS
Find out more Register interest

The Drum’s annual World Creative Rankings benchmark
the agencies, advertisers, campaigns and people that were
most awarded across all the ad industry’s major global
award shows in the previous calendar year, including
Lions, Spikes, Andy’s and The Drum Awards.
Stay tuned …
Download 2023 Report

The Drum
Making the work and the people
behind the work famous.
Awards
The Drum Awards is a global awards program
from The Drum, the global publisher for the
marketing and media sector.
Thedrum.com features content from the awards
all year round. Catch up on the ceremonies, read
case studies of the winning work and plan your
submissions for the next wave. Winning is just
the beginning.
All Awards content Case Studies Watch the shows Enter 2024 Awards

The_Drum_Awards_Review_2023

Uploaded by

Copyright:

Available Formats

The_Drum_Awards_Review_2023

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The_Drum_Awards_Review_2023

Uploaded by

Copyright:

Available Formats

The Drum

The Drum Awards | Annual Review

The Drum Awards | Annual Report

The Drum Awards | Annual Report

The Drum Awards | Annual Report

The Drum Awards | Annual Report

The Drum Awards | Annual Report

The Drum Awards | Annual Report

The Drum Awards | Annual Review

Grand Prix Award

The Drum Awards | Annual Report

In 2020, Change the Ref launched ‘Ballots Against Bullets’,

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Budweiser is a brand that has long been synonymous with

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Game of Thrones, based on the best-selling book series

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Snack brand Doritos tapped into the excitement around

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

‘The First Digital Nation’ for the government of Tuvalu – a

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Tugging on heartstrings with its work to reduce the

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

In 2022, studies by the University of Miami indicated

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Hope&Glory supported Campaign Against Living

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Sony Interactive Entertainment, Amplify and

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Roland’s TrueVis printers print the brightest, most vivid,

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Across the United States, books are being challenged,

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

With the cost of living crisis pushing up prices, Heinz had

The Drum Awards | Annual Report

Grand Prix Award

The Drum Awards | Annual Report

Bodyform has a long-standing history as a challenger