Drum Awards celebrated its 2018 edition
Seeking to identify best practices, companies and people in advertising, the Drum Awards celebrated its 2018 edition, rewarding advertising agencies, design consultancies, digital agencies, production companies, marketing agencies, PR and more.
The UK agency AMV BBDO won the top accolades, taking home the coveted Grand Prix and award for Beauty and Fashion for its work with Essity (Bodyform/Libresse) on the Bloodnormal campaign. The winning campaign is the first in the UK to depict real period blood, breaking taboos that hold women back. The campaign is around the idea of breaking taboos and positioning periods positively.
Member of the jury and global editor-in-chief at August Media, Helen Bazuaye said: “With humour, creativity and pitch-perfect boldness, the campaign has taken the insane level of sanitization and ‘blue rinse’ thinking that held sway over all things period and made normal the bloody truth. It’s daring work that leaves most who experience it thinking: ‘why was it ever different to this!’ Congratulations to the BloodNormal team – your success is totally deserved.”
This year’s chair of the judging panel Nick Law, Chief Creative Officer of Publicis Group awarded AMV BBDO his Chair Award, as well as the Charity and Not for Profit accolade, for the campaign that founded a country of rubbish to tackle a global crisis, Trash Isles.
On his choice, Law said: “In our world we spend a lot of time thinking about craft, in film, in print, in interfaces and experiences. But there are times when our ideas are more abstract and those ideas have to be constructed in a different world. Trash Isles is a very interesting one. It was an idea that could only be be expressed as a political entity.”
Creative agency, Gravity Road has snapped up the award for Automotive and Transport, for its work with Uber on Where to, Britain?
Running on Channel 4’s on-demand service All 4, Where to, Britain? spanned six five-minute episodes that followed some of Britain’s top drivers who use the Uber app as they pick-up and drop-off people across the UK. Judge and Chief Creative Officer, Mick Mahoney said that despite the quality of the Uber product and the user interface, the perception of their drivers, ‘their offline user interface’, tends to vary.
He added: “This simple, engaging idea uses one of the oldest tactics in the book – show the staff. But it proves that often the oldest ideas are sometimes the best ones.”
Other winners of the evening include: The Hook Group for Campaign of the Year (over million views), Habito for Campaign of the Year (under one million views), TMW Unlimited for Food and Drink, M&C Saatchi London for Financial Services and Professional Services, McCann London for Entertainment Goods and Services and Amaze Realise for Art Direction.