All of the winners from The Drum Awards for Content 2024
FCB Chicago took the Grand Prix for its work with Dramamine, while FCB New York received the President’s Award with ‘Lap of Legends’ for Michelob Ultra.
FCB Chicago for Dramamine
As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Content. If you missed the show live, watch on-demand now on The Drum TV.
Taking home the top prize, the Grand Prix, is FCB Chicago for its ‘The Last Barf Bag’ campaign for anti-nausea brand Dramamine. The lighthearted, 12-minute mini-documentary looks at the eccentric subculture of air sickness bags, profiling collectors and tracing how use of barf bags has diminished as Dramamine has become more popular.
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The recipient of the President’s Award, meanwhile, as chosen by jury head Sam (Fink) Friedman, director of content partnerships at the NFL, is FCB New York with its ‘Lap of Legends’ for AB InBev brand Michelob Ultra.
This tech-forward sporting event put a real-life F1 driver up against avatars of retired drivers from more joyous eras of racing history. Logan Sargeant, a young F1 driver today, raced AR avatars of his original racing heroes driven by AI.
The race featured virtual, data-driven versions of F1 legends such as Mario Andretti, Jacques Villeneuve, Alain Prost, Nigel Mansell, Jenson Button and Damon Hill, airing live on TV, like a traditional F1 race.
It was all done through AR, AI machine learning and telemetry, using tech to quite literally change the game of F1 racing and create the first sporting event that spanned different dimensions of reality.
You can see the full list of winners below and read the stories behind the winning work on our Case Studies hub.
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President’s Award
FCB New York for AB InBev - Michelob Ultra
Grand Prix
FCB Chicago for Dramamine
AI
Gold: Twitch Brand Partnerships Studio for Audible
Audio
Bronze: AREA 23, an IPG Health Company for Siemens Healthineers
Silver: MullenLowe SSP3 for Unilever - Ala Argentina
Automotive
Bronze: Monks for BMW UK
Gold: Razorfish for Stellantis - Ram Trucks
Silver: Tilt Creative + Production for Audi
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B2B
Gold: FCB NY for Spotify
Silver: Fight or Flight in partnership with Pitch for Pitch
Charity or Not-for-profit
Silver: Autism Speaks
Bronze: Disney Star Network
Gold: Vodafone Foundation
Corporate Blog or Blogs
Gold: NP Digital for Adobe
Silver: NP Digital for SoFi
CPG/FMCG
Gold: Gameloft for Brands for Ferrero
Silver: MullenLowe SSP3 for Unilever - Ala Argentina
Bronze: VML & Conagra Foods
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Data and Insights
Bronze: Ogilvy UK for The Coca-Cola Company
Editorial Partnership
Gold: Monks for BMW UK
Silver: TheSoul Publishing for Crayola
Bronze: Zenith for Walmart
Entertainment
Gold: Dimz Inc
Fashion and Beauty
Gold: Ssense
Bronze: Wavemaker UK, Channel 4 & McCann Bristol for Remington
Finance
Gold: Times Money Mentor
Food and Beverage
Gold: PepsiCo Foods US D3 (In-House Agency)
Bronze: Seven Dials Market by Kerb
Silver: Whalar for Britvic
Government or Public Sector
Silver: SPH Media for Ministry of Manpower
Healthcare and Pharma
Silver: Coegi for Moderna
Gold: FCB Chicago for Dramamine
Bronze: Virgin Media O2 Business
Industrial/Manufacturing
Bronze: Gravity Global
Integrated
Silver: Coolr for Samsung
Bronze: Edelman Canada for Hellmann’s
Gold: FCB Chicago for Dramamine
Silver: MullenLowe SSP3 for Unilever - Ala Argentina
Retail
Bronze: SPH Media for Singtel Singapore
Silver: Zenith for Walmart
Shoppable
Gold: Ssense
Sports
Gold: FCB New York for AB InBev - Michelob Ultra
Bronze: Footballco & Fuse for Enterprise Rent-A-Car
Silver: Sela for Sela x Newcastle United
Technology
Silver: Journey Further for Boots Hearingcare
Gold: Sela for Sela x Newcastle United
User-Generated Content
Silver: Buttermilk for Mugler
Gold: Digitas for Crocs
Bronze: The Doe
Video and Film
Bronze: Citizen Relations for TurboTax
Silver: Sela for Sela x Newcastle United
Gold: Tangerine Communications for Specsavers