All of the winners from The Drum Awards for Experiential 2024

Taking home the top prize, the Grand Prix, is Sela for ‘Unsilence the Crowd,’ its work with Newcastle United.

Based on a philosophy that football isn’t a sport to be watched but an experience to be felt, and with St James’ Park stadium, NUFC’s home ground, regularly voted as having one of the best atmospheres in the Premier League, Sela and technology provider CuteCircuit incorporated haptic technology into replica NUFC match shirts that transform the noise of the stadium into real-time touch sensations, allowing deaf fans and fans with hearing loss to experience the atmosphere of a live football match like never before. The entire soundscape came to life as a language composed of a series of touch-like sensations across the torso of the person wearing the shirt.

The recipient of the President’s Award, meanwhile, as chosen by jury head Wendy Kupsis Robino, senior vice-president of marketing events & regional publicity at Warner Bros Pictures, is VML for ‘Waiting to Live,’ a campaign for NHS Blood & Transplant that helped shorten organ transplant wait times for children.

233 dolls, representing 233 individual children on the waiting list, were installed in hospitals and GP surgeries all over the UK, providing a contextually relevant healthcare environment to reach parents. Visitors were able to scan a QR code to learn more about the children’s stories and register as organ donors.

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

Grand Prix

Sela for Sela x Newcastle United

President’s Award

VML UK for NHS Blood & Transplant

In-Person (<1000)

Silver: AMV BBDO for Meta Quest

In-Person (1000+)

Gold: Sela for Sela x Newcastle United

Luxury

Gold: The 10 Group for IWC Schaffhausen

Bronze: Chorus x The Macallan

Open Air Experiential Activation

Gold: Sela for Sela x Newcastle United

Bronze: NVE Experience Agency for NBC Universal

Exhibition

Gold: VML UK for Canon

Silver: Dalziel & Pow Design Consultants Limited for Guinness Storehouse

Silver: Pixel Artworks and Outernet London

Bronze: 2LK for Canon EMEA

Integrated Experiential Activation

Gold: We Are Social + Narrative for McDonald’s

Silver: Sela for Sela x Newcastle United

Bronze: The 10 Group for IWC Schaffhausen

Bronze: Edelman Canada for Knorr

Breakthrough Event

Gold: VML UK for NHS Blood & Transplant

Silver: Razorfish, as a part of Publicis Q, for Infiniti Motor Company

CPG/FMCG

Gold: Lola MullenLowe for Persil

Entertainment

Gold: BBC Studios Creative

Silver: NVE Experience Agency

Bronze: Netflix

Food and Beverage

Gold: Rethink for Kraft Heinz

Bronze: Seen Presents & Red Consultancy for McDonald’s UK and Ireland

Bronze: Sweet&Chilli

Hybrid Event

Gold: On Board Experiential for Sephora

Silver: Proud Robinson + Partners [PRP] for Oracle Red Bull Racing

Professional Services

Silver: Addleshaw Goddard

Automotive

Gold: Razorfish, as a part of Publicis Q, for Infiniti Motor Company

Silver: Wasserman for BMW

Bronze: Seen Presents & CAA for Volvo Car UK

Fashion and Beauty

Bronze: Chab and Maise for Shiseido - Anessa

Government or Public Sector

Silver: VML UK for NHS Blood & Transplant

Large Scale Activation

Silver: Smyle Creative for Spotify

Networking Experience

Silver: Team X Cheerful TwentyFirst for Stagwell Global

Bronze: We are Family London (Waf.) for Starbucks Coffee Company

Retail

Bronze: Seen Studios

Sports

Gold: Sela for Sela x Newcastle United

Use of Livestreaming

Silver: Proud Robinson + Partners [PRP] for Oracle Red Bull Racing

Bronze: Riot Games, OS Studios

Charity or Not-For-Profit

Bronze: Brandfuel for Humanitarian Leadership Academy

Community-Focused Experience

Gold: Lola MullenLowe for Persil

Gold: Sela for Sela x Newcastle United

Silver: Dentsu Inc for Orix Real Estate Corporation (a parent company of Kyoto Aquarium and Sumida Aquarium)

Bronze: EPH Creative for Square Enix

Responsible Activation

Gold: LePub for Heineken

Silver: Chorus x The Macallan

Bronze: We Are Family London (Waf) for Starbucks Coffee Company

B2B

Gold: Buentipo Anchor - DDB Worldwide Colombia for ABInBev Colombia

Silver: Team X Cheerful TwentyFirst for Stagwell Global

Experiential Activation to Launch a Brand/Product

Gold: AMV BBDO for Meta Quest

Silver: InVision Communications for Phoenix Labs

Bronze: George P Johnson for Starbucks

Healthcare and Pharma

Gold: Area 23, an IPG Health Company, for Siemens Healthineers

Industrial/Manufacturing

Bronze: Brandfuel for Aramco

Travel and Tourism

Silver: Tripadvisor for Experience Abu Dhabi