Revealed: The Drum Awards for PR winners 2024

Taking home the top prize, the Grand Prix, is Golin for its ‘The Misheard Version’ campaign for Specsavers.

To open up a new, less intimidating conversation about hearing loss and encourage people to get their hearing tested, Specsavers created a campaign that would break through the typical public health messaging and resonate with social media audiences. Tapping into a universally recognizable cultural phenomenon, Rick Astley’s 1987 classic Never Gonna Give You Up, it re-recorded the song with lyrics intentionally using the most common misheard versions. The result was an innovative hearing test in disguise.

The recipient of the President’s Award, meanwhile, as chosen by jury head Julia Monti, the senior vice-president for global communications at Mastercard, 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.

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

President’s Award

Sela for Sela x Newcastle United

Grand Prix

Golin for Specsavers

B2B

Gold: Firebrand Communications for Perceptyx

Silver: Fight or Flight in partnership with Medius

Bronze: Brands2Life for Sodexo

Charity or Not-for-profit

Gold: Ogilvy UK for Melanoma

Silver: Ogilvy UK for My Life My Say

Bronze: Hope&Glory with Adam&EveDDB for V&A

CPG/FMCG

Gold: MullenLowe for Unilever

Silver: The Romans for Lidl

Bronze: Wonderland Communications for Kraft Heinz, Lick

Culture or Leisure

Gold: Here Be Dragons for Beavertown & Campaign Against Living Miserably

Silver: Patrón Tequila

Bronze: The Romans for Desperados

Entertainment

Gold: Indigo Pearl for London Games Festival

Fashion and Beauty

Bronze: Team Reactivate for Dove Pakistan - Unilever Pakistan

Finance

Gold: Brands2Life for Experian

Silver: Droga5 New York for JPMorgan Chase

Bronze: FCB Kinnect for HDFC Bank

Food and Beverage

Gold: One Green Bean for Domino’s

Gold: Ready10 for McDonald’s

Silver: Hopeful Monsters for Australian Macadamias

Silver: Journey Further for Prep Kitchen

Government or Public Sector

Gold: Rantau+ for Landasan LumayanSilver: Burson Sweden for Arken Zoo

Bronze: 23red for Sport England

Healthcare and Pharma

Gold: Golin for Specsavers

Silver: Ruder Finn for Sanofi

Bronze: Ogilvy UK for Melanoma

Bronze: DNA Communications for Boehringer Ingelheim & Eli Lilly Alliance

Innovation

Gold: Sela for Sela x Newcastle United

Silver: Here Be Dragons for Beavertown & Campaign Against Living Miserably

Bronze: M&C Saatchi Talk for EE

Integrated

Gold: BCW for NHS Blood and Transplant

Gold: Golin for Specsavers

Silver: LePub for Heineken

Bronze: PrettyGreen and Hasbro

International

Gold: Exposure London for Lego Group

Launch or Relaunch

Gold: Rethink for Kraft Heinz

Silver: M&C Saatchi Talk for EE

Bronze: The Romans for Lidl

Professional Services

Bronze: The Romans for Oxford University Press

Public Affairs

Bronze: The Romans for Desperados

Retail

Gold: Hope&Glory for Ikea

Silver: Burson Sweden for Arken Zoo

Sports

Gold: MatchFit for Topps

Silver: Sela for Sela x Newcastle United

Bronze: Golin for Asics