Media The Drum Awards

Revealed: The Drum Awards for Social Media winners 2024

By The Drum Team, Editorial

November 5, 2024 | 8 min read

Edelman took the Grand Prix for its work with Heineken and Edelman Canada received the President’s Award for its work with Haleon brand Advil.

‘Social Swap’ campaign for Heineken

As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Social Media. If you missed the show, you can watch it on-demand now on The Drum TV.

Taking home the top prize, the Grand Prix, is Edelman for its ‘Social Swap’ campaign for Heineken. As the official sponsor for both the Women’s and Men’s Uefa Champion Leagues, Heineken wanted to challenge the disproportionate amount of discrimination female sports pundits face on social media when sharing their soccer views, leading to a toxic and uncomfortable environment for fans and professionals. To do this, it had two of Britain’s most famous ex-soccer players and pundits, Jill Scott and Gary Neville, comment on X during five Uefa Champions League Matches. Secretly, Gary and Jill switched social media accounts and commented from each other’s handles – an experiment that proved an ugly truth about sexism in sports fandom. Jill’s account, with posts written by Gary, received five times more sexist comments than Jill’s from Gary’s account, including remarks such as ‘Get back in the kitchen.’

The recipient of the President’s Award, meanwhile, as chosen by jury head Allie Wassum, director of social at Jordan (Nike), is Edelman Canada with its ‘Head Settings’ campaign for Advil.

83% of gamers experience gaming headaches, yet the majority of them play through the pain. Together with Advil Canada, Edelman Canada developed a proactive solution that allows PC gamers to optimize their in-game settings and game with less pain: Advil Head Settings.

Edelman partnered with Dr Seamas Weech, a cognitive scientist, as well as the professional gamer Michael Tash to develop seven Advil Head Settings guides for the most headache-inducing genres.

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

President’s Award

Edelman Canada for Haleon

Grand Prix

Edelman for Heineken

Finance

Gold: FCB Canada for BMO

Silver: Buddy Media Group for Aviva

Bronze: FCB Canada for BMO

Retail

Gold: Valtech Radon for Eton

Silver: Coolr for Lidl GB

Celebrity or Influencer Partnership

Gold: Ogilvy PR for CeraVe Skincare & The Ministry of Justice

Silver: Ogilvy UK for My Life My Say

Bronze: AMV BBDO for Sheba (Mars) & Golin for Specsavers

Data and Insights

Gold: The Kitchen North America for Kraft Heinz - Heinz

Silver: Edelman for Instituto Ampara Animal

Bronze: Amazon miniTV India and SoCheers, India

Community Management

Gold: We Are Social for Amazon Music

Automotive

Silver: Open Influence for Uber

Government or Public Sector

Gold: Ogilvy UK for Mayor of London

B2B

Gold: Gravity Global for GE Aviation

Silver: John McNeil Studio for Commvault

Bronze: Fight or Flight in partnership with Pitch

Cause-Led Influencer Campaign

Gold: Dentsu Creative Amsterdam for KPN

Silver: Ogilvy for Dove

Sports

Gold: Edelman for Heineken

Silver: US Women’s National Soccer Team for US Women’s National Team

Bronze: Whalar for The National Football League

Travel and Tourism

Silver: The Works, part of Capgemini for Destination NSW

Micro-Influencer Campaign

Gold: Art of the Possible for CJ CheilJedang (parent company of the Bibigo brand) & PepsiCo Foods US D3 (In-House Agency)

Silver: Screenshot Agency for Vinted

Integrated

Gold: Edelman Canada for Knorr

Silver: Kraft Heinz - Oscar Mayer

Bronze: Tangerine Communications for Specsavers

Luxury

Bronze: OneFifty Consultancy for Watchfinder & Co

Fashion and Beauty

Gold: Wavemaker for Garnier

Silver: Ogilvy for Dove

Bronze: WiredCo for The Iconic

Professional Services

Bronze: HangarFour Creative for Indeed (Indeed.com)

Industrial/Manufacturing

Gold: Gravity Global for GE Aviation

Healthcare and Pharma

Gold: Ruder Finn for Sanofi & Edelman Canada for Haleon

Bronze: Digitas for Align Technology

Real-Time Response or Activation

Gold: Rethink for Kraft Heinz

Silver: The Kitchen London for Heinz

Bronze: Tangerine for Specsavers

Entertainment

Gold: MG OMD for Sony Pictures

Silver: Cherry Pick Talent for Epic Games

Bronze: S:E Creative Studio for The BPI & Something Something for The Hives

CPG/FMCG

Silver: The Kitchen North America for Kraft Heinz - Oscar Mayer

Charity or Not-for-profit

Gold: RSPB (Conservation Charity)