Winners announced at The Drum Awards for Digital Experience 2024
Sips and Bites took the Grand Prix with its campaign for Doritos/PepsiCo, while FCB New York received the President’s Award for its work with Spotify.
FCB New York for Spotify
As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Digital Experience.
Taking home the top prize, the Grand Prix, is Sips and Bites for its ‘Doritos Silent’ campaign, which saw it create the world’s first AI-augmented snack.
Despite being popular with gamers worldwide, Doritos had a problem in that its much-loved crunch disrupts and annoys other gamers subjected to the noise in their earphones. The brand turned this intrinsic snacking gripe into a marketing opportunity, creating the world’s first AI-augmented snack that removes every Doritos crunch from every game.
Trained on over 5,000 Doritos crunch noises, the AI tech separates the audio of someone’s voice from the distinctive crunch of a Dorito, then cancels all that munching in real-time.
The recipients of the President’s Award, meanwhile, as chosen by jury head Billy Seabrook, a senior partner and global chief design officer at IBM iX, is FCB New York for Spotify.
Spotify wanted to show media planners that it is so much more than an audio platform, that it has video and multiformat ads, that it is interactive, collaborative and highly engaging and that its ROI goes way beyond numbers on a spreadsheet.
To break through, it found a way to hack the RFP process and change the conversation… showing media planners and the entire marketing industry why Spotify Advertising goes beyond just plain digital audio.
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
FCB New York for Spotify
Grand Prix
Sips and Bites for Doritos/PepsiCo
Employee Experience
Gold: Jack Morton Worldwide
Silver: Vodafone Group
Experience Platforms
Gold: Rika for Kensington Mortgages
Finance
Gold: Union Direct for Scottish Widows
Government or Public Sector
Gold: WongDoody for India Income Tax Department (ITD)
Marketing
Gold: OMD Italy for Barilla Group
Sports
Gold: NFL, Nickelodeon & Gamefam
Silver: Pickaxe Foundry & Yes Network
Technical Achievement
Gold: Code and Theory for NBCU News Group
Silver: John Lewis & Partners
Bronze: Crafted for LeShuttle
Automotive
Silver: Razorfish for Stellantis - Ram Trucks
Fashion and Beauty
Gold: Snap Inc for NYX Professional Makeup
Food and Beverage
Gold: Sips and Bites for Doritos/PepsiCo
Silver: True for St Austell
Bronze: VML for QSR Stores Sdn Bhd
Game-Changing Technology
Gold: Sips and Bites for Doritos/PepsiCo
Bronze: Tryzens Global for Cotton On
Healthcare and Pharma
Silver: Future Platforms for Virgin Active
Platform/Tech Partner of The Year
Gold: Placements.io
Bronze: Economist Impact for Infosys
Professional Services
Bronze: Hugo & Cat for A&O Shearman
Best Brand Experience
Gold: Sips and Bites for Doritos/PepsiCo
Silver: Hoopla Digital Ltd for The Lego Group
Bronze: AMV BBDO for Sheba (Mars)
Best GenAI Experience
Gold: Snap Inc for NYX Professional Makeup
Silver: IBM
Best Website Experience
Gold: Basic/Dept for Docusign
Silver: Woven agency for Carrier Luxury Holidays
Bronze: Prophecy for Lincoln Property Company
Innovation
Gold: Sips and Bites for Doritos/PepsiCo
Gold: Twitch Brand Partnerships Studio for Audible
Silver: US Women’s National Soccer Team
Bronze: FCB New York for AB InBev - Michelob Ultra
Best AR/VR Experience
Gold: FCB New York for AB InBev - Michelob Ultra
Silver: Snap Inc for NYX Professional Makeup
Best Metaverse Experience
Gold: NFL, Nickelodeon & Gamefam
Silver: Super League for Hamilton
Bronze: Sony Pictures, Gamefam, UM & WildBrain
Mobile App
Gold: Gameloft for Brands for Ferrero
Silver: The Kitchen North America for Kraft Heinz - Heinz
Bronze: VML for Diageo / Baileys
UX/CX
Silver: The Pixel for Farrow & Ball
B2B
Gold: FCB New York for Spotify
Bronze: True for St Austell
CPG/FMCG
Silver: Gameloft for Brands for Ferrero
Culture or Leisure
Gold: FCB New York for AB Inbev - Michelob Ultra
Silver: Woven agency for Carrier Luxury Holidays
Entertainment
Gold: Sony Pictures, Gamefam, UM & WildBrain
Silver: FCB New York for AB InBev - Michelob Ultra
Luxury
Bronze: Woven agency for Carrier Luxury Holidays
Media
Bronze: The Telegraph
Retail
Bronze: The Pixel for Poundland
Bronze: VML for Clarks
Travel and Tourism
Silver: WillowTree for Brightline Trains
Bronze: Woven agency for Carrier Luxury Holidays