The Drum Awards for Marketing EMEA 2024 winners revealed

Taking home one of our Grand Prix this year, as well as winning Gold in the Sports category, was Norwich City Football Club for its World Mental Health Day campaign that showed how the power of sport can save lives.

With the realization that the average age of a Norwich City season ticket holder correlates to the age bracket most likely to take their own life (45-49), it came up with an idea for a short film designed to show two supporters who fall into the high-risk age bracket and dispel the myth that even though someone appears OK on the surface, they may not be.

The ‘You Are Not Alone’ video went truly viral – it has been viewed over 146m times across more than 150 countries. More importantly, it was responsible for over 7,500 inbound messages to Samaritans, which accounted for 63% of all messages around World Mental Health Day.

A similar idea from Splendid Communications also scooped a Grand Prix. Our judges were impressed by its work with Movember to raise awareness of men’s mental health on World Suicide Prevention Day.

In partnership with two northern football clubs (where male suicide in the UK is highest), it turned empty season ticket seats into a powerful message, ‘Where’s my mate?’, to encourage people to look around and see who’s missing, as well as a QR code to direct them to helpful literature on Movember’s website.

Meanwhile, Diageo chief marketing officer Cristina Diezhandino, who headed up this year’s judging panel for The Drum Awards for Marketing EMEA, bestowed the prestigious Chair Award on Dark Horses for its AI-created Fifa president candidate Hope Sogni. The work also won Golds in the Disruption and AI categories.

Realizing that football governance is broken, with Fifa never having had a female candidate run for president in its 120-year history, the agency worked with female football leaders Moya Dodd and Maggie Murphy to create an AI manifestation of a female candidate that people can speak to in real time. Hope Sogni exists to allow female leaders to share progressive views anonymously and hold Fifa to account on key issues affecting women in football.

Within two days of launching, the campaign had been covered in 42 countries, in multiple languages, across key national titles, with a photo of Hope dominating the back page of The Guardian.

The Drum Awards for Marketing EMEA is the third in a three-legged global tour celebrating the world’s best marketing. The Drum Awards for Marketing APAC took place on Thursday, May 30, in Singapore, while The Drum Awards for Marketing Americas was on Thursday, June 6, in New York. All shows are streamed live and on-demand on thedrum.com.

You can see all the Gold winners from this year’s EMEA event below and check out the Gold, Silver and Bronze winners in full on The Drum Awards for Marketing EMEA website.

Sports

Splendid Communications for Norwich City Football Club

Culture or Leisure

The Goat Agency for Odeon

Partnership or Collaboration

Tin Man for Oreo

Data/Insight

Zenith UK for Nurofen

Design/Brand

Edinburgh Napier University

Media

PHD UK for Warner Bros Discovery

Travel and Tourism

Publicis London for P&O Ferries

Food and Beverage

Paradise Agency for Concha Y Toro

Metaverse

Tommy for Binance

Rebrand or relaunch

Publicis London for P&O Ferries

PR

Prime Weber Shandwick for Telia

Technology Innovation

Prime Weber Shandwick for Husqvarna

Social Purpose

Paddy Power

Search

Connective3 for Wren Kitchens

Energy and Industry

Fifth Ring for DC Thomson

Government or Public Sector

Golley Slater for Transport for Wales

Charity or Not for profit

RNLI Creative Services

Creative Innovation

Splendid Communications for Movember

B2B

Travelport

Sustainability

AddMustard for Sokito

CX

LeaseLoco

Content

Tangerine Communications for Bodyform (Essity)

Media Innovation

Lucky Saint

Creative (sponsored by Kantar)

PrettyGreen for Hasbro

Gaming

Sky

Rising star

The Fifth

AND

The Goat Agency

Social Media

Cif Global (Unilever)

Entertainment

BBC Studios

Influencer Marketing

Golin for Specsavers

Healthcare and Pharma

Golin for Specsavers

Experience

AMV BBDO for Meta

Out of Home

Starcom UK for Butterkist (KP Snacks)

AI

Dark Horses

Disruption

Dark Horses

Finance

VML UK for HSBC

Advertising (sponsored by Kantar)

Zenith UK for Vanish

Chair Award

Dark Horses

Grands Prix

Norwich City Football Club

AND

Splendid Communications