The Drum Awards for Marketing APAC 2024 winners revealed
Convention-busting campaigns took home the top accolades as India’s Disney Star Network scooped the Grand Prix and Australian soccer brand Park landed the Chair’s Award at The Drum’s flagship awards show in Asia.
Disney Star India landed the Grand Prix at The Drum Awards for Marketing APAC
Winners of The Drum Awards for Marketing APAC 2024 were revealed in a show streamed live from Singapore on The Drum TV today.
Taking home the Grand Prix this year, as well as winning Gold in the Disruption, Social Purpose and Charity or Not for Profit categories, was the ‘Words of Pride – Reclaiming Respect With Language’ campaign from Disney Star Network in India. Driving the work was the insight that, unofficially, 125 million Indians would identify as LGBTQIA+, but less than 1% of India would identify with these words because English is not their first language.
In response to that challenge, the broadcaster brought together a collective of 150+ language experts, scholars and members of the LGBTQIA+ community to create a unique vernacular glossary in seven regional languages. In just four weeks, it reached over 53.5 million Indians and garnered more than 55m video views.
Meanwhile, jury chair Siew Ting Foo, global head of brand and insights at HP, bestowed the coveted Chair’s Award upon ‘It’s Time to Play Better,’ created by Hopeful Monsters for Park in Australia. Motivated by the eye-watering stat that 96% of women have had to play football in a men’s kit at some point in their career, the campaign amplified the voices of female players worldwide to challenge the status quo and overcome the all-too-common problem of ill-fitting kits for women.
Innovative tactics, including a ‘call to arms’ hero video featuring A-League players and strategic (and unorthodox) media placements, garnered widespread attention and sparked a global movement.
The Drum Awards for Marketing APAC is the first in a three-legged global tour celebrating the world’s best marketing over the next three weeks. The Drum Awards for Marketing Americas takes place on Wednesday, June 5, and The Drum Awards for Marketing EMEA on Thursday, June 13. All events will be streamed live and on-demand on thedrum.com.
You can see all the Gold winners from this year’s APAC event below and check out the Gold, Silver and Bronze winners in full on The Drum Awards for Marketing APAC website.
Grand Prix
Words of Pride - Reclaiming Respect with Language by Disney Star Network
Chair’s Award
It’s Time to Play Better by Hopeful Monsters for Park
Travel & Tourism
Grandparents Prove Singapore is Still Cool: Reimagining the Lion City for Gen Z by Klook
Sports
Recognizing The Trailblazers of Female Football, The OG’s by Bursty
Retail
Hitting the Best Sales Achievement Worldwide by Oppo Singapore
Government or Public Sector
Creating the New Shape of Video Attention Spans to Drive Tech Business to Taiwan by BBC StoryWorks APAC
Finance
DBS TableTok by DBS Bank
Entertainment
Resonating The Voice of the “Sandwich Generation” by Dialogue Communications
Culture or Leisure
beJEWELed: Elevating the Airport Experience with Swiftie Magic by Changi Airport Group
Charity or Not for Profit
Words of Pride - Reclaiming Respect With Language by Disney Star Network
Technology Innovation
Dark Fantasy - Biting Into a Million Fantasies by Interactive Avenues
Sustainability
Delivering Sustainable Streaming Ads with More Renewable Energy to Reduce Carbon Emissions by Foundation Australia
Social Purpose
Words of Pride - Reclaiming Respect With Language by Disney Star Network
Rebrand or relaunch
Amaysim’s Bold Leap into Affordable Telco Freedom
Media Innovation
Rethinking Data by AB InBev
Influencer Marketing
DBS TableTok by DBS Bank
Gaming
Arena Breakout x Grab by GrabAds
Disruption
Words of Pride - Reclaiming Respect with Language by Disney Star Network
and
It’s Time to Play Better by Hopeful Monsters for Park
Creative Innovation
1 Common Name - Karan, 1 Big Accusation - Badtameezi: Netizens Break the Internet by Amazon miniTV India and SoCheers, India
Social Media
Hunter Hunts Down the Piracy Scenes with Tootega Nahi Todega by Amazon miniTV India & SoCheers, India
Search
Cookie-less Hyper-personalized Marketing Using Search Query Data and Dynamic Creative Optimization by Dexterkrema
PR
Recognizing The Trailblazers of Female Football, The OG’s by Bursty
Out-of-Home
Leveraging Programmatic DOOH for Helena Rubinstein in Hong Kong by Hivestack by Perion & OMG for Helena Rubinstein
and
The Guinness Brewery of Meteorology by Vistar Media
Media
Lifebuoy - Everything Everywhere All at Once
Experience
Dark Fantasy - Biting Into a Million Fantasies by Interactive Avenues
Design/Brand
Beauty Heritage for the Modern Age by 1HQ Brand Agency Singapore
Creative
Corona Looong Weekend by AB InBev
B2B
Schneider Electric: Turning Unsung Heroes Into Impact Makers by Transmission
AI
Dark Fantasy - Biting Into a Million Fantasies by Interactive Avenues
Advertising
Get Your Beats On by AB InBev