Nov 29, 2023

November 29, 2023 | 6 min read 50 Shades of Ginger As part of The Drum’s annual Awards Festival , today we celebrated The Drum Awards for B2B, which was broadcast live to the world from our studio in London. Taking home the top prize, the Grand Prix, is Fight or Flight for its work with Roland DG – a campaign that shows that the printer maker’s TrueVis range can produce the brightest, most vivid, most accurate colors – even the notoriously tricky oranges and reds. But how did it demonstrate this simple product truth in a way that would get people to pay attention? Well, no one understands the nuance of red and orange shades better than redheads. From strawberry blonde to fire-engine red, the global population of redheads covers a hugely diverse spectrum of different shades and yet most of us rely on only one word to describe them: ginger. Using the TrueVis printer and a spectrophotometer, Roland built the first-ever Ginger Colour Index and printed a unique lookbook that illustrated the huge variety of different shades that make up the ‘ginger’ collective. ‘50 Shades of Ginger’ was born. The recipient of the Chair’s Award, meanwhile – as chosen by head judges Cos Mingides, head of effectiveness at True, and Kristin Barry Collins, head of B2B client experience at Vanguard – is Ogilvy for its work with Workday. ‘Rock Star’ brought together five legends of music – Ozzy Osborne, Paul Stanley, Joan Jett, Billy Idol and Gary Clark Jr – with a message to the corporate world: stop using the phrase ‘rock star’ to compliment each other. The process began with finding the right mix of talent to fully represent the rock and roll community. Ogilvy teased the campaign with a print ad recognizing the Wall Street Journal’s Top 250, eye-catching OOH in key media DMAs and on social with a series of concert posters that idolized Workday’s audience: from CEOs that ROI all night to CFOs that open with decision-ready insights. It then gave rock stars the biggest stage in the world – the Super Bowl – to respond. After the big game, Ogilvy ran a full-page print ad in the Wall Street Journal with an official apology to the rock star community from Workday for co-opting their beloved term. Mingides and Barry Collins were joined on the judging panel this year by senior marketers from top brands and agencies, including Adobe, Mastercard, The Trade Desk and Stein IAS. Among the other big winners of the night are Man Bites Dog for its work with GHD, Wunderman Thompson for its work with Dassault Systèmes and Havas Business for its work with Maersk. Chair Award: Ogilvy for Workday Integrated Campaign: Ogilvy for Workday Experience or Event: Stein IAS for Paper and Packaging Board Media: Havas Business for Maersk Advertising: True for KPMG Design: Nelson Schmidt for Kent Nutrition Group Print: Deloitte UK Emotion: Bader Rutter for Tempo Art Direction: Stein IAS for Dechra Illustration: Addleshaw Goddard & Gasp! for Addleshaw Goddard Content: Wunderman Thompson for Dassault Systèmes Partnership or Collaboration: Economist Impact for DP World Website: MRM for Forest Stewardship Council Sponsorship: Brands2Life for Xero Response To Change: Wunderman Thompson for Dassault Systèmes Social Media: Shift Communications for Citrix Limited Budget: Addleshaw Goddard & Gasp! for Addleshaw Goddard TV and Film: Mower for First Energy Disruption: The Croc for ABAX Technology: Stein IAS for Paper and Packaging Board Technology-Led Innovation: Boulder Group for SCIEX Demand Generation: MRM for myCoke Data and Insights: Mower for First Energy Digital: Wunderman Thompson for Dassault Systèmes Rebrand or Relaunch: Unisys Thought Leadership: Man Bites Dog for GHD B2B For Good: Ogilvy UK for Inmarsat Leader of the Year: Jill Kramer, Chief Marketing and Communications Officer, Accenture Brand/In-House Team of the Year: Addleshaw Goddard Agency Team of the Year: Fight or Flight