The Drum Awards for Marketing Americas 2025 revealed its winners, with the Grand Prix and Gold in Digital Commerce awarded to the “Used Barbie Dream Cars” campaign by MRM for General Motors/CarBravo. The campaign capitalized on the Barbie toy car trend by reselling the cars on a Shopify site mirroring its main platform, reinforcing the brand’s fair pricing message and resulting in a 91x return on investment.
The President’s Award went to Dentsu Creative New York for its “Returning Creativity” campaign for Crayola, which also won Gold in the PR category. This nostalgic, multi-channel campaign used original research to highlight creativity’s importance for children and parents, sparking a national conversation and encouraging creative engagement.
The Drum Awards for Marketing Americas is the final leg of a global series, following events in APAC and EMEA regions. All ceremonies were streamed live and are available on demand via The Drum TV.
Key category winners include:
- AI: “Smarter Campaigns, Better Results” by Monks for Headspace
- Advertising: “David and Dave” by Artists Equity for Stella Artois
- B2B: “Workday Presents: The Rock Stars of Business World Tour” by Ogilvy for Workday; “By America’s Side” by Stein IAS for Mack Trucks
- CPG/FMCG: “Sasquatch in the Skies” by Padilla for Jack Link’s Snacks
- Charity/Not for Profit: “Doors of Opportunity” by Fuse Create for Soles4Souls
- Consumer Tech: “Reimagining Oura Ring’s E-Commerce Experience” by Instrument for Oura
- Creative Innovation: “Wäsche of the Wild” by Zulu Alpha Kilo for Destination BC
- Digital Experience: “Lipton Zero: The Virtual Sampling Hack That Changed the Game” by RocknRolla Guatemala for Lipton – CBC Guatemala
- Entertainment: “The Last Barf Bag” by FCB Chicago for Dramamine; “It’s Showtime: Beetlejuice, Beetlejuice” by Hearts & Science for Warner Bros
- Fashion and Beauty: “Disney x Balmain” by Disney Consumer Products for The Walt Disney Company
- Healthcare and Pharma: “Serious Foreplay” by Fuck Cancer & The Variable for Fuck Cancer
- Media Innovation: “Moon Music Lands on Roblox” by Gamefam, Warner Music Group & Parlophone Records; “10 Bricks Infinite Play” by Snapchat for The Lego Group
- PR: “Returning Creativity” by Dentsu Creative New York for Crayola
- Sustainability & Responsibility: “Endless Runway” by Edelman for eBay; “Indeed’s Rising Voices Season 4” by Indeed
- Technology Innovation: “NBC Big Board: Setting the Standard for Data Journalism” by Code and Theory for NBCUniversal
For the full list of Gold, Silver, and Bronze winners, visit The Drum Awards for Marketing Americas website. Award-winning case studies are also available online.