The Drum Awards for Marketing Americas 2025 has revealed its winners, with the Grand Prix and Gold in Digital Commerce awarded to MRM for General Motors/CarBravo’s ‘Used Barbie Dream Cars’ campaign. The campaign capitalized on the Barbie toy car trend by creating a Shopify site that mirrored its main platform to promote fair pricing and boost real car sales, achieving a 91x return on investment.
The President’s Award was presented by jury leader Prateek Sood of Mastercard to Dentsu Creative New York for ‘Returning Creativity’ for Crayola. This campaign used nostalgia, original research, and a multi-channel earned media approach to highlight the importance of creativity for children and parents, sparking national dialogue and encouraging creative engagement.
The Drum Awards for Marketing Americas is the final event of a global series, following recent ceremonies in APAC and EMEA regions. All events were streamed live and are available on-demand via The Drum TV.
Below are select Gold winners from the Americas event:
- Grand Prix & Digital Commerce: ‘Used Barbie Dream Cars’ by MRM for General Motors/CarBravo
- President’s Award & PR: ‘Returning Creativity’ by Dentsu Creative New York for Crayola
- 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 or 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
- Energy and Industry: ‘Push Unleaded 88: Nature Will Thank You’ by Little Big Engine for Growth Energy
- 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
- Finance: ‘Undone’ by Turbo Tax Canada
- Food and Beverage: ‘Shake That Ess’ by Artists Equity for Dunkin’ by Inspire Brands; ‘Arby’s Free Sandwich Month’ by Fallon for Arby’s
- Gaming: ‘Leveling Up Reality: Qiddiya’s Global Gaming Takeover’ by Mas for Qiddiya
- 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
- OOH: ‘Verizon Super Bowl FanFest’ by Momentum Worldwide for Verizon
- Rebrand or Relaunch: ‘Getting There Starts Here’ by McCann New York for State Street Global Advisors
- Social Purpose: ‘Change the Board Game/SMD’ by Billups for Elf Beauty
- 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
A full list of Gold, Silver, and Bronze winners and case studies is available on The Drum Awards for Marketing Americas website.