The Drum Awards for Marketing Americas 2025 revealed its winners, with the Grand Prix and Gold in Digital Commerce going to MRM for General Motors/CarBravo’s ‘Used Barbie Dream Cars’ campaign. The campaign creatively leveraged the Barbie toy car trend to buy and resell them at fair prices through a Shopify site, promoting the brand’s honest pricing and boosting actual car sales with a 91x return on investment.
Prateek Sood of Mastercard, jury leader, awarded the President’s Award to Dentsu Creative New York for ‘Returning Creativity’ for Crayola. This campaign combined nostalgia, original research, and a multi-channel earned media strategy to highlight creativity as crucial for children and parents, sparking a national conversation and encouraging family engagement in creative activities. It also won Gold in the PR category.
The Drum Awards for Marketing Americas forms the third part of a global series, following the APAC and EMEA awards. All ceremonies were streamed live and are available on demand via The Drum TV.
Below are selected Gold winners from the Americas event. Full lists of Gold, Silver, and Bronze winners are available on The Drum Awards for Marketing Americas website.
- Grand Prix: ‘Used Barbie Dream Cars’ by MRM for General Motors/CarBravo
- President’s Award: ‘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 and ‘By America’s Side: Driving Mack Trucks Forward into the Future’ by Stein IAS for Mack Trucks
- CPG/FMCG: ‘Sasquatch in the Skies: Jack Link’s Takes National Jerky Day 2024 to New Heights’ 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
- Content: ‘Undone’ by Turbo Tax Canada and ‘Diss-Mas’ by Virtue Worldwide for MGA Entertainment
- Creative: ‘Reese’s at the Big Game. It’s Lava Time, Baby!’ by Erich & Kallman for The Hershey Company
- 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
- Disruption: ‘Change the Board Game/SMD’ by Billups for Elf Beauty
- 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 and ‘It’s Showtime: Beetlejuice, Beetlejuice’ by Hearts & Science for Warner Bros
- Experience: ‘Ford’s Michigan Central Open’ by Civic for Ford Motor Company
- 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 and ‘Arby’s Free Sandwich Month’ by Fallon for Arby’s
- Gaming: ‘Leveling Up Reality: Qiddiya’s Global Gaming Takeover’ by Mas for Qiddiya
- Government/Public Sector: ‘OECTA Know More’ by Pound & Grain Digital Inc for Ontario English Catholic School Teachers
- Healthcare and Pharma: ‘Serious Foreplay’ by Fuck Cancer & The Variable for Fuck Cancer
- Media: ‘It’s Showtime: Beetlejuice, Beetlejuice’ by Hearts & Science for Warner Bros
- Media Innovation: ‘Moon Music Lands on Roblox’ by Gamefam, Warner Music Group & Parlophone Records and ‘10 Bricks Infinite Play’ by Snapchat for The Lego Group
- Metaverse: ‘It’s Showtime: Beetlejuice, Beetlejuice’ by Hearts & Science for Warner Bros
- Out-of-Home (OOH): ‘Verizon Super Bowl FanFest’ by Momentum Worldwide for Verizon
- PR: ‘Returning Creativity’ by Dentsu Creative New York for Crayola
- Rebrand/Relaunch: ‘Getting There Starts Here’ by McCann New York for State Street Global Advisors
- Retail: ‘Diss-Mas’ by Virtue Worldwide for MGA Entertainment
- Rising Star: ‘Rising Star: Olivia Clarke Turns Limits into Leadership’ by Nebo
- Search: ‘The Mixer: The Perfect Serve of Cocktails and Search’ by Greenpark for Campari Group
- Social Media: ‘Shake That Ess’ by Artists Equity for Dunkin’ and ‘Nutter Butter, You Good?’ by Dentsu Creative New York for Mondelez International
- Social Purpose: ‘Change the Board Game/SMD’ by Billups for Elf Beauty
- Sustainability & Responsibility: ‘Endless Runway’ by Edelman for eBay and ‘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
- Travel and Tourism: ‘Hopper’s Travel Deal Tuesday’ by Hopper
Detailed case studies for all winners are available on The Drum Awards for Marketing Americas website.