The Drum Awards for Marketing Americas 2025 have revealed their winners, with the Grand Prix and Gold in Digital Commerce awarded to MRM for General Motors/CarBravo’s ‘Used Barbie Dream Cars’ campaign. The initiative capitalized on the Barbie toy car craze by selling and reselling them at fair prices through a Shopify site, reinforcing the brand’s honest-pricing message and driving significant car sales with a 91x ROI.
Jury leader Prateek Sood from Mastercard presented the President’s Award to Dentsu Creative New York for its ‘Returning Creativity’ campaign for Crayola. The project used nostalgia, original research, and a multi-channel earned media approach to highlight creativity as a vital element for children and parents, sparking broad engagement.
The Drum Awards for Marketing Americas is part of a global series, following recent events for APAC and EMEA regions. The ceremonies were streamed live and remain available on The Drum TV.
Below is a selection of Gold winners from the Americas event:
- 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; ‘By America’s Side’ by Stein IAS for Mack Trucks
- 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
- PR: ‘Returning Creativity’ by Dentsu Creative New York for Crayola
- Social Media: ‘Shake That Ess’ by Artists Equity for Dunkin’, Inspire Brands; ‘Nutter Butter, You Good?’ by Dentsu Creative New York for Mondelez International
- 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 a full list of Gold, Silver, and Bronze winners and access to detailed case studies, visit The Drum Awards for Marketing Americas website.