The Drum Awards for Marketing Americas 2025 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. This campaign creatively capitalized on the Barbie toy car trend by buying and reselling the cars at fair prices through a Shopify site that mirrored the main platform, reinforcing its honest-pricing message and significantly increasing real car sales with a 91x return on investment.
Prateek Sood of Mastercard, the jury leader, presented the President’s Award to Dentsu Creative New York for their ‘Returning Creativity’ campaign for Crayola. This campaign used nostalgia, original research, and a multi-channel earned media strategy to emphasize creativity’s importance 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 is the final part of a global series, following the APAC and EMEA awards. All events were streamed live and remain available on-demand via The Drum TV.
Below are selected Gold winners from the Americas event. Full lists including Silver and Bronze winners can be found 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; ‘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
- Content: ‘Undone’ by Turbo Tax Canada; ‘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; ‘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, celebrating 30 years of the beloved film’ 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’ 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
- Government/Public Sector: ‘OECTA Know More’ by Pound & Grain Digital Inc for Ontario English Catholic School Teachers (OECTA)
- 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
- Metaverse: ‘It’s Showtime: Beetlejuice, Beetlejuice’ by Hearts & Science for Warner Bros
- 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’ Inspire Brands; ‘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; ‘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 for Hopper
All award-winning case studies can be accessed on The Drum Awards for Marketing Americas website.