Edelman took the Grand Prix for its work with Heineken and Edelman Canada received the President’s Award for its work with Haleon brand Advil.
As part of The Drum’s annual Awards Festival, today we celebrated The Drum Awards for Social Media. If you missed the show, you can watch it on-demand now on The Drum TV.
Taking home the top prize, the Grand Prix, is Edelman for its ‘Social Swap’ campaign for Heineken. As the official sponsor for both the Women’s and Men’s Uefa Champion Leagues, Heineken wanted to challenge the disproportionate amount of discrimination female sports pundits face on social media when sharing their soccer views, leading to a toxic and uncomfortable environment for fans and professionals. To do this, it had two of Britain’s most famous ex-soccer players and pundits, Jill Scott and Gary Neville, comment on X during five Uefa Champions League Matches. Secretly, Gary and Jill switched social media accounts and commented from each other’s handles – an experiment that proved an ugly truth about sexism in sports fandom. Jill’s account, with posts written by Gary, received five times more sexist comments than Jill’s from Gary’s account, including remarks such as ‘Get back in the kitchen.’
The recipient of the President’s Award, meanwhile, as chosen by jury head Allie Wassum, director of social at Jordan (Nike), is Edelman Canada with its ‘Head Settings’ campaign for Advil.
83% of gamers experience gaming headaches, yet the majority of them play through the pain. Together with Advil Canada, Edelman Canada developed a proactive solution that allows PC gamers to optimize their in-game settings and game with less pain: Advil Head Settings.
Edelman partnered with Dr Seamas Weech, a cognitive scientist, as well as the professional gamer Michael Tash to develop seven Advil Head Settings guides for the most headache-inducing genres.
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