VML honored with 28 awards at The Drum Awards, including a Grand Prix, the President's Award, nine Golds, and recognition across multiple categories
VML received 28 recognitions at The Drum Awards Festival across a range of categories and creative disciplines.
The network's achievements include a Grand Prix, the President's Award, nine Golds, five Silvers, six Bronzes, and six Finalist spots in experiential, social purpose, media, digital experience, and advertising.
The Drum Awards Festival, held from November 4-14, honored outstanding work, companies, and individuals in marketing and media.
With a 700-member global jury, the awards recognize creativity and strategic excellence across all sectors, disciplines, and channels.
Grand Prix
Taking home the top honor in Experiential, the Grand Prix, is Sela for its innovative project "Unsilence the Crowd" with Newcastle United. Created by PRISM Sport + Entertainment, a VML company, the work was built on the belief that football is an experience meant to be felt, not just seen. Leveraging St. James’ Park stadium’s renowned atmosphere, Sela partnered with technology provider CuteCircuit to develop haptic-enabled replica NUFC shirts that transform stadium noise into real-time touch sensations. This groundbreaking approach allowed deaf fans and fans with hearing loss to feel the game’s energy, as the entire soundscape was translated into a sequence of tactile pulses across the torso, bringing the stadium experience to life in an entirely new way. Watch the video below to see how Sela and Newcastle United set a new standard for inclusivity in sports.
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President's Award
VML is proud to receive the President's Award, selected by jury head Wendy Kupsis Robino, Senior Vice President of Marketing Events & Regional Publicity at Warner Bros Pictures, for the impactful ‘Waiting to Live’ campaign with NHS Blood & Transplant, which helped reduce organ transplant wait times for children.
233 dolls, representing 233 individual children on the waiting list, were installed in hospitals and GP surgeries all over the UK, providing a contextually relevant healthcare environment to reach parents. Visitors were able to scan a QR code to learn more about the children’s stories and register as organ donors.
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VML's winning work at the Drum Awards Festival also includes:
"Waiting to Live" by VML UK for NHS Blood & Transplant
Gold in Advertising: Creative Innovation
Gold in Experiential: Breakthrough Event
Gold in Social Purpose: Integrated Campaign — Not For Profit
Gold in Social Purpose: Public Awareness
Silver in Experiential: Government or Public Sector
Silver in Social Purpose: Government or Public Sector
