Grand Prix scooped by FP7 McCann Beirut at 27th Golden Drum Festival
Posted on 2021 Oct,20  | By ArabAd's staff

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27th Golden Drum Festival announces winners

The best creative ideas, the best creative teams, and the best individuals of this year’s renewed Competition were announced during the Golden Drum’s Grand Award Ceremony held live online on Friday, 15 October 2021.


For the second year in a row, Publicis Italy from Milan was awarded the title Agency of the Year, contributing to the overall success of Publicis, which collected the most points and was celebrated as the Network of the Year.

The Independent Agency of the Year award went in hands of Voskhod agency coming from Yekaterinburg, Russian Federation.

The best brand leaving a mark at the 27th festival edition by winning the Brand Grand Prix was Burger King with 2 Grand Prix awards, 6 Golden Drums, 4 Silver Drums, and 2 Bronze Drums across all sections. The Brand Grand Prix is given to the advertised brand that collects the most points. 

Jorg Riommi, Eduardo Marques, and Bruno Bertelli, the authors behind the Moldy Whopper campaign were crowned as Creative Directors of the Year. 

From the Middle East, the best surprise came for a campaign titled “The Bread Exam” for Spinneys Supermarkets and the Lebanese Breast Cancer Foundation created by FP7 McCann Beirut along with McCann Paris, which scooped a Grand Prix in Health & Wellness.

The campaign aimed to fight tradition that prevent Lebanese women from talking openly about their bodies; the challenge for FP7 McCann was to show them how to perform a self-exam without ever mentioning nor showing breasts. So the creative team decided to join forces with one of the oldest customs in the world: baking bread.

“The Bread Exam” is a recipe video where a traditional Lebanese baker, Um Ali, demonstrates the steps of a breast self-exam through a similar gesture: the act of kneading and pressing dough. The gestures are shown without a single mention of breasts, transforming an intimate and shameful subject into an acceptable, everyday experience. This life-saving gesture could then become a monthly ritual for women.

The campaign also bagged one Golden Drum, 8 silver, and a bronze award.

In the All Juries section, Best of Genius Loci – an award celebrating local works that present their distinctive local spirit – was given to Publicis Latvia for #StillSpeakingUp DeepTruth, made for their client Propuesta Civica. Best of Social Good – an award celebrating socially beneficial actions - was given to White Rabbit Budapest for Universidade de Madeira’s non-profit social good campaign named Terms Against Bullying. The Best of COVID-19 award was withheld by the jury.

The most successful entry from the Adriatic Region that received the special Adriatic agency of the year award was UM Beograd, a part of McCann Beograd, for the campaign Thank you, Doctors.

The best video of the Young Drummers Competition, presented in collaboration with the Slovenian Tourist Board, was Imagine Slovenia, created by Dmitry Sharov from Russian Federation.

Jason Romeyko, Worldwide Executive Creative Director of Serviceplan Group became the newest member of the Golden Drum Hall of Fame, a selected group of visionaries and dreamers who have fought courageously and passionately for the progress of the creative industry.

The 27th Golden Drum has not only raised the support of the creative world but also of the brands that continue to invest in the creative field of the business. After a year of pause, due to the global pandemic, the festival returned with a 25% increase in entries in the renewed festival competition. 

The juries’ shortlisted 271 entries and altogether granted 46 Bronze Drum, 41 Silver Drum, 30 Golden Drum, and 14 Grand Prix across various groups and categories. 

Award-winners received the new sustainable trophies made from environmentally friendly materials - natural and recycled elements.

All awarded work can be seen here.