Ikea Singapore scooped the Grand Prix and Bursty landed the President’s Award at The Drum’s flagship awards show in Asia.
The Secret Little Agency for Ikea Singapore
Winners of The Drum Awards for Marketing APAC 2025 were revealed today in a show streamed live from Singapore.
Taking home the Grand Prix this year is ‘The Resten Bag’ by The Secret Little Agency for Ikea Singapore.
Its ‘Complete Sleep’ campaign introduced the Resten bag, a portable, pillow-like reimagining of its iconic Frakta bag, to help sleep-deprived Singaporeans reclaim rest on the go and reinforce Ikea’s commitment to championing rest in a productivity-driven culture. It also won gold in the Design/Brand category.
Meanwhile, jury leader Mark Phibbs of Cisco bestowed the coveted President’s Award to Bursty for its ‘How one man, on one track, told one story through social media, inspiring millions worldwide.’
The campaign followed Nedd Brockmann’s record-breaking 304-hour continuous TikTok livestream as he attempted to run 1,000 miles on a track to raise millions for homeless Australians, transforming his raw, real-time endurance challenge into a viral, 24/7 content phenomenon that inspired nationwide action and support for the cause. It also won in the Social Media category.
The Drum Awards for Marketing APAC is the first in a three-legged global tour celebrating the world’s best marketing over the coming weeks. The Drum Awards for Marketing EMEA takes place on June 4, with The Drum Awards for Marketing Americas on June 12. All events will be streamed live and on-demand on thedrum.com.
You can find out all the Gold winners from this year’s APAC event below and check out the Gold, Silver and Bronze winners in full on The Drum Awards for Marketing APAC website.
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The Resten Bag by The Secret Little Agency for Ikea Singapore
How one man, on one track, told one story through social media, inspiring millions worldwide by Bursty
140th Anniversary of The Hong Kong Jockey Club by VML Hong Kong for The Hong Kong Jockey Club
Bebeclub AI Poop Tracker by Eyden Indonesia (Part of Volare) for Danone Specialized Nutrition Indonesia – Bebeclub
Unleash the Power Within & Power Unleashed by Shell Helix for Shell Helix
HSBC 2025 ASEAN Growth Campaign by Grey Advertising Hong Kong for Hong Kong and Shanghai Banking Corporation Limited
A marketing campaign that told Singaporeans by Singapore Kindness Movement
Haier TV x Australian Open - ‘Game, Set, Match’ - Redefining Sports Sponsorship Through Immersive Tennis Storytelling by Haier/GoodIdeaMedia for Haier
Forgiveness - A true story that turned national unrest into collective healing by The Shout Group/FCB Shout for RHB Banking Group
Vaseline x Emily: Kikay in the Philippines by Monks for Unilever
Honor the Challenger: How people with ALS are shaping consumer AI tech by BBC StoryWorks APAC for Honor
Bebeclub AI Poop Tracker by Eyden Indonesia (Part of Volare) for Danone Specialized Nutrition Indonesia – Bebeclub
and
This Is Our Ramadan by Hudhud for Google
The Resten Bag by The Secret Little Agency for Ikea Singapore
Vaseline x Emily: Kikay in the Philippines by Monks for Unilever
Estée Lauder's ‘Only Love’ Mini-Series by Essence for Estée Lauder
How Simple Outsmarted Sneaky: Redefining Singapore’s Food Delivery Category by VCCP Singapore for Deliveroo Singapore
Quest for More by GrowthOps Asia for Shell
Lancôme unlocks the senses by taking Thai Gen Zs on a fresh and fierceless ride to Idôle House with Grab by GrabAds x Lancôme for Lancôme Thailand
and
History In The Baking: How The World’s First Frozen Bakery Hit 2M Views In 48 Hours by WiredCo. for Peters Ice Creams - Maxibon
Estée Lauder's ‘Only Love’ Mini-Series by Essence for Estée Lauder
DBS 5 Million Hawker Meals + POSB Support our Heartlands: A whole-of-bank marketing campaign to support and empower communities by DBS Bank
Toblerone – A Never Square Partnership by Wavemaker for Mondelez
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Bringing Gaming Glory to Life by Moonton Games for Fairrie
End Food Waste by Hopeful Monsters for End Food Waste Australia
Google Play - Hidden Dangers: Indonesia's top action hero falls to teach gamers to protect their play by DDB Singapore for Google Play – SEA
Lancôme leverages Grab data to launch an effective data-driven media strategy by GrabAds x Lancôme for Lancôme Thailand
Oatly’s ‘Support Your Local Oat Dealer’ by Billups for Oatly
From Marina Bay to the Moon: How Singapore Danced with Coldplay by Singapore Tourism Board
The Great Unwaste by Hopeful Monsters for End Food Waste Australia
Free Entertainment with No Strings Attached: Amazon MX Player by Amazon MX Player for Amazon MX Player
La Mer’s Wonder Express by Essence for La Mer
CMC Singapore: Master Your Market by Burson x CMC Singapore for CMC Markets Group
How one man, on one track, told one story through social media, inspiring millions worldwide by Bursty
Forgiveness – A true story that turned national unrest into collective healing by The Shout Group/FCB Shout for RHB Banking Group
The Great Unwaste by Hopeful Monsters for End Food Waste Australia
Project Relate – Empowering Communication for People with Non-Standard Speech by Google Singapore
Hong Kong International Airport ‘Transit of Life’ by D Community Limited for Airport Authority Hong Kong
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