A diverse set of winners in two competitive categories shows the global and disciplinary spread of world-beating comms work.
'Fictional Insurance' was our most-awarded campaign in Media categories this year. But what topped the list for PR? (Seguros del Estado)
As we near the completion of 2025’s The Drum Honors celebration of the most awarded work, companies and people across our global Awards program this year, we turn today to the best campaigns, strategies and other pieces of work in media and PR categories.
In media, a competitive category sees a clear winner: ‘Fictional Insurance’ for Seguros del Estado by Zape Pelele – DDB Colombia. Winning a Grand Prix at The Drum Awards for Media, the campaign won big for reinventing the presentation of insurance with a cultural flair.
And in PR categories, a pair of judges’ favorites lead the pack. At the top: ‘Mummy Pig’s Pregnancy Announcement,’ a piece of work by PrettyGreen for the Hasbro kids’ entertainment property that treated the character’s life update as real celebrity news. In second, ‘The Unnoticed Sponsorship’ by Area 23 for Instituto Melanoma Brasil.
You can check out the list of all of the most awarded work in these categories below – and browse more top winners from the year at our The Drum Honors hub.
| Campaign | Client | Agency |
|---|---|---|
| Fictional Insurance | Seguros del Estado | Zape Pelele - DDB Colombia |
| Lancôme data-driven media strategy | Lancôme | GrabAds |
| The Unnoticed Sponsorship | Instituto Melanoma Brasil | Area 23 |
| Allevia Pollen Passport | Allevia | MRM Worldwide Madrid |
| No Traffic Left on the Table | Congara | VML Kansas City |
| Blood Supply 2025 | Lifeblood | Clemenger BBDO |
| Programmatic omnichannel strategy with dynamic DOOH | Vaseline | The Trade Desk, Spark Foundry |
| Power partnerships through strategic collaborations | Comfort Beauty UV (Unilever) | The Trade Desk, Publicis Groupe |
| Retail Media Innovation | Alpro Barista (Danone) | Wavemaker UK |
| Sailing to Success | P&O Cruises | Wavemaker UK |
| The UK's most trusted podcast hosts solve real world dilemmas | Google Pixel | EssenceMediacom |
| DIY by Ikea | Ikea | VML UK |
| It's Showtime: Beetlejuice, Beetlejuice | Warner Bros | Hearts & Science USA |
| Redditor Edit | Skoda | Leo Burnett London |
| Bind Media & heycar – Accelerating growth, powered by data. | Heycar | Bind Media |
| Kleenex x Mr Doodle | Kleenex | PHD UK, fabric london, FCB London, Grand Visual, Talon |
| First Ever Live Commercial Crossover | Rocket | Zenith New York |
| Campaign | Client | Agency |
|---|---|---|
| Peppa Pig: 'Mummy Pig's Pregnancy Announcement' | Hasbro | PrettyGreen |
| The Unnoticed Sponsorship | Instituto Melanoma Brasil | Area 23 |
| Turning football’s greatest transfers into a Brazilian PR sensation | Betfair | Anything is Possible and Sherlock Communications |
| Club Classic | Unilever | Ogilvy UK |
| The Desk Break Clause | Asics | Golin London |
| Share the First | Dove | Edelman UK |
| The Misheard Manifesto | Specsavers | Golin London |
| The #1 Summer Anthem | The Hersheys Company | Zeno Group |
| Better Boys' Trips | First Choice | Ogilvy UK |
| Gillette – The Best a Man Can Get: 2024 pop culture relaunch | Gillette | Burson |
| Bleak Friday | Simply Business | Golin London |
| Turning Newark’s Crisis into a Reputation Win | United Airlines | United Airlines |
| Naughty or Nice? A Menu Twist They Didn't See Coming | Tim Hortons | Brands2Life |
| How a 16-Year-Old Founder Made Front Pages and Global Stages | Beem | Propeller Group |
| Mind's Best Friend | Asics | Golin London |
| Nutter Butter, You Good? | Nutter Butter | Dentsu Creative New York |
| Back Home (Fifco) | Imperial | Joystick Fifco |
| A National Icon | Greggs | Here Be Dragons |
| Mayo Exchange | Unilever | Edelman UK |
| The Omoda 9 European Challenge | Omoda & Jaecoo | Hannah Burgess PR (HBPR) |
| Peppa Pig: 'Pig Changes' | Hasbro | PrettyGreen |
Want more? Check out all of the top winners from this year’s The Drum Honors, browse case studies of all the winning work from this year’s The Drum Awards festival and mark your calendar for February, when we’ll unveil 2026’s World Creative Rankings.
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