Beating out traditional campaigns and marketing work of every stripe, we reveal the most successful piece of work from across our entire 2025 Awards program.
'The Unnoticed Sponsorship' was our most-awarded campaign in the world this year (Area 23 / Instituto Melanoma Brasil)
After revealing the best-performing agencies and the best-performing brands across our entire 2025 Awards program, we’re now in a position to reveal the year’s top pieces of marketing work.
The ranking covers traditional campaigns and other pieces of work of every stripe.
We’re now in the final week of The Drum Honors fortnight, where we round out the year by digging through the data from a whole year of The Drum Awards, including regional shows in EMEA, APAC and the Americas – and the global finale Awards Festival, held last month in London.
Today, we can reveal that the top campaign globally was ‘The Unnoticed Sponsorship’ for Brazilian health and research center Instituto Melanoma Brasil. The work was delivered by Area 23, which was also named the top network agency in the world in this year’s Honors.
The campaign was dominant not only across different categories but across different awards shows this year – a testament to its wide-ranging interdisciplinary strategy and impact. Its wins included gongs at The Drum Awards for Social Purpose, The Drum Awards for PR and The Drum Awards for Experiential.
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Hot on its heels, there’s a tie in second-place, with Nutter Butter’s ‘Nutter Butter, You Good?’ and the University of Cambridge/Genomics England for ‘Liming with Gran,’ netting six and seven award wins respectively. A close fourth was another piece of Area 23 work for Gavião Kyikatejê Football Club.
Check out the full results below, and look out in the coming days for rankings of campaigns broken down by category. We’ll also be revealing the most-awarded individuals behind the work.
| Rank | Campaign | Client | Agency |
|---|---|---|---|
| 1 | The Unnoticed Sponsorship | Instituto Melanoma Brasil | Area 23 |
| 2= | Nutter Butter, You Good? | Nutter Butter | Dentsu Creative New York |
| 2= | Liming with Gran | The University of Cambridge/Genomics England | Ketchum London |
| 4 | Kyikatejê | Gavião Kyikatejê Football Club | Area 23 |
| 5 | Zip Code Exam | Equality Health Foundation | Area 23 |
| 6= | Bebeclub AI Poop Tracker | Danone: BebeClub | Eyden Indonesia (Part of Volare) |
| 6= | Mummy Pig's Pregnancy Announcement | Hasbro: Peppa Pig | PrettyGreen |
| 8 | Twitch x COD 6: Rogue Shadow Ops | Activision x Twitch | Twitch |
| 9 | The Unburied Casket | Women For Change | Edelman Africa |
| 10 | The Great Unwaste: Reducing Australian Household Waste by 21% by 2030 | End Food Waste Australia | Hopeful Monsters |
| 11= | Lidl by Lidl | Lidl | The Romans |
| 11= | Pub Succession | Heineken | LePub Italy, Publicis Dublin |
| 11= | The Desk Break Clause | Asics | Golin London |
| 11= | The Hungry Games | Trussel Trust | The Romans |
| 11= | Back Home | Fifco/Imperial | Joystick Fifco |
| 16 | Share the First | Unilever: Dove | Edelman UK |
| 17= | U Up? | Ikea | Rethink |
| 17= | Sky City | Sky Broadband | Whalar Group |
| 17= | Life's Supermart | Central Provident Fund Board (CPFB) | Plus Collaboratives |
| 20= | Starring Bars | Heineken | LePub Italy |
| 20= | Superman at The Shard | DC | Electric Sheep Events |
| 20= | Cracked | Mercy for Animals | Area 23 |
| 20= | Demand Proof | SCIEX | Boulder Creative Studios |
| 20= | Fictional Insurance | Seguros del Estado | Zape Pelele - DDB Colombia |
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.