Raw London wins The Drum Chip Shop Award for LEGO

Raw London has come out on top at The Drum Chip Shop Awards 2021, with an imagined sustainability campaign for LEGO. The ad, which features famous brick landmarks submerged under water, won the coveted Golden Chip in the Best Ad from the Future category.

The ‘Vinegar’ prize (or second place), went to a concept for The British Museum, which featured a 2051 exhibit for the ‘forgotten handshake’. Billion Dollar Boy’s concept for National Geographic was also nominated for it’s depiction of a discarded face mask in an otherwise empty ocean.

The Best Ad from the Future category

We’re huge fans of LEGO – especially since it’s commitment to make all bricks from sustainable sources by 2030. So, we encouraged them to make a statement with a new landmarks collection…

The concept was inspired by the growing intensity of the climate crisis. We wanted to encourage brands to stand up and do more to tackle the issue and engage the general public. So, we chose LEGO, and reimagined their famous Landmarks collection to make a statement about climate change. We took famous landmarks made of bricks, packaged in LEGO’s classic packaging, but feature only the top of each landmark, the rest submerged in blue bricks as if underwater.

Winners were announced on Wednesday 7 July 2021 at a Virtual Ceremony hosted by The Drum. We are so excited to have won and a huge congratulations to all of the winners.

About The Drum Chip Shop Awards

The Drum Chip Shop Awards celebrate pure, unadulterated creativity. It’s a platform where anything and everything is allowed, an awards show with no rules and no boundaries meaning the possibilities are endless!

The awards feature a hugely diverse range of voices across entries and judging, making it possible for anyone, anywhere in the world, to win.

As always, it should be assumed The Chip Shop Award entries do not reflect the views, policies, or strategies of any organization living or dead. In fact, it has mostly been created without the knowledge of those the work purports to either promote or parody.

The winners were announced at a virtual awards show on Friday 18 June 2021.

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