Citizen Wins Gold At The Drum Marketing Awards

Global communications agency, Citizen Relations, won two Gold awards at The Drum Awards for Marketing Americas 2025 last week in New York. The Drum’s flagship awards celebrate the world’s best marketing, judged by a panel of influential decision-makers from the world’s best brands. 

Citizen’s Undone campaign for TurboTax won golds in both the Content and Finance categories. The campaign, which features a 9 minute horror short film on Gen Z’s fear of filing taxes, also took home Silver and Bronze wins at the global Drum Awards Festival in 2024. 

“The insight was so darn good: nothing scares this bold generation more than doing their own taxes,” said Citizen’s Chief Creative Office, Josh Budd. “So we listened to their anxieties and pain points, and developed content to directly address their fears. A 9 minute horror film might seem like a long walk to do that, but the business impact and engagement results prove that putting long form content out into the world doesn’t have to be so scary.”

Since its launch in 2024, the campaign has garnered significant industry recognition. Most recently, Undone took home a win for Best Content Creation for Media Sites and the #3 of 5 ‘Best in Show’ campaigns accolade across all categories at PRovoke Media’s SABRE Innovation Awards. 

The campaign has an Applied Arts win under its belt and was featured in the Plus Co ‘Partners in Possibility’ podcast, where Citizen’s Chief Creative Officer, Josh Budd, and Intuit Canada’s Head of Marketing, Gah-Yee Won, shared their insights on pushing creative boundaries and taking risks.