Droga5 Wins First-Ever Emmy for 'Battle of the Baddest: Rumble'

Yesterday, at the 45th Annual Sports Emmy Awards, creative agencies Droga5 and Accenture Song were honoured with their first-ever Emmy win. The prestigious award was received in the category of Outstanding Promotional Announcement for the campaign 'Battle of the Baddest: Rumble,' created in collaboration with the General Entertainment Authority, SMC, ESPN, ESPN+, and Park Pictures. 

The National Academy of Television Arts and Sciences (NATAS) held the awards ceremony on Tuesday, May 21st, at Jazz at Lincoln Centre's Frederick P. Rose Hall, located at Broadway and 60th Street, New York City. 

"I mean, we won an Emmy. How cool is that?" said Scott Bell, chief creative officer of Droga5 NY. "This project was a labour of love, and it’s deeply gratifying to see it resonate so profoundly. Our team at Droga5 and Accenture Song, along with our amazing partners, poured their hearts into creating something truly special. This win is a testament to the power of creative collaboration and the enduring appeal of storytelling in sports. We would also like to thank the team at Riyadh Season, SMC, and His Excellency Turki Alalshikh for their incredible support." 

Other Sports Emmy Finalists for Outstanding Promotional Announcement 

• FIFA Women’s World Cup Australia & New Zealand 2023 – “USA vs. The World” by FOX 
• The Golden Boy – “Who Am I?”  by HBO, Max & Zealot UK 
• 2023 NBA Finals – “We Are All in the Finals” by NBA Social 
• Stanley Cup – “First Kiss” by NHL Network 

Last year’s Battle of the Baddest campaign featured a historic crossover fight between World Heavyweight Champion Tyson Fury and former UFC Heavyweight Champion Francis Ngannou. To capture the global anticipation and excitement for this unprecedented event, and as a part of the Battle of the Baddest integrated campaign, Droga5 crafted 'Rumble,' the 90-second cinematic hype film that ultimately won this year’s Emmy for Outstanding Promotional Announcement. 

The film draws from the old boxing saying of “living rent-free in your opponent’s head,” depicting the fighters' intense psychological and physical preparations. As Fury and Ngannou train, their efforts send shockwaves from their respective hometowns, making the whole world "rumble." The film is set to a Mandarin-language cover of Nancy Sinatra’s classic 'Bang Bang,' performed by Betty Chung, amplifying its unique and electrifying aura. 

To date, Droga5, Accenture Song and General Entertainment Authority have already won multiple accolades for the Battle of the Baddest campaign this year alone, including at The One Show, ADC Awards, The Clios, The Andys, Shots Awards and at Dubai Lynx, where they won three Grand Prix, two Golds, five Silvers and three Bronzes.