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SHIFT scoops Drum Content Award for ‘Return Of The Goat’ campaign

The ‘Return Of The Goat’ campaign, created by Bath-based agency SHIFT Active Media, has beaten entries from ITV, Havas Group and The Guardian to scoop a Drum Content Award.

SHIFT, billed as ‘the world’s leading specialist cycling agency’, was announced as one of the winners at the Drum Content Awards, held at the Marriott Grosvenor Square Hotel in London. The global awards celebrate content as a separate and emerging branch of marketing, and of growing importance in the industry.

The ‘Return Of The Goat’ campaign, created for international mountain bike brand YT Industries, won the hotly-contested Travel/ Leisure/ Sports Content Marketing Strategy/ Campaign category, beating campaigns for Dubai Tourism, HSBC and Manchester United Football Club.



YT Industries wanted its CAPRA MKII bike launch to build on its ‘unconventional reputation and generate genuine excitement’. Deliberately shunning traditional launch formats, SHIFT created a 12-minute horror movie, backed by posters, social teasers, a trailer and unique press pack – all underpinned by display, search and sponsorship activation.

Wayne Brown, Managing Director of Play Sports Group (SHIFT’s parent company), said “We’re delighted to win the Drum Content Award. It was an awesome campaign to work on for everyone at the agency. Our client’s rightly proud of the work and the results, but it’s also great to receive this endorsement!”

The SHIFT Active Media team is working on its next campaigns for YT Industries, and teased… ‘watch this space – you won’t be disappointed!’




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