north america / winners - Effie Awards

2018 Awarding Ideas That Work

NORTH AMERICA / WINNERS

® Effie is a registered trademark / service mark of Effie Worldwide, Inc. Effie Worldwide is a 501(c)(3) nonprofit educational organization.

WINNERS The North American Effie Awards honor the most effective marketing efforts of the year. An annual program, the competition attracts case studies from the most effective marketing communications efforts in the United States and Canada. After two rounds of judging, those selected as winners represent cases that best demonstrated how they effectively solved a marketing challenge, connected with their target audience, and achieved the results to show it worked. Award levels – gold, silver and bronze – were announced and presented at the 2018 North American Effie Awards Gala on Thursday, May 31, in New York City. Congratulations to this year’s winners.

* Indicates lead agency AUTOMOTIVE - VEHICLES

BEVERAGES - ALCOHOL

SILVER

SILVER

BEVERAGES - NON-ALCOHOL BRONZE

BRONZE

Subaru of America

Hangar 1 Fog Point

Modelo

LIFEWTR

Share The Love

Hangar 1 Fog Point

Fighting Spirit Stories

LIFEWTR - More Inspired

Subaru of America

Proximo Spirits

Constellation Brands

PepsiCo

Carmichael Lynch*

ACHE* Exposure Culture Collide The Media Grind Stranger & Stranger

Ogilvy* Horizon Media

R/GA Chicago* Golin Motive OMD

BRAND EXPERIENCE: COMBINATION (LIVE, VIRTUAL, 360)

BRAND EXPERIENCE: LIVE

BRONZE

GOLD

SILVER

Off The Street Club

Boost Mobile

Nike

Kids are Tougher than the Streets

Boost Your Voice

Breaking2

Off The Street Club

Boost Mobile

Nike Inc.

Energy BBDO*

180LA*

Wieden+Kennedy* Dirty Robber Uncle Toad’s Media Group Mindshare

BRAND EXPERIENCE: LIVE

BRAND EXPERIENCE: VIRTUAL/360

BRONZE

GOLD

BRANDED CONTENT SILVER

BRONZE

Budweiser

U.S. Army

HP

Off The Street Club

Budweiser Goal-Synced Arena

White Hats Wanted

HP The Wolf


Labatt Breweries of Canada

U.S. Army

HP

Off The Street Club

Universal McCann* Anomaly Veritas Communications Mosaic Buzz Products

McCann New York* Universal McCann

Giant Spoon* Park Pictures Exile A52 Eleven Sound

Energy BBDO*

2 2018 EFFIE AWARDS / NORTH AMERICA

BRANDED UTILITY

BUSINESS-TO-BUSINESS

BRONZE

SILVER

SILVER

BRONZE

Nicoderm CQ

HP

IBM

Chase Ink

MyQuit Support Program

HP The Wolf

Watson Gets to Work

The Ripple Effect

GSK

HP

IBM

JPMorgan Chase & Co.

Wunderman Health* PHD Weber Shandwick

Giant Spoon* Park Pictures Exile A52 Eleven Sound

Ogilvy*

Droga5* ZenithOptimedia VaynerMedia

CARPE DIEM - PRODUCTS GOLD

SILVER

BRONZE

State Street Global Advisors

MoonPie

Archer+Wolf, LLC

The Power of SHE

Carpe Eclipse

The Biggest Sports Endorsement Deal of All Time


Chattanooga Bakery

Archer+Wolf, LLC

McCann New York*

Tombras*

FCB Chicago* Lord + Thomas Current FND Films

CARPE DIEM - SERVICES

CORPORATE REPUTATION

SILVER

GOLD

SILVER

Off The Street Club


Procter & Gamble “My Black is Beautiful”


The Power of SHE

It’s time to talk about The Talk

Off The Street Club


Procter & Gamble

Energy BBDO*

McCann New York*

BBDO New York* Hearts & Science Egami Barefoot Proximity

CORPORATE REPUTATION BRONZE

DAVID VS. GOLIATH BRONZE

BRONZE

Avon

GE

Farmers Insurance

Boss Life

Balance The Equation

We Know From Experience Campaign

New Avon, LLC

GE

Farmers Insurance

Terri & Sandy*

BBDO New York* VaynerMedia

RPA* ZenithOptimedia Kelton


ENGAGED COMMUNITY

ENTERTAINMENT & SPORTS

GOLD

SILVER

SILVER

BRONZE

U.S. Army

Bleacher Report

Hulu

Halo Wars 2

White Hats Wanted

Up Your Game

Her Story is Our Story: The Laws of Gilead

War of Wits

U.S. Army

Bleacher Report

Hulu

Microsoft


Johannes Leonardo*

Universal McCann LA* ArsenalCreative Civic Entertainment Group Social Code Suite Spot

215 McCann* Carat

FASHION

FINANCE

SILVER

GOLD

SILVER

BRONZE

adidas Originals


Principal Financial Group

Charles Schwab

Future

The Power of SHE

We Can Help You Plan For That

Ask Questions, Be Engaged, Own Your Tomorrow

adidas


Principal Financial Group

Charles Schwab

Johannes Leonardo*

McCann New York*

TBWA\Chiat\Day Los Angeles* Prometheus

Mekanism* Sister

FINANCIAL CARDS

GOVERNMENT, INSTITUTIONAL & RECRUITMENT

BRONZE

GOLD

GOLD

Chase Ink

Sandy Hook Promise

U.S. Army

The Ripple Effect

Evan

White Hats Wanted

JPMorgan Chase & Co.

Sandy Hook Promise

U.S. Army

Droga5* ZenithOptimedia VaynerMedia

BBDO New York* Dini von Mueffling Communications


HOME FURNISHINGS & APPLIANCES

GOVERNMENT, INSTITUTIONAL & RECRUITMENT BRONZE

BRONZE

BRONZE

BRONZE

Equality NC

Off The Street Club

U.S. Air Force

Samsung Home Appliances

Stop HB2


U.S. Air Force

Right at Home

Equality NC

Off The Street Club

U.S. Air Force

Samsung Electronics America, Inc.

McKinney*

Energy BBDO*

GSD&M* Media Monks


McKinney* Starcom R/GA

HOUSEHOLD SUPPLIES & SERVICES SILVER

BRONZE

BRONZE

Brawny®

Mr. Clean

Tide

Strong Brands Take Stands

Cleaner of Your Dreams

Bradshaw Stain

Georgia-Pacific

Procter & Gamble

Procter & Gamble

Cutwater*

Leo Burnett Toronto* Citizen Relations

Saatchi & Saatchi* Marina Maher Communications LLC Taylor Strategy Hearts & Science MKTG

INSURANCE

LEISURE & RECREATION

MEDIA & ENTERTAINMENT COMPANIES

SILVER

BRONZE

SILVER

Farmers Insurance

Ancestry

The New York Times

We Know From Experience Campaign

Declaration Descendants

The Truth is Hard to Find

Farmers Insurance

Ancestry

The New York Times

RPA* ZenithOptimedia Kelton

Droga5* OMD Weber Shandwick

Droga5*

MULTICULTURAL & LIFESTYLE SEGMENTS SILVER

BRONZE

BRONZE


Barba Men’s Grooming Boutique


Strands for Trans

All Strong Hair Is Beautiful: How Pantene Built Brand Love & Credibility with African American Women

Procter & Gamble


Procter & Gamble


Terri & Sandy*

Grey New York* Townhouse Devries Hearts & Science

PACKAGED FOOD GOLD

BRONZE

Pantene

PERSONAL CARE

PET CARE

SILVER

BRONZE

Dinty Moore® Stew

Oscar Mayer

U by Kotex

Pedigree

Lumberjacks Eat Moore

Oscar Mayer “For the Love of Hot Dogs”

It’s Me It’s Not My Period

Feed The Good

Hormel Foods Corporation

Oscar Mayer

Kimberly-Clark

Mars, Inc.

BBDO Minneapolis* PHD

mcgarrybowen* Starcom Olson Engage

Ogilvy* Mindshare* Veritas Communications Barrows

BBDO New York* Starcom MediaCom Weber Shandwick


RENAISSANCE GOLD

RESTAURANTS SILVER

BRONZE

The New York Times

Nutro

Taco Bell


Feed Clean Gives Life To Dying Brand

Ruffling the Feathers of the Chicken Establishment

The New York Times

Mars, Inc.

Taco Bell

Droga5*

BBDO San Francisco* Weber Shandwick Starcom MediaCom Catapult Marketing

Deutsch LA* DigitasLBi Spark Foundry Edelman Octagon

RETAIL

SEASONAL MARKETING

BRONZE

SILVER

SMALL BUDGETS - PRODUCTS GOLD

SILVER

CarMax

Febreze



CarMax 101

Halftime Bathroom Break

The Power of SHE


CarMax

Procter & Gamble


Procter & Gamble

McKinney* Wasserman Horizon Media

Grey New York* POSSIBLE Citizen Relations The Integer Group

McCann New York*


SMALL BUDGETS - PRODUCTS

SMALL BUDGETS - SERVICES

BRONZE

SILVER

BRONZE

BRONZE


Highmark Blue Cross Blue Shield Delaware

Strands for Trans

Blue Hen

Off The Street Club


Highmark Health

Energy BBDO*

Terri & Sandy*

The New York Times

Off The Street Club



The New York Times Droga5*

Partners + Napier* dPost PushMP

SNACKS & DESSERTS SILVER

SOFTWARE & APPS BRONZE

BRONZE

MoonPie

DOVE Chocolate

IBM

MoonPie Social Media

DOVE: Igniting A New Vision In An Old Category

Watson Gets to Work

Chattanooga Bakery

Mars, Inc.

IBM

Tombras*

BBDO New York* The Integer Group Weber Shandwick MediaCom Starcom

Ogilvy*


SOFTWARE & APPS BRONZE

SUSTAINED SUCCESS - PRODUCTS BRONZE

GOLD

IBM

MailChimp

Arby’s

Watson Tops the Charts

Did You Mean MailChimp?

Arby’s: We Have the Meats

IBM

MailChimp

Arby’s Restaurant Group, Inc.

Ogilvy*

Droga5* PHD

Edelman* Fallon* Moxie Initiative

SUSTAINED SUCCESS - PRODUCTS SILVER

SILVER

BRONZE

DICK’S Sporting Goods

Extra Gum

Budweiser

How building a strong brand saved a big box retailer

A Novel Approach to Growth

The Budweiser Red Light – The First Goal Synced Red Light

DICK’S Sporting Goods

Mars, Inc.

Labatt Breweries of Canada

Anomaly*

Energy BBDO* MediaCom Starcom Olson Engage

Anomaly* Mosaic Universal McCann Veritas Communications

SUSTAINED SUCCESS PRODUCTS

SUSTAINED SUCCESS - SERVICES

BRONZE

SILVER

SILVER

BRONZE

Nissan Canada Inc.

Prudential

US Centers for Disease Control and Prevention

Conquer All Conditions

Bring Your Challenges

Tips From Former Smokers

Nissan Canada Inc.

Prudential

US Centers for Disease Control and Prevention/ Office on Smoking and Health

Juniper Park\TBWA*

Droga5*

Arnold Worldwide* Plowshare Golin

TRANSPORTATION GOLD

truth Be The Generation That Ends Smoking and #FinishIT

truth initiative 72andSunny*

YOUTH MARKETING SILVER

SILVER

Virgin Atlantic Airlines

JetBlue Airways

U by Kotex

The Bright Side Of Brexit

Little Tickets

It’s Me It’s Not My Period

Virgin Atlantic Airlines

JetBlue Airways

Kimberly-Clark

Figliulo and Partners* SwellShark* Hungry Inc. RSA Films

MullenLowe U.S.*

Ogilvy* Mindshare* Veritas Communications Barrows


HEALTH EFFIES DISEASE AWARENESS & EDUCATION: ADVOCACY SILVER

SILVER

BRONZE

Ontario Ministry of Health & Long Term Care

truth

Canadian Down Syndrome Society

Be a Failure

Stop Profiling

Down Syndrome Answers

Ontario Ministry of Health & Long Term Care

truth initiative


72andSunny*

FCB Canada*

BBDO Toronto* Hidden Trail Media Rooster Post Cylinder Sound DISEASE AWARENESS & EDUCATION: PHARMA/CORPORATE

HEALTHCARE - OTC

GOLD

SILVER

BRONZE

Ulta Beauty

Dr. Scholl’s

Bayer Aspirin

Time Is A Beautiful Thing

Dr. Scholl’s: A Brand on the Move

Bayer Aspirin - Making Heroes of Us All

Ulta Beauty

Bayer Healthcare

Bayer Healthcare

MullenLowe Winston-Salem*

Energy BBDO* MediaCom iCrossing Match MG

Energy BBDO* MediaCom iCrossing

HEALTHCARE - OTC

HEALTHCARE SERVICES

BRONZE

GOLD

GOLD

Robitussin

Allegheny Health Network

Highmark Blue Cross Blue Shield Delaware

It’s Never Just a Cough

#LivingProof

Blue Hen

Pfizer Consumer Healthcare

Highmark Health

Highmark Health

Grey New York* Tribal Worldwide Coyne PR

Doner Advertising* Assembly Results Digital

Partners + Napier* dPost PushMP


MEDIA EFFIES DATA-DRIVEN / PROGRAMMATIC SILVER

MEDIA IDEA BRONZE

GOLD

Aveeno

Theraflu


Aveeno’s Data Driven Masterbrand

Creating Media Faster than the Flu

The Power of SHE

Johnson & Johnson

GSK


J3* Roberts + Langer Cadreon

PHD* The Weather Company Wunderman Health

McCann New York*

MEDIA INNOVATION EXISTING CHANNEL

MEDIA IDEA SILVER

BRONZE

GOLD

U.S. Army



White Hats Wanted

Down Syndrome Answers

The Power of SHE

U.S. Army




FCB Canada*

McCann New York*


The Media Effies Are Proudly Sponsored By:

POSITIVE CHANGE EFFIES In collaboration with the World Economic Forum

POSITIVE CHANGE: ENVIRONMENTAL - NON-PROFIT

POSITIVE CHANGE: SOCIAL GOOD - BRANDS

BRONZE

GOLD

SILVER

BRONZE

Lonely Whale Foundation


Whirlpool

Boost Mobile

Stop Sucking

The Power of SHE

Care Counts

Boost Your Voice

Lonely Whale Foundation


Whirlpool

Boost Mobile

POSSIBLE - SEATTLE*

McCann New York*

DigitasLBi Chicago* Ketchum

180LA*

POSITIVE CHANGE: SOCIAL GOOD - NON-PROFIT SILVER

BRONZE

BRONZE

Sandy Hook Promise

Big Brothers Big Sisters of Tampa Bay

Off The Street Club

Evan

The Florida Man Project


Sandy Hook Promise

Big Brothers Big Sisters of Tampa Bay

Off The Street Club

BBDO New York* Dini von Mueffling Communications

22squared* Marmoset Slice

Energy BBDO*


GLOBAL EFFIES The Global Effie Awards honor the year’s most effective global marketing ideas - ideas that work in multiple worldwide markets. 2018 Global Effie winners were chosen after two rigorous rounds of judging in multiple cities across the globe. Top global marketers gathered in Singapore, Sao Paulo, London and New York City to select the most effective global marketing communication efforts of the year. Those selected as winners represent cases that best demonstrated that their objectives were challenging, and the results achieved were significant in the context of the Global competition. Effie Worldwide offers two ways to enter the Global Effie Awards: the Multi Market Track is open to all efforts that have run in at least three markets, and the Multi-Region track accepts entries that have run in at least four markets and two regions. Award levels - gold, silver and bronze - were announced and presented at the 2018 North American Effie Awards Gala on Thursday, May 31 in New York City. Congratulations to this year’s winners.

FAST MOVING CONSUMER GOODS/FMCG (MULTI-MARKET) SILVER

MEDIA IDEA (MULTI-MARKET)

BRONZE

BRONZE

True Match

Lysol

OMO

All worth it

Protect Like A Mother

Not another Tide Ad. But, the Dullest one in History showing the Least Active Kids in History.

L’Oreal Paris

Reckitt Benckiser

Unilever MENA

McCann London* McCann Paris McCann Melbourne

McCann New York*

FP7/DXB (A part of McCann Worldgroup)* PHD UAE Magna MENA Dubai Mint MENA

OTHER PRODUCTS & SERVICES (MULTI-MARKET)

RETAIL (MULTI-REGION)

GOLD

GOLD

Apple

adidas Originals

The Rock X Siri

Original is Never Finished

Apple Inc.

adidas

TBWA\Media Arts Lab* OMD

Johannes Leonardo*


The Global Effies Are Proudly Sponsored By: