2013 North American Effie Winners List

2013 North American Effie Winners List

2013
north america
the winners
® Effie is a registered trademark / service mark of Effie Worldwide, Inc.
ASIAN COMMUNITY
AUTOMOTIVE - AFTERMARKET
AUTOMOTIVE - VEHICLES
BRONZE
SILVER
GOLD
AT&T
STP
Chevrolet Sonic
Ford Mustang
“Away We Happened”
STP & Go
Sonic “Firsts”
AT&T
Armored Auto Group
Chevrolet
Unleashing America’s
Inner Mustang
interTrend Communications
and Rezonate Media
DDB San Francisco
Goodby, Silverstein & Partners
OMD
Ford Motor Company
Team Detroit Inc.
AUTOMOTIVE - VEHICLES
BEAUTY PRODUCTS & SERVICES
BRONZE
SILVER
BRONZE
Cadillac
Subaru of America
Kotex
Depend
Cadillac ATS vs The World
First Car Story
Break Up
Great American Try-On
Cadillac
Subaru of America
Kimberly-Clark
Kimberly-Clark
Fallon
Carmichael Lynch
Carat
7th Sense Research
Minivegas
rehabstudio Inc.
Ogilvy & Mather and
OgilvyAction
Ogilvy & Mather and
OgilvyAction
Organic, Inc.
Marina Maher
Communications, Inc
Mindshare
Organic, Inc.
Marina Maher
Communications, Inc
Mindshare
BEAUTY PRODUCTS & SERVICES
BEVERAGES - ALCOHOL
BRONZE
GOLD
SILVER
BRONZE
Gillette
Corona Extra
Ultimat Vodka
Corona Light
How Gillette Embraced Facial
Hair to Build its Business
Corona Extra: Finding
Our Beach
Find Balance, Find Ultimat
A Refreshing Change of Beer
Procter & Gamble
Crown Imports, LLC
Ultimat Vodka
Crown Imports, LLC
BBDO New York
Cramer-Krasselt
Silver + Partners
Goodby, Silverstein & Partners
Proximity
The Integer Group
Ketchum
Carat
Pereira & O’Dell
Horizon Media Inc.
Upshot
BEVERAGES - NON-ALCOHOL
BRAND EXPERIENCE
BRONZE
GOLD
Horizon Media Inc.
BRONZE
Sprite
Call of Duty
American Express
OREO
Measuring the Intensity of a
Media Sponsorship
Call of Duty: XP
Small Business Saturday
OREO Daily Twist
Activision Blizzard, Inc.
American Express Company
Mondelez International
NCompass International
Digitas and CP+B
Draftfcb
The Coca-Cola Company
BBH New York
MIT Media Lab
Turner Sports
Starcom MediaVest Group
Midnight Oil Creative
PMK-BNC
Ant Farm
SapientNitro
2 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
360i
Weber Shandwick
Starcom MediaVest Group
CORPORATE REPUTATION/PROFESSIONAL SERVICES
CULTURE & THE ARTS
SILVER
SILVER
BRONZE
McDonald’s
IBM
Supplier Stories: Real People
Real Food
Centennial
McDonald’s
DDB Chicago
OMD
Tribal DDB
Pima Air &
Space Museum
Brooklyn Academy
of Music
IBM
The Great Paper
Airplane Project
BAM and then it hits you.
Ogilvy & Mather
Pima Air & Space Museum
SY Partners
VSA Partners
BBDO San Francisco
Brooklyn Academy of Music
mcgarrybowen
Hunter Public Relations
DAVID VS. GOLIATH
GOLD
BRONZE
ELECTRONICS
SILVER
SILVER
Chipotle
Mizuno
Samsung Mobile USA
Cultivate A Better World
Mezamashii Run Project
Chipotle
Mizuno
The Next Big Thing is
Already Here
Creative Artists Agency
McKinney
Samsung
Telecommunications America
72andSunny and
Starcom MediaVest Group
BRONZE
Samsung
Telecommunications
America
Taking a Bite out of Apple
Samsung
Telecommunications America
Razorfish and 72andSunny
Starcom MediaVest Group
ENTERTAINMENT/SPORTING EVENTS
FINANCIAL CARDS
BRONZE
GOLD
FINANCIAL PRODUCTS & SERVICES
BRONZE
BRONZE
Tampa Bay Lightning
American Express
MasterCard Worldwide
Prudential
Be The Thunder
Small Business Saturday
Priceless New York
Tampa Bay Lightning
American Express Company
MasterCard Worldwide
Day One: Painting a real
picture of retirement
in America
22squared
Digitas and CP+B
Universal McCann
Blackboard Creative
McCann New York
Octagon
R/GA
OAG
GOODWORKS - BRANDS
GOLD
SILVER
BRONZE
Johnson & Johnson
Brawny
Small Business Saturday
Healing a Profession from the
Inside-Out
Finding Our Strength
Digitas and CP+B
Droga5
Prudential Advertising
GOODWORKS - NON-PROFIT
American Express
American Express Company
Prudential
Johnson & Johnson
BBDO New York
Universal McCann
Georgia-Pacific
DDB New York
Edelman
Moxie
Bulletproof
AMG
GOLD
US Centers for Disease
Control & Prevention
(CDC)
Tips from Former Smokers
US Centers for Disease
Control and Prevention
Arnold Worldwide and
Plowshare Group
GolinHarris
Havas Media
Harris Interactive
3 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
GOODWORKS - NON-PROFIT
GOVERNMENT/INSTITUTIONAL/
RECRUITMENT
SILVER
American Red Cross
“Give something that means
something”
American Red Cross
BRONZE
Women’s Sports
Foundation
Brooklyn Academy
of Music
Allstate Insurance
Company
Keep Her In The Game
BAM and then it hits you.
Save 11
Women’s Sports Foundation
Gatorade
Brooklyn Academy of Music
Allstate Insurance Company
mcgarrybowen
Leo Burnett/Arc Worldwide
and Starcom MediaVest
Group
BBDO New York
Williams Whittle
PHD Media
SILVER
TBWA\Chiat\Day Los Angeles
GOVERNMENT/INSTITUTIONAL/
RECRUITMENT
HISPANIC
HOUSEHOLD FURNISHINGS &
APPLIANCES
BRONZE
GOLD
BRONZE
Boy Scouts of America Atlanta Area Council
KRAFT Macaroni &
Cheese
Be one with the wild
Sabemos que te va a
encantar (We know you’re
going to love it).
Boy Scouts Of America
Ogilvy & Mather
Ogilvy & Mather PR
Kraft
Tide
Pergo
Mi Tide
The Rise Above “Ordinary
Laminates”
Procter & Gamble
Conill Advertising
Starcom MediaVest Group
Pergo
Fitzgerald+CO
CP+B
Starcom MediaVest Group
HOUSEHOLD FURNISHINGS &
APPLIANCES
HOUSEHOLD SUPPLIES & SERVICE
BRONZE
GOLD
Sherwin-Williams
Color Chips
Echo Outdoor Power
Equipment
Sherwin-Williams
Curing B.S. Fatigue
McKinney
Echo Outdoor Power
Equipment
Cramer-Krasselt
Customer Magnetism
INFLUENCERS
INSURANCE
SILVER
SILVER
Mizuno
Mezamashii Run Project
Mizuno
American Family
Insurance
American Dreams
SILVER
BRONZE
Febreze
VIVA
Febreze Olympics
VIVA Towels Take a Stand with
Mike Rowe
Procter & Gamble
Grey New York
POSSIBLE
MSL New York
Starcom MediaVest Group
Kimberly-Clark
TRIS3CT
StudioCom
OgilvyAction
Mindshare
INTERNET/TELECOM
BRONZE
SILVER
State Farm
DIRECTV
Who’s got an agent?
Cable Effect
State Farm
DIRECTV
Alma DDB
Grey New York
OMD Latino
The Marketing Arm
MJZ LA
Mackenzie Cutler
Method NY
American Family Insurance
McKinney
Ogilvy & Mather and
Mindshare
4 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
INTERNET/TELECOM
LEISURE PRODUCTS & SERVICES
SILVER
GOLD
SILVER
BRONZE
Virgin Mobile USA
Call of Duty
Mizuno
John Deere Gator
Virgin Mobile
“A Higher Calling”
Call of Duty: Modern Warfare 3,
“The Vet and the n00b”
Mezamashii Run Project
Gator Versus
Virgin Mobile USA
Activision Blizzard, Inc.
Mizuno
John Deere
Mother NY and
Sunshine Sachs
72andSunny
McKinney
GSD&M
One Trick Pony
IMRE, LLC
Mindshare
JWT Action
OMD
SapientNitro
Edelman
LGBT COMMUNITY
OFFICE & DELIVERY PRODUCTS &
SERVICES
PACKAGED FOOD
GOLD
SILVER
SILVER
PFLAG Canada
UPS
Ball Park
Stove Top Stuffing Mix
Stories to inspire change.
UPS: We Love Logistics
Reinventing An Iconic Brand
PFLAG Canada
UPS
Ball Park
Stove Top Stuffing: It’s not just
for Thanksgiving
Draftfcb
Ogilvy & Mather and Maxus
Publicis Seattle and Starcom
MediaVest Group
OgilvyOne
PET CARE
RENAISSANCE
SILVER
GOLD
SILVER
Kraft
The Martin Agency and
Starcom MediaVest Group
BRONZE
Freshpet
Depend
M&M’S
Captain Morgan
“Protest”
Great American Try-On
Not Your Average Chocolate
Freshpet
Kimberly-Clark
MARS Chocolate North
America
Finding the Buried Treasure:
the Return of Captain Morgan
The Terri & Sandy Solution
Ogilvy & Mather and
OgilvyAction
BBDO New York
Anomaly
Organic, Inc.
Marina Maher
Communications, Inc
Mindshare
Weber Shandwick
Starcom MediaVest Group
Digitas
Thomas J. Paul, Inc.
Carat
Taylor Strategy
Gotham Direct, Inc
RESTAURANTS
GOLD
Diageo
RETAIL
SILVER
BRONZE
SILVER
Chipotle
Boston Pizza
Smith & Wollensky
Walmart
Cultivate A Better World
Boston Pizza: The Joy of
Finger Cooking
Smith & Wollensky
“Name Change”
Walmart’s Receipt Challenge
Boston Pizza International
Fourth Wall Restaurant Group
TAXI
Walrus
Chipotle
Creative Artists Agency
Wal-Mart Stores, Inc.
Vimby LLC and Starcom
MediaVest Group
The Martin Agency
5 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
RETAIL
SINGLE IMPACT ENGAGEMENT
SMALL BUDGETS - PRODUCTS
BRONZE
SILVER
GOLD
DICK’S Sporting Goods
Foot Locker
Etch A Sketch
Serving the True Athlete
Christmas Finally comes to
Foot Locker
Shake It Up, America
DICK’S Sporting Goods
Anomaly
Foot Locker
BBDO New York
Pima Air &
Space Museum
The Ohio Art Company
The Great Paper
Airplane Project
Team Detroit Inc.
Pima Air & Space Museum
Southard Communications
BBDO San Francisco
Hunter Public Relations
SMALL BUDGETS - PRODUCTS
SMALL BUDGETS - SERVICES
SILVER
SILVER
Mizuno
OREO
Mezamashii Run Project
OREO Daily Twist
Mizuno
Mondelez International
McKinney
College for Creative
Studies
Women’s Sports
Foundation
CCS PSA Campaign
Keep Her In The Game
College for Creative Studies
Women’s Sports Foundation
Gatorade
Draftfcb
360i
Weber Shandwick
Starcom MediaVest Group
BRONZE
Team Detroit Inc.
TBWA\Chiat\Day Los Angeles
SNACKS/DESSERTS/CONFECTIONS
GOLD
SILVER
OREO
M&M’S
Sour Patch Kids
Slim Jim
OREO Daily Twist
Not Your Average Chocolate
World Gone Sour
Slim Jim Man-Medicine
Mondelez International
MARS Chocolate North
America
Mondelez International
ConAgra Foods
Mother NY
Venables Bell & Partners
Horizon Media Inc.
Citizen Paine Public Relations
Playbrains
Hungry Man
Communicus, Inc.
MediaCom
Edelman
Starcom MediaVest Group
Draftfcb
360i
Weber Shandwick
Starcom MediaVest Group
BBDO New York
Weber Shandwick
Starcom MediaVest Group
Digitas
Thomas J. Paul, Inc.
SOFTWARE
SUSTAINED SUCCESS
BRONZE
GOLD
BRONZE
TRAVEL/TOURISM/DESTINATION
BRONZE
IBM
Dos Equis
Hellmann’s
Welcome To The Era Of The
Chief Executive Customer
The Most Interesting Man in
the World
Hellmann’s Real Food
Movement
IBM
Heineken USA
Unilever Canada
Ogilvy & Mather
Havas Worldwide New York
Ogilvy & Mather
SY Partners
VSA Partners
IBM Design Labs
Mirrorball
G2
Starcom MediaVest Group
Edelman
Mindshare Canada
Dashboard
OgilvyAction
Ogilvy & Mather (NY)
GOLD
The Costa Rica Tourism
Board
Costa Rica’s Million Dollar Gift
of Happiness
The Costa Rica Tourism Board
6 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
22squared
PrizeLogic, Inc
Blind, Inc
Think Conservatory
TRAVEL/TOURISM/DESTINATION
SILVER
YEARLY TOPICAL CATEGORY: OLYMPICS MARKETING
BRONZE
GOLD
SILVER
JetBlue Airways
Embassy Suites Hotels
Procter & Gamble
Nike
JetBlue Getaways Get Away
With It
“More More” and More
Proud Sponsor of Moms
Find Your Greatness
Embassy Suites Hotels
Procter & Gamble
Nike
BBDO Atlanta
Wieden+Kennedy
Wieden+Kennedy
OMD
istrategylabs, LLC
Carat
GMR Marketing
Taylor Strategy
DeVries Global
Razorfish
JetBlue Airways
Mullen
Unit 9
Suite Spot LLC
YEARLY TOPICAL CATEGORY:
OLYMPICS MARKETING
BRONZE
Kellogg’s (Master Brand)
The Start
The Kellogg Company
Leo Burnett and
The Integer Group
Starcom MediaVest Group
VML, Inc
Ketchum Sports &
Entertainment
7 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
THE HEALTH EFFIE AWARDS
DISEASE AWARENESS & EDUCATION
HEALTHCARE - OTC
BRONZE
GOLD
SILVER
BRONZE
Lung Cancer Alliance
BAND-AID® Brand
Depend
Kotex
No One Deserves To Die
BAND-AID® MAGIC VISION
AUGMENTED REALITY APP
Great American Try-On
Break Up
Kimberly-Clark
Kimberly-Clark
Ogilvy & Mather and
OgilvyAction
Ogilvy & Mather and
OgilvyAction
Organic, Inc.
Marina Maher
Communications, Inc
Mindshare
Organic, Inc.
Marina Maher
Communications, Inc
Mindshare
Lung Cancer Alliance
Laughlin Constable
The Wade Brothers
Johnson & Johnson
JWT New York
HEALTHCARE - RX - CONSUMER/DTC
SILVER
SPIRIVA
SPIRIVA “Elephant” Campaign
Boehringer Ingelheim
Pfizer
Draftfcb Healthcare
Evoke Interaction
THE MEDIA EFFIE AWARDS
MEDIA IDEA
SILVER
MEDIA INNOVATION
BRONZE
BRONZE
Mizuno
Johnsonville Sausage
JetBlue Airways
Mezamashii Run Project
Johnsonville Kitchens
Get Away With It
Mizuno
Johnsonville
JetBlue Airways
McKinney
Cramer-Krasselt
mediahub from
Mullen and Mullen
SOSH
Tech by Design
McGowan-Crain
8 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
THE GLOBAL EFFIE AWARDS
SILVER
BRONZE
Febreze
Jim Beam
Nike Football
Febreze Global Azerbaijani
Olympics Campaign
Devil’s Cut Global Campaign
My Time Is Now
Jim Beam
Nike, Inc.
StrawberryFrog and The Works
Wieden+Kennedy
Jung von Matt
Mindshare
AKQA
Procter & Gamble
Grey
POSSIBLE
MSL New York
THE SHOPPER MARKETING EFFIE AWARDS
MANUFACTURER: LOYALTY, AWARENESS, SALES, OR TRIAL
GOLD
Depend
The Great American Try On
Kimberly-Clark
SILVER
Milk Processors Education
Program (MilkPEP)
Latte Love
MANUFACTURER: MULTI-BRAND
SHOPPER SOLUTION
BRONZE
Foster’s
Quaker Oats
Aussie Six-Pack
Power Their Potential
Back-to-School Program
MillerCoors
MilkPEP
OgilvyAction
Ogilvy & Mather
Marina Maher
Communications, Inc
Organic, Inc.
Mindshare
Leo Burnett/Arc Worldwide
Draftfcb
BRONZE
Madden Communications, Inc
Quaker Oats
Saatchi & Saatchi X
Deutsch Inc.
Weber Shandwick
MANUFACTURER: NEW PRODUCT/SERVICE INTRODUCTION
MANUFACTURER: SINGLE-RETAILER ROLLOUT
SILVER
GOLD
BRONZE
SILVER
Febreze
Rocksmith
Kellogg’s
Diet Coke
Febreze Car Air Freshener
Launch
The Authentic Music Game
Experience
Kellogg’s Walmart
Back-to-School Program
Diet Coke and Target Young
Designer Challenge
Procter & Gamble
Ubisoft
The Kellogg Company
Coca-Cola North America
Saatchi & Saatchi X
Midnight Oil Creative
The Integer Group
Wieden+Kennedy and
Fast Horse
Leo Burnett/Arc Worldwide
9 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
MANUFACTURER: SINGLE-RETAILER ROLLOUT
RETAILER: LOYALTY, AWARENESS,
SALES, OR TRIAL
BRONZE
GOLD
BRONZE
Febreze
Procter & Gamble
Febreze Fall and Holiday
Innovation Plan
Follow Lolo Run
Procter & Gamble
Saatchi & Saatchi X
InterContinental Hotels
Group
Procter & Gamble
In-Hotel Credit Card
Acquisition
Upshot
InterContinental Hotels Group
(IHG)
Blue Chip Marketing
Worldwide
10 / 2013 EFFIE AWARDS WINNERS – AWARDING IDEAS THAT WORK
OgilvyOne Worldwide