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 BEVERAGES - NON-ALCOHOL SILVER SILVER 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* Ogilvy* R/GA Chicago* Exposure Horizon Media Golin Culture Collide Motive The Media Grind OMD Stranger & Stranger
BRAND EXPERIENCE: COMBINATION BRAND EXPERIENCE: LIVE (LIVE, VIRTUAL, 360) 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: BRAND EXPERIENCE: LIVE BRANDED CONTENT VIRTUAL/360 BRONZE GOLD SILVER BRONZE
Budweiser U.S. Army HP Off The Street Club
Budweiser Goal-Synced White Hats Wanted HP The Wolf Kids are Tougher than Arena the Streets
Labatt Breweries of Canada U.S. Army HP Off The Street Club
Universal McCann* McCann New York* Giant Spoon* Energy BBDO* Anomaly Universal McCann Park Pictures Veritas Communications Exile Mosaic A52 Buzz Products Eleven Sound
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* Giant Spoon* Ogilvy* Droga5* PHD Park Pictures ZenithOptimedia Weber Shandwick Exile VaynerMedia A52 Eleven Sound
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
State Street Global Advisors Chattanooga Bakery Archer+Wolf, LLC
McCann New York* Tombras* FCB Chicago* Lord + Thomas Current FND Films
CARPE DIEM - SERVICES CORPORATE REPUTATION SILVER GOLD SILVER
Procter & Gamble Off The Street Club State Street Global Advisors “My Black is Beautiful”
Kids are Tougher than the Streets The Power of SHE It’s time to talk about The Talk
Off The Street Club State Street Global Advisors Procter & Gamble
Energy BBDO* McCann New York* BBDO New York* Hearts & Science Egami Barefoot Proximity
CORPORATE REPUTATION DAVID VS. GOLIATH BRONZE 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* RPA* VaynerMedia ZenithOptimedia Kelton
3 2018 EFFIE AWARDS / NORTH AMERICA 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: War of Wits The Laws of Gilead
U.S. Army Bleacher Report Hulu Microsoft
McCann New York* Johannes Leonardo* Universal McCann LA* 215 McCann* Universal McCann ArsenalCreative Carat Civic Entertainment Group Social Code Suite Spot
FASHION FINANCE SILVER GOLD SILVER BRONZE
State Street Global Principal Financial adidas Originals Charles Schwab Advisors Group
Future The Power of SHE We Can Help You Ask Questions, Be Engaged, Plan For That Own Your Tomorrow
adidas State Street Global Advisors Principal Financial Group Charles Schwab
Johannes Leonardo* McCann New York* TBWA\Chiat\Day Mekanism* Los Angeles* Sister Prometheus
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* BBDO New York* McCann New York* ZenithOptimedia Dini von Mueffling Communications Universal McCann VaynerMedia
HOME FURNISHINGS & GOVERNMENT, INSTITUTIONAL & RECRUITMENT APPLIANCES BRONZE BRONZE BRONZE BRONZE
Samsung Home Equality NC Off The Street Club U.S. Air Force Appliances
Stop HB2 Kids are Tougher than U.S. Air Force Right at Home the Streets Samsung Electronics Equality NC Off The Street Club U.S. Air Force America, Inc.
McKinney* Energy BBDO* GSD&M* McKinney* Media Monks Starcom R/GA
4 2018 EFFIE AWARDS / NORTH AMERICA 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* Saatchi & Saatchi* Citizen Relations 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* Droga5* Droga5* ZenithOptimedia OMD Kelton Weber Shandwick
MULTICULTURAL & LIFESTYLE SEGMENTS SILVER BRONZE BRONZE
Procter & Gamble Barba Men’s Pantene “My Black is Beautiful” Grooming Boutique
It’s time to talk about The Talk Strands for Trans All Strong Hair Is Beautiful: How Pantene Built Brand Love & Credibility with African American Women
Procter & Gamble Barba Men’s Grooming Boutique Procter & Gamble
BBDO New York* Terri & Sandy* Grey New York* Hearts & Science Townhouse Egami Devries Barefoot Proximity Hearts & Science
PACKAGED FOOD PERSONAL CARE PET CARE GOLD BRONZE SILVER BRONZE
Dinty Moore® Stew Oscar Mayer U by Kotex Pedigree
Lumberjacks Eat Moore Oscar Mayer - It’s Me It’s Not My Period Feed The Good “For the Love of Hot Dogs”
Hormel Foods Corporation Oscar Mayer Kimberly-Clark Mars, Inc.
BBDO Minneapolis* mcgarrybowen* Ogilvy* BBDO New York* PHD Starcom Mindshare* Starcom Olson Engage Veritas Communications MediaCom Barrows Weber Shandwick
5 2018 EFFIE AWARDS / NORTH AMERICA RENAISSANCE RESTAURANTS GOLD SILVER BRONZE
The New York Times Nutro Taco Bell
The Truth is Hard to Find 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* Deutsch LA* Weber Shandwick DigitasLBi Starcom Spark Foundry MediaCom Edelman Catapult Marketing Octagon
RETAIL SEASONAL MARKETING SMALL BUDGETS - PRODUCTS BRONZE SILVER GOLD SILVER
State Street Procter & Gamble CarMax Febreze Global Advisors “My Black is Beautiful”
CarMax 101 Halftime Bathroom Break The Power of SHE It’s time to talk about The Talk
CarMax Procter & Gamble State Street Global Advisors Procter & Gamble
McKinney* Grey New York* McCann New York* BBDO New York* Wasserman POSSIBLE Hearts & Science Horizon Media Citizen Relations Egami The Integer Group Barefoot Proximity
SMALL BUDGETS - PRODUCTS SMALL BUDGETS - SERVICES BRONZE SILVER BRONZE BRONZE
Barba Men’s Highmark Blue Cross The New York Times Off The Street Club Grooming Boutique Blue Shield Delaware
The Truth is Hard to Find Kids are Tougher than Strands for Trans Blue Hen the Streets
Barba Men’s The New York Times Off The Street Club Grooming Boutique Highmark Health
Droga5* Energy BBDO* Terri & Sandy* Partners + Napier* dPost PushMP
SNACKS & DESSERTS SOFTWARE & APPS SILVER BRONZE BRONZE
MoonPie DOVE Chocolate IBM
MoonPie Social Media DOVE: Igniting A New Vision In An Watson Gets to Work Old Category
Chattanooga Bakery Mars, Inc. IBM
Tombras* BBDO New York* Ogilvy* The Integer Group Weber Shandwick MediaCom Starcom
6 2018 EFFIE AWARDS / NORTH AMERICA SOFTWARE & APPS SUSTAINED SUCCESS - PRODUCTS BRONZE 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* Edelman* PHD Fallon* Moxie Initiative
SUSTAINED SUCCESS - PRODUCTS SILVER SILVER BRONZE
DICK’S Sporting Goods Extra Gum Budweiser
How building a strong brand A Novel Approach to Growth The Budweiser Red Light – saved a big box retailer The First Goal Synced Red Light
DICK’S Sporting Goods Mars, Inc. Labatt Breweries of Canada
Anomaly* Energy BBDO* Anomaly* MediaCom Mosaic Starcom Universal McCann Olson Engage Veritas Communications
SUSTAINED SUCCESS - SUSTAINED SUCCESS - SERVICES PRODUCTS BRONZE SILVER SILVER BRONZE
US Centers for Disease Nissan Canada Inc. Prudential truth Control and Prevention
Conquer All Conditions Bring Your Challenges Tips From Former Smokers Be The Generation That Ends Smoking and #FinishIT
US Centers for Disease Control and Prevention/ Nissan Canada Inc. Prudential Office on Smoking and Health truth initiative
Juniper Park\TBWA* Droga5* Arnold Worldwide* 72andSunny* Plowshare Golin
TRANSPORTATION YOUTH MARKETING GOLD 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* MullenLowe U.S.* Ogilvy* SwellShark* Mindshare* Hungry Inc. Veritas Communications RSA Films Barrows
7 2018 EFFIE AWARDS / NORTH AMERICA HEALTH EFFIES
DISEASE AWARENESS & EDUCATION: ADVOCACY SILVER SILVER BRONZE
Ontario Ministry of Health & Canadian Down Syndrome truth Long Term Care Society
Be a Failure Stop Profiling Down Syndrome Answers
Ontario Ministry of Health & Long Term Care truth initiative Canadian Down Syndrome Society
BBDO Toronto* 72andSunny* FCB Canada* Hidden Trail Media Rooster Post Cylinder Sound
DISEASE AWARENESS & EDUCATION: HEALTHCARE - OTC PHARMA/CORPORATE 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* Energy BBDO* MediaCom MediaCom iCrossing iCrossing Match MG
HEALTHCARE - OTC HEALTHCARE SERVICES BRONZE GOLD GOLD
Highmark Blue Cross Blue Robitussin Allegheny Health Network Shield Delaware
It’s Never Just a Cough #LivingProof Blue Hen
Pfizer Consumer Healthcare Highmark Health Highmark Health
Grey New York* Doner Advertising* Partners + Napier* Tribal Worldwide Assembly dPost Coyne PR Results Digital PushMP
8 2018 EFFIE AWARDS / NORTH AMERICA MEDIA EFFIES
DATA-DRIVEN / PROGRAMMATIC MEDIA IDEA SILVER BRONZE GOLD
Aveeno Theraflu State Street Global Advisors
Aveeno’s Data Driven Masterbrand Creating Media Faster than the Flu The Power of SHE
Johnson & Johnson GSK State Street Global Advisors
J3* PHD* McCann New York* Roberts + Langer The Weather Company Cadreon Wunderman Health
MEDIA INNOVATION - MEDIA IDEA EXISTING CHANNEL SILVER BRONZE GOLD
Canadian Down Syndrome U.S. Army Society State Street Global Advisors
White Hats Wanted Down Syndrome Answers The Power of SHE
U.S. Army Canadian Down Syndrome Society State Street Global Advisors
McCann New York* FCB Canada* McCann New York* Universal McCann
9 2018 EFFIE AWARDS / NORTH AMERICA The Media Effies Are Proudly Sponsored By: POSITIVE CHANGE EFFIES In collaboration with the World Economic Forum
POSITIVE CHANGE: POSITIVE CHANGE: SOCIAL GOOD - BRANDS ENVIRONMENTAL - NON-PROFIT
BRONZE GOLD SILVER BRONZE
Lonely Whale State Street Whirlpool Boost Mobile Foundation Global Advisors
Stop Sucking The Power of SHE Care Counts Boost Your Voice
Lonely Whale Foundation State Street Global Advisors Whirlpool Boost Mobile
POSSIBLE - SEATTLE* McCann New York* DigitasLBi Chicago* 180LA* Ketchum
POSITIVE CHANGE: SOCIAL GOOD - NON-PROFIT SILVER BRONZE BRONZE
Big Brothers Big Sisters of Sandy Hook Promise Off The Street Club Tampa Bay
Evan The Florida Man Project Kids are Tougher than the Streets
Sandy Hook Promise Big Brothers Big Sisters of Tampa Bay Off The Street Club
BBDO New York* 22squared* Energy BBDO* Dini von Mueffling Communications Marmoset Slice
10 2018 EFFIE AWARDS / NORTH AMERICA 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) MEDIA IDEA (MULTI-MARKET) SILVER 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 New York* FP7/DXB (A part of McCann Worldgroup)* McCann Paris PHD UAE McCann Melbourne Magna MENA Dubai Mint MENA
OTHER PRODUCTS & SERVICES RETAIL (MULTI-REGION) (MULTI-MARKET) GOLD GOLD
Apple adidas Originals
The Rock X Siri Original is Never Finished
Apple Inc. adidas
TBWA\Media Arts Lab* Johannes Leonardo* OMD
11 2018 EFFIE AWARDS / NORTH AMERICA The Global Effies Are Proudly Sponsored By: