2017 Awarding Ideas That Work
NORTH AMERICA / WINNERS & FINALISTS
® 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 – will be announced and presented at the 2017 North American Effie Awards Gala on Thursday, June 1, in New York City. Congratulations to this year’s winners.
* Indicates lead agency
AUTOMOTIVE - VEHICLES BEAUTY
Chevrolet Chevrolet CoverGirl Pantene
Chevrolet Spark Launch Strengthening Perceptions: Katy Kat #DadDo Chevy Silverado
Chevrolet Canada Chevrolet Procter & Gamble Procter & Gamble
McCann Canada* Commonwealth//McCann* Grey New York* Grey New York* Carat Devries PR MAKE FleishmanHillard
BEVERAGES - NON-ALCOHOL BRAND EXPERIENCE
Mountain Dew Art Institute Chevrolet Lockheed Martin Kickstart of Chicago
Mountain Dew: It All Starts Van Gogh BnB Chevrolet Spark Launch Lockheed Martin Field Trip With a Kick to Mars
PepsiCo Art Institute of Chicago Chevrolet Canada Lockheed Martin
BBDO New York* Leo Burnett/Arc* McCann Canada* McCann New York* OMD Mediavest|Spark Momentum Worldwide VaynerMedia Starcom Universal McCann Weber Shandwick
BRANDED CONTENT BRANDED UTILITY
Extra Gum IBM IBM Whirlpool
Unwrapping A Love Story C-suite C-suite Care Counts
Mars/Wrigley IBM IBM Whirlpool
Energy BBDO* Ogilvy & Mather* Ogilvy & Mather* DigitasLBi* MediaCom Ketchum
2 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS BUSINESS-TO-BUSINESS CARPE DIEM - PRODUCTS
IBM MICROSOFT Barbie
Outthink A New Legacy Begins Imagine the Possibilities
IBM Microsoft Mattel
Ogilvy & Mather* McCann New York* BBDO San Francisco* Neo@Ogilvy Empower Media Team BBDO New York* Blk-OPs Media Agency Starcom
CARPE DIEM - PRODUCTS
Burger King Extra Gum Gatorade
The McWhopper Proposal Unwrapping A Love Story The Super Bowl Dunk
Burger King Mars/Wrigley PepsiCo
Y&R New Zealand* Energy BBDO* VML* DAVID The Agency MediaCom OMD* ABPR Snapchat Code and Theory Turner Duckworth
CARPE DIEM - SERVICES CORPORATE REPUTATION CULTURE & THE ARTS
Art Institute of Milwaukee Public JetBlue Airways IBM Chicago Museum
Reach Across the Aisle Outthink Van Gogh BnB MPM: Big Is Here
JetBlue Airways IBM Art Institute of Chicago Milwaukee Public Museum
MullenLowe U.S.* Ogilvy & Mather* Leo Burnett/Arc* Cramer-Krasselt* MullenLowe MediaHub* Neo@Ogilvy Mediavest|Spark Starcom
DAVID VS. GOLIATH
Checkers & Rally’s Inspired By Iceland Trolli
The Wiener War Ask Guðmundur A Beardly Awesome New Product Launch and Program
Checkers & Rally’s Promote Iceland Ferrara Candy Company
Fitzgerald & Co* The Brooklyn Brothers* Periscope* GRP Media Islenska* Legend PR No Limit Agency KSM
3 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS ENGAGED COMMUNITY ENTERTAINMENT & SPORTS
Be The Match Dove Hair Barbie Overwatch
Be The Guy Dove Hair #LoveYourCurls Imagine the Possibilities Overwatch Emojis
Be The Match Unilever Mattel Blizzard Entertainment
space150* Edelman* BBDO San Francisco* Droga5* Ogilvy & Mather Paris* BBDO New York* Liquid Advertising* Mindshare Starcom VaynerMedia
ENTERTAINMENT & SPORTS FASHION FINANCIAL CARDS
EA Madden NFL 16 Under Armour Citi
Madden the Movie Michael Phelps An Effie Entry That Actually Means What It Says
Electronic Arts Under Armour Citi
Heat* Droga5* Publicis North America* Starcom
FITNESS & WELLNESS GOVERNMENT, INSTITUTIONAL & RECRUITMENT
Fitbit Gatorade New York Lottery U.S. Army
Fit For All If It’s Not Game Time, The New York Lottery - “You’d U.S. Army Cryptaris Mission It’s Recover Time Make a Way Better Rich Person”
Fitbit PepsiCo The New York Lottery U.S. Army
ARGONAUT* TBWA\Chiat\Day Los Angeles* McCann New York* McCann New York* DigitasLBi OMD Universal McCann Universal McCann FleishmanHillard MRM//McCann
HISPANIC HOUSEHOLD SUPPLIES & SERVICES
Mrs. Meyer’s Tide XFINITY Gain Clean Day
Tide washes away Language Choice Gain by Gain The Hunt for the First Ever hurtful labels Mrs. Meyer’s Home ‘Maker’
Procter & Gamble Comcast/XFINITY Procter & Gamble S.C. Johnson
Conill* Grupo Gallegos* Leo Burnett Toronto* Ogilvy & Mather* Starcom* Hearts & Science PHD FleishmanHillard
4 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS INFLUENCERS INTERNET & TELECOM
JetBlue Airways truth initiative IBM
FlyBabies Prevent #CATmageddon Cloudscape
JetBlue Airways truth initiative IBM
MullenLowe U.S.* 72andSunny* Ogilvy & Mather* MullenLowe MediaHub* Media Assembly Neo@Ogilvy Ketchum
LGBT COMMUNITY OFFICE & DELIVERY
Gay Men’s Health Office Depot The United States Doritos Crisis (GMHC) OfficeMax Postal Service
Doritos Rainbows Blood Equality The Co-Worker Collection Your Business Becomes Our Business
Frito-Lay North America, Inc. Gay Men’s Health Crisis Office Depot OfficeMax The United States (GMHC) Postal Service
Goodby Silverstein & Partners* FCB Health* McCann New York* McCann New York* MWWPR Merkle MRM//McCann OMD AGAIN Interactive Universal McCann Weber Shandwick
OLYMPICS MARKETING PACKAGED FOOD
Canadian Tire Under Armour Knorr Pop-Tarts
Step Up Stand Tall Michael Phelps Love at First Taste Pop-Tarts Soda-Mazing
Canadian Tire Corporation Under Armour Unilever The Kellogg Company
cleansheet communications* Droga5* MullenLowe U.S.* VML* Touche! Toronto* Edelman Universal Music Group NYB Media Inc Mindshare Starcom Cinco PHD Edelman IBM iX
PERSONAL CARE
Gillette Huggies Vaseline Brand
Go Ask Dad No Baby Unhugged The Vaseline Healing Project
Procter & Gamble Kimberly-Clark Unilever
Grey New York* Ogilvy & Mather* BBH New York* Townhouse Mindshare* PHD Untitled Films Edelman Ketchum VaynerMedia Touchstorm SapientRazorfish
5 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS RENAISSANCE
Extra Gum Huggies KFC
Give Extra, Get Extra No Baby Unhugged The Return of Colonel Sanders
Mars/Wrigley Kimberly-Clark KFC
Energy BBDO* Ogilvy & Mather* Wieden+Kennedy* MediaCom Mindshare* Edelman Starcom MEC Global Access Emanate
RESTAURANTS RETAIL
Burger King Taco Bell eBay
The McWhopper Proposal Quesalupa is #BiggerThan Find Your Perfect
Burger King Taco Bell eBay
Y&R New Zealand* Deutsch LA* DigitasLBi* DAVID The Agency Mediavest|Spark ABPR DigitasLBi Code and Theory Edelman Turner Duckworth
RETAIL SEASONAL MARKETING
Target Walmart IBM Morton Salt
The Holiday Odyssey Greenlight a Vet Watson x The Oscars Morton Safe-T-Pet - A Safer Winter for All
Target Walmart IBM Morton Salt
72andSunny* Saatchi & Saatchi* Ogilvy & Mather* Neo@Ogilvy* Haworth Marketing + Media Mediavest|Spark Neo@Ogilvy Blacklist FleishmanHillard Ogilvy & Mather
SEASONAL MARKETING SMALL BUDGETS - PRODUCTS
Office Depot Art Institute Skittles Contours OfficeMax of Chicago
The Co-Worker Collection Skittles Holiday Pawn Shop Van Gogh BnB The Baby Stroller Test-Ride by Contours
Office Depot OfficeMax Wrigley Canada Art Institute of Chicago Kolcraft
McCann New York* BBDO Toronto* Leo Burnett/Arc* FCB Chicago* Merkle Harbinger Mediavest|Spark Current AGAIN Interactive MediaCom Canada Starcom Lord + Thomas Cinema Libertad LLC Hero Solutions
6 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS SMALL BUDGETS - SERVICES
MyMusicRx for the Children’s Outdoor Advertising JetBlue Airways Cancer Association Association of America
FlyBabies Bedstock: Playing Music From Our Bed Feel the Real For Kids Stuck In Theirs
JetBlue Airways Children’s Cancer Association Outdoor Advertising Association of America
MullenLowe U.S.* Anomaly* Partners + Napier* MullenLowe MediaHub* Dressler LLC DIA
SNACKS & DESSERTS
Cheetos Extra Gum Trolli
Cheetos Museum Unwrapping A Love Story A Beardly Awesome New Product Launch and Program
Frito-Lay North America, Inc. Mars/Wrigley Ferrara Candy Company
Goodby Silverstein & Partners* Energy BBDO* Periscope* The Marketing Arm MediaCom Legend PR Ketchum Starcom KSM OMD Caviar Content
SOFTWARE & APPS SUSTAINED SUCCESS - PRODUCTS
IBM TurboTax Dos Equis
Outthink The New Way To Do Taxes The Most Interesting Man in the World
IBM TurboTax Heineken USA
Ogilvy & Mather* Wieden+Kennedy* Havas New York* Neo@Ogilvy Edelman Mediavest|Spark
SUSTAINED SUCCESS - PRODUCTS
Extra Gum IBM Kia Motors
Give Extra, Get Extra Hello, my name is Watson. Share Some Soul
Mars/Wrigley IBM Kia Motors America
Energy BBDO* Ogilvy & Mather* David & Goliath* MediaCom Neo@Ogilvy Starcom
7 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS SUSTAINED SUCCESS - SERVICES
U.S. Centers for American Express JetBlue Airways Pure Michigan Disease Control and Prevention
Small Business Saturday You Above All A Movement for Michigan Tips From Former Smokers™
American Express JetBlue Airways Michigan Economic US Centers for Disease Development Corporation Control and Prevention/Office on Smoking and Health
DigitasLBi* MullenLowe U.S.* McCann Detroit* Arnold Worldwide* MBooth MullenLowe MediaHub* Universal McCann Plowshare Mindshare Weber Shandwick Detroit Golin Harris Ogilvy & Mather Wieden+Kennedy
TRANSPORTATION TRAVEL & TOURISM
Southwest Airbnb Inspired By Iceland
Transfarency “Don’t Go There, Live There” Ask Guðmundur
Southwest Airlines Airbnb Inc. Promote Iceland
GSD&M* TBWA\Chiat\Day Los Angeles* The Brooklyn Brothers* SapientRazorfish Starcom* Islenska* Camelot Strategic Marketing & Media
YOUTH MARKETING - TEENS & YOUNG ADULTS
FDA Center for Tobacco IBM Products “The Real Cost”
Run Like Hell The Cognitive Dress
FDA, Center for Tobacco Products IBM
FCB New York* Ogilvy & Mather* Initiative Neo@Ogilvy
8 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS HEALTH EFFIES
DISEASE AWARENESS & EDUCATION: ADVOCACY
Ovarian Cancer Canada The Hero Gene truth initiative
Ladyballs The Hero Gene Finishers 2.0
Ovarian Cancer Canada Be the Match truth initiative
Grey Canada* Area 23, An FCB Health Network 72andSunny* Pollin8 Company* Media Assembly HYPE PR Ketchum Untitled Films Rooster Post
DISEASE AWARENESS & EDUCATION: HEALTHCARE - OTC HEALTHCARE - RX - CONSUMER/DTC PHARMA/CORPORATE
Ulta Beauty Excedrin Linzess
First Haircut The Migraine Experience “Tell Me Something I Don’t Know”
Ulta Beauty GSK Consumer Healthcare Allergan Ironwood Pharmaceuticals
MullenLowe U.S.* Weber Shandwick* FCB Health* DDB Remedy* PHD Epsilon Projection Artworks UK
HEALTHCARE - RX - DEVICES HEALTHCARE SERVICES
SimplyGo Mini Pearle Vision UnitedHealthcare
Breathless Choir - The triumph of the Can Thinking Small Win Big? UnitedHealthcare Ways In WHY over the WHAT
Philips Luxottica UnitedHealthcare
Ogilvy & Mather* Energy BBDO* Leo Burnett/Arc* Carat London OMD Periscope FleishmanHillard, as part of OneVoice Connect
9 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS MEDIA EFFIES
MEDIA IDEA
Always IKEA Jolly Rancher Tommee Tippee
Girl Emojis Find Your Style 101 A new media model to Advice Wipes transform a brand that sucks
Procter & Gamble IKEA The Hershey Company Mayborn Group
Starcom* MEC Global* Anomaly* McCann New York* Leo Burnett/Arc* Universal McCann 360 Public Relations MSL Group Mediaworks
MEDIA INNOVATION - EXISTING CHANNEL
Extra Gum Royal Caribbean International Under Armour
Releasing A Love Story that Sells Itself #ComeSeekLive Game Changer
Mars/Wrigley Royal Caribbean International Under Armour
Energy BBDO* MullenLowe Mediahub U.S.* Droga5* MediaCom MullenLowe U.S. Rapport
MEDIA INNOVATION - MEDIA PARTNERSHIP ACTIVATION NEW CHANNEL CREATION
Lockheed Martin PepsiCo U.S. Army
Lockheed Martin Field Trip to Mars Pepsi + Empire U.S. Army Cryptaris Mission
Lockheed Martin PepsiCo U.S. Army
McCann New York* OMD* McCann New York* Momentum Worldwide BBDO New York Universal McCann Weber Shandwick Wasserman MRM // McCann Universal McCann PMK-BNC FOX
10 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS The Media Effies Are Proudly Sponsored By: POSITIVE CHANGE EFFIES In collaboration with World Economic Forum
ENVIRONMENTAL - BRANDS SOCIAL - BRANDS
Seventh Generation Subaru of America Always Whirlpool
How Seventh Generation Who We Are Is What Like A Girl Emojis Care Counts turned the environment We Leave Behind into a personal matter for millennial moms
Seventh Generation Subaru of America Procter & Gamble Whirlpool
72andSunny* Carmichael Lynch* Leo Burnett/Arc* DigitasLBi* Starcom Ketchum
SOCIAL - NON-PROFIT
MyMusicRx for the Children’s Ad Council Donate Life America Cancer Association
I Am A Witness “Even An Asshole Can Save A Life” Bedstock: Playing Music From Our Bed For Kids Stuck In Theirs
Ad Council Donate Life America Children’s Cancer Association
Goodby Silverstein & Partners* The Martin Agency* Anomaly* Moonbot Studios Mutato Muzika Stimmung
11 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS FINALISTS
Effie Awards finalists are determined based on jury scores following a rigorous first round of judging. Becoming an Effie finalist is a significant achievement, indicating that a case is among the most effective examples of marketing communications. Additionally, all finalists will receive points toward the Effie Effectiveness Index – the annual worldwide ranking of marketing communications effectiveness for agencies, advertisers, and brands. This year’s North American rankings will be announced in June. Congratulations to the 2017 finalists.
* Indicates lead agency AFRICAN-AMERICAN AGRICULTURAL, INDUSTRIAL & BUILDING AUTOMOTIVE - AFTERMARKET
Allstate Insurance Grow Smart with BASF Hum by Verizon
Allstate “Worthtelling” Grow Smart with BASF How Verizon Vehicle Became Hum
Allstate Insurance Company BASF Verizon
Leo Burnett/Arc* Periscope* McCann New York* Starcom MRM//McCann* Zenith Weber Shandwick
AUTOMOTIVE - VEHICLES
Chevrolet Harley-Davidson MINI COOPER
Shattering Perceptions Live Your Legend DEFY LABELS
Chevrolet Harley-Davidson MINI COOPER
Commonwealth//McCann* Wolfes, LLC* BUTLER SHINE STERN & PARTNERS* Carat Starcom Universal McCann FleishmanHillard Sapient MAKE Parr Moto Weber Shandwick
BEVERAGES - ALCOHOL
Henry’s Hard Soda Michelob ULTRA Modelo Especial (MillerCoors)
“Live Hard-ish” Campaign Workout. Go Out. The Fighting Spirit
Henry’s Hard Soda (MillerCoors) Anheuser-Busch InBev Constellation Brands
Mekanism* FCB Chicago* Ogilvy & Mather* Epic Signal MediaCom Horizon Media VaynerMedia Upshot Agency Wasserman
12 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS BEVERAGES - NON-ALCOHOL BRAND EXPERIENCE
Diet Dr Pepper Tim Hortons Doritos Extra Gum
Lil’ Man, Big Rewards Single Serve Doritos Ketchup Roses Connecting People with a Connected Experience
Dr Pepper Snapple Group Tim Hortons PepsiCo Foods Canada Mars/Wrigley
Deutsch LA* J. Walter Thompson Canada* BBDO Toronto* Energy BBDO* Mindshare Canada Citizen Relations MediaCom OMD
BRAND EXPERIENCE
Glade IBM Kellogg’s Stance
Museum of Feelings The Cognitive Dress Stir It Up The Uncommon Force
S.C. Johnson IBM Kellogg Corp. Stance
Ogilvy & Mather* Ogilvy & Mather* Edelman* Zambezi* Edelman Neo@Ogilvy Journee PHD Radical Media
BRANDED CONTENT
Coca-Cola M&M’S Norton
Share a Coke, and a Song - Turning 75th Anniversary The Most Dangerous Town On The Lyrics into Language Internet: Where Cybercrime Goes To Hide
The Coca-Cola Company Mars Chocolate North America Norton by Symantec
Universal McCann* BBDO New York* Grey San Francisco* Musical.Ly MediaCom Wieden+Kennedy Starcom Cornerstone Agency Weber Shandwick Fast Horse
BRANDED CONTENT BRANDED UTILITY
PepsiCo Target Pull-Ups Sprint
Pepsi + Empire Target Creates First Ever A Whole New Way To Train Kid’s First Phone Live Music Video with Gwen Stefani
PepsiCo Target Kimberly-Clark Sprint
OMD* Deutsch LA* Ogilvy & Mather Chicago* DigitasLBi* BBDO New York 360i Mindshare Wasserman Haworth Marketing + Media Edelman PMK-BNC Rogers & Cowan Geometry Global FOX
13 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS BRANDED UTILITY BUSINESS-TO-BUSINESS
United States Postal Tommee Tippee IBM IBM Service
Advice Wipes Irresistible Mail C-suite Watson x The Oscars
Mayborn Group United States Postal Service IBM IBM
McCann New York* MRM//McCann* Ogilvy & Mather* Ogilvy & Mather* 360 Public Relations Sarofsky Neo@Ogilvy Mediaworks
BUSINESS-TO-BUSINESS
Nissan SAP United States Postal Service
NCV’s “The Delivery” Live Business Your Business Becomes Our Business
Nissan SAP United States Postal Service
TBWA\Chiat\Day Los Angeles* BBDO New York* McCann New York* PHD MRM//McCann Critical Mass Universal McCann RAPP Weber Shandwick eg+ Worldwide
CARPE DIEM - PRODUCTS CARPE DIEM - SERVICES
American Family Checkers & Rally’s Jamba Juice Dove Insurance
The Wiener War Swishy Chug Dad Insurance Dove Hair
Checkers & Rally’s Jamba Juice American Family Insurance Unilever
Fitzgerald & Co* Zimmerman Advertising* BBDO New York* Ogilvy & Mather Paris* GRP Media Finn Partners Mindshare Mindshare* No Limit Agency Edelman VaynerMedia
CARPE DIEM - SERVICES CORPORATE REPUTATION United States Esurance MICROSOFT Subaru of America Postal Service
Pass It On Harmony for the Holidays Who We Are Is What We Your Business Becomes Our Leave Behind Business
Esurance Microsoft Subaru of America United States Postal Service
Leo Burnett/Arc* McCann New York* Carmichael Lynch* McCann New York* Starcom* Empower Media Team MRM//McCann Universal McCann Weber Shandwick
14 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS CULTURE & THE ARTS DAVID VS. GOLIATH
Outdoor Advertising The Dalí Museum Seventh Generation Association of America
Dreams of Dalí Feel the Real How Seventh Generation, a small company with a big mission, got moms to rethink the products they bring into the home
The Dalí Museum Outdoor Advertising Association Seventh Generation of America
Goodby Silverstein & Partners* Partners + Napier* 72andSunny* Dressler LLC DIA
ELECTRONICS ENGAGED COMMUNITY
Art Institute of Mrs. Meyer’s Microsoft Subaru of America Chicago Clean Day
Social Permission Van Gogh BnB The Hunt for the First Ever #MakeADogsDay Mrs. Meyer’s Home ‘Maker’
Microsoft Art Institute of Chicago S.C. Johnson Subaru of America
McCann New York* Leo Burnett/Arc* Ogilvy & Mather* Carmichael Lynch* Empower Media Team Mediavest|Spark PHD Starcom
ENTERTAINMENT & SPORTS FINANCE
National Football League Target OppenheimerFunds
Super Bowl Babies Target Creates First Ever Live Music Video The Optimist Index with Gwen Stefani
National Football League Target OppenheimerFunds
Grey New York* Deutsch LA* Havas Media* 360i MRM//McCann Haworth Marketing + Media Coffee Inc. Rogers & Cowan
GOVERNMENT, INSTITUTIONAL HISPANIC & RECRUITMENT
United States Air Force NESCAFÉ Clásico Prediabetes Awareness
Airforce.com Love Your Mondays Prediabetes Awareness
Air Force Recruiting Services Nestlé USA Ad Council
GSD&M* Casanova//McCann* Ogilvy & Mather* MXM HelloWorld, Inc. Metavision Media Ricky Martin Enterprises, Inc.
15 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS HOME FURNISHINGS & APPLIANCES HOUSEHOLD SUPPLIES & SERVICES
Samsung Home Appliances Glade Scrubbing Bubbles
Samsung Home Appliances Museum of Feelings Transforming The Bathroom
Samsung Electronics America, Inc. S.C. Johnson S.C. Johnson
McKinney* Ogilvy & Mather* Ogilvy & Mather* Starcom PHD PHD R/GA Edelman Edelman Radical Media
INFLUENCERS INSURANCE
American Family Glade MetLife Insurance
Museum of Feelings Dad Insurance MetLife Small Business
S.C. Johnson American Family Insurance MetLife
Ogilvy & Mather* BBDO New York* ARGONAUT* PHD Mindshare MEC Global Edelman Marketing Evolution Radical Media cg42
INTERNET & TELECOM MEDIA & ENTERTAINMENT COMPANIES
AT&T Sprint Pandora
It Can Wait Can You Hear Us Now? Pandora wins back Millennials
AT&T Sprint Pandora Media Inc.
BBDO New York* Deutsch LA* twofifteenmccann* The Marketing Arm DigitasLBi MEC Global FleishmanHillard
OLYMPICS MARKETING PACKAGED FOOD
Bridgestone Gillette Cheerios Hellmann’s
Rio 2016 Olympic Games, Perfect Isn’t Pretty Cheerios Love to Give Transparently Lovable Built to Perform At Walmart
Bridgestone Procter & Gamble General Mills Unilever
Publicis North America* Grey New York* Shopperworks* Ogilvy & Mather* Townhouse Geometry Global* Mindshare Ketchum Epsilon Caviar Content Cut & Run
16 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS PACKAGED FOOD PERSONAL CARE PET CARE
Jimmy Dean Tommee Tippee Pedigree
Shine it Forward Advice Wipes Feed the Good
Jimmy Dean Mayborn Group Mars Petcare
Ogilvy & Mather* McCann New York* BBDO New York* BPN WW 360 Public Relations MediaCom MWW Mediaworks Starcom VML
REAL ESTATE RENAISSANCE RESTAURANTS RETAIL
National Association Adler Planetarium Denny’s Seamless of Realtors
Real Estate Phil’s-osophies Space Is Freaking Awesome! A Fluffy Story about Taking Back New York Pancakes
National Association Adler Planetarium Denny’s Seamless of Realtors
Arnold Worldwide* Downtown Partners* Erwin Penland* BBH New York* Havas Media Daily Planet Synergy Marketing Partners
SEASONAL MARKETING
Esurance JetBlue Airways MICROSOFT
Election Insurance FlyBabies Harmony for the Holidays
Esurance JetBlue Airways Microsoft
Leo Burnett/Arc* MullenLowe U.S.* McCann New York* MSLGROUP MullenLowe MediaHub* Empower Media Team
SMALL BUDGETS - PRODUCTS SNACKS & DESSERTS SOFTWARE & APPS
Mrs. Meyer’s Wilson Sporting Goods Jolly Rancher IBM Clean Day
The Hunt for the First Ever Wilson “Living Anthem” When a brand that sucks Cognitive Retail Mrs. Meyer’s Home ‘Maker’ Brand Launch finds sweet success
S.C. Johnson Wilson Sporting Goods The Hershey Company IBM
Ogilvy & Mather* Phenomenon* Anomaly* Ogilvy & Mather* PHD Dumont Project Universal McCann Neo@Ogilvy
17 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS SUSTAINED SUCCESS - PRODUCTS SUSTAINED SUCCESS - SERVICES Sherwin-Williams Foot Locker Popeyes Louisiana Kitchen Paint Store Group
Sustained Success Color Chips Sustained Success Louisiana Heart & Soul
Foot Locker Sherwin-Williams Paint Store Group Popeyes Louisiana Kitchen
BBDO New York* McKinney* GSD&M* PHD Resource / Ammirati Carmichael Lynch Relate
TRANSPORTATION TRAVEL & TOURISM YOUTH MARKETING - CHILDREN
JetBlue Airways Royal Caribbean Tommee Tippee
FlyBabies Redefining “Cruise” Advice Wipes
JetBlue Airways Royal Caribbean International Mayborn Group
MullenLowe U.S.* MullenLowe U.S.* McCann New York* MullenLowe MediaHub* MullenLowe MediaHub* 360 Public Relations Mediaworks
YOUTH MARKETING - TEENS & YOUNG ADULTS
M&M’S truth initiative
75th Anniversary Prevent #CATmageddon
Mars Chocolate North America truth initiative
BBDO New York* 72andSunny* MediaCom Media Assembly Starcom Ketchum Weber Shandwick
18 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS HEALTH EFFIES
DISEASE AWARENESS & DISEASE AWARENESS & EDUCATION: HEALTHCARE - OTC EDUCATION: ADVOCACY PHARMA/CORPORATE
Bright Pink Movantik Bayer Aspirin NBTY Osteo Bi Flex
Too Important To “Go Viral” - Envy The Original Wonder Drug Made to Move Using Facebook Ads Recaptures Its Wonder To Drive Predictable, Repeatable Impact
Bright Pink AstraZeneca Bayer Healthcare NBTY Daiichi Sankyo
Craft & Commerce* BGB Group* Energy BBDO* Droga5* Sew MediaCom Havas Media iCrossing Ketchum Harrison and Star
HEALTHCARE - RX - CONSUMER/DTC HEALTHCARE - RX - DEVICES HEALTHCARE - RX - PROFESSIONAL
Entyvio ACUVUE Nuplazid
Doors Bringing Humanity to Functionality Holding Back
Takeda Pharmaceuticals Johnson & Johnson Vision Care Acadia Pharmaceuticals
BBDO New York* Deutsch* CDM New York* Omnicom Media Group J3 Bent Marina Maher Communications LLC Link9 LLC R/GA
HEALTHCARE SERVICES
Aetna Mercy Ships Canada
Health Insurance That Defies MERCY Expectations
Aetna Life Insurance Company Mercy Ships Canada
Ogilvy & Mather* Geometry Global* EffectiveUI Ogilvy & Mather Neo@Ogilvy Matt Barnes Photography OgilvyOne Westside Studio NEAT Marketing Communications
19 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS MEDIA EFFIES
DATA-DRIVEN / PROGRAMMATIC
Airbnb IAMS JetBlue
Love This? Live There. Every Dog Deserves the Right Nutrition Butts in Seats
Airbnb Mars Petcare JetBlue Airways
Starcom* Starcom* MullenLowe Mediahub U.S.* TBWA\Chiat\Day Los Angeles* Tribal Worldwide MullenLowe U.S.
MEDIA IDEA MEDIA INNOVATION - EXISTING CHANNEL
Cinnamon Toast Philadelphia Dove Dove Crunch Cream Cheese
Cinnamon Toast Crunch Dove Hair Dove Hair Making Print a Precision Culture Infiltration Medium
General Mills Unilever Unilever The Kraft Heinz Company
McCann New York* Ogilvy & Mather Paris* Ogilvy & Mather Paris* Starcom* Ketchum Mindshare* Mindshare* Leo Burnett/Arc* Mindshare Edelman Edelman VaynerMedia VaynerMedia
MEDIA INNOVATION MEDIA INNOVATION - MEDIA PARTNERSHIP ACTIVATION - EXISTING CHANNEL NEW CHANNEL CREATION
TM Pepsi Glade American Greetings
PepsiMoji Museum of Feelings Analog
PepsiCo S.C. Johnson American Greetings
OMD* Ogilvy & Mather* MullenLowe Mediahub U.S.* Quietman Edelman MullenLowe U.S. PHD Condé Nast Radical Media
20 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS The Media Effies Are Proudly Sponsored By: POSITIVE CHANGE EFFIES In collaboration with World Economic Forum
ENVIRONMENTAL - BRANDS
Burt’s Bees Colgate Honey Nut Cheerios
#BringBackTheBees Save Water Campaign Bring Back The Bees
Burt’s Bees Colgate-Palmolive General Mills
Baldwin&* Red Fuse Communications* Cossette* AKQA Cohn & Wolfe Tractenberg & Co.
SOCIAL - BRANDS
Doritos JetBlue Airways Subaru of America
Doritos Rainbows Reach Across the Aisle #MakeADogsDay
Frito-Lay North America, Inc. JetBlue Airways Subaru of America
Goodby Silverstein & Partners* MullenLowe U.S.* Carmichael Lynch* OMD MullenLowe MediaHub* MWWPR
SOCIAL - BRANDS SOCIAL - NON-PROFIT
FDA Center for Tobacco U by Kotex Vaseline Brand Products “The Real Cost”
The Period Projects The Vaseline Healing Project Run Like Hell
Kimberly-Clark Unilever FDA, Center for Tobacco Products
Organic, Inc.* BBH New York* FCB New York* Mindshare PHD Initiative Geometry Global Edelman MMC VaynerMedia SapientRazorfish
21 2017 EFFIE AWARDS / NORTH AMERICA / FINALISTS