® Effie is a registered trademark / service mark of Effie Worldwide, Inc. 2012 the winners Awarding Ideas That Work Agricultural/Industrial/Building Automotive, Products & Services silver bronze silver IBM Cargill RAMP Bosch
“Let’s Build A Smarter Planet” “Right to the Bunk” How Storm Chasers IBM Cargill Clear The Way Robert Bosch LLC Ogilvy & Mather Bailey Lauerman OgilvyOne Worldwide Team Detroit Neo@Ogilvy Leopard SYPartners
Automotive, Vehicles Gold silver bronze Chrysler Porsche Chevrolet
Imported From Detroit How Porsche Created New Chevy Volt, It’s More Car Than Chrysler LLC Relevance for a Revered Icon Electric Porsche Cars North America Chevrolet
Wieden+Kennedy Cramer-Krasselt Goodby Silverstein & Partners Universal McCann Struck Axiom Starcom (SMG) OmnicomMediaGroup Anonymous Content MRM
Beauty Products & Services Beverages, Alcohol
silver bronze Gold Axe Dove Canada Johnnie Walker
Axe Cleans Your Balls Singin’ In The Rain Say It Without Saying It Unilever Unilever Diageo
BBH New York Ogilvy & Mather BBH New York and Carat Mindshare Wunderman Edelman
Brand Experience Breakfast Foods silver silver bronze Gold American Express OPEN IBM Microsoft Bing Kellogg’s Special K
Small Business Saturday Watson How Microsoft Created a What Will You Gain When You American Express OPEN IBM Search Engine for a New Lose? Generation Kellogg’s Bing
CP+B and Digitas Ogilvy & Mather Droga5 Leo Burnett/Arc Worldwide and Mindshare OgilvyOne Worldwide Starcom (SMG) M Booth & Associates Neo@Ogilvy Ketchum Public Relations Vitrue Catapult
Corporate Reputation/Professional Services Gold silver IBM IBM
Watson “Let’s Build A Smarter Planet” IBM IBM
Ogilvy & Mather Ogilvy & Mather OgilvyOne Worldwide OgilvyOne Worldwide Neo@Ogilvy Neo@Ogilvy Leopard SYPartners
1 / 2012 Effie Awards Winners – Awarding Ideas That Work David vs Goliath Gold silver silver bronze Chobani Baby Carrots EOS Smooth Sphere Schick Hydro Lip Balm
A Love Story About Yogurt Eat ‘Em Like Junk Food EOS is Reinventing Lip Balm “A Blast of Hydration” Chobani Bolthouse Farms EOS Energizer Personal Care
Gotham CP+B Juniper Park JWT Media Partnership H L Group Behrman Communications MEC Amplitude Marketing Content & Co. Electronics
Gold silver silver bronze IBM CDW Intel/Toshiba Lenovo
“Let’s Build A Smarter Planet” CDW: People Who Get IT The Inside Experience Boot or Bust IBM CDW Intel Lenovo Toshiba Microsoft Corporation
Ogilvy & Mather Ogilvy & Mather Pereira & O’Dell McKinney OgilvyOne Worldwide Mindshare B-Reel Neo@Ogilvy Neo@Ogilvy RSA Leopard SYPartners
Energy/Nutrition Products & Services
Gold silver Truvia® Natural EAS Sweetener
Sweetness Stories EAS Unstoppable Tour Truvia Abbott Laboratories - EAS Sports Nutrition
Ogilvy & Mather McKinney RF Binder Mindshare Universal McCann Catalyst Public Relations MARS Advertising Periscope
Entertainment/Sporting Events silver bronze bronze Dead Space 2 Call of Duty: Black Ops RIFT
Your Mom Hates Dead Space 2 There’s a Soldier in All of Us Creating credibility for RIFT, Electronic Arts Inc. Activision, Incorporated a new video game, against a dominant market leader Trion Worlds Inc
Draftfcb San Francisco TBWA\CHIAT\DAY HIGH WIDE & HANDSOME Wieden+Kennedy Ignited
Fashion/Style gold bronze adidas Basketball New Era
Slim Chin Rivals Are Forever adidas Basketball New Era
180LA The Brooklyn Brothers Crossmedia DKC News Mulholland Drive Entertainment
2 / 2012 Effie Awards Winners – Awarding Ideas That Work Financial Products & Services silver silver bronze H&R Block Raymond James American Express OPEN
Never Settle For Less Life Well Planned campaign Small Business Saturday H&R Block Raymond James American Express OPEN
Fallon Martin Williams CP+B and Digitas OMD Mindshare M Booth & Associates Vitrue
GoodWorks - Brands gold bronze bronze AT&T American Express OPEN Walgreens
Convincing Youth Not To Text Small Business Saturday Walk with Walgreens AT&T American Express OPEN Walgreens Co.
BBDO New York CP+B and Digitas Leo Burnett/Arc Worldwide and Fleishman-Hillard MindShare Starcom (SMG) M Booth & Associates MARS Advertising Vitrue Digitas LiquidThread
GoodWorks - Non-Profit
gold silver bronze bronze Troy Public Library Underheard in New York Keep A Child Alive truth
Book Burning Party Underheard in New York Keep A Child Alive - Digital Death Unsweetened truth Troy Public Library NYC Rescue Mission Campaign Legacy for Health Keep A Child Alive
Leo Burnett/Arc Worldwide Detroit BBH New York TBWA\CHIAT\DAY New York Arnold Worldwide PHD
Government/Institutional/Recruitment Healthcare - OTC
gold silver bronze Troy Public Library Pepto-Bismol Poise
Book Burning Party Pepto-Bismol: From symptoms to 1 in 3 Like Me Troy Public Library occasions Kimberly-Clark Procter & Gamble
Leo Burnett/Arc Worldwide Detroit Publicis and SMG Mindshare Possible Worldwide Marina Maher Communications Saatchi & Saatchi X Organic MSL
Healthcare - Rx Hispanic Household Furnishings & Appliances
bronze silver silver bronze VESIcare Allstate Insurance Sealy Posturepedic Sherwin-Williams Company
Pipe People Campaign Mala Suerte Campaign Supporting Whatever You Do Color Chips Astellas Pharma Allstate Insurance Company In Bed Sherwin-Williams GlaxoSmithKline Sealy
Euro RSCG Tonic Leo Burnett/Lapiz and Tapestry Leo Burnett/Arc Worldwide and McKinney Targetbase Spark Communications PHD
3 / 2012 Effie Awards Winners – Awarding Ideas That Work Household Supplies & Services
silver bronze bronze Woolite Febreze Kleenex
Saving Woolite “Breathe Happy Campaign From Pushing Tissues to Sharing Reckitt Benckiser Launch” Caring Procter & Gamble Kimberly-Clark
Euro RSCG Worldwide New York GREY JWT New York Zenith Optimedia SMG Mindshare Porter Novelli Possible Worldwide Studiocom Iris MSL OgilvyAction Eastwest Marketing Group G2 Ketchum Chicago
Influencers
gold bronze bronze Dead Space 2 American Express OPEN Dove Canada
Your Mom Hates Dead Space 2 Small Business Saturday Singin’ In The Rain Electronic Arts Inc. American Express OPEN Unilever
Draftfcb San Francisco CP+B and Digitas Ogilvy & Mather Wieden+Kennedy Mindshare M Booth & Associates Vitrue
Insurance Internet/Telecom gold bronze bronze bronze Allstate Insurance Aflac Google Chrome Zoosk Company
Mayhem The Search for the New Aflac The web is what you make of it Online dating, your way. Allstate Insurance Company Duck Voice Google Zoosk Aflac
Leo Burnett/Arc Worldwide and The Kaplan Thaler Group BBH New York and Ogilvy & Mather Starcom (SMG) Digitas Google Creative Lab OgilvyOne MediaVest OMG Off the Leash Insights Paine PR Essence
Leisure Products & Services New Product or Service Office & Delivery Products & Services
gold gold silver bronze Dead Space 2 Kinect for Xbox 360 UPS FedEx
Your Mom Hates Dead Space 2 You Are the Controller UPS: We Love Logistics Your Ultimate Caddie Electronic Arts Inc. Microsoft UPS FedEx Corp.
Draftfcb San Francisco twofifteenmccann Ogilvy & Mather and Maxus BBDO New York Wieden+Kennedy AKQA OgilvyOne OMD Wunderman Resolution Media Mother NY Universal McCann
4 / 2012 Effie Awards Winners – Awarding Ideas That Work Packaged Food
gold gold silver Athenos Baby Carrots SNICKERS® Brand
Approved by Yiayia Eat ‘Em Like Junk Food If you like peanut butter and Athenos Bolthouse Farms chocolate, you’ll love peanut butter and SNICKERS® MARS Chocolate North America
Droga5 CP+B BBDO New York Park Pictures H L Group Starcom (SMG) Beast NY Weber Shandwick Sound Lounge Thomas J. Paul, Inc. Digitas
Renaissance Restaurants
gold silver gold silver H&R Block Denny’s Boston Pizza Buffalo Wild Wings (BWW)
Never Settle For Less Helping America’s Diner Re-Find Boston Pizza Flatties and Flavor Fanatics H&R Block Its Soul Drummies Buffalo Wild Wings, Inc. Denny’s Corporation Boston Pizza International
Fallon Gotham Inc. TAXI 22squared, Inc. OMD Erwin Penland PHD BFG Communications Optimedia Steam Films Retail silver bronze bronze Sears IKEA Target
Turf Wars IKEA: The Life Improvement Store. 2-Day Sale Campaign Sears Holdings IKEA Target
Y&R Chicago Ogilvy & Mather and Wieden+Kennedy MEC North America AKQA Haworth
Single Impact Engagement gold silver bronze Comcast Sports Network IBM Kia
World Championship Baby Watson Not Your Average Slam Dunk Comcast SportsNet IBM Kia Motors of America
BBDO San Francisco Ogilvy & Mather David&Goliath OgilvyOne Worldwide Initiative Neo@Ogilvy Innocean Worldwide Zeno Group
Small Budgets - Products & Services gold silver bronze Troy Public Library Keystone Light Baby Carrots
Book Burning Party Canhole Eat ‘Em Like Junk Food Troy Public Library MillerCoors Bolthouse Farms
Leo Burnett/Arc Worldwide Detroit Leo Burnett/Arc Worldwide CP+B Trinity Brand Group H L Group Razorfish Saatchi & Saatchi
5 / 2012 Effie Awards Winners – Awarding Ideas That Work Snacks/Desserts/Confections silver silver Snickers® Brand Truvia® Natural Sweetener
If you like peanut butter and Sweetness Stories chocolate, you’ll love peanut Truvia butter and SNICKERS® MARS Chocolate North America
BBDO New York Ogilvy & Mather Starcom (SMG) RF Binder Weber Shandwick Universal McCann Thomas J. Paul, Inc. MARS Advertising Digitas Periscope
Software gold silver silver IBM Dead Space 2 IBM
Watson Your Mom Hates Dead Space 2 “Let’s Build A Smarter Planet” IBM Electronic Arts Inc. IBM
Ogilvy & Mather Draftfcb San Francisco Ogilvy & Mather OgilvyOne Worldwide Wieden+Kennedy OgilvyOne Worldwide Neo@Ogilvy Neo@Ogilvy Leopard SYPartners
Sustained Success gold silver bronze McDonald’s Above the Influence VESIcare
Rebuilding an Icon: A Love Rise Above the Influence Pipe People Campaign Story Office of National Drug Astellas Pharma McDonald’s Corporation Control Policy GlaxoSmithKline
DDB Chicago Draftfcb Euro RSCG Tonic Tribal DDB Fleishman-Hillard Targetbase OMD PHD
Transportation Travel/Tourism/Destination bronze bronze silver bronze Amtrak Valley Metro The Cosmopolitan of Nickelodeon Universe Las Vegas
You Have the Right. Valley Metro NOTES Just the Right Amount Scream Collector - We want Amtrak Valley Metro RPTA of Wrong your scream The Cosmopolitan of Las Vegas Nickelodeon Universe
Arnold Worldwide R&R Partners Fallon Preston Kelly MPG/Media Contacts
6 / 2012 Effie Awards Winners – Awarding Ideas That Work THE MEDIA EFFIE AWARDS
Media Idea
gold silver IKEA Urban Ministries of Durham
Moving Day SPENT IKEA Canada Urban Ministries of Durham
Leo Burnett/Arc Worldwide Canada McKinney Jungle Media
Media Innovation
gold bronze bronze Microsoft Bing HTC Urban Ministries of Durham
How Microsoft Created a HTC Sensation 4G SPENT Search Engine for a New HTC Urban Ministries of Durham Generation Bing
Droga5 Deutsch Inc. McKinney
Single Media Company Activation silver bronze Sun Drop Buick
Dr Pepper Snapple Taps MTV Team Human Highlight Reel To Launch Sun Drop Nationwide General Motors Dr Pepper Snapple Group
Scratch (Viacom Media Networks) Starcom (SMG) and Leo Burnett/ and Initiative Arc Worldwide Detroit Big Fuel Jack Morton Worldwide Digitas
THE Global Effie AWARDS
Global gold silver bronze Nike Football Febreze / Ambi Pur Lifebuoy
Write the Future Breathe Happy Global Superfast Handwash Nike Campaign Unilever Asia Private Limited Procter & Gamble
Wieden+Kennedy Grey Worldwide Lowe Lintas and Partners AKQA Possible Worldwide Mindshare G2 Razorfish MSL SMG
7 / 2012 Effie Awards Winners – Awarding Ideas That Work Shopper marketing Effie AWARDS
SME Manufacturer: Loyalty, Awareness, Sales, Trial SME Manufacturer: Multi-Brand Shopper Solution gold gold silver Always and Tampax Swiffer P&G Beauty Scale (Olay, Pantene, Clairol, Venus, Secret, CoverGirl, Fekkai)
“Every Day is Different” Swiffer Project Jack The Best in Beauty 2011 Regimen-Driving Platform Co-Marketing Campaign Procter & Gamble Procter & Gamble Procter & Gamble
Saatchi & Saatchi X Saatchi & Saatchi X Leo Burnett/Arc Worldwide SMG DeVries Public Relations Allure/Conde Nast Red212
SME Manufacturer: Multi-Retailer Rollout SME Manufacturer: New Product/Service Introduction silver silver OneTouch Gatorade
Power of Knowing “Find Your Fit” G Series FIT new product launch at Walgreens LifeScan Canada Ltd. Gatorade
The Integer Group TracyLocke
SME Manufacturer: Single-Retailer Rollout
gold gold silver Always and Tampax Purex Swiffer
“Every Day is Different” The Art of Shopper Marketing: Swiffer Project Jack Regimen-Driving Platform Purex’s Shock and Awe at Co-Marketing Campaign Procter & Gamble Walmart Procter & Gamble Henkel
Saatchi & Saatchi X Zooka Creative Saatchi & Saatchi X Energy BBDO
Retailer: Multi-Manufacturer Shopper Solution SME Retailer: Re-Staging
bronze gold silver Walmart IKEA United States Postal Service Walmart and P&G Family Movie Night Walmart and Procter & Gamble IKEA. The Life Improvement Store. Your Other Address® IKEA United States Postal Service The Martin Agency Barker DZP Velvet Hammer Branding LLC Ogilvy & Mather and MEC North Draftfcb Mediavest America Campbell-Ewald AKQA
Retailer: Shopper Loyalty Program silver Walgreens
Walk with Walgreens Walgreens
Leo Burnett/Arc Worldwide and Starcom (SMG) MARS Advertising Digitas LiquidThread
8 / 2012 Effie Awards Winners – Awarding Ideas That Work