2016 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 2016 North American Effie Awards Gala on Thursday, June 2, in New York City. Congratulations to this year’s winners.
* Indicates lead agency AUTOMOTIVE - VEHICLES BEAUTY
Lexus NX The Lincoln Motor Company Pantene
The “Personal SUV” that Goes Lincoln Brand Reinvention Pantene Haircast Beyond Utility
Lexus The Lincoln Motor Company Procter & Gamble
Team One* Hudson Rouge* Leo Burnett/Arc* Skunk Starcom* The Weather Channel
BEVERAGES - ALCOHOL BEVERAGES - NON-ALCOHOL
Beringer Miller High Life Diet Dr Pepper
Beringer Taste Station I Am Rich Big Problem, Lil’ Solution
Treasury Wine Estates MillerCoors Dr Pepper Snapple Group
TWINOAKS* Leo Burnett/Arc* Deutsch LA* Bench Dogs DigitasLBi Initiative News America Marketing
BEVERAGES - NON-ALCOHOL BRAND EXPERIENCE
Mountain Dew Gatorade Foot Locker UPS Kickstart
Keep Sweating Mtn Dew Kickstart #HorseWithHarden Wishes Delivered Comes Alive
Gatorade PepsiCo Foot Locker Inc UPS
TBWA\Chiat\Day BBDO New York* BBDO New York* Ogilvy & Mather* Los Angeles* OMD PHD Media Maxus USA OMD VaynerMedia T3 FleishmanHillard Moxie
2 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS BRANDED CONTENT
EA Madden NFL ’15 Gerber Target
The Madden GIFERATOR Together, We’ve Got This #MoreMusic
EA Sports Nestle Infant Nutrition Target
Heat* Ogilvy & Mather* Deutsch LA* Grow* OgilvyOne Haworth Marketing + Media Global Strategies
BRANDED UTILITY BUSINESS-TO-BUSINESS
CVS Health IBM IBM
Cigarettes Out. Health In. Mobile World Congress US Open Sessions with James Murphy
CVS Health IBM IBM
BBDO New York* Ogilvy & Mather* Ogilvy & Mather* Mindshare OgilvyOne Edelman Neo@Ogilvy The Marketing Arm
BUSINESS-TO-BUSINESS CORPORATE REPUTATION
United States Postal SAP TECGEN UPS Service
Run Simple FDIC Tradeshow This Is Our Season Wishes Delivered
SAP INVISTA United States Postal Service UPS
BBDO New York* Partners + Napier* McCann* Ogilvy & Mather* PHD Universal McCann Maxus USA eg+ Worldwide Weber Shandwick T3 RAPP MRM // McCann Moxie Critical Mass
DAVID VS. GOLIATH
Mr. Sketch New Balance Tillamook Volvo Cars
Farting fruit breathe new life New Balance 4040v3 | Dairy Done Right The Greatest Interception into Mr. Sketch Claim Your Power
Newell Rubbermaid New Balance Tillamook Volvo Cars of North America
BBH New York* Arnold Worldwide* 72andSunny* Grey New York* PHD PGR Media Horizon Media Mindshare Almighty WE Communications
3 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS ELECTRONICS ENTERTAINMENT & SPORTS
Apple EA Madden NFL ’15 Halo 5: Guardians
Apple iPhone 6 ‘World Gallery’ Madden Season Truth, Lies and Video Games
Apple Inc. EA Sports Microsoft
TBWA\Media Arts Lab* Heat* twofifteenmccann* OMD* Ayzenberg Group Empower Media Team
FASHION FINANCE
Converse Lane Bryant KeyBank
Converse. The Chuck Taylor All Star II #ImNoAngel KeyBank – Mission Responsible Launch.
Converse Lane Bryant KeyBank
Anomaly* Laird+Partners* MITHUN* PHD* The Media Kitchen Paul Wilmot Communications
GOODWORKS - BRANDS GOODWORKS - NON-PROFIT
National Football Bay Area Council CVS Health Ad Council League Too Small to Fail
Cigarettes Out. Health In. Listen: Help End Domestic Love Has No Labels Talking is Teaching: Violence and Sexual Assault “Talk, Read, Sing”
CVS Health National Football League Ad Council Bay Area Council Too Small to Fail
BBDO New York* Grey New York* R/GA* Goodby Silverstein Mindshare NO MORE & Partners* Edelman The Marketing Arm
GOODWORKS - NON-PROFIT
Doctors of the World It’s On Us Moms Demand Action
More than a Costume It’s On Us Groceries not guns
Doctors of the World USA The White House Moms Demand Action for Gun Sense in America
Publicis North America* Mekanism* Grey Canada* PVBLIC Foundation The Field Generation Progress SPY Films Rooster Post Alter Ego
4 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS GOVERNMENT, INSTITUTIONAL & RECRUITMENT HISPANIC
Ontario Women’s Directorate Bridges Academy Toyota (OWD)
Educating the Exceptional Squared #WhoWillYouHelp Mas Que Un Auto: More Than A Car
Bridges Academy Ontario Women’s Directorate Toyota Motor Sales USA
Terri & Sandy* Leo Burnett Toronto* Conill* ZenithOptimedia
HOME FURNISHINGS & APPLIANCES HOME SUPPLIES & SERVICES
Samsung Home Whirlpool Febreze Kleenex Appliance
Right at Home Every Day, Care Have You Gone Noseblind? Kleenex. Someone Needs One.
Samsung Electronics Whirlpool Procter & Gamble Kimberly-Clark America, Inc.
McKinney* DigitasLBi Chicago* Grey New York* VSA Partners* Optimedia Citizen Relations Mindshare* Ketchum POSSIBLE VML ARS Geometry Global Ketchum VIMBY, The Mark Burnett Content Studio
INFLUENCERS INSURANCE
truth United Nations OCHA Allstate Esurance
Left Swipe Dat #ShareHumanity Allstate Social Savvy Burglar Sorta You Isn’t You
truth initiative United Nations OCHA Allstate Insurance Company Esurance
72andSunny* Ogilvy & Mather* Leo Burnett/Arc* Leo Burnett/Arc* Media Assembly Ogilvy Public Relations Taylor Strategy Starcom Ketchum Brand Networks Taylor Strategy Starcom
INTERNET/TELECOM LEISURE & RECREATION
Comcast/XFINITY DIRECTV Mr. Sketch
Emily’s Oz Lowe Versus Lowe Farting fruit breathe new life into Mr. Sketch
Comcast/XFINITY DIRECTV Newell Rubbermaid
Goodby Silverstein Grey New York* BBH New York* & Partners* Deutsch PHD Starcom MJZ
5 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS NEW PRODUCT OR SERVICE OFFICE & DELIVERY
Organic Fuel UPS UPS
Save the Bros UPS: United Problem Solvers Wishes Delivered
Organic Valley UPS UPS
Humanaut* Ogilvy & Mather* Ogilvy & Mather* Redwood Maxus USA Maxus USA Fancy Rhino T3 Moxie
PACKAGED FOOD
Gerber Nabob Coffee Company Tillamook
Gerber’s Chew University Respect The Bean Dairy Done Right
Gerber Kraft Canada Inc. Tillamook
Terri & Sandy* Ogilvy & Mather* 72andSunny* Ogilvy & Mather* Starcom Horizon Media
PERSONAL CARE PET CARE
Always HUGGIES Cesar Hill’s Science Diet
Always #LikeAGirl - Prepare for the Second Hug Home Delights Launch Not in the shape they Unstoppable used to be?
Procter & Gamble Kimberly-Clark Mars Petcare Hill’s Pet Nutrition
Leo Burnett Toronto* Ogilvy & Mather* BBDO San Francisco* Red Fuse Communications* Leo Burnett/Arc* OgilvyOne Starcom Geometry Global MSLGROUP Mindshare Edelman
RENAISSANCE
Extra Gum JOHNSON’S® Whirlpool
Give Extra, Get Extra So much more than just a bath The Rebirth of an Iconic Brand
Wm. Wrigley Jr. Company Johnson & Johnson Whirlpool
Energy BDDO* BBDO New York* DigitasLBi Chicago* Starcom J3 Optimedia Stellar Engine Ketchum MediaCom ARS
6 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS RESTAURANTS
Arby’s McDonald’s Canada Taco Bell Taco Bell
Arby’s Engages Salad Society Breakfast Defect from Taco Bell Blackout Anti-Audience with the Routine Republic “Vegetarian Support” program to Introduce Brown Sugar Bacon
Arby’s Restaurant Group, Inc. McDonald’s Restaurants Taco Bell Taco Bell of Canada Limited
Edelman* Tribal Worldwide* Deutsch LA* DigitasLBi San Francisco* Steam Films Starcom Rooster Post DigitasLBi Imprint Music Edelman
SINGLE IMPACT ENGAGEMENT RETAIL SEASONAL - PRODUCTS
CVS Health Ford Motor Company BMW of North America
Cigarettes Out. Health In. Mustang Speed Dating BMW i3 Super Bowl: Newfangled Idea
CVS Health Ford Motor Company BMW of North America
BBDO New York* Team Detroit* KBS+* Mindshare Mackcut Edelman Bob Industries The Marketing Arm The Mill Universal McCann
SINGLE IMPACT ENGAGEMENT - PRODUCTS
Gatorade McDonald’s New York Lottery
Made In New York Lovin’ the Super Bowl #Unclaimed: The Hunt for a Missing Millionaire
Gatorade McDonald’s New York Lottery
TBWA\Chiat\Day Los Angeles* DDB Chicago* McCann* OMD OMD FleishmanHillard The Marketing Store
SINGLE IMPACT ENGAGEMENT - SERVICES
Allstate truth YWCA Canada
Allstate Social Savvy Burglar Left Swipe Dat YWCA #NotOkay
Allstate Insurance Company truth initiative YWCA Canada
Leo Burnett/Arc* 72andSunny* Juniper Park\TBWA* Taylor Strategy Media Assembly Headspace Marketing Brand Networks Ketchum PHD Canada Starcom
7 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS SMALL BUDGETS - PRODUCTS
GE New York Lottery Seeds of Change
How many infomercials does it take #Unclaimed: The Hunt for a Missing Movement to Mass with “Save to change a light bulb? Millionaire the Flavors”
GE New York Lottery Mars Food
BBDO New York* McCann* BBDO San Francisco* OMD Porter Novelli Small Girls PR Catapult Marketing PrettyBird
SMALL BUDGETS - SERVICES SNACKS & DESSERTS SOFTWARE & APPS
Consumer Healthcare BrokerCheck by FINRA 5 Gum Norton Products Association
You wouldn’t... so why would DXM Labworks: Test Drive 5 Gum Truth or Dare Norton Presents: In Search you? a Dextrobot Challenge of the Most Dangerous Town on the Internet
FINRA Consumer Healthcare Wm. Wrigley Jr. Company Norton by Symantec Products Association
Partnership for Drug-Free Kids
Ogilvy & Mather* Tribal Worldwide* Energy BBDO* Grey San Francisco* Neo@Ogilvy MediaMonks* Starcom Stellar Engine Olson Engage Catapult Marketing
SUSTAINED SUCCESS - PRODUCTS
Domino’s Old Spice Snickers Subaru of America
Domino’s - The Pizza Old Spice: The Scent of You’re Not You When You’re A “Love” Story Company Turnaround Success Hungry
Domino’s Procter & Gamble Mars Chocolate Subaru of America North America
CP+B* Wieden+Kennedy* BBDO New York* Carmichael Lynch* Starcom Fanscape The Marketing Arm
SUSTAINED SUCCESS - SERVICES
Allstate GEICO Pure Michigan
Mayhem Is Everywhere GEICO: 20 Years in the Making Pure Michigan
Allstate Insurance Company GEICO Michigan Economic Development Corporation
Leo Burnett/Arc* The Martin Agency* McCann Erickson Detroit* Starcom Horizon Media Universal McCann Detroit Taylor Strategy Weber Shandwick Detroit Octogan
8 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS TRANSPORTATION TRAVEL & TOURISM
JetBlue Airways Southwest Airlines Airbnb Idaho Tourism
Air on the Side of Humanity Nonstop Love Never a Stranger Visit Idaho 18 Summers
JetBlue Airways Southwest Airlines Airbnb Idaho Tourism
MullenLowe U.S.* GSD&M* TBWA\Chiat\Day Drake Cooper* Camelot Strategic Marketing Los Angeles* Sidewayz Films & Media Starcom* Tapeless VML
YOUTH MARKETING - TEENS & YOUNG ADULTS
5 Gum EA Madden NFL ’15 Mollie’s Fund truth
5 Gum Truth or Dare Madden Season Free Killer Tan Finish It Challenge
Wm. Wrigley Jr. Company EA Sports Mollie’s Fund truth initiative
Energy BBDO* Heat* Area 23* 72andSunny* Starcom Stellar Engine Olson Engage Catapult Marketing
9 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS THE HEALTH EFFIES
DISEASE AWARENESS & EDUCATION: ADVOCACY
California Department Consumer Healthcare Mollie’s Fund truth of Public Health Products Association
Wake Up DXM Labworks: Test Drive Free Killer Tan Finish It a Dextrobot
California Department of Consumer Healthcare Mollie’s Fund truth initiative Public Health - Tobacco Products Association Control Program Partnership for Drug-Free Kids
Duncan/Channon* Tribal Worldwide* Area 23* 72andSunny* MediaMonks*
HEALTHCARE - OTC
Men’s ROGAINE® Mucinex Similac TYLENOL®
Guys With Hair Get It Let’s End This In Support of New Moms #HowWeFamily
Johnson & Johnson RB Abbott Nutrition McNeil Consumer Healthcare
BBDO New York* McCann* Publicis North America* J. Walter Thompson* OMD Aegis Innov8 Mindshare J3* J3 Genuine Interactive MSLGROUP Target10 Razorfish Health Zeno Group
HEALTHCARE - RX - HEALTHCARE SERVICES CONSUMER/DTC
Prevnar 13 Aetna Autism Speaks CVS Health
Getting this ONE done The 11 Initiative The MSSNG Project Turning a Drugstore into a Health Leader
Pfizer Inc. Aetna Life Insurance Autism Speaks CVS Health Company
Y&R New York* Ogilvy & Mather* BBDO New York* BBDO New York* Wunderman Health* Neo@Ogilvy Codeword (formerly Mindshare Knock Twice) Edelman Betaworks The Marketing Arm MediaMonks
10 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS THE MEDIA EFFIES
MEDIA IDEA The Clinton Dove Smirnoff Target Foundation
#SpeakBeautiful From Advertiser to Publisher: #MoreMusic Not there How Smirnoff embraced social publishing to win the flavored vodka recipe game
Unilever Diageo North America Target The Clinton Foundation
Mindshare* 72andSunny* Deutsch LA* Droga5* VaynerMedia Carat Haworth Marketing + Media Condé Nast Edelman iHeartMedia Twitter WME Davie Brown Entertainment
MEDIA INNOVATION - EXISTING CHANNEL
Taco Bell Target United Nations OCHA
Taco Bell Blackout #MoreMusic #ShareHumanity
Taco Bell Target United Nations OCHA
DigitasLBi San Francisco* Deutsch LA* Ogilvy & Mather* Haworth Marketing + Media Ogilvy Public Relations
MEDIA INNOVATION - SINGLE MEDIA COMPANY PROGRAMMATIC NEW CHANNEL CREATION ACTIVATION
Kraft Heinz Dry Packaged Dessert EA Madden NFL ’15 Apartments.com Brands: Jell-O, Cool Airbnb Whip, JET-PUFFED and Baker’s Chocolate
The Madden GIFERATOR Apartments.com Serving What’s Trending Night At The Conan Studio Programmatic
EA Sports CoStar Group The Kraft Heinz Company Airbnb
Heat* RPA* Starcom* Starcom* Grow* Turner Entertainment
11 2016 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 2016 finalists.
* Indicates lead agency AGRICULTURAL/INDUSTRIAL/BUILDING ASIAN
Avocados From Mexico NRG Home Solar Verizon
First Draft Ever Claim Your Power I Am Campaign
Avocados From Mexico NRG Energy, Inc. Verizon
GSD&M* Droga5* TDW+Co* Havas Media Carat Ketchum
AUTOMOTIVE - AFTERMARKET AUTOMOTIVE - VEHICLES
Pennzoil Turtle Wax ICE Chevrolet Ford Motor Company
Pennzoil Sheds its Saving Turtle Wax ICE Shattering Perceptions Mustang Speed Dating Conventional Skin
Shell Lubricants Turtle Wax General Motors Ford Motor Company
J. Walter Thompson Atlanta* O’Keefe Reinhard & Paul* Commonwealth//McCann* Team Detroit* Coyne PR Starcom* Carat FleishmanHillard
AUTOMOTIVE - VEHICLES BEAUTY
Honda Nissan Canada Inc. Dove Hair OGX
Happy Honda Days Nissan CUV Dove Hair’s Love Your Curls Bad Ass Hair Day Sales Event
American Honda Motor Co. Nissan Canada Inc. Unilever Vogue International
RPA* Juniper Park\TBWA* Edelman* 22squared* Starcom OMD Mindshare VaynerMedia Epsilon Ogilvy & Mather Paris
12 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS BEVERAGES - ALCOHOL BEVERAGES - NON-ALCOHOL
Tim Hortons Dark Budweiser Miller Lite Strongbow Roast
Bud and Burgers: It’s Not Miller Lite - A Brand Revival Over Ice Is Bestest Tim Hortons Dark Roast a Debate
Anheuser-Busch InBev MillerCoors Heineken USA Tim Hortons
Anomaly* TBWA (Juniper Park and Droga5* J. Walter Thompson Canada* TracyLocke Los Angeles)* Corbis Entertainment Partners Film Inc. Fusion Turner Duckworth* Starcom Married to Giants DigitasLBi Geometry Global TA2 MUSIC Dieste, Inc. Walton Issacson The Integer Group
BRAND EXPERIENCE
3M Beringer Bud Light
3M’s LifeLab Brings Science to Life Beringer Taste Station Bud Light “Whatever, USA” at SXSW
3M Treasury Wine Estates Anheuser-Busch InBev
BBDO New York* TWINOAKS* Energy BBDO* Bench Dogs Mosaic* News America Marketing BBDO New York Starcom
BRAND EXPERIENCE
Coke Zero Cox Communications Miller Lite
Drinkable Advertising Surprising customers with a personalized Miller Lite - Brand Experience experience
The Coca-Cola Company Cox Communications MillerCoors
Ogilvy & Mather* FCB Chicago* Juniper Park\TBWA* Bossa SundaySky Turner Duckworth* SME BullsEye Marketing Systems, LLC DigitasLBi MJZ RR Donnelley Dieste, Inc. Starcom Walton Issacson The Integer Group
BRANDED CONTENT
Always Holiday Inn Intel, Dell
Always #LikeAGirl - Unstoppable Journey to Extraordinary Inside Films: What Lives Inside
Procter & Gamble Holiday Inn Intel Dell
Leo Burnett Toronto* Ogilvy & Mather Atlanta* Pereira & O’Dell* Leo Burnett/Arc* Mindshare RSA Films Starcom POSSIBLE MPC MSLGROUP Laundry! 740 Sound 13 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS BRANDED UTILITY
American Red Cross RAID St-Germain
Giving a little hope.ly this holiday Mission: Know-How 2015 Biketender season.
American Red Cross SC Johnson Bacardi North America Corporation
BBDO New York* Energy BBDO* POSSIBLE - SEATTLE* PHD
BUSINESS-TO-BUSINESS CORPORATE REPUTATION DAVID VS. GOLIATH ELECTRONICS
Microsoft Cloud CVS Health Sargento Intel
Microsoft Cloud: Empowering Turning a Drugstore into Real Cheese People Intel Innovations Business a Health Leader
Microsoft CVS Health Sargento Intel
m:united // McCann* BBDO New York* Ogilvy & Mather* mcgarrybowen* Blk-Ops* Mindshare Golin OMD Empower Media Team Edelman MediaCom The Marketing Arm IN Marketing Match Drive
ENERGY, NUTRITION & FITNESS ENGAGED COMMUNITY
Families Gatorade Foot Locker Laphroaig for Excellent Schools
Gatorade Sledge Don’t Steal Possible #HorseWithHarden #OPINIONSWELCOME
PepsiCo Canada Families for Excellent Schools Foot Locker Inc. Beam Suntory
Juniper Park\TBWA* Cornerstone Agency* BBDO New York* White Label UK* SDI Marketing Success Academy PHD Media OMD Canada
ENGAGED COMMUNITY FASHION
Miller Lite U by Kotex Crocs Swimsuitsforall
#ItsMillerTime Awards Carmilla Crocs #FindYourFun Curves in Bikinis
MillerCoors Kimberly-Clark Inc. Canada Crocs Swimsuitsforall
DigitasLBi Chicago* Geometry Global* McKinney* KraftWorks* Initiative Shift2 Nike Communications* Organic, Inc.
14 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS FINANCE
Charles Schwab Citizens Bank CommunityAmerica
The Schwab Guide to Moving On Lighten Your Loan Change Where You Bank. Change Your World.
Charles Schwab Citizens Bank CommunityAmerica Credit Union
CP+B* Ogilvy & Mather* Bailey Lauerman* Universal McCann OgilvyOne Ogilvy Public Relations MediaCom Sapient
FINANCIAL CARDS
Chase Freedom Interac Association MasterCard Visa
Chase Freedom: Building Interac Be in the Black One More Day Fastest Face-Offs Brand Love Through the Fun of Cash Back.
JPMorgan Chase & Co. Interac Association MasterCard Visa Inc.
Saatchi & Saatchi* Zulu Alpha Kilo* McCann XBC* BBDO Toronto* ROAR Groupe Carat ZenithOptimedia R/GA
GOODWORKS - BRANDS GOODWORKS - NON-PROFIT
Microsoft OneNote SUPGV - States United... The Clinton Foundation
The Collective Project Guns With History Not there
Microsoft States United To Prevent Gun Violence The Clinton Foundation
POSSIBLE - SEATTLE* Grey New York* Droga5* POSSIBLE - LOS ANGELES* Rival School Pictures Condé Nast Vision Post iHeartMedia WME
GOVERNMENT, INSTITUTIONAL & RECRUITMENT HISPANIC
New York Lottery United Nations OCHA DishLATINO
#Unclaimed: The Hunt for a Missing #ShareHumanity El Streaker Millionaire
New York Lottery United Nations OCHA DishLATINO
McCann* Ogilvy & Mather* Havas Worldwide Chicago* Ogilvy Public Relations Havas Media Chicago*
15 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS HOME FURNISHINGS & APPLIANCES HOME SUPPLIES & SERVICES
Benjamin Moore IKEA Loctite Glue Windex
Benjamin Moore 2016 Brand First :59 Loctite Superbowl 49 Windex “Don’t Stand for Dirty” Campaign
Benjamin Moore & Co. IKEA Loctite SC Johnson
The Martin Agency* Ogilvy & Mather* Fallon* Energy BBDO* Ketchum PHD MEC Global Brownstein Group
INFLUENCERS INTERNET/TELECOM
Microsoft Surface Husky IBM IBM Pro 3
Made to be Husky SURFACE PRO 3: THE TABLET IBM Cloud Campaign US Open Sessions with THAT CHALLENGED THE James Murphy LAPTOP CATEGORY
Home Depot Microsoft IBM IBM
Mother New York* m:united // McCann* Ogilvy & Mather* Ogilvy & Mather* Empower Media Team Method Studios No6
LEISURE & RECREATION MEDIA & ENTERTAINMENT COMPANIES
Bowlmor AMF Cabela’s ESPN Pandora Media Inc.
Bowling Makes Saturday Camp Cabela’s - College Football Playoff Creating a Magic Moment Night More Fun Disconnect Day “Who’s In?” for Listeners
Bowlmor AMF Cabela’s ESPN Pandora Media Inc.
Concept Farm* Ogilvy & Mather* Wieden+Kennedy* twofifteenmccann* Media Storm Stableford Studios Starcom MWW Black Powder Works
NEW PRODUCT OR SERVICE PACKAGED FOOD
Destiny GE Tiko 3D Dentyne
Kick Ass. Become Legend. How many infomercials does Tiko – The Unibody 3D Printer Dentyne Follows Food it take to change a light bulb?
Activision GE Tiko 3d Ltd. Mondelez International
72andSunny* BBDO New York* Fallon* McCann* OMD OMD Starcom Edelman Small Girls PR VaynerMedia PrettyBird Momentum Worldwide Geometry Global
16 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS PERSONAL CARE PET CARE
Gillette Luvs Pampers PetSmart
Gillette Builds Avengers “Will It Leak?” Better for Baby: A Lullaby Partners in Pethood Inspired Razors
Gillette Procter & Gamble Procter & Gamble PetSmart
Grey New York* Saatchi & Saatchi* Saatchi & Saatchi* GSD&M* Concept One* Carat* Carat OMD POSSIBLE Citizen Relations Golin Ketchum Carat
RENAISSANCE
Air Wick Burger King Dove Hair
Home is in the Air The Return of the King Dove Hair’s Love Your Curls
RB Burger King Unilever
Droga5* Scout Sports and Entertainment* Mindshare* Aegis Media Innov8 Alison Broad PR* VaynerMedia Lippe Taylor Horizon Media Edelman Code and Theory Epsilon DAVID The Agency
RESTAURANTS RETAIL
Arby’s Chipotle Amazon Best Buy
Arby’s: The Daily Show - Friend or Faux Amazon Prime The Power #HintingSeason Jon Stewart Farewell of Focus
Arby’s Restaurant Group, Inc. Chipotle Mexican Grill Amazon Best Buy
Fallon* Sequence* Joint* Starcom* GSD&M Thomas Thomas CP+B* Factory The Mill
RETAIL
Sherwin-Williams Paint Stores IKEA Canada Walgreens Group
Explore the Great Indoors Color Chips Campaign A good laugh for a good cause
IKEA Sherwin-Williams Paint Stores Group Walgreens
Leo Burnett Toronto* McKinney GSD&M* Jungle Media The Content Collective* OMD Weber Shandwick
17 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS SEASONAL
Cheetos Dove Men+Care Volvo Cars
Cheetos Sweet Innovation Dove Men+Care First Fatherhood The Greatest Interception Moments
Frito-Lay North America, Inc. Unilever Volvo Cars of North America
The Marketing Arm* Edelman* Grey New York* Goodby Silverstein & Partners Havas Worldwide Mindshare OMD VaynerMedia WE Communications Ketchum Mindshare HYFN Epsilon
SINGLE IMPACT ENGAGEMENT - PRODUCTS
Target The Lincoln Motor Company Volvo Cars
#MoreMusic Music Selfie Experiment The Greatest Interception
Target The Lincoln Motor Company Volvo Cars of North America
Deutsch LA* Hudson Rouge* Grey New York* Haworth Marketing + Media Jam3 Mindshare Plan 8 WE Communications
SINGLE IMPACT ENGAGEMENT - SERVICES SMALL BUDGETS - PRODUCTS SMALL BUDGETS - SERVICES
Aetna Shock Top Canada Costa Rica Tourism Board
The 11 Initiative It Speaks For Itself Costa Rica’s “Save The Americans”
Aetna Life Insurance Company Labatt Breweries of Canada Costa Rica Tourism Board
Ogilvy & Mather* Anomaly* 22squared* Neo@Ogilvy Rooster Post The Mill Gaslight Studio Inc. LCA Productions Wool & Tusk
SNACKS & DESSERTS
Pepperidge Farm Cuties Snickers Goldfish Crackers
Unwrap Sweetness Little Moments. Big Smiles. A Very Brady Super Bowl
Sun Pacific Pepperidge Farm Mars Chocolate North America
Bailey Lauerman* Y&R New York* BBDO New York* Geometry Global* Starcom MEC Global Weber Shandwick The Mars Agency Fanscape The Marketing Arm
18 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS SOFTWARE & APPS SUSTAINED SUCCESS - PRODUCTS
IBM Taco Bell SONIC Drive-In
IBMblr PLAY Taco Bell Mobile Ordering App SONIC’s Two Guys: Showing America How to SONIC
IBM Taco Bell SONIC Drive-In
Ogilvy & Mather* DigitasLBi* Goodby Silverstein & Partners* CardFree ZenithOptimedia
YOUTH MARKETING - TRANSPORTATION TRAVEL & TOURISM TEENS & YOUNG ADULTS
Southwest Airlines Costa Rica Tourism Board HP
Heart Front and Center Costa Rica’s “Save the Americans” HP Presents: “Lips Are Movin’”
Southwest Airlines Costa Rica Tourism Board HP
GSD&M* 22squared* 180LA* Camelot Strategic Marketing & Media The Mill Giant Spoon VML LCA Productions Omnicom Media Group Lippincott Wool & Tusk Collectively Razorfish Niche
19 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS THE HEALTH EFFIES
DISEASE AWARENESS & EDUCATION: PHARMA/CORPORATE HEALTHCARE - OTC
Johnson & Johnson Aetna Unbranded Initiative ALEVEpm Compromised Skin
The 11 Initiative Helping Smokers “Click to ALEVEpm Launch: Awaken- How a Little First Aid Saves Quit” with Quitter’s Circle ing People to the Possibility Play of Better Mornings
Aetna Life Insurance Pfizer Inc. Bayer Healthcare Johnson & Johnson Company
Ogilvy & Mather* Ogilvy Public Relations* Energy BBDO* BBDO New York* Neo@Ogilvy Group SJR J3 ghg | greyhealth group RF Binder Wunderman Razorfish
HEALTHCARE - RX - CONSUMER/DTC HEALTHCARE - RX - DEVICES HEALTHCARE - RX - PROFESSIONAL
Tivicay and Triumeq CIALIS 1-800 Contacts (Dolutegravir Franchise)
CIALIS - Why Pause? One Terrifying Moment Defying Convention with Dolutegravir
Eli Lilly & Co. 1-800 Contacts ViiV Healthcare
Grey New York* Pereira & O’Dell* McCann Echo* OMD* Assembly Ogilvy Commonhealth Wondros The Artery Edit One
20 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS THE MEDIA EFFIES
MEDIA IDEA
Bud Light Coke Zero Ziploc
Bud Light “Whatever, USA” Drinkable Advertising “Triumph Over Life’s Chaos”
Anheuser-Busch InBev The Coca-Cola Company SC Johnson
Energy BBDO* Ogilvy & Mather* Energy BBDO* Mosaic* Bossa PHD BBDO New York SME Starcom MJZ Starcom
MEDIA INNOVATION - EXISTING CHANNEL MEDIA INNOVATION - NEW CHANNEL CREATION
Allstate Norton LONGRANGE St-Germain
Mayhem Radio Takeover Norton Presents: In Search LONGRANGE Addressable Biketender of the Most Dangerous Town TV campaign on the Internet
Allstate Insurance Company Norton by Symantec Merial Bacardi North America Corporation
Leo Burnett/Arc* Grey San Francisco* Sullivan Higdon & Sink* POSSIBLE - SEATTLE* Starcom* Another Country/Cutters Studios
PROGRAMMATIC SINGLE MEDIA COMPANY ACTIVATION
Cox Communications Prestige truth
Surprising customers with Smell My Neck The Power of Music to End Smoking a personalized experience
Cox Communications Procter & Gamble truth initiative
FCB Chicago* Starcom* Media Assembly* SundaySky Condé Nast 72andSunny BullsEye Marketing Systems, LLC Fullscreen RR Donnelley Ketchum
21 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS