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North America / Winners & Finalists 2018 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 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 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) Off The Street Club Boost Mobile Budweiser Kids are Tougher than the Streets Boost Your Voice Budweiser Goal-Synced Arena Off The Street Club Boost Mobile Labatt Breweries of Canada Energy BBDO* 180LA* Universal McCann* Anomaly Veritas Communications Mosaic Buzz Products BRAND EXPERIENCE: BRAND EXPERIENCE: LIVE BRANDED CONTENT VIRTUAL/360 Nike U.S. Army HP Off The Street Club Breaking2 White Hats Wanted HP The Wolf Kids are Tougher than the Streets Nike Inc. U.S. Army HP Off The Street Club Wieden+Kennedy* McCann New York* Giant Spoon* Energy BBDO* Dirty Robber Universal McCann Park Pictures Uncle Toad’s Media Group Exile Mindshare A52 Eleven Sound 2 2018 EFFIE AWARDS / NORTH AMERICA / WINNERS BRANDED UTILITY BUSINESS-TO-BUSINESS Nicoderm CQ Chase Ink HP IBM MyQuit Support Program The Ripple Effect HP The Wolf Watson Gets to Work GSK JPMorgan Chase & Co. HP IBM Wunderman Health* Droga5* Giant Spoon* Ogilvy* PHD ZenithOptimedia Park Pictures Weber Shandwick VaynerMedia Exile A52 Eleven Sound CARPE DIEM - PRODUCTS Archer+Wolf, LLC MoonPie State Street Global Advisors The Biggest Sports Endorsement Carpe Eclipse The Power of SHE Deal of All Time Archer+Wolf, LLC Chattanooga Bakery State Street Global Advisors FCB Chicago* Tombras* McCann New York* Lord + Thomas Current FND Films CARPE DIEM - SERVICES CORPORATE REPUTATION Off The Street Club Avon GE Kids are Tougher than the Streets Boss Life Balance The Equation Off The Street Club New Avon, LLC GE Energy BBDO* Terri & Sandy* BBDO New York* VaynerMedia CORPORATE REPUTATION DAVID VS. GOLIATH Procter & Gamble State Street Global Advisors Farmers Insurance “My Black is Beautiful” It’s time to talk about The Talk The Power of SHE We Know From Experience Campaign Procter & Gamble State Street Global Advisors Farmers Insurance BBDO New York* McCann New York* RPA* Hearts & Science ZenithOptimedia Egami Kelton Barefoot Proximity 3 2018 EFFIE AWARDS / NORTH AMERICA / WINNERS ENGAGED COMMUNITY ENTERTAINMENT & SPORTS U.S. Army Bleacher Report Halo Wars 2 Hulu White Hats Wanted Up Your Game War of Wits Her Story is Our Story: The Laws of Gilead U.S. Army Bleacher Report Microsoft Hulu McCann New York* Johannes Leonardo* 215 McCann* Universal McCann LA* Universal McCann Carat ArsenalCreative Civic Entertainment Group Social Code Suite Spot FASHION FINANCE Principal Financial State Street adidas Originals Charles Schwab Group Global Advisors Future Ask Questions, Be Engaged, We Can Help You The Power of SHE Own Your Tomorrow Plan For That adidas Charles Schwab Principal Financial Group State Street Global Advisors Johannes Leonardo* Mekanism* TBWA\Chiat\Day McCann New York* Sister Los Angeles* Prometheus FINANCIAL CARDS GOVERNMENT, INSTITUTIONAL & RECRUITMENT Chase Ink Equality NC Off The Street Club The Ripple Effect Stop HB2 Kids are Tougher than the Streets JPMorgan Chase & Co. Equality NC Off The Street Club Droga5* McKinney* Energy BBDO* ZenithOptimedia VaynerMedia HOME FURNISHINGS & GOVERNMENT, INSTITUTIONAL & RECRUITMENT APPLIANCES Samsung Home Sandy Hook Promise U.S. Air Force U.S. Army Appliances Evan U.S. Air Force White Hats Wanted Right at Home Samsung Electronics Sandy Hook Promise U.S. Air Force U.S. Army America, Inc. BBDO New York* GSD&M* McCann New York* McKinney* Dini von Mueffling Media Monks Universal McCann Starcom Communications R/GA 4 2018 EFFIE AWARDS / NORTH AMERICA / WINNERS HOUSEHOLD SUPPLIES & SERVICES 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 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 Barba Men’s Procter & Gamble Pantene Grooming Boutique “My Black is Beautiful” Strands for Trans All Strong Hair Is Beautiful: How Pantene It’s time to talk about The Talk Built Brand Love & Credibility with African American Women Barba Men’s Grooming Boutique Procter & Gamble Procter & Gamble Terri & Sandy* Grey New York* BBDO New York* Townhouse Hearts & Science Devries Egami Hearts & Science Barefoot Proximity PACKAGED FOOD PERSONAL CARE PET CARE 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 / WINNERS RENAISSANCE RESTAURANTS Nutro The New York Times Taco Bell Feed Clean Gives Life To Dying Brand The Truth is Hard to Find Ruffling the Feathers of the Chicken Establishment Mars, Inc. The New York Times Taco Bell BBDO San Francisco* Droga5* Deutsch LA* Weber Shandwick DigitasLBi Starcom Spark Foundry MediaCom Edelman Catapult Marketing Octagon RETAIL SEASONAL MARKETING SMALL BUDGETS - PRODUCTS Procter & Gamble State Street CarMax Febreze “My Black is Beautiful” Global Advisors CarMax 101 Halftime Bathroom Break It’s time to talk about The Talk The Power of SHE CarMax Procter & Gamble Procter & Gamble State Street Global Advisors McKinney* Grey New York* BBDO New York* McCann New York* Wasserman POSSIBLE Hearts & Science Horizon Media Citizen Relations Egami The Integer Group Barefoot Proximity SMALL BUDGETS - PRODUCTS SMALL BUDGETS - SERVICES 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 Strands for Trans Blue Hen Kids are Tougher than the Streets Barba Men’s The New York Times Grooming Boutique Highmark Health Off The Street Club Droga5* Terri & Sandy* Partners + Napier* Energy BBDO* dPost PushMP SNACKS & DESSERTS SOFTWARE & APPS DOVE Chocolate MoonPie IBM DOVE: Igniting A New Vision In An MoonPie Social Media Watson Gets to Work Old Category Mars, Inc. Chattanooga Bakery IBM BBDO New York* Tombras* Ogilvy* The Integer Group Weber Shandwick MediaCom Starcom 6 2018 EFFIE AWARDS / NORTH AMERICA / WINNERS SOFTWARE & APPS SUSTAINED SUCCESS - PRODUCTS 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 Budweiser DICK’S Sporting Goods Extra Gum The Budweiser Red Light – How building a strong brand A Novel Approach to Growth The First Goal Synced Red Light saved a big box retailer Labatt Breweries of Canada DICK’S Sporting Goods Mars, Inc. Anomaly* Anomaly* Energy BBDO* Mosaic MediaCom Universal McCann Starcom Veritas Communications Olson Engage SUSTAINED SUCCESS - SUSTAINED SUCCESS - SERVICES PRODUCTS US Centers for Disease Nissan Canada Inc. Prudential truth Control and Prevention Conquer All Conditions Bring Your Challenges Be The Generation That Ends Tips From Former Smokers Smoking and #FinishIT US Centers for Disease Control and Prevention/ Nissan Canada Inc. Prudential truth initiative Office on Smoking and Health Juniper Park\TBWA* Droga5* 72andSunny* Arnold Worldwide* Plowshare Golin TRANSPORTATION YOUTH MARKETING JetBlue Airways Virgin Atlantic Airlines U by Kotex Little Tickets The Bright Side Of Brexit It’s Me It’s Not My Period JetBlue Airways Virgin Atlantic Airlines Kimberly-Clark MullenLowe U.S.* Figliulo and Partners* Ogilvy* SwellShark* Mindshare* Hungry Inc. Veritas Communications RSA Films Barrows 7 2018 EFFIE AWARDS / NORTH AMERICA / WINNERS HEALTH EFFIES DISEASE AWARENESS & EDUCATION: ADVOCACY Canadian Down Syndrome Ontario Ministry of Health & truth Society Long Term Care Down Syndrome Answers Be a Failure Stop Profiling Ontario Ministry of Health & Canadian Down Syndrome Society Long Term Care truth initiative FCB Canada* BBDO Toronto* 72andSunny* Hidden Trail Media Rooster Post Cylinder
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