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North America / Winners 2016 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 North American Effie Awards Gala on June 2, 2016, in New York City. Congratulations to this year’s winners. * Indicates lead agency AUTOMOTIVE - VEHICLES BEAUTY SILVER BRONZE BRONZE The Lincoln Motor Company Lexus NX Pantene Lincoln Brand Reinvention The “Personal SUV” that Goes Pantene Haircast Beyond Utility The Lincoln Motor Company Lexus Procter & Gamble Hudson Rouge* Team One* Leo Burnett/Arc* Skunk Starcom* The Weather Channel BEVERAGES - ALCOHOL BEVERAGES - NON-ALCOHOL SILVER BRONZE SILVER Miller High Life Beringer Diet Dr Pepper I Am Rich Beringer Taste Station Big Problem, Lil’ Solution MillerCoors Treasury Wine Estates Dr Pepper Snapple Group Leo Burnett/Arc* TWINOAKS* Deutsch LA* DigitasLBi Bench Dogs Initiative News America Marketing BEVERAGES - NON-ALCOHOL BRAND EXPERIENCE BRONZE BRONZE BRONZE BRONZE 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 SILVER BRONZE BRONZE 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 GOLD BRONZE SILVER 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 BRONZE BRONZE SILVER SILVER 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 GOLD SILVER SILVER BRONZE Mr. Sketch Tillamook Volvo Cars New Balance Farting fruit breathe new life Dairy Done Right The Greatest Interception New Balance 4040v3 | into Mr. Sketch Claim Your Power Newell Rubbermaid Tillamook Volvo Cars of North America New Balance BBH New York* 72andSunny* Grey New York* Arnold Worldwide* PHD Horizon Media Mindshare PGR Media WE Communications Almighty 3 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS ELECTRONICS ENTERTAINMENT & SPORTS GOLD SILVER BRONZE 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 BRONZE BRONZE SILVER Converse Lane Bryant KeyBank Converse. The Chuck Taylor #ImNoAngel KeyBank – Mission Responsible All Star II Launch. Converse Lane Bryant KeyBank Anomaly* Laird+Partners* MITHUN* PHD* The Media Kitchen Compass Point Media Paul Wilmot Communications GOODWORKS - BRANDS GOODWORKS - NON-PROFIT GOLD BRONZE GOLD SILVER National Football CVS Health Moms Demand Action Ad Council League Cigarettes Out. Health In. Listen: Help End Domestic Groceries not guns Love Has No Labels Violence and Sexual Assault CVS Health National Football League Moms Demand Action for Ad Council Gun Sense in America BBDO New York* Grey New York* Grey Canada* R/GA* Mindshare NO MORE The Field Edelman SPY Films The Marketing Arm Rooster Post Alter Ego GOODWORKS - NON-PROFIT SILVER BRONZE BRONZE Bay Area Council Doctors of the World It’s On Us Too Small to Fail More than a Costume Talking is Teaching: It’s On Us “Talk, Read, Sing” Doctors of the World USA Bay Area Council The White House Too Small to Fail Publicis North America* Goodby Silverstein & Partners* Mekanism* PVBLIC Foundation Generation Progress 4 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS GOVERNMENT, INSTITUTIONAL & RECRUITMENT HISPANIC SILVER BRONZE BRONZE Ontario Women’s Directorate Bridges Academy Toyota (OWD) #WhoWillYouHelp Educating the Exceptional Squared Mas Que Un Auto: More Than A Car Ontario Women’s Directorate Bridges Academy Toyota Motor Sales USA Leo Burnett Toronto* Terri & Sandy* Conill* ZenithOptimedia HOME FURNISHINGS & APPLIANCES HOME SUPPLIES & SERVICES BRONZE BRONZE SILVER BRONZE Samsung Home Whirlpool Kleenex Febreze Appliance Right at Home Every Day, Care Kleenex. Someone Have You Gone Noseblind? Needs One. Samsung Electronics Whirlpool Kimberly-Clark Procter & Gamble America, Inc. McKinney* DigitasLBi Chicago* VSA Partners* Grey New York* Starcom Optimedia Mindshare* Citizen Relations Ketchum VML POSSIBLE ARS Geometry Global Ketchum VIMBY, The Mark Burnett Content Studio INFLUENCERS INSURANCE SILVER BRONZE SILVER BRONZE 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 GOLD BRONZE SILVER 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 & Partners* Grey New York* BBH New York* Starcom Deutsch PHD MJZ 5 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS NEW PRODUCT OR SERVICE OFFICE & DELIVERY BRONZE BRONZE BRONZE 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 GOLD SILVER BRONZE 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 SILVER BRONZE SILVER SILVER 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? Kimberly-Clark Mars Petcare Hill’s Pet Nutrition Procter & Gamble Leo Burnett Toronto* Ogilvy & Mather* BBDO San Francisco* Red Fuse Communications* Leo Burnett/Arc* OgilvyOne Starcom Geometry Global MSLGROUP Mindshare Edelman RENAISSANCE GOLD SILVER BRONZE Whirlpool Extra Gum JOHNSON’S® The Rebirth of an Iconic Brand Give Extra, Get Extra So much more than just a bath Whirlpool Wm. Wrigley Jr. Company Johnson & Johnson DigitasLBi Chicago* Energy BDDO* BBDO New York* Optimedia Starcom J3 Ketchum Stellar Engine ARS MediaCom 6 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS RESTAURANTS GOLD SILVER BRONZE BRONZE Taco Bell Taco Bell Arby’s McDonald’s Canada Breakfast Defect from Taco Bell Blackout Arby’s Engages Salad Society the Routine Republic Anti-Audience with “Vegetarian Support” program to Introduce Brown Sugar Bacon Taco Bell Taco Bell Arby’s Restaurant Group, Inc. McDonald’s Restaurants of Canada Limited Deutsch LA* DigitasLBi San Francisco* Edelman* Tribal Worldwide* Starcom Steam Films DigitasLBi Rooster Post Edelman Imprint Music SINGLE IMPACT ENGAGEMENT RETAIL SEASONAL - PRODUCTS SILVER BRONZE SILVER CVS Health Ford Motor Company McDonald’s Cigarettes Out. Health In. Mustang Speed Dating Lovin’ the Super Bowl CVS Health Ford Motor Company McDonald’s BBDO New York* Team Detroit* DDB Chicago* Mindshare OMD Edelman The Marketing Store The Marketing Arm SINGLE IMPACT ENGAGEMENT - PRODUCTS BRONZE BRONZE BRONZE BMW of North America Gatorade New York Lottery BMW i3 Super Bowl: Newfangled Idea Made In New York #Unclaimed: The Hunt for a Missing Millionaire BMW of North America Gatorade New York Lottery KBS+* TBWA\Chiat\Day Los Angeles* McCann* Mackcut OMD Bob Industries FleishmanHillard The Mill Universal McCann SINGLE IMPACT ENGAGEMENT - SERVICES SILVER SILVER BRONZE Allstate YWCA Canada truth Allstate Social Savvy Burglar YWCA #NotOkay Left Swipe Dat Allstate Insurance Company YWCA Canada truth initiative Leo Burnett/Arc* Juniper Park\TBWA* 72andSunny* Taylor Strategy Headspace Marketing Media Assembly Brand Networks PHD Canada Ketchum Starcom 7 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS SMALL BUDGETS - PRODUCTS SILVER BRONZE BRONZE New York Lottery GE Seeds of Change #Unclaimed: The Hunt for a Missing How many infomercials does it take Movement to Mass with “Save Millionaire to change a light bulb? the Flavors” New York Lottery GE Mars Food McCann* BBDO New York* BBDO San Francisco* OMD Porter Novelli Small Girls PR Catapult Marketing PrettyBird SMALL BUDGETS - SERVICES SNACKS & DESSERTS SOFTWARE & APPS SILVER
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