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North America / Winners 2017 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 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 SILVER BRONZE SILVER BRONZE 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 SILVER GOLD SILVER BRONZE 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 GOLD BRONZE SILVER BRONZE Extra Gum IBM Whirlpool IBM Unwrapping A Love Story C-suite Care Counts C-suite Mars/Wrigley IBM Whirlpool IBM Energy BBDO* Ogilvy & Mather* DigitasLBi* Ogilvy & Mather* MediaCom Ketchum 2 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS BUSINESS-TO-BUSINESS CARPE DIEM - PRODUCTS GOLD SILVER GOLD 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 SILVER SILVER BRONZE 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 BRONZE SILVER SILVER BRONZE 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 SILVER SILVER BRONZE 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 GOLD BRONZE SILVER SILVER Be The Match Dove Hair Barbie EA Madden NFL 16 Be The Guy Dove Hair #LoveYourCurls Imagine the Possibilities Madden the Movie Emojis Be The Match Unilever Mattel Electronic Arts space150* Edelman* BBDO San Francisco* Heat* Ogilvy & Mather Paris* BBDO New York* Starcom Mindshare Starcom VaynerMedia ENTERTAINMENT & SPORTS FASHION FINANCIAL CARDS BRONZE BRONZE BRONZE Overwatch Under Armour Citi Overwatch Michael Phelps An Effie Entry That Actually Means What It Says Blizzard Entertainment Under Armour Citi Droga5* Droga5* Publicis North America* Liquid Advertising* FITNESS & WELLNESS GOVERNMENT, INSTITUTIONAL & RECRUITMENT BRONZE BRONZE SILVER BRONZE Fitbit Gatorade U.S. Army New York Lottery Fit For All If It’s Not Game Time, U.S. Army Cryptaris Mission The New York Lottery - “You’d It’s Recover Time Make a Way Better Rich Person” Fitbit PepsiCo U.S. Army The New York Lottery 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 SILVER BRONZE BRONZE BRONZE Mrs. Meyer’s XFINITY Tide Gain Clean Day Language Choice Tide Washes Away Gain by Gain The Hunt for the First Ever Hurtful Labels Mrs. Meyer’s Home ‘Maker’ Comcast/XFINITY Procter & Gamble Procter & Gamble S.C. Johnson Grupo Gallegos* Conill* Leo Burnett Toronto* Ogilvy & Mather* Starcom* Hearts & Science PHD FleishmanHillard 4 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS INFLUENCERS INTERNET & TELECOM GOLD SILVER BRONZE truth initiative JetBlue Airways IBM Prevent #CATmageddon FlyBabies Cloudscape truth initiative JetBlue Airways IBM 72andSunny* MullenLowe U.S.* Ogilvy & Mather* Media Assembly MullenLowe MediaHub* Neo@Ogilvy Ketchum LGBT COMMUNITY OFFICE & DELIVERY SILVER SILVER GOLD BRONZE Gay Men’s Health Office Depot 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 United States Postal Service (GMHC) 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 SILVER BRONZE SILVER BRONZE Under Armour Canadian Tire Knorr Pop-Tarts Michael Phelps Step Up Stand Tall Love at First Taste Pop-Tarts Soda-Mazing Under Armour Canadian Tire Corporation Unilever The Kellogg Company Droga5* cleansheet communications* MullenLowe U.S.* VML* Touché!* Edelman Universal Music Group NYB Media Inc. Mindshare Starcom Cinco PHD Edelman IBM iX PERSONAL CARE SILVER SILVER BRONZE Huggies Vaseline Brand Gillette No Baby Unhugged The Vaseline Healing Project Go Ask Dad Kimberly-Clark Unilever Procter & Gamble Ogilvy & Mather* BBH New York* Grey New York* Mindshare* PHD Townhouse Edelman Untitled Films VaynerMedia Ketchum SapientRazorfish Touchstorm 5 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS RENAISSANCE SILVER BRONZE BRONZE Huggies Extra Gum KFC No Baby Unhugged Give Extra, Get Extra The Return of Colonel Sanders Kimberly-Clark Mars/Wrigley KFC Ogilvy & Mather* Energy BBDO* Wieden+Kennedy* Mindshare* MediaCom Edelman Starcom MEC Global Access Emanate RESTAURANTS RETAIL GOLD BRONZE SILVER 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 SILVER BRONZE GOLD SILVER Office Depot Walmart Target Morton Salt OfficeMax Greenlight a Vet The Holiday Odyssey Morton Safe-T-Pet - The Co-Worker Collection A Safer Winter for All Walmart Target Morton Salt Office Depot OfficeMax Saatchi & Saatchi* 72andSunny* Neo@Ogilvy* McCann New York* Mediavest|Spark Haworth Marketing + Media Blacklist Merkle FleishmanHillard Ogilvy & Mather AGAIN Interactive SEASONAL MARKETING SMALL BUDGETS - PRODUCTS BRONZE BRONZE SILVER BRONZE Art Institute IBM Skittles Contours of Chicago Watson x The Oscars Skittles Holiday Pawn Shop The Baby Stroller Test-Ride Van Gogh BnB by Contours IBM Wrigley Canada Kolcraft Art Institute of Chicago Ogilvy & Mather* BBDO Toronto* FCB Chicago* Leo Burnett/Arc* Neo@Ogilvy MediaCom Canada Current Mediavest|Spark Harbinger Lord + Thomas Starcom Cinema Libertad LLC Hero Solutions 6 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS SMALL BUDGETS - SERVICES SILVER SILVER BRONZE 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 SILVER BRONZE BRONZE 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 KSM OMD Caviar Content SOFTWARE & APPS SUSTAINED SUCCESS - PRODUCTS SILVER BRONZE GOLD TurboTax IBM Dos Equis The New Way To Do Taxes Outthink The Most Interesting Man in the World TurboTax IBM Heineken USA Wieden+Kennedy* Ogilvy & Mather* Havas New York* Neo@Ogilvy Edelman Mediavest|Spark SUSTAINED SUCCESS - PRODUCTS SILVER BRONZE BRONZE Kia Motors Extra Gum IBM Share Some Soul Give Extra, Get Extra Hello, my name is Watson. Kia Motors America Mars/Wrigley IBM David & Goliath* Energy BBDO* Ogilvy & Mather* MediaCom Neo@Ogilvy Starcom 7 2017 EFFIE AWARDS / NORTH AMERICA / WINNERS SUSTAINED SUCCESS - SERVICES GOLD GOLD SILVER SILVER 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 U.S. Centers for Disease Development Corporation Control and Prevention/Office on Smoking and Health
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