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