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