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® Effie is a registered trademark / service mark of Effie Worldwide, Inc.Effie Worldwide is a 501(c)(3) nonprofit educational organization.
Awarding Ideas That Work
2018
NORTH AMERICA / WINNERS
2 2018 EFFIE AWARDS / NORTH AMERICA
BRAND EXPERIENCE: COMBINATION (LIVE, VIRTUAL, 360) BRAND EXPERIENCE: LIVE
BRONZE GOLD SILVER
Off The Street Club Boost Mobile Nike
Kids are Tougher than the Streets Off The Street Club
Boost Your Voice
Boost Mobile
Breaking2
Nike Inc.
Energy BBDO* 180LA* Wieden+Kennedy*Dirty RobberUncle Toad’s Media GroupMindshare
WINNERSThe 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 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
SILVER SILVER BRONZE BRONZE
Subaru of America Hangar 1 Fog Point Modelo LIFEWTR
Share The Love
Subaru of America
Hangar 1 Fog Point Proximo Spirits
Fighting Spirit Stories Constellation Brands
LIFEWTR - More Inspired PepsiCo
Carmichael Lynch* ACHE*ExposureCulture CollideThe Media GrindStranger & Stranger
Ogilvy*Horizon Media
R/GA Chicago*GolinMotiveOMD
BRAND EXPERIENCE: LIVE BRAND EXPERIENCE: VIRTUAL/360 BRANDED CONTENT
BRONZE GOLD SILVER BRONZE
Budweiser U.S. Army HP Off The Street Club
Budweiser Goal-Synced Arena
Labatt Breweries of Canada
White Hats Wanted
U.S. Army
HP The Wolf
HP
Kids are Tougher than the Streets Off The Street Club
Universal McCann*AnomalyVeritas CommunicationsMosaicBuzz Products
McCann New York*Universal McCann
Giant Spoon*Park PicturesExileA52Eleven Sound
Energy BBDO*
3 2018 EFFIE AWARDS / NORTH AMERICA
BRANDED UTILITY BUSINESS-TO-BUSINESS
BRONZE SILVER SILVER BRONZE
Nicoderm CQ HP IBM Chase Ink
MyQuit Support Program
GSK
HP The Wolf
HP
Watson Gets to Work
IBM
The Ripple Effect
JPMorgan Chase & Co.
Wunderman Health*PHDWeber Shandwick
Giant Spoon*Park PicturesExileA52Eleven Sound
Ogilvy* Droga5*ZenithOptimedia VaynerMedia
CARPE DIEM - PRODUCTS
GOLD SILVER BRONZE
State Street Global Advisors MoonPie Archer+Wolf, LLC
The Power of SHE
State Street Global Advisors
Carpe Eclipse
Chattanooga Bakery
The Biggest Sports Endorsement Deal of All Time
Archer+Wolf, LLC
McCann New York* Tombras* FCB Chicago*Lord + ThomasCurrentFND Films
CARPE DIEM - SERVICES CORPORATE REPUTATION
SILVER GOLD SILVER
Off The Street Club State Street Global Advisors Procter & Gamble “My Black is Beautiful”
Kids are Tougher than the Streets Off The Street Club
The Power of SHE
State Street Global Advisors
It’s time to talk about The Talk
Procter & Gamble
Energy BBDO* McCann New York* BBDO New York*Hearts & ScienceEgamiBarefoot Proximity
CORPORATE REPUTATION DAVID VS. GOLIATH
BRONZE BRONZE BRONZE
Avon GE Farmers Insurance
Boss Life
New Avon, LLC
Balance The Equation
GE
We Know From Experience Campaign
Farmers Insurance
Terri & Sandy* BBDO New York*VaynerMedia
RPA*ZenithOptimediaKelton
4 2018 EFFIE AWARDS / NORTH AMERICA
ENGAGED COMMUNITY ENTERTAINMENT & SPORTS
GOLD SILVER SILVER BRONZE
U.S. Army Bleacher Report Hulu Halo Wars 2
White Hats Wanted
U.S. Army
Up Your Game
Bleacher Report
Her Story is Our Story: The Laws of Gilead
Hulu
War of Wits
Microsoft
McCann New York*Universal McCann
Johannes Leonardo* Universal McCann LA*ArsenalCreativeCivic Entertainment GroupSocial CodeSuite Spot
215 McCann*Carat
FASHION FINANCE
SILVER GOLD SILVER BRONZE
adidas Originals State Street Global Advisors
Principal Financial Group Charles Schwab
Future
adidas
The Power of SHE
State Street Global Advisors
We Can Help You Plan For That
Principal Financial Group
Ask Questions, Be Engaged, Own Your Tomorrow
Charles Schwab
Johannes Leonardo* McCann New York* TBWA\Chiat\Day Los Angeles*Prometheus
Mekanism*Sister
FINANCIAL CARDS GOVERNMENT, INSTITUTIONAL & RECRUITMENT
BRONZE GOLD GOLD
Chase Ink Sandy Hook Promise U.S. Army
The Ripple Effect
JPMorgan Chase & Co.
Evan
Sandy Hook Promise
White Hats Wanted
U.S. Army
Droga5*ZenithOptimediaVaynerMedia
BBDO New York*Dini von Mueffling Communications
McCann New York*Universal McCann
GOVERNMENT, INSTITUTIONAL & RECRUITMENT HOME FURNISHINGS & APPLIANCES
BRONZE BRONZE BRONZE BRONZE
Equality NC Off The Street Club U.S. Air Force Samsung Home Appliances
Stop HB2
Equality NC
Kids are Tougher than the Streets
Off The Street Club
U.S. Air Force
U.S. Air Force
Right at Home
Samsung Electronics America, Inc.
McKinney* Energy BBDO* GSD&M*Media Monks
McKinney*StarcomR/GA
5 2018 EFFIE AWARDS / NORTH AMERICA
HOUSEHOLD SUPPLIES & SERVICES
SILVER BRONZE BRONZE
Brawny® Mr. Clean Tide
Strong Brands Take Stands
Georgia-Pacific
Cleaner of Your Dreams
Procter & Gamble
Bradshaw Stain
Procter & Gamble
Cutwater* Leo Burnett Toronto*Citizen Relations
Saatchi & Saatchi*Marina Maher Communications LLCTaylor StrategyHearts & ScienceMKTG
INSURANCE LEISURE & RECREATION MEDIA & ENTERTAINMENT COMPANIES
SILVER BRONZE SILVER
Farmers Insurance Ancestry The New York Times
We Know From Experience Campaign
Farmers Insurance
Declaration Descendants
Ancestry
The Truth is Hard to Find
The New York Times
RPA*ZenithOptimediaKelton
Droga5*OMDWeber Shandwick
Droga5*
MULTICULTURAL & LIFESTYLE SEGMENTS
SILVER BRONZE BRONZE
Procter & Gamble “My Black is Beautiful”
Barba Men’s Grooming Boutique Pantene
It’s time to talk about The Talk
Procter & Gamble
Strands for Trans
Barba Men’s Grooming Boutique
All Strong Hair Is Beautiful: How Pantene Built Brand Love & Credibility with African American Women
Procter & Gamble
BBDO New York*Hearts & ScienceEgamiBarefoot Proximity
Terri & Sandy* Grey New York*TownhouseDevriesHearts & Science
PACKAGED FOOD PERSONAL CARE PET CARE
GOLD BRONZE SILVER BRONZE
Dinty Moore® Stew Oscar Mayer U by Kotex Pedigree
Lumberjacks Eat Moore
Hormel Foods Corporation
Oscar Mayer - “For the Love of Hot Dogs”
Oscar Mayer
It’s Me It’s Not My Period
Kimberly-Clark
Feed The Good
Mars, Inc.
BBDO Minneapolis*PHD
mcgarrybowen*StarcomOlson Engage
Ogilvy*Mindshare*Veritas CommunicationsBarrows
BBDO New York*StarcomMediaComWeber Shandwick
6 2018 EFFIE AWARDS / NORTH AMERICA
RENAISSANCE RESTAURANTS
GOLD SILVER BRONZE
The New York Times Nutro Taco Bell
The Truth is Hard to Find
The New York Times
Feed Clean Gives Life To Dying Brand
Mars, Inc.
Ruffling the Feathers of the Chicken Establishment
Taco Bell
Droga5* BBDO San Francisco*Weber ShandwickStarcomMediaComCatapult Marketing
Deutsch LA*DigitasLBiSpark FoundryEdelmanOctagon
RETAIL SEASONAL MARKETING SMALL BUDGETS - PRODUCTS
BRONZE SILVER GOLD SILVER
CarMax Febreze State Street Global Advisors
Procter & Gamble “My Black is Beautiful”
CarMax 101
CarMax
Halftime Bathroom Break
Procter & Gamble
The Power of SHE
State Street Global Advisors
It’s time to talk about The Talk
Procter & Gamble
McKinney*WassermanHorizon Media
Grey New York*POSSIBLECitizen RelationsThe Integer Group
McCann New York* BBDO New York*Hearts & ScienceEgamiBarefoot Proximity
SMALL BUDGETS - PRODUCTS SMALL BUDGETS - SERVICES
BRONZE SILVER BRONZE BRONZE
The New York Times Off The Street Club Barba Men’s Grooming Boutique
Highmark Blue Cross Blue Shield Delaware
The Truth is Hard to Find
The New York Times
Kids are Tougher than the Streets
Off The Street Club
Strands for Trans
Barba Men’s Grooming Boutique
Blue Hen
Highmark Health
Droga5* Energy BBDO*
Terri & Sandy*
Partners + Napier*dPostPushMP
SNACKS & DESSERTS SOFTWARE & APPS
SILVER BRONZE BRONZE
MoonPie DOVE Chocolate IBM
MoonPie Social Media
Chattanooga Bakery
DOVE: Igniting A New Vision In An Old Category
Mars, Inc.
Watson Gets to Work
IBM
Tombras* BBDO New York*The Integer GroupWeber ShandwickMediaComStarcom
Ogilvy*
7 2018 EFFIE AWARDS / NORTH AMERICA
SOFTWARE & APPS SUSTAINED SUCCESS - PRODUCTS
BRONZE BRONZE GOLD
IBM MailChimp Arby’s
Watson Tops the Charts
IBM
Did You Mean MailChimp?
MailChimp
Arby’s: We Have the Meats
Arby’s Restaurant Group, Inc.
Ogilvy* Droga5*PHD
Edelman*Fallon*MoxieInitiative
SUSTAINED SUCCESS - PRODUCTS
SILVER SILVER BRONZE
DICK’S Sporting Goods Extra Gum Budweiser
How building a strong brand saved a big box retailer
DICK’S Sporting Goods
A Novel Approach to Growth
Mars, Inc.
The Budweiser Red Light – The First Goal Synced Red Light
Labatt Breweries of Canada
Anomaly* Energy BBDO*MediaComStarcomOlson Engage
Anomaly* MosaicUniversal McCannVeritas Communications
SUSTAINED SUCCESS - PRODUCTS SUSTAINED SUCCESS - SERVICES
BRONZE SILVER SILVER BRONZE
Nissan Canada Inc. Prudential US Centers for Disease Control and Prevention truth
Conquer All Conditions
Nissan Canada Inc.
Bring Your Challenges
Prudential
Tips From Former Smokers
US Centers for Disease Control and Prevention/ Office on Smoking and Health
Be The Generation That Ends Smoking and #FinishIT
truth initiative
Juniper Park\TBWA* Droga5* Arnold Worldwide*PlowshareGolin
72andSunny*
TRANSPORTATION YOUTH MARKETING
GOLD SILVER SILVER
Virgin Atlantic Airlines JetBlue Airways U by Kotex
The Bright Side Of Brexit
Virgin Atlantic Airlines
Little Tickets
JetBlue Airways
It’s Me It’s Not My Period
Kimberly-Clark
Figliulo and Partners* SwellShark*Hungry Inc.RSA Films
MullenLowe U.S.* Ogilvy*Mindshare*Veritas CommunicationsBarrows
8 2018 EFFIE AWARDS / NORTH AMERICA
HEALTH EFFIES
DISEASE AWARENESS & EDUCATION: ADVOCACY
SILVER SILVER BRONZE
Ontario Ministry of Health & Long Term Care truth Canadian Down Syndrome
Society
Be a Failure
Ontario Ministry of Health & Long Term Care
Stop Profiling
truth initiative
Down Syndrome Answers Canadian Down Syndrome Society
BBDO Toronto*Hidden Trail MediaRooster PostCylinder Sound
72andSunny* FCB Canada*
DISEASE AWARENESS & EDUCATION: PHARMA/CORPORATE HEALTHCARE - OTC
GOLD SILVER BRONZE
Ulta Beauty Dr. Scholl’s Bayer Aspirin
Time Is A Beautiful Thing
Ulta Beauty
Dr. Scholl’s: A Brand on the Move
Bayer Healthcare
Bayer Aspirin - Making Heroes of Us All
Bayer Healthcare
MullenLowe Winston-Salem* Energy BBDO*MediaComiCrossingMatch MG
Energy BBDO*MediaComiCrossing
HEALTHCARE - OTC HEALTHCARE SERVICES
BRONZE GOLD GOLD
Robitussin Allegheny Health Network Highmark Blue Cross Blue Shield Delaware
It’s Never Just a Cough Pfizer Consumer Healthcare
#LivingProof Highmark Health
Blue Hen
Highmark Health
Grey New York*Tribal WorldwideCoyne PR
Doner Advertising*AssemblyResults Digital
Partners + Napier*dPostPushMP
9 2018 EFFIE AWARDS / NORTH AMERICA
DATA-DRIVEN / PROGRAMMATIC MEDIA IDEA
SILVER BRONZE GOLD
Aveeno Theraflu State Street Global Advisors
Aveeno’s Data Driven Masterbrand
Johnson & Johnson
Creating Media Faster than the Flu
GSK
The Power of SHE
State Street Global Advisors
J3*Roberts + LangerCadreon
PHD*The Weather CompanyWunderman Health
McCann New York*
MEDIA EFFIES
MEDIA IDEA MEDIA INNOVATION - EXISTING CHANNEL
SILVER BRONZE GOLD
U.S. ArmyCanadian Down SyndromeSociety State Street Global Advisors
White Hats Wanted
U.S. Army
Down Syndrome Answers
Canadian Down Syndrome Society
The Power of SHE
State Street Global Advisors
McCann New York*Universal McCann
FCB Canada* McCann New York*
The Media Effies Are Proudly Sponsored By:
10 2018 EFFIE AWARDS / NORTH AMERICA
POSITIVE CHANGE EFFIES
POSITIVE CHANGE: ENVIRONMENTAL - NON-PROFIT POSITIVE CHANGE: SOCIAL GOOD - BRANDS
BRONZE GOLD SILVER BRONZE
Lonely Whale Foundation
State Street Global Advisors Whirlpool Boost Mobile
Stop Sucking Lonely Whale Foundation
The Power of SHE State Street Global Advisors
Care Counts
Whirlpool
Boost Your Voice Boost Mobile
POSSIBLE - SEATTLE* McCann New York* DigitasLBi Chicago*Ketchum
180LA*
POSITIVE CHANGE: SOCIAL GOOD - NON-PROFIT
SILVER BRONZE BRONZE
Sandy Hook Promise Big Brothers Big Sisters of Tampa Bay Off The Street Club
Evan
Sandy Hook Promise
The Florida Man Project
Big Brothers Big Sisters of Tampa Bay
Kids are Tougher than the Streets
Off The Street Club
BBDO New York*Dini von Mueffling Communications
22squared*MarmosetSlice
Energy BBDO*
In collaboration with the World Economic Forum
11 2018 EFFIE AWARDS / NORTH AMERICA
GLOBAL EFFIES
FAST MOVING CONSUMER GOODS/FMCG (MULTI-MARKET) MEDIA IDEA (MULTI-MARKET)
SILVER BRONZE BRONZE
True Match Lysol OMO
All worth it
L’Oreal Paris
Protect Like A Mother
Reckitt Benckiser
Not another Tide Ad. But, the Dullest one in History showing the Least Active Kids in History.
Unilever MENA
McCann London*McCann ParisMcCann Melbourne
McCann New York* FP7/DXB (A part of McCann Worldgroup)* PHD UAEMagna MENA DubaiMint MENA
OTHER PRODUCTS & SERVICES (MULTI-MARKET) RETAIL (MULTI-REGION)
GOLD GOLD
Apple adidas Originals
The Rock X Siri
Apple Inc.
Original is Never Finished
adidas
TBWA\Media Arts Lab*OMD
Johannes Leonardo*
The Global Effie Awards honor the year’s most effective global marketing ideas - ideas that work in multiple worldwide markets. 2018 Global Effie winners were chosen after two rigorous rounds of judging in multiple cities across the globe. Top global marketers gathered in Singapore, Sao Paulo, London and New York City to select the most effective global marketing communication efforts of the year.
Those selected as winners represent cases that best demonstrated that their objectives were challenging, and the results achieved were significant in the context of the Global competition. Effie Worldwide offers two ways to enter the Global Effie Awards: the Multi Market Track is open to all efforts that have run in at least three markets, and the Multi-Region track accepts entries that have run in at least four markets and two regions.
Award levels - gold, silver and bronze - were 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.
The Global Effies Are Proudly Sponsored By: