® 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
NORTH AMERICA / WINNERS & FINALISTS
2016
2 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
AUTOMOTIVE - VEHICLES BEAUTY
Lexus NX The Lincoln Motor Company Pantene
The “Personal SUV” that Goes Beyond Utility Lexus
Lincoln Brand Reinvention The Lincoln Motor Company
Pantene Haircast Procter & Gamble
Team One* Hudson Rouge* Skunk
Leo Burnett/Arc* Starcom*The Weather Channel
BEVERAGES - ALCOHOL BEVERAGES - NON-ALCOHOL
Beringer Miller High Life Diet Dr Pepper
Beringer Taste Station Treasury Wine Estates
I Am Rich MillerCoors
Big Problem, Lil’ Solution Dr Pepper Snapple Group
TWINOAKS* Bench DogsNews America Marketing
Leo Burnett/Arc* DigitasLBi
Deutsch LA* Initiative
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 – 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
BEVERAGES - NON-ALCOHOL BRAND EXPERIENCE
Gatorade Mountain Dew Kickstart Foot Locker UPS
Keep Sweating Gatorade
Mtn Dew Kickstart Comes Alive PepsiCo
#HorseWithHarden Foot Locker Inc
Wishes Delivered UPS
TBWA\Chiat\Day Los Angeles* OMDFleishmanHillard
BBDO New York* OMDVaynerMedia
BBDO New York* PHD Media
Ogilvy & Mather* Maxus USAT3 Moxie
3 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
BRANDED CONTENT
EA Madden NFL ’15 Gerber Target
The Madden GIFERATOR EA Sports
Together, We’ve Got This Nestle Infant Nutrition
#MoreMusic Target
Heat* Grow*
Ogilvy & Mather* OgilvyOneGlobal Strategies
Deutsch LA* Haworth Marketing + Media
BRANDED UTILITY BUSINESS-TO-BUSINESS
CVS Health IBM IBM
Cigarettes Out. Health In. CVS Health
Mobile World Congress IBM
US Open Sessions with James Murphy IBM
BBDO New York* MindshareEdelmanThe Marketing Arm
Ogilvy & Mather* OgilvyOneNeo@Ogilvy
Ogilvy & Mather*
BUSINESS-TO-BUSINESS CORPORATE REPUTATION
SAP TECGEN United States Postal Service UPS
Run Simple SAP
FDIC Tradeshow INVISTA
This Is Our Season United States Postal Service
Wishes Delivered UPS
BBDO New York* PHDeg+ WorldwideRAPPCritical Mass
Partners + Napier* McCann* Universal McCannWeber ShandwickMRM // McCann
Ogilvy & Mather* Maxus USAT3 Moxie
DAVID VS. GOLIATH
Mr. Sketch New Balance Tillamook Volvo Cars
Farting fruit breathe new life into Mr. Sketch Newell Rubbermaid
New Balance 4040v3 | Claim Your Power New Balance
Dairy Done Right Tillamook
The Greatest Interception Volvo Cars of North America
BBH New York* PHD
Arnold Worldwide* PGR MediaAlmighty
72andSunny* Horizon Media
Grey New York* MindshareWE Communications
4 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
ELECTRONICS ENTERTAINMENT & SPORTS
Apple EA Madden NFL ’15 Halo 5: Guardians
Apple iPhone 6 ‘World Gallery’ Apple Inc.
Madden Season EA Sports
Truth, Lies and Video Games Microsoft
TBWA\Media Arts Lab* OMD*
Heat*
twofifteenmccann* Ayzenberg GroupEmpower Media Team
FASHION FINANCE
Converse Lane Bryant KeyBank
Converse. The Chuck Taylor All Star II Launch. Converse
#ImNoAngel Lane Bryant
KeyBank – Mission Responsible KeyBank
Anomaly* PHD*
Laird+Partners* The Media KitchenPaul Wilmot Communications
MITHUN*
GOODWORKS - BRANDS GOODWORKS - NON-PROFIT
CVS Health National Football League Ad Council Bay Area Council
Too Small to Fail
Cigarettes Out. Health In. CVS Health
Listen: Help End Domestic Violence and Sexual Assault National Football League
Love Has No Labels Ad Council
Talking is Teaching: “Talk, Read, Sing” Bay Area Council Too Small to Fail
BBDO New York* MindshareEdelmanThe Marketing Arm
Grey New York* NO MORE
R/GA* Goodby Silverstein & Partners*
GOODWORKS - NON-PROFIT
Doctors of the World It’s On Us Moms Demand Action
More than a Costume Doctors of the World USA
It’s On Us The White House
Groceries not guns Moms Demand Action for Gun Sense in America
Publicis North America* Mekanism* PVBLIC FoundationGeneration Progress
Grey Canada* The FieldSPY FilmsRooster PostAlter Ego
5 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
HOME FURNISHINGS & APPLIANCES HOME SUPPLIES & SERVICES
Samsung Home Appliance Whirlpool Febreze Kleenex
Right at Home Samsung Electronics America, Inc.
Every Day, Care Whirlpool
Have You Gone Noseblind? Procter & Gamble
Kleenex. Someone Needs One. Kimberly-Clark
McKinney* DigitasLBi Chicago* OptimediaKetchumARS
Grey New York* Citizen RelationsPOSSIBLE
VSA Partners* Mindshare*VMLGeometry GlobalKetchumVIMBY, The Mark Burnett Content Studio
INFLUENCERS INSURANCE
truth United Nations OCHA Allstate Esurance
Left Swipe Dat truth initiative
#ShareHumanity United Nations OCHA
Allstate Social Savvy Burglar Allstate Insurance Company
Sorta You Isn’t You Esurance
72andSunny* Media AssemblyKetchum
Ogilvy & Mather* Ogilvy Public Relations
Leo Burnett/Arc* Taylor StrategyBrand NetworksStarcom
Leo Burnett/Arc* StarcomTaylor Strategy
GOVERNMENT, INSTITUTIONAL & RECRUITMENT HISPANIC
Bridges Academy Ontario Women’s Directorate (OWD) Toyota
Educating the Exceptional Squared Bridges Academy
#WhoWillYouHelp Ontario Women’s Directorate
Mas Que Un Auto: More Than A Car Toyota Motor Sales USA
Terri & Sandy* Leo Burnett Toronto* ZenithOptimedia
Conill*
INTERNET/TELECOM LEISURE & RECREATION
Comcast/XFINITY DIRECTV Mr. Sketch
Emily’s Oz Comcast/XFINITY
Lowe Versus Lowe DIRECTV
Farting fruit breathe new life into Mr. Sketch Newell Rubbermaid
Goodby Silverstein & Partners* Starcom
Grey New York* DeutschMJZ
BBH New York* PHD
6 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
PERSONAL CARE PET CARE
Always HUGGIES Cesar Hill’s Science Diet
Always #LikeAGirl - Unstoppable Procter & Gamble
Prepare for the Second Hug Kimberly-Clark
Home Delights Launch Mars Petcare
Not in the shape they used to be? Hill’s Pet Nutrition
Leo Burnett Toronto* Leo Burnett/Arc*StarcomMSLGROUP
Ogilvy & Mather* OgilvyOneGeometry GlobalMindshareEdelman
BBDO San Francisco* Red Fuse Communications*
PACKAGED FOOD
Gerber Nabob Coffee Company Tillamook
Gerber’s Chew University Gerber
Respect The Bean Kraft Canada Inc.
Dairy Done Right Tillamook
Terri & Sandy* Ogilvy & Mather*
Ogilvy & Mather* Starcom
72andSunny* Horizon Media
NEW PRODUCT OR SERVICE OFFICE & DELIVERY
Organic Fuel UPS UPS
Save the Bros Organic Valley
UPS: United Problem Solvers UPS
Wishes Delivered UPS
Humanaut* RedwoodFancy Rhino
Ogilvy & Mather* Maxus USA
Ogilvy & Mather* Maxus USAT3 Moxie
RENAISSANCE
Extra Gum JOHNSON’S® Whirlpool
Give Extra, Get Extra Wm. Wrigley Jr. Company
So much more than just a bath Johnson & Johnson
The Rebirth of an Iconic Brand Whirlpool
Energy BDDO* StarcomStellar EngineMediaCom
BBDO New York* J3
DigitasLBi Chicago* OptimediaKetchumARS
7 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
RETAIL SEASONAL SINGLE IMPACT ENGAGEMENT - PRODUCTS
CVS Health Ford Motor Company BMW of North America
Cigarettes Out. Health In. CVS Health
Mustang Speed Dating Ford Motor Company
BMW i3 Super Bowl: Newfangled Idea BMW of North America
BBDO New York* MindshareEdelmanThe Marketing Arm
Team Detroit* KBS+* MackcutBob IndustriesThe MillUniversal McCann
SINGLE IMPACT ENGAGEMENT - PRODUCTS
Gatorade McDonald’s New York Lottery
Made In New York Gatorade
Lovin’ the Super Bowl McDonald’s
#Unclaimed: The Hunt for a Missing Millionaire New York Lottery
TBWA\Chiat\Day Los Angeles* OMDFleishmanHillard
DDB Chicago* OMDThe Marketing Store
McCann*
SINGLE IMPACT ENGAGEMENT - SERVICES
Allstate truth YWCA Canada
Allstate Social Savvy Burglar Allstate Insurance Company
Left Swipe Dat truth initiative
YWCA #NotOkay YWCA Canada
Leo Burnett/Arc* Taylor StrategyBrand NetworksStarcom
72andSunny* Media AssemblyKetchum
Juniper Park\TBWA* Headspace MarketingPHD Canada
RESTAURANTS
Arby’s McDonald’s Canada Taco Bell Taco Bell
Arby’s Engages Anti-Audience with “Vegetarian Support” program to Introduce Brown Sugar Bacon Arby’s Restaurant Group, Inc.
Salad Society McDonald’s Restaurants of Canada Limited
Breakfast Defect from the Routine Republic Taco Bell
Taco Bell Blackout Taco Bell
Edelman* Tribal Worldwide* Steam FilmsRooster PostImprint Music
Deutsch LA* StarcomDigitasLBiEdelman
DigitasLBi San Francisco*
8 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
SMALL BUDGETS - PRODUCTS
GE New York Lottery Seeds of Change
How many infomercials does it take to change a light bulb? GE
#Unclaimed: The Hunt for a Missing Millionaire New York Lottery
Movement to Mass with “Save the Flavors” Mars Food
BBDO New York* OMDSmall Girls PRPrettyBird
McCann* BBDO San Francisco* Porter NovelliCatapult Marketing
SMALL BUDGETS - SERVICES SNACKS & DESSERTS SOFTWARE & APPS
BrokerCheck by FINRA Consumer Healthcare Products Association 5 Gum Norton
You wouldn’t... so why would you? FINRA
DXM Labworks: Test Drive a Dextrobot Consumer Healthcare Products Association
Partnership for Drug-Free Kids
5 Gum Truth or Dare Challenge Wm. Wrigley Jr. Company
Norton Presents: In Search of the Most Dangerous Town on the Internet Norton by Symantec
Ogilvy & Mather* Neo@Ogilvy
Tribal Worldwide* MediaMonks*
Energy BBDO* StarcomStellar EngineOlson EngageCatapult Marketing
Grey San Francisco*
SUSTAINED SUCCESS - PRODUCTS
Domino’s Old Spice Snickers Subaru of America
Domino’s - The Pizza Company Turnaround Domino’s
Old Spice: The Scent of Success Procter & Gamble
You’re Not You When You’re Hungry Mars Chocolate North America
A “Love” Story Subaru of America
CP+B* Wieden+Kennedy*
BBDO New York* StarcomFanscapeThe Marketing Arm
Carmichael Lynch*
SUSTAINED SUCCESS - SERVICES
Allstate GEICO Pure Michigan
Mayhem Is Everywhere Allstate Insurance Company
GEICO: 20 Years in the Making GEICO
Pure Michigan Michigan Economic Development Corporation
Leo Burnett/Arc* StarcomTaylor StrategyOctogan
The Martin Agency* Horizon Media
McCann Erickson Detroit* Universal McCann DetroitWeber Shandwick Detroit
9 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
YOUTH MARKETING - TEENS & YOUNG ADULTS
5 Gum EA Madden NFL ’15 Mollie’s Fund truth
5 Gum Truth or Dare Challenge Wm. Wrigley Jr. Company
Madden Season EA Sports
Free Killer Tan Mollie’s Fund
Finish It truth initiative
Energy BBDO* StarcomStellar EngineOlson EngageCatapult Marketing
Heat* Area 23*
72andSunny*
TRANSPORTATION TRAVEL & TOURISM
JetBlue Airways Southwest Airlines Airbnb Idaho Tourism
Air on the Side of Humanity JetBlue Airways
Nonstop Love Southwest Airlines
Never a Stranger Airbnb
Visit Idaho 18 Summers Idaho Tourism
MullenLowe U.S.* GSD&M* Camelot Strategic Marketing & MediaVML
TBWA\Chiat\Day Los Angeles* Starcom*
Drake Cooper* Sidewayz FilmsTapeless
10 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
THE HEALTH EFFIES
DISEASE AWARENESS & EDUCATION: ADVOCACY
California Department of Public Health
Consumer Healthcare Products Association Mollie’s Fund truth
Wake Up California Department of Public Health - Tobacco Control Program
DXM Labworks: Test Drive a Dextrobot Consumer Healthcare Products Association
Partnership for Drug-Free Kids
Free Killer Tan Mollie’s Fund
Finish It truth initiative
Duncan/Channon* Tribal Worldwide* MediaMonks*
Area 23*
72andSunny*
HEALTHCARE - OTC
Men’s ROGAINE® Mucinex Similac TYLENOL®
Guys With Hair Get It Johnson & Johnson
Let’s End This RB
In Support of New Moms Abbott Nutrition
#HowWeFamily McNeil Consumer Healthcare
BBDO New York* OMDJ3
McCann* Aegis Innov8Genuine Interactive
Publicis North America* MindshareMSLGROUP
J. Walter Thompson* J3*Target10Razorfish HealthZeno Group
HEALTHCARE - RX - CONSUMER/DTC HEALTHCARE SERVICES
Prevnar 13 Aetna Autism Speaks CVS Health
Getting this ONE done Pfizer Inc.
The 11 Initiative Aetna Life Insurance Company
The MSSNG Project Autism Speaks
Turning a Drugstore into a Health Leader CVS Health
Y&R New York* Wunderman Health*
Ogilvy & Mather* Neo@Ogilvy
BBDO New York* MindshareEdelmanThe Marketing Arm
BBDO New York* Codeword (formerly Knock Twice)BetaworksMediaMonks
11 2016 EFFIE AWARDS / NORTH AMERICA / WINNERS
THE MEDIA EFFIES
MEDIA IDEA
Dove Smirnoff Target The Clinton Foundation
#SpeakBeautiful Unilever
From Advertiser to Publisher: How Smirnoff embraced social publishing to win the flavored vodka recipe game Diageo North America
#MoreMusic Target
Not there The Clinton Foundation
Mindshare* VaynerMediaEdelmanTwitterDavie Brown Entertainment
72andSunny* Carat
Deutsch LA* Haworth Marketing + Media
Droga5* Condé NastiHeartMediaWME
MEDIA INNOVATION - EXISTING CHANNEL
Taco Bell Target United Nations OCHA
Taco Bell Blackout Taco Bell
#MoreMusic Target
#ShareHumanity United Nations OCHA
DigitasLBi San Francisco* Deutsch LA* Haworth Marketing + Media
Ogilvy & Mather* Ogilvy Public Relations
MEDIA INNOVATION - NEW CHANNEL CREATION PROGRAMMATIC SINGLE MEDIA COMPANY
ACTIVATION
EA Madden NFL ’15 Apartments.com
Kraft Heinz Dry Packaged Dessert Brands: Jell-O, Cool Whip, JET-PUFFED and Baker’s Chocolate
Airbnb
The Madden GIFERATOR EA Sports
Apartments.com Programmatic CoStar Group
Serving What’s Trending The Kraft Heinz Company
Night At The Conan Studio Airbnb
Heat* Grow*
RPA*
Starcom* Starcom* Turner Entertainment
12 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
AGRICULTURAL/INDUSTRIAL/BUILDING ASIAN
Avocados From Mexico NRG Home Solar Verizon
First Draft Ever Avocados From Mexico
Claim Your Power NRG Energy, Inc.
I Am Campaign Verizon
GSD&M* Havas MediaKetchum
Droga5* Carat
TDW+Co*
FINALISTSEffie Awards finalists are determined based on jury scores following a rigorous first round of judging. Becoming an Effie finalist is a significant achievement, indicating that a case is among the most effective examples of marketing communications.
Additionally, all finalists will receive points toward the Effie Effectiveness Index – the annual worldwide ranking of marketing communications effectiveness for agencies, advertisers, and brands. This year’s North American rankings will be announced in June.
Congratulations to the 2016 finalists.
* Indicates lead agency
AUTOMOTIVE - AFTERMARKET AUTOMOTIVE - VEHICLES
Pennzoil Turtle Wax ICE Chevrolet Ford Motor Company
Pennzoil Sheds its Conventional Skin Shell Lubricants
Saving Turtle Wax ICE Turtle Wax
Shattering Perceptions General Motors
Mustang Speed Dating Ford Motor Company
J. Walter Thompson Atlanta* Coyne PR
O’Keefe Reinhard & Paul* Starcom*
Commonwealth//McCann* CaratFleishmanHillard
Team Detroit*
AUTOMOTIVE - VEHICLES BEAUTY
Honda Nissan Canada Inc. Dove Hair OGX
Happy Honda Days Sales Event American Honda Motor Co.
Nissan CUV Nissan Canada Inc.
Dove Hair’s Love Your Curls Unilever
Bad Ass Hair Day Vogue International
RPA* Starcom
Juniper Park\TBWA* OMD
Edelman* MindshareVaynerMediaEpsilonOgilvy & Mather Paris
22squared*
13 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
BEVERAGES - ALCOHOL BEVERAGES - NON-ALCOHOL
Budweiser Miller Lite Strongbow Tim Hortons Dark Roast
Bud and Burgers: It’s Not a Debate Anheuser-Busch InBev
Miller Lite - A Brand Revival MillerCoors
Over Ice Is Bestest Heineken USA
Tim Hortons Dark Roast Tim Hortons
Anomaly* TracyLockeFusion
TBWA (Juniper Park and Los Angeles)* Turner Duckworth*DigitasLBiDieste, Inc.Walton IssacsonThe Integer Group
Droga5* Corbis EntertainmentStarcomGeometry Global
J. Walter Thompson Canada*Partners Film Inc.Married to GiantsTA2 MUSIC
BRAND EXPERIENCE
3M Beringer Bud Light
3M’s LifeLab Brings Science to Life at SXSW 3M
Beringer Taste Station Treasury Wine Estates
Bud Light “Whatever, USA” Anheuser-Busch InBev
BBDO New York* TWINOAKS* Bench DogsNews America Marketing
Energy BBDO* Mosaic*BBDO New YorkStarcom
BRAND EXPERIENCE
Coke Zero Cox Communications Miller Lite
Drinkable Advertising The Coca-Cola Company
Surprising customers with a personalized experience Cox Communications
Miller Lite - Brand Experience MillerCoors
Ogilvy & Mather* BossaSMEMJZStarcom
FCB Chicago* SundaySkyBullsEye Marketing Systems, LLCRR Donnelley
Juniper Park\TBWA* Turner Duckworth*DigitasLBiDieste, Inc.Walton IssacsonThe Integer Group
BRANDED CONTENT
Always Holiday Inn Intel, Dell
Always #LikeAGirl - Unstoppable Procter & Gamble
Journey to Extraordinary Holiday Inn
Inside Films: What Lives Inside Intel Dell
Leo Burnett Toronto* Leo Burnett/Arc*StarcomMSLGROUP
Ogilvy & Mather Atlanta* MindsharePOSSIBLE
Pereira & O’Dell* RSA FilmsMPCLaundry!740 Sound
14 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
BRANDED UTILITY
American Red Cross RAID St-Germain
Giving a little hope.ly this holiday season. American Red Cross
Mission: Know-How 2015 SC Johnson
Biketender Bacardi North America Corporation
BBDO New York* Energy BBDO* PHD
POSSIBLE - SEATTLE*
BUSINESS-TO-BUSINESS CORPORATE REPUTATION DAVID VS. GOLIATH ELECTRONICS
Microsoft Cloud CVS Health Sargento Intel
Microsoft Cloud: Empowering Business Microsoft
Turning a Drugstore into a Health Leader CVS Health
Real Cheese People Sargento
Intel Innovations Intel
m:united // McCann*Blk-Ops*Empower Media Team
BBDO New York* MindshareEdelmanThe Marketing Arm
Ogilvy & Mather* GolinMediaComIN MarketingMatch Drive
mcgarrybowen* OMD
ENGAGED COMMUNITY FASHION
Miller Lite U by Kotex Crocs Swimsuitsforall
#ItsMillerTime Awards MillerCoors
Carmilla Kimberly-Clark Inc. Canada
Crocs #FindYourFun Crocs
Curves in Bikinis Swimsuitsforall
DigitasLBi Chicago* Initiative
Geometry Global* Shift2Organic, Inc.
McKinney* KraftWorks* Nike Communications*
ENERGY, NUTRITION & FITNESS ENGAGED COMMUNITY
Gatorade Families for Excellent Schools Foot Locker Laphroaig
Gatorade Sledge PepsiCo Canada
Don’t Steal Possible Families for Excellent Schools
#HorseWithHarden Foot Locker Inc.
#OPINIONSWELCOME Beam Suntory
Juniper Park\TBWA* SDI MarketingOMD Canada
Cornerstone Agency* Success Academy
BBDO New York* PHD Media
White Label UK*
15 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
FINANCE
Charles Schwab Citizens Bank CommunityAmerica
The Schwab Guide to Moving On Charles Schwab
Lighten Your Loan Citizens Bank
Change Where You Bank. Change Your World. CommunityAmerica Credit Union
CP+B* Universal McCann
Ogilvy & Mather* OgilvyOneOgilvy Public RelationsMediaComSapient
Bailey Lauerman*
GOODWORKS - BRANDS GOODWORKS - NON-PROFIT
Microsoft OneNote SUPGV - States United... The Clinton Foundation
The Collective Project Microsoft
Guns With History States United To Prevent Gun Violence
Not there The Clinton Foundation
POSSIBLE - SEATTLE* POSSIBLE - LOS ANGELES*
Grey New York* Rival School PicturesVision Post
Droga5* Condé NastiHeartMediaWME
FINANCIAL CARDS
Chase Freedom Interac Association MasterCard Visa
Chase Freedom: Building Brand Love Through the Fun of Cash Back. JPMorgan Chase & Co.
Interac Be in the Black Interac Association
One More Day MasterCard
Fastest Face-Offs Visa Inc.
Saatchi & Saatchi* ROAR GroupeZenithOptimedia
Zulu Alpha Kilo* McCann XBC* CaratR/GA
BBDO Toronto*
GOVERNMENT, INSTITUTIONAL & RECRUITMENT HISPANIC
New York Lottery United Nations OCHA DishLATINO
#Unclaimed: The Hunt for a Missing Millionaire New York Lottery
#ShareHumanity United Nations OCHA
El Streaker DishLATINO
McCann* Ogilvy & Mather* Ogilvy Public Relations
Havas Worldwide Chicago* Havas Media Chicago*
16 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
HOME FURNISHINGS & APPLIANCES HOME SUPPLIES & SERVICES
Benjamin Moore IKEA Loctite Glue Windex
Benjamin Moore 2016 Brand Campaign Benjamin Moore & Co.
First :59 IKEA
Loctite Superbowl 49 Loctite
Windex “Don’t Stand for Dirty” SC Johnson
The Martin Agency* Ogilvy & Mather* KetchumMEC GlobalBrownstein Group
Fallon* Energy BBDO* PHD
INFLUENCERS INTERNET/TELECOM
Husky Microsoft Surface Pro 3 IBM IBM
Made to be Husky Home Depot
SURFACE PRO 3: THE TABLET THAT CHALLENGED THE LAPTOP CATEGORY Microsoft
IBM Cloud Campaign IBM
US Open Sessions with James Murphy IBM
Mother New York* m:united // McCann*Empower Media TeamMethod StudiosNo6
Ogilvy & Mather* Ogilvy & Mather*
LEISURE & RECREATION MEDIA & ENTERTAINMENT COMPANIES
Bowlmor AMF Cabela’s ESPN Pandora Media Inc.
Bowling Makes Saturday Night More Fun Bowlmor AMF
Camp Cabela’s - Disconnect Day Cabela’s
College Football Playoff “Who’s In?” ESPN
Creating a Magic Moment for Listeners Pandora Media Inc.
Concept Farm* Media StormMWW
Ogilvy & Mather* Stableford StudiosBlack Powder Works
Wieden+Kennedy* Starcom
twofifteenmccann*
NEW PRODUCT OR SERVICE PACKAGED FOOD
Destiny GE Tiko 3D Dentyne
Kick Ass. Become Legend. Activision
How many infomercials does it take to change a light bulb? GE
Tiko – The Unibody 3D Printer Tiko 3d Ltd.
Dentyne Follows Food Mondelez International
72andSunny* OMDEdelman
BBDO New York* OMDSmall Girls PRPrettyBird
Fallon* McCann* StarcomVaynerMediaMomentum WorldwideGeometry Global
17 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
PERSONAL CARE PET CARE
Gillette Luvs Pampers PetSmart
Gillette Builds Avengers Inspired Razors Gillette
“Will It Leak?” Procter & Gamble
Better for Baby: A Lullaby Procter & Gamble
Partners in Pethood PetSmart
Grey New York* Concept One*POSSIBLEKetchumCarat
Saatchi & Saatchi* Carat*
Saatchi & Saatchi* CaratCitizen Relations
GSD&M* OMDGolin
RENAISSANCE
Air Wick Burger King Dove Hair
Home is in the Air RB
The Return of the King Burger King
Dove Hair’s Love Your Curls Unilever
Droga5* Aegis Media Innov8Lippe Taylor
Scout Sports and Entertainment* Alison Broad PR*Horizon MediaCode and TheoryDAVID The Agency
Mindshare* VaynerMediaEdelmanEpsilon
RETAIL
IKEA Canada Sherwin-Williams Paint Stores Group Walgreens
Explore the Great Indoors IKEA
Color Chips Campaign Sherwin-Williams Paint Stores Group
A good laugh for a good cause Walgreens
Leo Burnett Toronto* Jungle Media
McKinney GSD&M* The Content Collective*OMDWeber Shandwick
RESTAURANTS RETAIL
Arby’s Chipotle Amazon Best Buy
Arby’s: The Daily Show - Jon Stewart Farewell Arby’s Restaurant Group, Inc.
Friend or Faux Chipotle Mexican Grill
Amazon Prime The Power of Focus Amazon
#HintingSeason Best Buy
Fallon* Sequence* GSD&M
Joint* Thomas ThomasFactoryThe Mill
Starcom* CP+B*
18 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
SEASONAL
Cheetos Dove Men+Care Volvo Cars
Cheetos Sweet Innovation Frito-Lay North America, Inc.
Dove Men+Care First Fatherhood Moments Unilever
The Greatest Interception Volvo Cars of North America
The Marketing Arm* Goodby Silverstein & PartnersOMDKetchumHYFN
Edelman* Havas WorldwideVaynerMediaMindshareEpsilon
Grey New York* MindshareWE Communications
SINGLE IMPACT ENGAGEMENT - PRODUCTS
Target The Lincoln Motor Company Volvo Cars
#MoreMusic Target
Music Selfie Experiment The Lincoln Motor Company
The Greatest Interception Volvo Cars of North America
Deutsch LA* Haworth Marketing + Media
Hudson Rouge* Jam3Plan 8
Grey New York* MindshareWE Communications
SNACKS & DESSERTS
Cuties Pepperidge Farm Goldfish Crackers Snickers
Unwrap Sweetness Sun Pacific
Little Moments. Big Smiles. Pepperidge Farm
A Very Brady Super Bowl Mars Chocolate North America
Bailey Lauerman* Y&R New York* Geometry Global*MEC GlobalThe Mars Agency
BBDO New York* StarcomWeber ShandwickFanscapeThe Marketing Arm
SINGLE IMPACT ENGAGEMENT - SERVICES SMALL BUDGETS - PRODUCTS SMALL BUDGETS - SERVICES
Aetna Shock Top Canada Costa Rica Tourism Board
The 11 Initiative Aetna Life Insurance Company
It Speaks For Itself Labatt Breweries of Canada
Costa Rica’s “Save The Americans” Costa Rica Tourism Board
Ogilvy & Mather* Neo@Ogilvy
Anomaly* Rooster PostGaslight Studio Inc.
22squared* The MillLCA ProductionsWool & Tusk
19 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
SOFTWARE & APPS SUSTAINED SUCCESS - PRODUCTS
IBM Taco Bell SONIC Drive-In
IBMblr PLAY IBM
Taco Bell Mobile Ordering App Taco Bell
SONIC’s Two Guys: Showing America How to SONIC SONIC Drive-In
Ogilvy & Mather* DigitasLBi* CardFree
Goodby Silverstein & Partners* ZenithOptimedia
TRANSPORTATION TRAVEL & TOURISM YOUTH MARKETING - TEENS & YOUNG ADULTS
Southwest Airlines Costa Rica Tourism Board HP
Heart Front and Center Southwest Airlines
Costa Rica’s “Save the Americans” Costa Rica Tourism Board
HP Presents: “Lips Are Movin’” HP
GSD&M* Camelot Strategic Marketing & MediaVMLLippincottRazorfish
22squared* The MillLCA ProductionsWool & Tusk
180LA* Giant SpoonOmnicom Media GroupCollectivelyNiche
20 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
THE HEALTH EFFIES
DISEASE AWARENESS & EDUCATION: PHARMA/CORPORATE HEALTHCARE - OTC
Aetna Unbranded Initiative ALEVEpm Johnson & Johnson Compromised Skin
The 11 Initiative Aetna Life Insurance Company
Helping Smokers “Click to Quit” with Quitter’s Circle Pfizer Inc.
ALEVEpm Launch: Awaken-ing People to the Possibility of Better Mornings Bayer Healthcare
How a Little First Aid Saves Play Johnson & Johnson
Ogilvy & Mather* Neo@Ogilvy
Ogilvy Public Relations* Group SJRghg | greyhealth groupWunderman
Energy BBDO* BBDO New York* J3RF BinderRazorfish
HEALTHCARE - RX - CONSUMER/DTC HEALTHCARE - RX - DEVICES HEALTHCARE - RX - PROFESSIONAL
CIALIS 1-800 Contacts Tivicay and Triumeq (Dolutegravir Franchise)
CIALIS - Why Pause? Eli Lilly & Co.
One Terrifying Moment 1-800 Contacts
Defying Convention with Dolutegravir ViiV Healthcare
Grey New York* OMD*WondrosThe ArteryEdit One
Pereira & O’Dell* Assembly
McCann Echo* Ogilvy Commonhealth
21 2016 EFFIE AWARDS / NORTH AMERICA / FINALISTS
THE MEDIA EFFIES
MEDIA INNOVATION - EXISTING CHANNEL MEDIA INNOVATION - NEW CHANNEL CREATION
Allstate Norton LONGRANGE St-Germain
Mayhem Radio Takeover Allstate Insurance Company
Norton Presents: In Search of the Most Dangerous Town on the Internet Norton by Symantec
LONGRANGE Addressable TV campaign Merial
Biketender Bacardi North America Corporation
Leo Burnett/Arc* Starcom*Another Country/Cutters Studios
Grey San Francisco* Sullivan Higdon & Sink* POSSIBLE - SEATTLE*
PROGRAMMATIC SINGLE MEDIA COMPANY ACTIVATION
Cox Communications Prestige truth
Surprising customers with a personalized experience Cox Communications
Smell My Neck Procter & Gamble
The Power of Music to End Smoking truth initiative
FCB Chicago* SundaySkyBullsEye Marketing Systems, LLCRR Donnelley
Starcom* Condé Nast
Media Assembly* 72andSunnyFullscreenKetchum
MEDIA IDEA
Bud Light Coke Zero Ziploc
Bud Light “Whatever, USA” Anheuser-Busch InBev
Drinkable Advertising The Coca-Cola Company
“Triumph Over Life’s Chaos” SC Johnson
Energy BBDO* Mosaic*BBDO New YorkStarcom
Ogilvy & Mather* BossaSMEMJZStarcom
Energy BBDO* PHD