Awarding Ideas That Work · BEAUTY PRODUCTS & SERVICES McDonald’s Corporation Juice with an Icy...

Awarding Ideas That Work

the finalists preliminary listing

® Effie is a registered trademark / service mark of Effie Worldwide, Inc.

2 / 2013 Effie Awards Finalists – Awarding Ideas That Work

AFRICAN-AMERICAN

ASIAN COMMUNITY

ASIAN COMMUNITY

AUTOMOTIVE – VEHICLES



AGRICULTURAL/INDUSTRIAL/BUILDING

AUTOMOTIVE – AFTERMARKET

BEAUTY PRODUCTS & SERVICES

McDonald’s Corporation

Juice with an Icy Swag

McDonald’s Corporation

Burrell Communications Group

Toyota

“The One and Only”

Toyota Motor Sales

interTrend Communications and Rezonate Media

AT&T

“Away We Happened”

AT&T

interTrend Communications and Rezonate Media

Cadillac

New Standards

Cadillac

Fallon

Starcom MediaVest Group

Chevrolet Sonic

Sonic “Firsts”

Chevrolet

Goodby, Silverstein & Partners

Ford Mustang

Unleashing America’s Inner Mustang

Ford Motor Company

Team Detroit

Hyundai

How The New Hyundai Veloster & A Re-Imagined Launch Impacted Culture

Hyundai Motor America

INNOCEAN Worldwide Americas

GreenLight Media & MarketingInitiativeH360 GroupThe Agency Inside Harte-Hanks

Cadillac

Cadillac ATS vs The World

Cadillac

Fallon

Carat

Hyundai

Hyundai Undead

Hyundai Motor America

Initiative and Future US, Inc.

Innocean USAThe Visionary GroupAdvantage International

Subaru of America

First Car Story

Subaru of America

Carmichael Lynch

7th Sense Research

Castrol EDGE

Tested To Perfection

Castrol USA

Ogilvy & Mather

Mindshare

STP

STP & Go

Armored Auto Group

DDB San Francisco

OMD

AXE

A Novel Approach: Reinventing A Genre

Unilever

Razorfish and Mindshare

Depend

Great American Try-On

Kimberly-Clark

Ogilvy & Mather and OgilvyAction

Organic Inc.Marina Maher Communications, Inc

Mindshare

Luna

With Luna, Money Really Does Grow on Trees

Bayer CropScience

BBDO Atlanta

Porter NovelliLBi

SHEETROCK® Brand UltraLightPanels FIRECODE® 30

The Weight Has Been Lifted

USG Corporation

gyro

TSMGIBI WorldwideTell Your Story Brand Communications


BEAUTY PRODUCTS & SERVICES BEVERAGES – ALCOHOL

BEVERAGES – ALCOHOL

CORPORATE REPUTATION/PROFESSIONAL SERVICES CULTURE & THE ARTS

BEVERAGES – NON-ALCOHOL BREAKFAST FOODS CORPORATE REPUTATION/ PROFESSIONAL SERVICES

BEVERAGES – NON-ALCOHOL

Gillette

How Gillette Embraced Facial Hair to Build its Business

Procter & Gamble/Gillette

BBDO New York

ProximityIntegerKetchumCarat

Kotex

Break Up

Kimberly-Clark


Organic, Inc.Marina Maher Communications, Inc

Mindshare

Corona Extra

Corona Extra: Finding Our Beach

Crown Imports, LLC

Cramer-Krasselt

Pereira & O’DellHorizon Media Inc.Upshot

Corona Light

A Refreshing Change of Beer

Crown Imports, LLC

Goodby, Silverstein and Partners

Horizon Media Inc.

Hennessy VS

Wild Rabbit

LVMH

Droga5

Jack Daniel’s

Tennessee Honey Launch

Brown-Forman Corporation

Arnold Worldwide

Ultimat Vodka

Find Balance, Find Ultimat

Ultimat Vodka

Silver + Partners

IBM

Centennial

IBM

Ogilvy & Mather

SYPVSA

McDonald’s

Supplier Stories: Real People Real Food

McDonald’s

DDB Chicago

OMDTribal DDB

Brooklyn Academy of Music

BAM and then it hits you.


mcgarrybowen

Pima Air & Space Museum

The Great Paper Airplane Project


BBDO San Francisco

Hunter Public Relations

Sprite

Measuring the Intensity of a Media Sponsorship

The Coca-Cola Company

BBH New York

MIT Media LabTurner SportsMediaVest

Tropicana

The Good Part of New York Mornings

Tropicana

DDB

OMD

Jimmy Dean Delights

Birds

Hillshire Brands

TBWA\Chiat\Day Los Angeles

Spark Communications

Accenture

Leveraging Results to Give Substance to the Brand’s “High Performance. Delivered” Tagline

Accenture

TBWA\Chiat\Day and MEC

Lipton Brisk

Brisksaber

PepsiCo

Mekanism


CULTURE & THE ARTS DAVID VS. GOLIATH

DAVID VS. GOLIATH

ELECTRONICS

ELECTRONICS

ENERGY/NUTRITION PRODUCTS & SERVICES

ENTERTAINMENT/SPORTING EVENTS

The Field Museum

Genghis Khan

The Field Museum

DDB Chicago and OMD

Bank of the West

Go West

Bank of the West

Heat

Mediaspot

Brawny

Finding Our Strength

Georgia-Pacific

DDB New York

EdelmanMoxieBulletproofAMG

Chipotle

Cultivate A Better World

Chipotle

Creative Artists Agency

Kingsford

The Gift of Grilling

The Clorox Company

DDB San FranciscoOMDTribal DDB San FranciscoCurrentAKQA Media

Magnum Ice Cream

The Magnum Heir

Unilever

OgilvyMindshareStrategic Objectives

Mizuno

Mezamashii Run Project

Mizuno

McKinney

Samsung Mobile USA

The Next Big Thing is Already Here

Samsung Telecommunications Americas

72andSunny


Taking a Bite out of Apple


Razorfish and 72andSunny

CDW

CDW. People Who Get IT.

CDW

Ogilvy & Mather

Chocolate Milk

Chocolate Milk: Refuel

MilkPEP

Deutsch

Weber ShandwickDraftfcb

Kellogg’s Special K

What Will You Gain, When You Lose

Kellogg Company

Leo Burnett/Arc Worldwide and Starcom (SMG)

RazorfishKetchumGigunda Group

HBO

Game of Thrones Season 2: Integrated Camapign

HBO

Campfire

Cold OpenWorks LAAvatar LabsCivic Entertainment Group

Tampa Bay Lightning

Be The Thunder

Tampa Bay Lightning

22squared

Blackboard Creative

FASHION/STYLE FINANCIAL CARDS

Columbia

Wim Hof: The Anti-Spokesman

Columbia Sportswear

Butler, Shine, Stern and Partners

American Express

American Express Unstaged

American Express Company

Digitas and Momentum Worldwide


FINANCIAL CARDS

FINANCIAL PRODUCTS & SERVICES

FINANCIAL PRODUCTS & SERVICES

GOODWORKS – BRANDS

GOODWORKS – BRANDS

GOODWORKS – NON-PROFIT

GOODWORKS – NON-PROFIT

American Express

Small Business Saturday


Digitas and CP+B

Capital One Canada

The New Way to Pay in Quebec

Capital One

TAXI

MediaVest CanadaHEADSPACE MARKETING INC.

MasterCard Worldwide

Priceless New York

MasterCard Worldwide

UM

McCann New YorkOctagonR/GAOAG

Edward Jones

Kung Pao Chicken and Mutual Funds

Edward Jones

Cramer-Krasselt

GE Capital

We’re Not Just Bankers, We’re Builders

GE Capital

BBDO New York

OMDOgilvy & MatherMad DogHUGE

Prudential

Day One: Painting a real picture of retirement in America

Prudential

Droga

CommunityAmerica Credit Union

Escape Your Bank

CommunityAmerica Credit Union

Bailey Lauerman

Trozzolo Communications Group

Brawny

Finding Our Strength

Georgia-Pacific

DDB New York

EdelmanMoxieBulletproofAMG

Johnson & Johnson

Healing a Profession from the Inside-Out

Johnson & Johnson

BBDO New York

Universal McCann

Zappos

A Hunt for Happiness

Zappos

Mullen

American Express



Digitas and CP+B


BAM and then it hits you.


mcgarrybowen

Million Hoodie March

Million Hoodie March

Million Hoodie March/ Non Profit

McCann New York

US Centers for Disease Control & Prevention (CDC)

Tips from Former Smokers

US Centers for Disease Control and Prevention

Arnold Worldwide and Plowshare Group

Golin HarrisMPG/Media ContactsHarris Interactive

Women’s Sports Foundation

Keep Her In The Game

Women’s Sports Foundation Gatorade


American Red Cross

“Give something that means something”

American Red Cross

BBDO New York

Williams WhittlePHD Media


GOVERNMENT/INSTITUTIONAL/ RECRUITMENT

HISPANIC

HISPANIC

HOUSEHOLD FURNISHINGS & APPLIANCES

HOUSEHOLD FURNISHINGS & APPLIANCES

HOUSEHOLD SUPPLIES & SERVICES

GOVERNMENT/INSTITUTIONAL/RECRUITMENT

California Lottery

Luck Has A New Look

California Lottery

David&Goliath, LLC

InitiativeAlcone Marketing Group

KRAFT Macaroni & Cheese

Sabemos que te va a encantar (We know you’re going to love it).

Kraft Foods Group

CP+B

Ram Trucks

A Todo, Con Todo

Ram Trucks, Chrysler

Richards/Lerma

Sapient/Nitro

Tide

Mi Tide

Procter & Gamble

Conill Advertising

Stacom MediaVest Group

XOOM.com

Better Way

Xoom Corporation

Hispanic Group

Valspar

Valspar Love Your Color Guarantee

Valspar Corporation

Draftfcb

Leo J Shapiro & AssociatesMedia Process GroupLaForce + StevensMedia Contats

GE Appliances

A GE Fridge on a Freshpedition

GE Appliances

BBDO New York

OMDM Booth & Associates

Pergo

The Rise Above “Ordinary Laminates”

Pergo

Fitzgerald+CO

Sherwin-Williams

Color Chips

Sherwin-Williams

McKinney

Echo Outdoor Power Equipment

Curing B.S. Fatigue

Echo Outdoor Power Equipment

Cramer-Krasselt

Customer Magnetism

Febreze

Febreze Olympics

Procter & Gamble

Grey New York

POSSIBLEMSL New YorkStarcom MediaVest Group

Sunrun

Save Money and the Planet (or just save money)

Sunrun

Heat

Allstate Insurance Company

Save 11


Leo Burnett/Arc Worldwide and Starcom Mediavest Group (SMG)

Army National Guard

Army National Guard Best Warrior Campaign

Army National Guard

iostudio

BC Hydro

Power Smart Month Program

BC Hydro

DDB Canada / Vancouver

Boy Scouts of America – Atlanta Area Council

Be one with the wild

Boy Scouts Of America

Ogilvy & Mather Atlanta

Ogilvy & Mather PR


HOUSEHOLD SUPPLIES & SERVICES INFLUENCERS

INTERNET/TELECOMINSURANCE

LEISURE PRODUCTS & SERVICESINTERNET/TELECOM

VIVA

VIVA Towels Take a Stand with Mike Rowe

Kimberly-Clark

TRIS3CT

StudioComOgilvyActionMindshare

GE Capital

We’re Not Just Bankers, We’re Builders

GE Capital

BBDO New York

OMDOgilvy & MatherMad DogHUGE

Mizuno


Mizuno

McKinney

Nissan North America

Project 370Z

Nissan North America

TBWA\Chiat\Day

CenturyLink

Ultimate Problem Solver

CenturyLink Business

McKinney

DIRECTV

Cable Effect

DIRECTV

Grey New York

MJZ LAMackenzie CutlerMethod NY

American Family Insurance

American Dreams

American Family Insurance

Ogilvy & Mather and Mindshare

State Farm

Who’s got an agent?

State Farm

Alma DDB

Call of Duty

Call of Duty: Modern Warfare 3, “The Vet and the n00b”

Activision

72andSunny

OMDSapient NitroEdelman

John Deere Gator

Gator Versus

John Deere IMRE, LLC

GSD&M

MindshareJWT Action

Mizuno


Mizuno

McKinney

Virgin Mobile USA

Virgin Mobile “A Higher Calling”

Virgin Mobile USA

Mother NY and Sunshine Sachs

One Trick Pony

MEDIA COMPANIESLGBT COMMUNITY

Turner Network Television

TNT’s Dallas Season 1 Marketing Campaign

Turner Network Television

Grey New York

Allstate

Equality Is


Leo Burnett/Arc Worldwide and Starcom MediaVest Group

PFLAG Canada

Stories to inspire change.

PFLAG Canada

Draftfcb

NEW PRODUCT OR SERVICE

Huggies

Meet The Squirmers

Kimberly-Clark Corp

Ogilvy & Mather

MindshareEdelman


NEW PRODUCT OR SERVICE OFFICE & DELIVERY PRODUCTS & SERVICES

Taco Bell

Creating A Taco Subculture

Taco Bell

Draftfcb Orange County

Quill.com

Dunder Mifflin Paper Launch

Quill.com

Olson

Kicking Cow Promotions Inc

UPS

UPS: We Love Logistics

UPS

Ogilvy & Mather and Maxus

OgilvyOne

PACKAGED FOOD

PACKAGED FOOD

PET CARE

RENAISSANCE

RENAISSANCE

RESTAURANTS

RESTAURANTS

Stove Top Stuffing Mix

Stove Top Stuffing: It’s not just for Thanksgiving

Kraft

The Martin Agency

Starcom (SMG)

Ball Park

Reinventing An Iconic Brand

Ball Park

Publicis Seattle

Freshpet

“Protest”

Freshpet

The Terri & Sandy Solution

Gotham Direct, Inc

M&M’S

Not Your Average Chocolate

MARS Chocolate North America

BBDO New York

Weber ShandwickStarcom (SMG)DigitasThomas J. Paul, Inc.

Captain Morgan

Finding the Buried Treasure: the Return of Captain Morgan

Diageo

Anomaly

CaratTaylor Strategy

Depend


Kimberly-Clark



Mindshare

Boston Pizza

Boston Pizza: The Joy of Finger Cooking

Boston Pizza International

TAXI Canada Ltd

Chipotle

Cultivate A Better World

Chipotle

Creative Artists Agency

McDonald’s

“i’m lovin’ it”: Real People Real Food

McDonald’s

DDB Chicago and OMD

Tribal DDB

McDonald’s

Best Fries on the Planet

McDonald’s

Leo Burnett/Arc Worldwide

OMDPorter Novelli

MyBurger

MyBurger Reinvention

MyBurger USA

FAME

Hay-Dobbs

Smith & Wollensky

Smith & Wollensky “Name Change”

Fourth Wall Restaurant Group

Walrus

RETAIL

DICK’S Sporting Goods

Serving the True Athlete

DICK’S Sporting Goods

Anomaly


RETAIL

SMALL BUDGETS – PRODUCTS

SMALL BUDGETS – SERVICES

SINGLE IMPACT ENGAGEMENT



Famous Footwear

Step into Victory

Brown Shoe Company (Famous Footwear)

Y&R Midwest

Spark CommunicationsVML, INC

Foot Locker

Christmas Finally comes to Foot Locker

Foot Locker

BBDO New York

Walmart

Walmart’s Receipt Challenge

Wal-Mart Stores, Inc.

Vimby LLC and MediaVest

The Martin Agency

Mizuno


Mizuno

McKinney

OREO

OREO Daily Twist

Mondelez International

Draftfcb NY

360iWeber ShandwickMediaVest


The Great Paper Airplane Project


BBDO San Francisco

Hunter Public Relations

Boy Scouts

Be one with the wild

Boy Scouts Of America

Ogilvy & Mather Atlanta

Ogilvy & Mather PR

College for Creative Studies

CCS PSA Campaign

College for Creative Studies

Team Detroit

Sun Valley and Sun Valley Marketing Alliance

Skip Town to Sun Valley

Visit Sun Valley Sun Valley Resort

Eleven Inc.

Fourteen 4

American Express



Digitas and CP+B

Budweiser

Flash Fans

Budweiser

Anomaly

Etch A Sketch

Shake It Up, America

The Ohio Art Company

Team Detroit Inc.

Southard Communications

Mizuno


Mizuno

McKinney

American Express

Amex Sync Show


Digitas and MomentumWW

SMALL BUDGETS – SERVICES

Women’s Sports Foundation

Keep Her In The Game

Women’s Sports Foundation Gatorade


SNACKS/DESSERTS/CONFECTIONS

Klondike

Choco Taco

Unilever

The VIA Agency

MindshareGolinHarris




SOFTWARE

SUSTAINED SUCCESS

SUSTAINED SUCCESS

TRANSPORTATION

SUSTAINED SUCCESS

Sour Patch Kids

World Gone Sour


Mother New York

Horizon Media Inc.Citizen Paine Public RelationsPlaybrainsHungry Man

OREO

OREO Daily Twist


Draftfcb NY

360iWeber ShandwickMediaVest

Slim Jim

Slim Jim Man-Medicine

ConAgra Foods

Venables Bell & Partners

Communicus, Inc.MediaComEdelmanSpark Communications

IBM

Welcome To The Era Of The Chief Executive Customer

IBM

Ogilvy & Mather

SY PartnersVSAIBM Design Labs

Microsoft

VMlimited

Microsoft

Deutsch Inc.

Starcom Mediavest GroupWaggener Edstrom

Dos Equis

The Most Interesting Man in the World

Heineken USA

Havas Worldwide New York

MirrorballG2MediaVestEdelman

Ford

Drive 4 UR School: The Little Engine That Could

Ford Motor Company

Team Detroit Inc.

The Park | Team DetroitExposure Marketing Inc.Brian Unlimited Distribution Company (BUDCO)

Renkim Corporation

Autism Speaks/ Ad Council

Odds

Ad Council Autism Speaks

BBDO

JetBlue Airways

JetBlue for Business Travel

JetBlue

Mullen

Union Pacific

Wherever You Find Business, You’ll Find Us.

Union Pacific

Bailey Lauerman

Hellmann’s

Hellmann’s Real Food Movement

Unilever Canada

Ogilvy & Mather

Mindshare CanadaDashboardOgilvyActionOgilvy & Mather, New York

SAP

The Best-Run Businesses Run SAP

SAP

Ogilvy and Mindshare


M&M’S

Not Your Average Chocolate

MARS Chocolate North America

BBDO New York

Weber ShandwickStarcom (SMG)DigitasThomas J. Paul, Inc.

Magnum Ice Cream

The Magnum Heir

Unilever

Ogilvy

MindshareStrategic Objectives

TRAVEL/TOURISM/DESTINATION

Embassy Suites Hotels

“More More” and More

Embassy Suites Hotels

BBDO Atlanta

OMDistrategylabs, LLC

JetBlue

JetBlue Getaways Get Away With It

JetBlue

Mullen

Unit 9Suite Spot LLC


YEARLY TOPICAL CATEGORY: OLYMPICS MARKETING



Citi

Citi Olympics - Every Step of The Way

Citi

Publicis NY and MEC

GlideslopeMatter, Inc. (A Daniel J. Edelman company)

Razorfish, LLC

Kellogg’s (Master Brand)

Kellogg’s “The Start” Campaign

The Kellogg Company

Leo Burnett and The Integer Group

Starcom MediaVest GroupVML, IncKetchum Sports & Entertainment

AT&T

The New Possible

AT&T

BBDO New York

Chobani

Built By Heart

Chobani

Leo Burnett/Arc Worldwide

OMDBig SpaceshipFleishman-Hillard

Procter & Gamble

Proud Sponsor of Moms

Procter & Gamble

Wieden+Kennedy

CaratGMR MarketingTaylor Global, Inc.DeVries Global

Procter & Gamble

Rite Aid P&G Olympic Program

Rite Aid

The Integer Group

MINI

Win Small

MINI

Butler, Shine, Stern and Partners

Tool of North America

Nike

Find Your Greatness

Nike

Wieden+Kennedy

Razorfish

TRAVEL/TOURISM/DESTINATION

Orbitz

Orbitz Takes Vacation Back: Creating Brand Relevance in a Sea of Sameness

Orbitz

BBDO New York

Spark Communications

The Costa Rica Tourism Board

Costa Rica’s Million Dollar Gift of Happiness

The Costa Rica Tourism Board

22squared

PrizeLogic, IncBlind, IncThink Conservatory


HEALTHCARE - OTC

HEALTHCARE - OTCDISEASE AWARENESS & EDUCATION

HEALTHCARE SERVICES

Depend


Kimberly-Clark



Mindshare

Kotex

Break Up

Kimberly-Clark



Mindshare

Poise

Ditch Your Fem Pad

Kimberly-Clark



Mindshare

BAND-AID® Brand

BAND-AID® MAGIC VISION AUGMENTED REALITY APP

Johnson & Johnson

JWT New York

Lung Cancer Alliance

No One Deserves To Die

Lung Cancer Alliance

Laughlin Constable

The Wade Brothers

Medtronic Foundation -- The HeartRescue Project

Save-A-Life Simulator

Medtronic Foundation -- The HeartRescue Project

Colle+McVoy

Exponent PR

US Centers for Disease Control & Prevention

Tips from Former Smokers

US Centers for Disease Control and Prevention

Arnold Worldwide and Plowshare Group

Golin HarrisMPG/Media ContactsHarris Interactive

1-800-DENTIST

“Useless”

1-800-DENTIST

Secret Weapon Marketing

Horizon

Cleveland Clinic

Power of Today

Cleveland Clinic

VSA Partners

AdComRiveting Pictures

HEALTHCARE – RX – CONSUMER/DTC

HEALTHCARE – RX – DEVICES

CATEGORIES / SPECIALTY AWARDS WITH FINALISTS TO BE DETERMINED

HEALTHCARE – RX – PROFESSIONAL

SPIRIVA

SPIRIVA “Elephant” Campaign

Boehringer Ingelheim Pfizer

Draftfcb

Evoke Interaction

Transitions lenses®

Life well lit TM

Transitions Optical

DDB New York

FKQ Advertising + MarketingBurson-MarstellerHavas PRMPG Media

Brand Experience

Global Effies

Media Effies

uKnow Peanut

“Know Where They Stand”

ThermoFisher Scientific

Draftfcb

HEALTH FINALISTS

Awarding Ideas That Work · BEAUTY PRODUCTS & SERVICES McDonald’s Corporation Juice with an Icy...

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