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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 Robber
Uncle Toad’s Media Group
Mindshare
WINNERS
The North American Efe 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 Efe 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*
Exposure
Culture Collide
The Media Grind
Stranger & Stranger
Ogilvy*
Horizon Media
R/GA Chicago*
Golin
Motive
OMD
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*
Anomaly
Veritas Communications
Mosaic
Buzz Products
McCann New York*
Universal McCann
Giant Spoon*
Park Pictures
Exile
A52
Eleven 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*
PHD
Weber Shandwick
Giant Spoon*
Park Pictures
Exile
A52
Eleven 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 + Thomas
Current
FND 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 & Science
Egami
Barefoot 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*
ZenithOptimedia
Kelton
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*
ArsenalCreative
Civic Entertainment Group
Social Code
Suite 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*
ZenithOptimedia
VaynerMedia
BBDO New York*
Dini von Muefing 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*
Starcom
R/GA
5 2018 EFFIE AWARDS / NORTH AMERICA
HOUSEHOLD SUPPLIES & SERVICES
SILVER BRONZE BRONZE
Brawny
®
Mr. Clean Tide
Strong Brands Take Stands
Georgia-Pacic
Cleaner of Your Dreams
Procter & Gamble
Bradshaw Stain
Procter & Gamble
Cutwater* Leo Burnett Toronto*
Citizen Relations
Saatchi & Saatchi*
Marina Maher Communications LLC
Taylor Strategy
Hearts & Science
MKTG
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*
ZenithOptimedia
Kelton
Droga5*
OMD
Weber 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 & Science
Egami
Barefoot Proximity
Terri & Sandy* Grey New York*
Townhouse
Devries
Hearts & 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*
Starcom
Olson Engage
Ogilvy*
Mindshare*
Veritas Communications
Barrows
BBDO New York*
Starcom
MediaCom
Weber 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.
Rufing the Feathers of the
Chicken Establishment
Taco Bell
Droga5* BBDO San Francisco*
Weber Shandwick
Starcom
MediaCom
Catapult Marketing
Deutsch LA*
DigitasLBi
Spark Foundry
Edelman
Octagon
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*
Wasserman
Horizon Media
Grey New York*
POSSIBLE
Citizen Relations
The Integer Group
McCann New York* BBDO New York*
Hearts & Science
Egami
Barefoot 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*
dPost
PushMP
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 Group
Weber Shandwick
MediaCom
Starcom
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*
Moxie
Initiative
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*
MediaCom
Starcom
Olson Engage
Anomaly*
Mosaic
Universal McCann
Veritas 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/
Ofce on Smoking and Health
Be The Generation That Ends
Smoking and #FinishIT
truth initiative
Juniper Park\TBWA* Droga5* Arnold Worldwide*
Plowshare
Golin
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 Communications
Barrows
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 Proling
truth initiative
Down Syndrome Answers
Canadian Down Syndrome Society
BBDO Toronto*
Hidden Trail Media
Rooster Post
Cylinder 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*
MediaCom
iCrossing
Match MG
Energy BBDO*
MediaCom
iCrossing
HEALTHCARE - OTC HEALTHCARE SERVICES
BRONZE GOLD GOLD
Robitussin Allegheny Health Network
Highmark Blue Cross Blue
Shield Delaware
It’s Never Just a Cough
Pzer Consumer Healthcare
#LivingProof
Highmark Health
Blue Hen
Highmark Health
Grey New York*
Tribal Worldwide
Coyne PR
Doner Advertising*
Assembly
Results Digital
Partners + Napier*
dPost
PushMP
9 2018 EFFIE AWARDS / NORTH AMERICA
DATA-DRIVEN / PROGRAMMATIC MEDIA IDEA
SILVER BRONZE GOLD
Aveeno Therau
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 + Langer
Cadreon
PHD*
The Weather Company
Wunderman Health
McCann New York*
MEDIA EFFIES
MEDIA IDEA
MEDIA INNOVATION -
EXISTING CHANNEL
SILVER BRONZE GOLD
U.S. Army
Canadian Down Syndrome
Society
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 Efes 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 Muefing Communications
22squared*
Marmoset
Slice
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 Paris
McCann Melbourne
McCann New York*
FP7/DXB (A part
of McCann Worldgroup)*
PHD UAE
Magna MENA Dubai
Mint 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 Efe Awards honor the year’s most effective global marketing ideas - ideas that work in multiple worldwide
markets. 2018 Global Efe 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 signicant in the context of the Global competition. Efe Worldwide offers two ways to enter the Global Efe 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 Efe Awards Gala on
Thursday, May 31 in New York City.
Congratulations to this year’s winners.
The Global Efes Are Proudly Sponsored By: