Effie Worldwide has named Nike’s “Dream Crazy” the most effective campaign in the world. While Australia was amongst the winner’s too, with Ogivly’s “Michelin Impossible” work for KFC winning in the restaurant category. See the full list of winners at the bottom of this article.
The Global Best of the Best Effies invited all Grand and Gold Effie winners from 2019 and 2020 Effie Awards competitions around the world to compete head to head to determine the most effective marketing efforts of the year. The competition has created two new tiers of recognition – the first-ever Global Grand Effies and the Iridium Effie, the single most effective marketing effort worldwide.
In the competition, 62 campaigns were selected to contend for the Global Grand Effie in their categories, from which 12 winners emerged following two rounds of judging.
CEO of Ogilvy Australia, Sally Kissane, said the agency was “beyond thrilled” to have come out winners at the inaugural award ceremony.
“This result is a testament to what we strive for every day at Ogilvy Australia – to make work that really works,” she said.
“I am very proud of our team who remain continuously committed to creating highly effective and ambitious work. I would also like to recognise the vital contribution made by our partners, and the cross-collaboration between teams within the Ogilvy Network, alongside our amazing client KFC.”
Traci Alford, global CEO, Effie Worldwide said: “The Global Grand Effie winners are truly the best of the best, proving exceptional across Effie’s 4-pillar framework for marketing effectiveness. This work has not only been celebrated locally, but has stood up to a jury of peers across the globe. A big congratulations to all of this year’s winning teams.”
The full list of winners included:
- Brand Experience-Services:IKEA Russia & Instinct (BBDO Group) “Apartmenteka,” with ZBRSK
- Commerce & Shopper Marketing:Restaurant Brands International’s Burger King & FCB New York “The Whopper Detour,” with O Positive Films, Zombie Studio, Chemistry Creative & ABMC
- FMCG-Food & Beverage:Nestlé Mexico’s Nescafé & Bombay “Nescafé Tributo”
- FMCG-Other:Procter & Gamble’s Tide & Saatchi & Saatchi New York “It’s a Tide Ad,” with Hearts & Science, Taylor Strategy, MKTG & Marina Maher Communications
- Media, Entertainment & Leisure:The Walt Disney Company Latin America’s National Geographic and Wolf BCPP “Nat Geo Into The Dark. A trip to the eclipse,” with Agencia Opera Chile
- Positive Change: Social Good-Brands:Black & Abroad & FCB/SIX “Go Back to Africa,” with Initiative, Glossy Inc., Grayson Matthews, Rooster Post
- Positive Change: Social Good-Non-Profit:Street Grace & BBDO Atlanta “Gracie”
- Restaurants:KFC Australia & Ogilvy Australia “Michelin Impossible,” with OPR Australia, MediaCom & Infinity Squared
- Retail:Nike & Wieden+Kennedy “Dream Crazy,” with Park Pictures, JOINT Editorial, A52 & Publicis Sapient
- Seasonal/Current Events:Microsoft & McCann New York “Changing the Game”
- Sustained Success:Aldi UK & Ireland & McCann Manchester “Like Brands’ 2011-2018,” with UM Manchester
- Transportation, Travel & Tourism:Tourism New Zealand, Special Group New Zealand & Special Group Australia’s “Good Morning World”
