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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
AUTOMOTIVE – VEHICLES
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
3 / 2013 Effie Awards Finalists – Awarding Ideas That Work
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
Ogilvy & Mather and OgilvyAction
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.
Brooklyn Academy of Music
mcgarrybowen
Pima Air & Space Museum
The Great Paper Airplane Project
Pima Air & Space Museum
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
4 / 2013 Effie Awards Finalists – Awarding Ideas That Work
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
Samsung Telecommunications Americas
Taking a Bite out of Apple
Samsung Telecommunications Americas
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
5 / 2013 Effie Awards Finalists – Awarding Ideas That Work
FINANCIAL CARDS
FINANCIAL PRODUCTS & SERVICES
FINANCIAL PRODUCTS & SERVICES
GOODWORKS – BRANDS
GOODWORKS – BRANDS
GOODWORKS – NON-PROFIT
GOODWORKS – NON-PROFIT
American Express
Small Business Saturday
American Express Company
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
Small Business Saturday
American Express Company
Digitas and CP+B
Brooklyn Academy of Music
BAM and then it hits you.
Brooklyn Academy of Music
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
TBWA\Chiat\Day Los Angeles
American Red Cross
“Give something that means something”
American Red Cross
BBDO New York
Williams WhittlePHD Media
6 / 2013 Effie Awards Finalists – Awarding Ideas That Work
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
Allstate Insurance Company
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
7 / 2013 Effie Awards Finalists – Awarding Ideas That Work
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
Mezamashii Run Project
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
Mezamashii Run Project
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
Allstate Insurance Company
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
8 / 2013 Effie Awards Finalists – Awarding Ideas That Work
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
Great American Try-On
Kimberly-Clark
Ogilvy & Mather and OgilvyAction
Organic Inc.Marina Maher Communications, Inc
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
9 / 2013 Effie Awards Finalists – Awarding Ideas That Work
RETAIL
SMALL BUDGETS – PRODUCTS
SMALL BUDGETS – SERVICES
SINGLE IMPACT ENGAGEMENT
SINGLE IMPACT ENGAGEMENT
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
Mezamashii Run Project
Mizuno
McKinney
OREO
OREO Daily Twist
Mondelez International
Draftfcb NY
360iWeber ShandwickMediaVest
Pima Air & Space Museum
The Great Paper Airplane Project
Pima Air & Space Museum
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
Small Business Saturday
American Express Company
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
Mezamashii Run Project
Mizuno
McKinney
American Express
Amex Sync Show
American Express Company
Digitas and MomentumWW
SMALL BUDGETS – SERVICES
Women’s Sports Foundation
Keep Her In The Game
Women’s Sports Foundation Gatorade
TBWA\Chiat\Day Los Angeles
SNACKS/DESSERTS/CONFECTIONS
Klondike
Choco Taco
Unilever
The VIA Agency
MindshareGolinHarris
10 / 2013 Effie Awards Finalists – Awarding Ideas That Work
SNACKS/DESSERTS/CONFECTIONS
SNACKS/DESSERTS/CONFECTIONS
SOFTWARE
SUSTAINED SUCCESS
SUSTAINED SUCCESS
TRANSPORTATION
SUSTAINED SUCCESS
Sour Patch Kids
World Gone Sour
Mondelez International
Mother New York
Horizon Media Inc.Citizen Paine Public RelationsPlaybrainsHungry Man
OREO
OREO Daily Twist
Mondelez International
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
SNACKS/DESSERTS/CONFECTIONS
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
11 / 2013 Effie Awards Finalists – Awarding Ideas That Work
YEARLY TOPICAL CATEGORY: OLYMPICS MARKETING
YEARLY TOPICAL CATEGORY: OLYMPICS MARKETING
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
12 / 2013 Effie Awards Finalists – Awarding Ideas That Work
HEALTHCARE - OTC
HEALTHCARE - OTCDISEASE AWARENESS & EDUCATION
HEALTHCARE SERVICES
Depend
Great American Try-On
Kimberly-Clark
Ogilvy & Mather and OgilvyAction
Organic Inc.Marina Maher Communications, Inc
Mindshare
Kotex
Break Up
Kimberly-Clark
Ogilvy & Mather and OgilvyAction
Organic Inc.Marina Maher Communications, Inc
Mindshare
Poise
Ditch Your Fem Pad
Kimberly-Clark
Ogilvy & Mather and OgilvyAction
Organic Inc.Marina Maher Communications, Inc
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