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American Greetings wins Grand Effie

News, 05 June 2015

NEW YORK: American Greetings, Procter & Gamble and Newcastle Brown Ale were among the multiple winners at last night's 2015 North American Effie awards, picking up golds in a number of categories.

The four-gold-winning American Greetings, the card manufacturer, won the coveted Grand Effie for The World's Toughest Job in the Retail, Seasonal, Single Impact Engagement and Small Budgets-Products categories.

An alternative case study of the same campaign - Marketing the #worldstoughestjob - was also recognised in the most recent Jay Chiat Awards for Strategic Excellence. 

This Mother's Day campaign by Mullen Lowe used an online video talking about the 'hardest job in the world' to build appreciation for mothers.

Overall, there were 116 winners across 54 categories. Warc subscribers can access a selection of the winning case studies (with more to follow shortly).

Procter & Gamble was the biggest client winner on the night, bagging a total of eight golds – in contrast to the one it picked up last year – six silvers and two bronzes.

Its #likeagirl campaign, created by Leo Burnett for the Always feminine hygiene brand, matched American Greetings' four golds by winning in the Global, Engaged Community, Youth Marketing and Media Idea categories.

This sought to shift the conversation in the category away from scientific demonstrations or idealized imagery and reframed how people used the expression "like a girl" to make it a term of empowerment.

The remaining four were for a Wieden + Kennedy campaign for Old Spice, a Saatchi & Saatchi X campaign for COVERGIRL, in two categories, and a Grey New York campaign for Pantene.

Newcastle Brown Ale, the Heineken-owned beer brand, won gold in three categories – David vs Goliath, Seasonal and Beverages-Alcohol – with its Droga5-inspired campaign If We Made It. This played up to its image as an honest, no-frills beer brand in the US by parodying the advertising hype around the Super Bowl.

Coca-Cola picked up two golds, one in the Beverages-Non-Alcohol category for its Share A Coke campaign, and one in the Single-Retailer Rollout category for the Share It Forward campaign it ran with Walmart.

The US Navy also won two golds for Project Architeuthis, a cryptology game it ran on social media to educate the public about Navy career opportunities in this field.

Data sourced from Effie; additional content by Warc staff