NEW YORK: Old Spice, Procter & Gamble's personal care brand, won the Grand Effie at the 2011 North America Effie Awards for "The Man Your Man Could Smell Like" campaign.
The winning paper and case studies and creative from this year's North American Effies can be accessed by Warc subscribers here.
The irreverent and wildly popular Old Spice campaign was developed by Wieden+Kennedy. Paine PR and Landor were the contributing partners to the campaign, which also took Gold Awards in the media innovation and beauty product and services categories.
Carl Johnson, a co-founder of Anomaly and an Effie Worldwide board member, praised the campaign as fusing traditional marketing values and original thinking.
He said: "The Grand Effie winner is a game-changing campaign that combined the best of what has always mattered - strategy and creativity - with the best of what now matters - innovation and responsiveness."
"It's a role model campaign with outstanding results."
A follow-up initiative letting consumers ask Mustafa questions via sites like Facebook and Twitter, which involved the filming of 180 clips by way of reply, also scooped two Gold Awards.
Wieden+Kennedy scored a total of four Golds on the night, a tally matched by BBDO - which was lauded for work representing clients such as Starbucks.
Further clients and agencies carrying off Golds were Kraft and Digitas for "Real Women of Philadelphia", alongside Mini Cooper's "Mini versus Porsche Challenge", produced by Butler, Shine Stern and Partners.
Snickers, part of the Mars portfolio, claimed a Gold thanks to a campaign based around the theme "You're Not You When You're Hungry".
The Snickers campaign was also recognised by a Gold Global Effie Award, which rewards successful campaigns that ran in at least four countries and two or more regions.
IBM Corporation's "SmarterCities", spearheaded by Ogilvy & Mather USA and Mindshare/Neo USA, received a Silver Global Effie Award.
Elsewhere at last night's event, Matt Seiler, chairman of Effie Worldwide's board of directors and chief executive, Mediabrands, announced the inaugural Effie Effectiveness Index will be revealed in Cannes on June 23, 2011.
The Index, produced in partnership with Warc, will identify and rank the marketing communications industry's most effective agencies, advertisers and brands by analysing finalist and winner data from Effie competitions worldwide.
Data sourced from North American Effies; additional content by Warc staff