Marketing Estados Unidos

POR SU TRABAJO PARA LA CONSOLA NINTENDO WII

Leo Burnett se quedó con el Grand Effie 2008

En la 40ª edición de los Effie Awards en Estados Unidos, la campaña “Wii would like to play”, de Leo Burnett para Nintendo, obtuvo el premio mayor de la noche. WPP fue el holding más ganador y, con tres oros, Goodby Silverstein San Francisco fue la agencia que obtuvo más estatuillas doradas. En la nota, la lista completa de ganadores.

Leo Burnett se quedó con el Grand Effie 2008
La estrategia de Nintendo se basó en invitar a jugar a jóvenes, padres y abuelos por igual.

La campaña Wii would like to play, de Leo Burnett para la consola de juegos de Nintendo, Wii, resultó ganadora del premio mayor en la 40ª edición de los Effie Awards, anoche, en Nueva York.

La estrategia de Wii se basó en incluir a padres y abuelos en el target de su campaña publicitaria y en invitar a todos ellos –y no exclusivamente a los jóvenes– a jugar con la consola.

El jurado del certamen, liderado por Deborah Meyer, VP y chief marketing officer de Chrysler, explicó que la puja por el Grand Effie se debatió otros 4 trabajos, que habían sido premiados con oro en sus categorías: la campaña de Anomaly Communications para Keep A Child Alive, el trabajo de BBDO Nueva York para GE, la campaña de JWT para Kleenex y el trabajo de Secret Weapon Marketing para Jack in the Box.

De los 94 premios entregados, la mayor cantidad fue para el holding WPP, que obtuvo 26 en total. Le siguieron Omnicom, con 21; Publicis, con 15; IPG, con 11, y Havas, con 6.

Por su parte, Goodby Silverstein (San Francisco) fue la agencia que más oros obtuvo, con tres Effies por su trabajo para Adobe, Doritos y HP.

Para evaluar los casos ganadores, el jurado de los Effie Awards tiene en cuenta el siguiente criterio: la estrategia y la concepción y desarrollo de la idea representan el 70% de la decisión, mientras que el restante 30% se atribuye a los resultados obtenidos por la campaña.

Grand Effie: Nintendo, de Leo Burnett Usa. Golin Harris. Starcom Worldwide  para  Nintendo Of America, Wii Would Like To Play.


African-American

Plata: Vaseline, de Bartle Bogle Hegarty. Mindshare. Colangelo. M Booth para Unilever, Skinvoice.

 

Agricultural / Industrial / Building

Bronce: Integrity Windows and Doors, de Martin Williams Advertising para Integrity Windows And Doors, New Product Development Lab.

Plata: Sheetrock, de HSR Business To Business para USG Corporation, Down With Dust.

 

Automotive, Related Products & Services

Plata: BP, de Ogilvy & Mather. Mindshare. Millward Brown, Mekanism para BP, Helios Power.

Bronce: Goodyear Tire & Rubber, de McCann Erickson. MPG. Hitchcock. Fleming And Associates, Coyne Public Relations, Wunderman para Goodyear Tire& Rubber Co., Get There.

 

Automotive, Vehicles
Oro: Toyota, de Saatchi & Saatchi Los Angeles para Toyota Motor Sales, Tundra Launch.

Plata: Nissan North America, de The TRUE Agency. GTM, Black Rock Digital para Nissan North America, Nissan Altima ‘Keys´.

Plata: Southern California. Honda Dealers Assn, de Secret Weapon Marketing. Horizon Media. Kurent, Inc. para  Southern California Dealers Assn, Helpful.

 

Beauty Products & Services

Plata: Vaseline, de Bartle Bogle Hegarty. Mindshare. Colangelo, INtegrated Marketing

Solutions, OgilvyHealth para Unilever, Keeping Skin Amazing.

Bronce: Max Factor, de Grey Worldwide. Starcom Mediavest Group. IMC2, Marina Maher Communications, Alliance para  Procter & Gamble, Makeup As Fashion!

Bronce: Suave, de Ogilvy & Mather, Chicago. Ogilvy One, Chicago. Mindshare, Chicago,Ogilvy Action, Chicago. Weber Shandwick, Chicago para  Unilever North America, Beauty Wake-Up Call.

 

Beverages, Non-Alcohol

Plata: V8, de Y&R New York. G2 Interactive. Mediaedge:Cia,. Weber Shandwick para  Campbell Soup Company, Bop – Could’ve Had a V8.

Bronce: Diet Pepsi Max, de BBDO. OMD. Tribal DDB, Tracylocke para  Pepsi,  Wake Up People.

Bronce: Nurture, de The Johnson Group para  Mayfield Dairy Farms, Nurture Milk Launch Campaign

 

Beverages, Alcohol

Oro: Carlo Rossi Vineyards, de Cole & Weber United. Western Neon (Fabricator), Maxwell Pr para  E&J Gallo Winery, Jug Simple Integrated Campaign.

Plata: Rolling Rock, de Goodby, Silverstein & Partners para Anheuser-Busch Companies, Inc., Ron Stablehorn.

Plata: Svedka, de Spirits Marque One In-House. Amalgamated NYC para Spirits Marque One, LLC, Voted #1 Vodka Of 2033

 

Breakfast Foods

Oro: Kellogg’s Rice Krispies, de Leo Burnett. Starcom Usa. Relay Worldwide, Biggs|Gillmore Communications para  Kellogg, Childhood Is Calling.

Plata: Raisin Bran Crunch, de Leo Burnett Usa. Starcom Usa para Kellogg, What’s Yours?

 

Children’s Products & Services

Oro: Fisher-Price, de Draftfcb. Freeman Public Relations. Eric Mower And Associates para Fisher-Price Friends, Best Kept Secret.

Computer Hardware

Oro: Hewlett Packard, de Goodby, Silverstein & Partners. Zenith Optimedia para  Hewlett Packard, The Computer Is Personal Again.

 

Computer Software
Oro: Adobe, de Goodby, Silverstein & Partners para Adobe Systems, Creative License.

 

Consumer Electronics

Oro: Sony Bravia, de Mckinney para Sony Electronics, Inc., The World’s First Television For Men And Women.

Bronce: Canon, de Grey New York para Canon Usa, Shoot Like a Pro.

 

Corporate Reputation / Image / Identity

Oro: The Dow Chemical Company, de Draftfcb Chicago. Initiative Media para The Dow Chemical Company, The Human Element.

Plata: Cisco, de Ogilvy & Mather. Mindshare. M80, Neo para Cisco Systems, Welcome To The Human Network

Culture & The Arts

Oro: Cuttin’ Up At The Alliance Theatre, de BBDO Atlanta para The Alliance Theatre, The Afro Pick Campaign.

Bronce: Basilica Of Saint Mary’s, de Olson para Basilica Of Saint Mary, It’s A Sign.


David Vs. Goliath

Oro: Mcdonald’s Of Western Washington, de DDB, Seatle. OMD, Seattle para  Mcdonald’s Usa, LLC Northwest Region, Piping Cold.

Plata: Alltel Wireless, de Campbell-Ewald. The Martin Agency para Alltel Wireless, Chad & The Sales Guys
Plata:
Truth, de Arnold. Crispin Porter + Bogusky. Media Head. GTM para American Legacy Foundation, Truth Vs. Big Tobacco.

Bronce: Chemistry.Com, de Hanft Raboy and Partners para Chemistry.Com, Come As You Are

 

Delivery Systems & Products

Oro: Ups, The Martin Agency. IQ Interactive para  Ups, Whiteboard.

 

Entertainment / Sporting Events

Oro: Espn, de Wieden + Kennedy para  Espn, Is It Monday Yet?

Bronce: Frito-Lay, de OMD. TPN. Millsport, Goodby, Silverstein & Partners, Ketchum para  Frito-Lay, Crash The Super Bowl

 

Fashion / Style

Plata: Diamond Trading Company, de JWT. Mindshare. RMG Connect para Debeers Group Marketing, Say Everything Without Saying A Word

Bronce: Crocs, Timezoneone. Zimmerman para Crocs, Take A Closer Look

Fast Food / Casual Dining / Restaurants

Oro: Jack In The Box, de Secret Weapon Marketing. Horizon Media, Inc. para Jack In The Box, Sirloin Vs. Angus.

Plata: Mcdonald’s Of Western Washington, de DDB, Seatle. OMD, Seattle para  Mcdonald’s Usa, Llc Northwest Region, Piping Cold.

Bronce: Domino’s, de JWT. JWT/Mindshare. Momentum Worldwide para Domino’s Pizza, The Anything Goes Deal

 

Financial Services: Cards

Oro: American Express, de Digitas. Mindshare. Ogilvy & Mather, Endeavor para  American Express, The Members Project

Financial Services: Products / Services

Oro: State Farm, de DDB. Tribal DDB East. OMD para State Farm Insurance, Now What?

 

Global

Oro: Vaseline, de Bartle Bogle Hegarty. Mindshare. Colangelo, M Booth para Unilever, Keeping Skin Amazing.

Plata: Dove, de Ogilvy & Mather. Edelman GMBH. Mindshare para Unilever, Pro-Age
Bronce:
Kellogg’s Special K, de JWT. Cheetham Bell JWT, Mindshare. K Agency para Kellogg Company, Drop A Jeans Size Challenge.

Government / Institutional / Recruitment

Oro: University Of Minnesota, de Olson para University Of Minnesota, University Relations, Driven To Discover.

Plata: Southern Nevada Water Authority, de R&R Partners para Southern Nevada Water Authority, Compliance 2007.
Bronce:
New Orleans Recovery School District, de Peter A. Mayer Advertising Inc. para  New Orleans Recovery School District, Why You Teach.

 

Green

Oro: GE, de BBDO New York.  AMV BBDO. OMD. Stinson Partners, Syrup para GE, Ecomagination Round 2.

Plata: Wal-Mart, de Saatchi & Saatchi S para Wal-Mart Stores, Inc. Psp 2007: Personal, Sustainability Project.
Bronce:
Hsbc, de JWT. RMG Connect. GroupM. Uniworld Group, Kang & Lee para  Hsbc, There’s No Small Change.

 

Healthcare Otc

Bronce: Crest, de Saatch & Saatchi. SMG United. Devries Public Relations, Deskey, Medicus NY para Procter & Gamble, Protect The Areas Dentists Check Most.

Healthcare Rx
Bronce: Juvéderm, de Grey. Mediacom. G2, Pacific Communications para Allergan, Inc., Parentheses.

 

Healthcare Products & Services

Plata: Oakwood Healthcare System, de JWT Team Detroit. Mindshare Team Detroit para Oakwood, A Marketing Emergency.
Bronce: ThemaCare, de Publicis Usa. Bridge Worldwide. SMG/Mediavest. Devries Public Relations, Kirt Gunn & Associates para  Procter & Gamble, Men With Cramps.

 

Hispanic

Plata: The Beef Checkoff, de Heilbrice Marketing Communications para The Beef Checkoff, Hispanic Beef Retail Toolkit.

Plata: Toyota Motor Sales, de Conill Advertising para Toyota Motor Sales, Tundrazo.

 

Household Furnishings & Appliances

Bronce: InSinkErator, de Cramer-Krasselt para  Insinkerator, Grind More. Hear Less.

 

Household Supplies & Services

Oro: Kleenex, de JWT. Mindshare. GMR, Ketchum para Kimberly-Clark, Let It Out.

 

Internet Products & Services
Bronce: Ancestry.Com, de Mullen Advertising. Coltrin para Ancestry.Com, Your Family History Awaits.

 

Leisure Products

Plata: Nike Bauer, de Olson para Nike Bauer Jockey, Crazy Love.

Plata: Polaris, de Mckinney para Polaris Industries, Duel.

Bronce: Hallmark, de Leo Burnett. Starcom Worldwide. Kicking Cow Promotions, Inc., Fleish-Man-Hillard, Hallmark Design Studio para Hallmark Cards, Inc., Amplified Experiences: Cards With Sound.

Media Companies

Plata: Discovery Channel, de PHD. Crew Creative para Discovery Communications, Planet Earth.

 

Media Idea

Oro: Keep A Child Alive, de Anomaly Communications para Keep A Child Alive, Kca’s Media Ambush Of The Iphone Launch.

Plata: The North Face, de DDB, Seattle. OMD, Seattle. Fluid Inc. para The North Face, Marathons Are...Cute
Bronce:
IBM Corporation, de Ogilvy & Mather. Mindshare para Ibm Corporation, Stories Of Innovation.

 

New Product or Service

Oro: Nintendo, de Leo Burnett Usa. Golin Harris. Starcom Worldwide  para  Nintendo Of America, Wii Would Like To Play.

Plata: The North Face, de DDB, Seattle. OMD, Seattle. Fluid Inc. para The North Face, Marathons Are...Cute.

Bronce: Inspired By... The Bible Experience, de Zondervan Marketing Group. Deodandum. BTB Communications, Lambert Edwards & Assoc., Hanon Mckendry para Inspired By Media Group, The Bible Has A Voice [Listen].

Bronce: Valspar, de Euro RSGC Chicago. Mpg/Media Contacts. Leo J. Shapiro, Iconnicholson, Peppercom para Valspar, Missing Chip Campaign.

 

Non-Profit / Pro-Bono / Public Service

Oro: Keep A Child Alive, de Anomaly Communications para Keep A Child Alive, Kca’s Media Ambush Of The Iphone Launch.

Oro: Rage Against The Haze [Sc Dhec], de Brains On Fire para Sc Department Of Environmental Health & Control, Rage Against The Haze: The Movement.

Plata: Truth, de Arnold Crispin Porter + Bogusky. Media Head. GTM para American Legacy Foundation, Infect Truth.

Bronce: Autism Speaks, de BBDO New York. The Advertisng Council para Autism Speaks, ‘Odds’ Campaign.

 

Packaged Food

Oro: Hellmann’s, de Ogilvy & Mather. Mindshare. Ogilvy Pr, Ryan Idirect, Embassy Row para Unilever, It’s Time For Real.

Plata: Gerber Graduates, de Draftfcb. Mindshare. Zipatoni para Gerber, Wobbly World.

Bronce: Jennie-O Turkey Store, de BBDO Minneapolis. PHD para Jennie-O Turkey Store, Look At Turkey Now.

 

Renaissance

Oro: Doritos, de Goodby, Silverstein & Partners The Marketing Arm. OMD. Ketchum, TPN para  Frito-Lay, Snack Strong Productions.

Oro: Ocean Spray, de Arnold. Zenith. Weber Shandwick, Connelly & Partners para Ocean Spray Cranberries, Inc., Straight From The Bog.

Plata: Perrier, de Ogilvy & Mather. Zenith Optimedia. Ogilvy Action para Nestle Waters North America, IER.

Bronce: Wii, de Starcom Worldwide. Leo Burnett para Nintendo Of America, Wii Launch.

 

Retail

Plata: 7-Eleven , de Tracylocke. Freshworks: Integer, PHD, TPN para 7-Eleven, D’oh Thank Heaven: Simpsons Kwik-E-Mart.

 

Small Budgets

Oro: Msnbc.Com, de Ss+K. Beam, Media Kitchen, Fuel Industries para Msnbc.Com, A Fuller Spectrum Of News.

Plata: United States Postal Inspection Service, de Campbell-Ewald para United States Postal Inspection Service, 2 Smrt 4u Internet Safety Campaign.

 

 

Snacks / Desserts / Confections

Oro: Stride, de JWT. Mediaedge:Cia. Gold N Fish para Cadbury Adams, Good For You Bad For Us

Plata: Jack Link’s Beef Jerky, de Carmichael Lynch. Xylem Cci para Jack Link’s Beef Jerky, Messin With Sasquatch.

 

Sustained Success

Oro: Energizar, de Tbwa\Chiat\Day. Blick And Staff. Phd para Energizer Holdings, Inc., Energizer Bunny.

Plata: Orbit, de Energy BBDO. Mindshare para WM. Wrigley Jr. Company, No Matter What.

Bronce: The Milk Processor Education Program, de Lowe Worldwide para Milk Processor Education Program, The Milk Mustache Campaign.

Bronce: Olive Garden, de Grey New York. Mediacom GroupM. Olive Garden, Hospitaliano.

 

Telecom Services

Bronce: Alltel Wireless, de Campbell-Ewald. The Martin Agency para Alltel Wireless, Chad & The Sales Guys.

 

Transportation

Plata: Frontier Airlines, de Grey Worldwide para Frontier Airlines, Denver’s Favorite Animal.

 

Travel / Tourism / Destination

Plata: BMW Of North America, de Gsd&M’s Idea City. Juxt Interactive para BMW Of North America, Relearn To Drive.

 

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