La filial neozelandesa de Y&R se llevó el Grand Effie de la última edición de los North American Effie Awards, con su campaña The McWhopper Proposal, para Burger King. Participaron de este trabajo las agencias David, ABPR, Code and Theory y Turner Duckworth.
En la gala de premiación se revelaron además los rankings completos de los holdings, anunciantes, marcas y agencias más efectivos de Canadá y Estados Unidos. El primer lugar del ranking de anunciantes lo comparten este año Unilever y PepsiCo, y el de marcas lo encabeza IBM. IPG fue por primera vez el holding más efectivo. Ogilvy & Mather quedó primera entre las redes, McCann New York entre las agencias (ascendiendo 12 posiciones con respecto a 2016) y Droga5 entre las agencias independientes.
Además, se entregaron un total de 29 Oros, 56 Platas y 55 Bronces. Los rankings de este año serán tenidos en cuenta en el Global Effie Index del año que viene.
En la categoría Hispanic no se entregó Oro. Grupo Gallegos ganó Plata por su campaña Language Choice para Comcast/Xfinity, mientras el Bronce fue para Washes Away Hurtful de las agencias Conill, Starcom y FleishmanHillard para la marca Tide de Procter & Gamble.


North American Effie Awards 2017 - Ganadores

Gran Effie: The McWhopper Proposal, de Y&R New Zealand (con David, ABPR, Code and Theory y Turner Duckworth) para Burger King

Marketers Más Efectivos: Unilever/PepsiCo, Mars, IBM

Marcas Más Efectivas: IBM, Extra Gum/JetBlue, Pepsi.

Agencias Más Efectivas: McCann New York, Ogilvy New York, Leo Burnett/Arc

Agencias Independientes Más Efectivas: Droga5, Periscope, VaynerMedia

Redes Más Efectivas: Ogilvy & Mather, McCann Worldgroup, BBDO

Holdings Más Efectivos: IPG, WPP, Omnicom


Automotive – Vehicles
-Plata: Chevrolet Spark Launch, de McCann Canada para Chevrolet Canada
-Bronce: Strenghtening Perceptions: Chevy Silverado, de Coomonwealth//McCann para Chevrolet

Beauty
-Plata: Katy Kat, de Grey New York para Procter & Gamble
-Bronce: #DadDo, de Grey New York para Procter & Gamble

Beverages – Non-Alcohol
-Plata: Mountain Dew: It All Starts With a Kick, de BBDO New York para PepsiCo

Brand Experience
-Oro: Van Gogh BnB, de Leo Burnett/Arc para Art Institute of Chicago
-Plata: Chevrolet Spark Launch, de McCann Canada para Chevrolet Canada
-Bronce: Lockheed Martin Field Trip to Mars, de McCann New York para Lockheed Martin

Branded Content
-Oro: Unwrapping a Love Story, de Energy BBDO para Mars/Wrigley
-Bronce: C-suite, de Ogilvy & Mather para IBM

Branded Utility
-Plata: Care Counts, de DigitasLBi para Whirlpool
-Bronce: C-suite, de Ogilvy & Mather para IBM

Business-to-Business
-Oro: Outthink, de Ogilvy & Mather para IBM
-Plata: A New Legacy Begins, de McCann New York para Microsoft

Carpe Diem – Products
-Oro: Imagine the Possibilities, de BBDO San Francisco y BBDO New Work para Mattel
-Plata: The McWhopper Proposal, de Y&R New Zealand para Burger King
-Plata: Unwrapping a Love Story, de Energy BBDO para Mars/Wrigley
-Bronce: The Super Bowl Dunk, de VML y OMD para PepsiCo

Carpe Diem – Services
-Bronce: Reach Across the Aisle, de MullenLowe US y MullenLowe MediaHub para JetBlue Airways

Corporate Reputation
-Plata: Outthink, de Ogilvy & Mather para IBM

Culture & the Arts
-Plata: Van Gogh BnB, de Leo Burnett/Arc para Art Institute of Chicago
-Bronce: MPM: Big Is Here, de Cramer-Krasselt para Milwaukee Public Museum

David vs. Goliath
-Plata: The Wiener Wat, de Fitzgerald & Co para Checkers & Rally’s
-Plata: Ask Guðmundur, de The Brooklyn Brothers e Islenska para Promote Iceland
-Bronce: A Beardly Awesome New Product Launch and Program, de Periscope para Ferrara Candy Company

Engaged Community
-Oro: Be The Guy, de Space 150 para Be The Match
-Bronce: Dove Hair #LoveYourCurls Emojis, de Edelman y Oglvy & Mather Paris para Unilever

Entertainment & Sports
-Plata: Imagine the Possibilities, de BBDO San Francisco y BBDO New York para Mattel
-Plata: Madden the Movie, de Heat para Electronic Arts
-Bronce: Overwatch, de Droga5 y Liquid Advertising para Blizzard Entertainment

Fashion
-Bronce: Michael Phelps, de Droga5 para Under Armour

Financial Cards
-Bronce: An Effie Entry That Actually Means What It Says, de Publicis North America para Citi

Fitness & Wellness
-Bronce: Fit For All, de Argonaut para Fitbit
-Bronce: If It’s Not Game Time, It’s Recover Time, de TBWA\Chiat\Day Los Angeles para PepsiCo

Government, Institutional & Recruitment
-Plata: U.S. Army Cryptaris Mission, de McCann New York para U.S. Army
-Bronce: The New York Lottery – “You’d Make a Way Better Rich Person”, de McCann New York para The New York Lottery

Hispanic
-Plata: Language Choice, de Grupo Gallegos para Comcast/XFinity
-Bronce: Tide Washes Away Hurtful Labels, de Conill y Starcom para Procer & Gamble

Household Supplies & Services
-Bronce: Gain by Gain, de Leo Burnett Toronto para Procter & Gamble
-Bronce: The Hunt for the First Ever Mrs. Meyer’s Home “Maker”, de Ogilvy & Mather para SC Johnson

Influencers
-Oro: Prevent #CATmaggedon, de 72andSunny para Truth Initiative
-Plata: FlyBabies, de MullenLowe US y MullenLowe MediaHub para JetBlue Airways

Internet & Telecom
-Bronce: Cloudscape, de Ogilvy & Mather para IBM

LGBT Community
-Plata: Doritos Rainbows, de Goodby Silverstein & Partners para Frito-Lay North America
-Plata: Blood Equality, de FCB Health para Gay Men’s Health Crisis

Office & Delivery
-Oro: The Co-Worker Collection, de McCann New York para Office Depot OfficeMax
-Bronce: Your Business Becomes Our Business, de McCann New York para United States Postal Service

Olympics Marketing
-Plata: Michael Phelps, de Droga5 para Under Armour
-Bronce: Step Up Stand Tall, de Cleansheet Communications y Touché! Para Canadian Tire Corporation

Packaged Food
-Plata: Love at First Taste, de MullenLowe US para Unilever
-Bronce: Pop-Tarts Soda-Mazing, de VML para The Kellogg Company

Personal Care
-Plata: No Baby Unhugged, de Ogilvy & Mather y Mindshare para Kinberly-Clark
-Plata: The Vaseline Healing Project, de BBH New York para Unilever
-Bronce: Go Ask Dad, de Grey New York para Procer & Gamble

Renaissance
-Plata: No Baby Unhugged, de Ogilvy & Mather y Mindshare para Kinberly-Clark
-Bronce: Give Extra, Get Extra, de Energy BBDO para Mars/Wrigley
-Bronce: The Return of Colonel Sanders, de Wieden+Kennedy para KFC

Restaurants
-Oro: The McWhopper Proposal, de Y&R New Zealand para Burger King
-Bronce: Quesalupa is #BiggerThan, de Deutsch LA para Taco Bell

Retail
-Plata: Find Your Perfect, de DigitasLBi para eBay
-Plata: Greenlight a Vet, de Saatchi & Saatchi para Walmart
-Bronce: The Holiday Odyssey, de 72andSunny para Target

Seasonal Marketing
-Oro: Morton Safe-T-Pet – A Safer Winter for All, de Neo@Ogilvy para Morton Salt
-Plata: The Co-Worker Collection, de McCann New York para Office Depot OfficeMax
-Bronce: Watson x The Oscars, de Ogilvy & Mather para IBM
-Bronce: Skittles Holiday Pawn Shop, de BBDO Toronto para Wrigley Canada

Small Budgets – Products
-Plata: The Baby Stroller Test-Ride by Contours, de FCB Chicago para Kolcraft
-Bronce: Van Gogh BnB, de Leo Burnett/Arc para Art Institute of Chicago

Small Budgets – Services
-Plata: FlyBabies, de MullenLowe US y MullenLowe MediaHub para JetBlue Airways
-Plata: Bedstock: Playing Music From Our Bed For Kids Stuck In Theirs, de Anomaly para Children’s Cancer Association
-Bronce: Feel the Real, de Partners + Napier para Outdoor Advertising Association of America

Snacks & Desserts
-Plata: Cheetos Museum, de Goodby Silverstein & Partners para Frito-Lay North America
-Bronce: Unwrapping a Love Story, de Energy BBDO para Mars/Wrigley
-Bronce: A Beardly Awesome New Product Launch and Program, de Periscope para Ferrara Candy Company

Software & Apps
-Plata: The New Way To Do Taxes, de Wieden+Kennedy para TurboTax
-Bronce: Outthink, de Ogilvy & Mather para IBM

Sustained Success – Products
-Oro: The Most Interesting Man in the World, de Havas New York para Heineken USA
-Plata: Share Some Soul, de David & Goliath para Kia Motors America
-Bronce: Give Extra, Get Extra, de Energy BBDO para Mars/Wrigley

Sustained Success – Services
-Oro: Small Business Saturday, de DigitasLBi para American Express
-Oro: You Above All, de MullenLowe US para MullenLowe MediaHub para JetBlue Airways
-Plata: A Movement for Michigan, de McCann Detroit para Michigan Economic Development Corporation
-Plata: Tips From Former Smokers, de Arnold Worldwide para US Centers for Disease Control and Prevention/Office on Smoking and Health

Transportation
-Plata: Transferency, de GSD&M para Southwest Airlines

Travel & Tourism
-Plata: Don’t Go There, Live There, de TBWA\Chiat\Day Los Angeles para Airbnb
-Plata: Ask Guðmundur, de The Brooklyn Brothers e Islenska para Promote Iceland

Youth Marketing – Teens & Young Adults
-Bronce: Run Like Hell, de FCB New York para FDA Center for Tobacco Products
-Bronce: The Cognitive Dress, de Ogilvy & Mather para IBM

Health Effies

Disease Awareness & Education: Advocacy
-Plata: The Hero Gene, de Area 23 para Be the Match
-Plata: Finishers 2.0, de 72andSunny para Truth Initiative
-Bronce: Ladyballs, de Grey Canada para Ovarian Cancer Canada

Disease Awareness & Education: Pharma/Corporate
-Plata: First Haircut, de MullenLowe US para Ulta Beauty

Healthcare – OTC
-Oro: The Migraine Experience, de Weber Shandwick y DDB Remedy para GSK Consumer Healthcare

Healthcare – RX – Consumer/ DTC
-Bronce: Tell Me Something I Don’t Know, de FCB Health para Allergan Ironwood Pharmaceuticals

Healthcare – RX – Devices
-Oro: Breathless Choir – The triumph of the WHY over the WHAT, de Ogilvy & Mather para Philips

Healthcare Services
-Oro: UnitedHealthcare Ways In, de Leo Burnett/Arc para UnitedHealthcare
-Bronce: Can Thinking Small Win Big?, de Energy BBDO para Luxottica

Media Effies

Media Idea
-Oro: A New Media Model to Transform a Brand that Sucks, de Anomaly para The Hershey Company
-Plata: Girl Emojis, de Starcom y Leo Burnett/Arc para Procter & Gamble
-Plata: Advice Wipes, de McCann New York para Mayborn Group
-Bronce: Find Your Style 101, de MEC Global para Ikea

Media Innovation – Existing Channel
-Plata: #ComeSeekLive, de MullenLowe Mediahub US y MullenLowe US para Royal Caribbean International
-Plata: Game Changer, de Droga5 para Under Armour
-Bronce: Releasing a Love Story that Sells Itself, de Energy BBDO para Mars/Wrigley

Media Innovation – New Channel Creation
-Oro: Lockheed Martin Field Trip to Mars, de McCann New York para Lockheed Martin

Media Partnership Activation
-Oro: Pepsi + Empire, de OMD para PepsiCO
-Oro: U.S. Army Cryptaris Mission, de McCann New York para U.S. Army

Positive Change Effies

Environmental – Brands
-Oro: How Seventh Generation Turned The Environment Into A Personal Matter For Millennial Moms, de 72andSunny para Seventh Generation
-Bronce: Who We Are Is What We Leave Behind, de Carmichael Lynch para Subaru of America

Social Good – Brands
-Plata: Care Counts, de DigitasLBi para Whirlpool
-Bronce: Like A Girl Emojis, de Leo Burnett/Arc para Procter & Gamble

Social Good – Non-Profit
-Oro: Even An Asshole Can Save A Life, de The Martin Agency para Donate Life America
-Plata: Bedstock: Playing Music From Our Bed For Kids Stuck In Theirs, de Anomaly para Children’s Cancer Association
-Bronce: I Am A Witness, de Goodby Silverstein & Partners para Ad Council

Shopper Marketing

Awareness, Trial & Conversion
-Bronce: Wallgreens Do Deo Better, de Team Unilever Shopper y Geometry Global para Unilever

Category/Aisle Evolution
-Bronce: Digitalizing Retail, de Leo Burnett/Arc para Intel

David vs. Goliath
-Oro: The Baby Stroller Test-Ride by Contours, de FCB/RED y FCB Chicago para Kolcraft

Multi-Brand/Manufacturer Shopper Solution
-Bronce: Your Style, Your Way, de Team Unilever Shopper y Geometry Global para Unilever

Multi-Retailer Program
-Plata: Oreo Cookie Balls, de Geometry Global para Mondeléz International
-Plata: #Say It With Pepsi, de TracyLocke para PepsiCo

New Product/Service Introduction
-Plata: Gilette’s Meet the Protectors at Walmart, de Saatchi & Saatchi X para Procter & Gamble
-Bronce: Try SomeTHiN Good, de Geometry Global para Mondeléz International

Omni-Channel Shopper Experience
-Oro: Dove #SpeakBeautiful at Target, de Team Unilever Shopper y Geometry Global para Unilever
-Oro: #SayItWithPepsi, de TracyLocke para PepsiCo

Seasonal/Event
-Oro: National Toilet Paper Day, de Droga5 para Georgia-Pacific
-Bronce: Walgreens Give H2OPE to Others, de Team Unilever Shopper y Geometry Global para Unilever

Single-Retailer Program: Drugstores
-Bronce: Walgreens for a Healthy Home, de Leo Burnett/Arc para Procter & Gamble

Single-Retailer Program: Mass Merchants
-Plata: Say Thank You With M, de Catapult Marketing para Mars Chocolate North America
-Bronce: College Care Essentials, de Geometry Global para Johnson & Johnson
-Bronce: McDonald’s & Coca-Cola, de Leo Burnett/Arc para McDonald’s y The Coca-Cola Company

Single-Retailer Program: Other
-Oro: Build a Better Basket at Dollar General, de TPN para The Hershey Company
-Oro: National Toilet Paper Day, de Droga5 para Georgia-Pacific

Single-Retailer Program: Supermarkets
-Plata: Water Sustainability, de The Mars Agency para Colgate-Palmolive
-Plata: ShopRite Mix-In Matchmaker Program, de Partners + Napier para Saputo Diary Foods
-Bronce: Feed a Childhood, de FCB/RED para MilkPEP

Global Effies

Multi Market – Fast Moving Consumer Goods
-Oro: Girl Emojis - #LikeAGirl, de Starcom London y Leo Burnett/Arc para Procter & Gamble
-Plata: Help a Child Reach 5, de MullenLowe Group Singapore y MullenLowe Lintas Group India para Unilever
-Plata: Feed the Good, de BBDO New York para Mars Petcare Global

Multi Region – Fast Moving Consumer Goods
-Plata: Feed the Good, de BBDO New York para Mars Petcare Global

Multi Region – Transportation, Travel & Tourism
-Oro: Don’t Go There, Live There, de TBWA\Chiat\Day Los Angeles y Starcom para Airbnb