Effie Worldwide

Media Innovation - New Channel Creation

This award showcases those who had the insight and creativity to create a new media channel to effectively grab their audience and effectively engage with them.




Lockheed Martin Field Trip to Mars

In an era of Silicon Valley innovation, Lockheed Martin was seen as an outdated defense contractor. Especially when it came to space. It found itself losing its customers to start-up SpaceX. If Lockheed Martin didn't prove its innovativeness, it risked losing further business to SpaceX. Lockheed Martin set out to shift the conversation away from SpaceX by creating the first-ever group virtual reality experience. It shifted the conversation - receiving 180% more mentions in the Mars conversation than SpaceX and 132% more mentions than Musk.

  • Brand: Lockheed Martin
  • Client: Lockheed Martin
  • Agency: McCann New York


"In November 2015, after Brussels was linked to the terrorist attacks in Paris, the international media portrayed Brussels as ‘the capital of terrorism’ and many tourists cancelled their trip. Visit Brussels, the Brussels tourism board, wanted to change this negative perception. Trough an orignal display 'online/real life' we create the possibility to call locals to ask them in live ""how is life in Brussels?"". The effects of the campaign really exceeded the expectations. The hastag #CallBrussels was used all over the world and 12,688 calls were made from 154 countries."

  • Brand: Visit Brussels
  • Client: Visit Brussels
  • Agency: AIR


Madden NFL is the most successful sports video game franchise in history. But after 26 years, we had lost relevance. To get Madden back into the pop culture conversation, we created a real-time GIF engine powered by trash talk, called the GIFERATOR, which fanned the flames of rivalry throughout the NFL season. Between developing a new content platform, speaking in the language of our audience, and becoming a certified meme, Madden managed to capture the attention of the Internet while initiating a new generation into the Madden Madness.

  • Brand: EA Madden NFL 15
  • Client: EA Sports
  • Agency: Heat
2017_pl_2017_79_hero_1 TVN Who Wants To Be a Millionaire - chatbot
2017_si_2017_13_hero_1 Triglav Drajv Triglav Drajv
2017_me_2017_e-1730-472_hero_1 Glade Museum of Feelings


To browse winners in this category from previous years