Effie Worldwide


This category spotlights efforts that took on the challenge to properly identify the ultimate influencers and turn them into brand enthusiasts.




Prevent #CATmageddon

In 2016, truth had to stoke outrage to keep driving down teen smoking an on-going challenge because teens dont think or care about tobacco and its consequences. We needed a new way to tell an old story. Armed with the fact: Cats whose owners smoker are 2X likely to get cancer, we set out to make smoking a relevant issue with teens again. Our campaign successfully captured the attention of teens and drastically changed their attitudes towards smoking.

  • Brand: truth initiative
  • Client: truth initiative
  • Agency: 72andSunny


With just $562K, we tapped into everyones (2nd) biggest annoyance when flying: crying babies. With a single online video, JetBlues FlyBabies turned a cause for despair into a reason for joy. For every baby that cried on our NYC to Long Beach flight, customers enjoyed 25% off a round-trip ticket, turning parental stress and shame into support and love. Launching for Mothers Day, FlyBabies sparked global conversation, earned $1.9MM in media and increased consideration among parents by 15pp to 88%.

  • Brand: JetBlue Airways
  • Client: JetBlue Airways
  • Agency: MullenLowe U.S.

Left Swipe Dat

In 2015, truth needed to reaffirm its status as a relevant brand in youth culture. Our audience didnt relate to smoking scare-tactics or typical celebrity spokespeople, so we needed a new way in. To capture their attention, we tapped the one thing teens care about mosthooking upand shared the fact that smoking decreases your desirability. We partnered with ten teen-admired internet Influencers to co-create and distribute an original song and music video called Left Swipe Dat that entered the music conversation by premiering at The 2015 Grammy Awards.

  • Brand: truth
  • Client: truth initiative
  • Agency: 72andSunny
2018_na_2018_e-2814-403_hero_1 State Street Global Advisors The Power of SHE
2018_na_2018_e-2383-747_hero_1 JetBlue Airways Little Tickets
2017_na_2017_e-2245-677_hero_1 Glade Museum of Feelings


To browse winners in this category from previous years