Effie Worldwide

David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category adn set of competitors.




The Wiener War

How does a smaller chain like Checkers & Rally's take on a big brand like Burger King and hijack their multi-million dollar hot dog launch? Well, sometimes all it takes is a print ad, a hashtag, and some clever innuendo to insult their...manhood. We forced them to compare wieners, inciting a Wiener War using our fanbase as our loyal soldiers, ultimately earning millions in earned media and doubling hot dogs in the process.

  • Brand: Checkers & Rally's
  • Client: Checkers & Rally's
  • Agency: Fitzgerald & Co

Ask Guðmundur

The power of a content-led approach and seven Icelandic Guðmundurs.  With a budget of only $2.1m, Iceland created a radically new type of tourism campaign using Responsive Content rather than traditional communications to rapidly change the attitudes and behaviours of tourists, adding $44.7m to the economy with a ROI of 21.3:1. "Iceland invites you to send your questions to #AskGudmundur. I gather that Iceland has a lot of folks called Guðmundur and they'll answer." President Barack Obama

  • Brand: Inspired By Iceland
  • Client: Promote Iceland
  • Agency: The Brooklyn Brothers

A Beardly Awesome New Product Launch and Program

This is a story of a little gummy brand with some seriously big cojones. At risk of losing distribution in C-stores, Trolli had to outsmart the gummiliaths by cracking the code on marketing's most elusive target - Millennials and teens.  We had a killer idea: align Trolli's "Weirdly Awesome" brand platform with the weirdest player in the NBA to create a unique gummy product. We launched a fully integrated omnichannel program that created a tremendous sales lift over the previous year, became a retail channel darling and a Snapchat marquee case study at Cannes. 

  • Brand: Trolli
  • Client: Ferrara Candy Company
  • Agency: Periscope
2016_na_2016_438458_hero_1 Sargento Real Cheese People
2015_na_2015_9867_hero_1 Hidden Valley Hidden Valley It!
2015_na_2015_9212_hero_1 My Little Pony Equestria Girls Equestria Girls Pony Stomp


To browse winners in this category from previous years