Small Budgets - Products
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
The Power of SHE
Companies with women in leadership perform better, but women are underrepresented. On International Women’s Day 2017, State Street Global Advisors placed Fearless Girl in New York’s financial district to ignite a conversation about the power of women in leadership. She generated over a billion impressions on Twitter in the first 12 hours. In three days she drove average daily trading volume of the SHE fund up 384%.
Brand: State Street Global Advisors
Client: State Street Global Advisors
Agency: McCann New York
It's time to talk about The Talk
Established in 2006, P&G’s “My Black Is Beautiful” platform was created to celebrate the beauty – inside and out – of African-American women. But as racial bias re-emerged as a divisive theme in the United States, the brand, a longtime advocate of improved lives for all, recognized the need to go beyond beauty. Through a film called “The Talk”, P&G succeeded in sparking a thoughtful, national conversation – one that went beyond shampoo and diapers to launch a new dialogue for the future we build together.
Brand: Procter & Gamble "My Black is Beautiful"
Client: Procter & Gamble
Agency: BBDO New York
The Truth is Hard to Find
In 2017 a tidal wave of misinformation and free, often fake news swamped our culture. It became clear that The Times’ dogged dedication to uncovering hard truths made it invaluable during these unsettled times. The resulting campaign "The Truth Is ...." worked hard at every level on a small budget: it put The New York Times at the center of the conversation about the role of a free press, positioned it as trusted source for deeply-reported journalism, and resulted in the best quarter for subscriber growth in the NYT’s history.
Brand: The New York Times
Client: The New York Times