Effie Worldwide

Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

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A new media model to transform a brand that sucks

A brand that sucks finds sweet success - finding growth, brand relevance and an identity after years of stagnation - with a new model designed for the new age of communications.

  • Brand: Jolly Rancher
  • Client: The Hershey Company
  • Agency: Anomaly
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Advice Wipes

Baby care brands thrive on parent-to-parent recommendations. So, how do you break through when you're a British brand nobody in the U.S. has heard of? By telling parents-to-be all the overwhelming baby advice they receive is sh*t. To sell more baby bottles, Tommee Tippee made Advice Wipes from real, unfounded parenting advice. That put us on the map, increased sales, and made us a hero for parents who wanted to trust their intuition. 

  • Brand: Tommee Tippee
  • Client: Mayborn Group
  • Agency: McCann New York
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Girl Emojis

Always launched the #LikeAGirl movement in 2014 with the objective of stopping the drop in confidence girls experience at puberty by taking on culturally relevant, but social damaging issues. This year, we took on the stereotypical depiction of girls in emojis. By only showing girls wearing pink and doing their nails, these emojis subtly reinforced societys prejudices towards girls. This campaign rallied girls to demand non-stereotypical emojis which resultedin over 40 new inspiring emojis.

  • Brand: Always
  • Client: Procter & Gamble
  • Agency: Starcom
2017_me_2017_e-1959-712_hero_1 Cinnamon Toast Crunch Cinnamon Toast Crunch Culture Infiltration
2017_me_2017_e-1952-115_hero_1 Dove Dove Hair
2016_me_2016_441303_hero_1 Ziploc "Triumph Over Life's Chaos"
KEYWORD
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