Effie Worldwide

Leisure & Recreation

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.




Declaration Descendants

As category leader, Ancestry had enviably high awareness. The problem: for most, exploring their ancestry was a project that could wait. We needed to inspire people to act now. Research revealed that understanding your origins can offer inspiration for today; instead of looking backward, the brand helps us look forward. By restaging a historical moment with modern-day descendants of all races and genders, we demonstrated how our past can inspire our future, reminding our divided nation that diversity is our strength. This sparked a cultural conversation, increased consideration and sales.

  • Brand: Ancestry
  • Client: Ancestry
  • Agency: Droga5

Stopover Buddy

Stopover Buddy has been the most successful global campaign to date for Icelandair, undoubtedly achieved through a strong content rich strategy. With a share of voice of less than 1% against big spending competitors, Buddies delivered 1014 pieces of earned coverage estimated to be worth over £252 million in media value. The campaign increased Stopover bookings by a record 42%, creating incremental value for the business and achieving record recommendation levels of over 90%.

  • Brand: Icelandair
  • Client: Icelandair
  • Agency: The Brooklyn Brothers

The Swedish Number

The Swedish Tourist Association has invested in Swedish countryside for 130 years. By 2015 they were on the brink of collapse - memberships had plummeted by 20%. The Swedish Number was a phone number anyone in the world could call and anyone in Sweden could answer. It enabled Swedes to share stories about their country, making them rediscover it themselves. With £0 media investment the Swedish Number was one of the most talked about campaigns of 2016, generating PR value of $146,621,169, and achieving a 5 year ROMI of 6912%.

  • Brand: Swedish Tourist Association
  • Client: Swedish Tourist Association
  • Agency: INGO
2017_eu_2017_10_hero_1 Booking.com Booking Loves
2016_na_2016_438405_hero_1 Cabela's Camp Cabela's - Disconnect Day
2016_na_2016_441448_hero_1 Bowlmor AMF Bowling Makes Saturday Night More Fun


To browse winners in this category from previous years