Effie Worldwide

Carpe Diem - Services

This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or service in a bright spotlight and creating immediate and measurable impact.




Reach Across the Aisle

In politics, when opposing sides come together to reach a higher goal, it's called "reaching across the aisle".  To demonstrate what people are capable of when they set differences aside, JetBlue put a plane full of complete strangers to the test: Embrace compromise and unanimously agree on a single destination to win round-trip tickets to that destination. Our attention-grabbing experiment increased consideration and commitment for JetBlue, earning $1.37MM in media, and inspiring us all for just $305K in campaign spend.

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

YWCA #NotOkay

Violence against women is a known issue, but one that is easily overlooked because both the crime and victims usually remain behind closed doors. Its a dark subject that nobody likes to talk about. Yet, this same violence surrounds us in pop culture everyday and often laughed at. Our campaign exposes this and uses it to provoke the conversation to help generate awareness for the cause with zero media budget. In other words: violence against women is #NOTokay.

  • Brand: YWCA Canada
  • Client: YWCA Canada
  • Agency: Juniper Park\TBWA

Allstate Social Savvy Burglar

Every day, people fill social media with seemingly harmless posts. But the more people overshare, the more they put their homes at risk of burglary. So, we decided to use the very media in which oversharing behavior was happening to prove the power of social opportunism and reframe home insurance as protection from this modern risk. The campaign resulted in incredible engagement and awareness in hours, which ultimately helped contribute to a, 18% sales lift on home insurance for the month.

  • Brand: Allstate
  • Client: Allstate Insurance Company
  • Agency: Leo Burnett/Arc
2017_na_2017_e-1910-137_hero_1 Dove Dove Hair
2017_na_2017_e-1308-126_hero_1 Esurance Pass It On
2017_na_2017_e-1799-013_hero_1 American Family Insurance Dad Insurance


To browse winners in this category from previous years