After months of rigorous judging sessions, ten standout campaigns rose to the top as Grand Effie contenders in the 2025 Effie Awards US competition.
In May, an elite panel of marketing leaders from across the industry convened in NYC with a singular mission: to identify the most effective marketing effort of the year – the 2025 US Grand Effie winner.
Representing a range of sectors and disciplines, the jury brought diverse perspectives and deep expertise to the table as they evaluated each case for strategic brilliance, creative execution, and exceptional results. The jury included:
- Bria Bryant, Global CMO, Assembly & Founder, Dweller Foundation
- Jiah Choi, CEO, BBDO NY & Energy BBDO
- Ana María Henao, Global CMO, Sigma
- Soyoung Kang, CMO, eos Products
- Krystle Loyland, Founder & CEO, PREACHER
- Chris Osner-Hackett, Global Chief Marketing Officer, Helen of Troy
- Mo Said, Founder & CEO, Mojo Supermarket
- Jay Sethi, Chief Marketing & Innovation Officer, Diageo Mexico
In this episode, jurors Soyoung, Bria, Chris, Krystle, Ana, and Mo share what set Leo Burnett Chicago’s “Blood Appétit” campaign, created for Chicago’s Field Museum, apart from the rest, making it the undeniable winner of the 2025 Grand Effie.
About the winner: The Field Museum – Blood Appétit
Each freezing Chicago winter, the Field Museum of Natural History’s attendance drops. The brutal months keep people trapped inside their houses. We needed to drive traffic to a new exhibit, ‘Bloodsuckers,’ all about creatures that survive on blood. We learned that only one thing gets Chicagoans out during the winter—the city’s world-class culinary scene. So, we partnered with local restaurants to introduce Blood Appétit. Limited-time dishes in iconic eateries featuring a special ingredient: blood. Brave diners received a discounted museum ticket. We increased museum attendance by 42%, doubling our goal.
