® Effie is a registered trademark / service mark of Effie Worldwide, Inc.

2010

the winners
Awarding Ideas That Work
African-American Agricultural/Industrial/Building

United States Marine United Technologies

Corps (USMC)

‘Real Talk’ African American- ‘Cross-Section’

targeted Campaign United Technologies
Marine Corps Recruiting
Command

UniWorld Group, Inc. DDB NY

Mindshare Prometheus Media Inc.
J Walter Thompson

Automotive, Vehicles

Hyundai MINI Volkswagen

Assurance Carfun Footprint Routan Boom

Hyundai Motor America MINI USA Volkswagen of America

Goodby, Silverstein & Partners Butler, Shine, Stern & Partners Crispin Porter + Bogusky
Initiative

Beauty Products & Services

Dove Old Spice Vaseline MEN

‘Soap Scum’ Swagger: The Scent that Vaseline Men: The Making of a
Unilever - DOVE Makes a Difference Manly Lotion
P&G Unilever

Ogilvy & Mather Wieden+Kennedy Bartle Bogle Hegarty

Mindshare Mindshare
Ryan iDirect ESPN
MBooth

Beverages, Alcohol

Miller High Life Sobieski

1 Second Ad Campaign Truth in Vodka

MillerCoors Imperial Brands, Inc.

Saatchi & Saatchi Meter Industries

Dig Communications Horizon Media
MC Media CK-PR
Upshot

1 / 2010 Effie Awards Winners – Awarding Ideas That Work

Beverages, Non-Alcohol

Green Mountain Coffee Kraft Beverages- Pepsi

Capri Sun

A Revelation in Every Cup ‘Respect the Pouch’ Refreshing An Icon

Green Mountain Kraft Beverages PEPSICO
Coffee Roasters

BrandBuzz/Young & Rubicam Ogilvy & Mather TBWA\Chiat\Day

Mediavest
Razorfish
Digitas

Boomer+

Campbell’s Toyota VENZA

Many, Many Reasons ‘Appetite for Life’

Campbell Soup Company Toyota Motor Sales

BBDO Saatchi & Saatchi LA

Mediaedge:cia MSN Brand Entertainment
Circle One Marketing, LLC Experience Team (BEET)
G2 Interactive Reveille Productions
Weber Shandwick

Brand Experience Breakfast Foods

Frito-Lay Women’s Gatorade U.S. Army Eggo

Portfolio

Only in a Woman’s World Gatorade Replay The Army Experience Center - Your Way
Frito-Lay North America Gatorade Showcasing Today’s ArMY Kellogg’s
U.S. Army, Office of the Chief
Marketing Officer

Juniper Park TBWA\Chiat\Day Ignited Leo Burnett

OMD Fleishman-Hillard The Scenic Route Starcom Worldwide

Computer Hardware

Cisco Kodak

The Realm Print and Prosper

Cisco Kodak

Ogilvy & Mather Deutsch, Inc.

NEO@Ogilvy Partners + Napier
Ketchum

2 / 2010 Effie Awards Winners – Awarding Ideas That Work

Computer Software

IBM Corporation PlayStation SolidWorks

‘Woodland Creatures’ MLB’ 09: The Show 3Dudes Gone 3D

IBM Corporation Sony Computer Entertainment SolidWorks
America

Ogilvy Deutsch LA Small Army

Consumer Electronics

Apple Microsoft

‘There’s an App for That.’ Real PC

Apple Microsoft

TBWA\Media Arts Lab Crispin Porter + Bogusky

OMD

Corporate Reputation/Professional Services Culture & The Arts

Intel United Technologies The Field Museum

Sponsors of Tomorrow ‘Cross-Section’ Real Pirates

Intel Corporation United Technologies The Field Museum
Corporation

Venables Bell & Partners DDB NY DDB

Tag Worldwide Prometheus Media Inc. OMD Chicago
OMD
The Upper Storey Pte Ltd
Bates 141 HK

David vs Goliath

Brita Green Mountain Coffee Kia Miller High Life

Drink Responsibly A Revelation in Every Cup Kia Soul vs. Scion xB 1 Second Ad Campaign
The Clorox Company Green Mountain Coffee Kia Motors America MillerCoors
Roasters

DDB West BrandBuzz/Young & Rubicam David & Goliath, LLC Saatchi & Saatchi
Edelman Initiative+ Dig Communications
OMD Innocean Worldwide MC Media
Upshot

3 / 2010 Effie Awards Winners – Awarding Ideas That Work

Delivery Systems & Products Entertainment/Sporting Events

United States Postal EA SPORTS EA SPORTS HBO

Service

A Simpler Way to Ship EA SPORTS Active EA SPORTS ‘The Win’ True Blood
Campaign Personal Trainer EA SPORTS HBO
United States Postal Service Electronic Arts Inc.

Campbell-Ewald Draftfcb Heat & Freestyle Interactive Digital Kitchen

Wieden + Kennedy Wieden + Kennedy Campfire
Ammo Marketing PHD
Ignition Print
Bemis Balkind

Fashion/Style Financial Services - Cards

JCPenney Lee Jeans American Express OPEN

Beware of the Doghouse The New Lee.com American Express OPEN Forum
J.C. Penney Company, Inc. Lee Jeans American Express OPEN

Saatchi & Saatchi OLSON Crispin Porter + Bogusky

OMD Federated Media Publishing
Razorfish Mindshare
Ogilvy & Mather
Digitas

Financial Services - Products/Services

Allstate Insurance HSBC ING Financial Services

Company

Our Stand Affordability Math of Life Do You Know Your Number?

Program HSBC ING Financial Services
Allstate Insurance Company

Leo Burnett USA JWT BBDO Atlanta

Starcom Worldwide Mindshare OMD
K&L Advertising 360i
Blinq Media

Global

Earth Hour, WWF IBM Corporation Pedigree

The Night the World Went Dark ‘Let’s Build a Smarter Planet’ Pedigree Adoption Drive
WWF - Earth Hour IBM Corporation Pedigree

Leo Burnett, Sydney Ogilvy & Mather TBWA

Starcom Mediavest Group Neo
Leo Burnett, Chicago Mindshare

4 / 2010 Effie Awards Winners – Awarding Ideas That Work

GoodWorks - Brands

Ford Motor Company Starbucks Coffee SunChips

Company

Drive One 4 UR School Starbucks ‘Sparks’ Building a Preeminent

Ford Motor Company Starbucks Coffee Company Green Brand
Frito-Lay North America

Team Detroit BBDO New York Juniper Park

The Park Blast Radius OMD
Exposure Marketing PHD Media
Budco Edelman

GoodWorks - Non-Profit

BoostUp Detroit Public Schools People’s City Mission

The Graduation Problem -The I’m In ‘Great Coffee for the

Dropout Issue Reframed Detroit Public Schools Greater Good’
Ad Council People’s City Mission

Publicis New York Leo Burnett Bailey Lauerman

@radical.media Starcom MediaVest Group
Berg Muirhead and Associates
Brian Alexander Productions

Government/Institutional/Recruitment

AdCouncil Iraq & Detroit Public Schools United States Army

Afghanistan Veterans
of America

Veteran Support I’m in ‘Strength Like No Other’

The Advertising Council Detroit Public Schools United States Army, Manpower
and Reserve Affairs

BBDO New York Leo Burnett McCann Erickson

Iraq & Afghanistan Veterans Starcom MediaVest Group MRM Worldwide
of America (IAVA) Berg Muirhead and Associates Universal McCann
AOL Brian Alexander Productions Weber Shandwick Worldwide
Momentum Worldwide

Healthcare - OTC Healthcare Products & Services

Plan B Tampax Anthem Blue Cross Group Health

and Blue Shield Cooperative

Plan B: Because the Outsmart Mother Nature Our Health Connects Us Find More Minutes
Unexpected Happens Procter & Gamble WellPoint (Anthem Blue Cross Group Health Cooperative
Teva Women’s Health and Blue Shield)

DraftFCB Leo Burnett Chicago Deutsch Inc. TM Advertising

Digitas Starcom
SMG United
Arc

5 / 2010 Effie Awards Winners – Awarding Ideas That Work

Hispanic

Allstate Insurance Charmin

Company

Protection is our Game/ Camping

Proteccion es la Jugada Procter & Gamble
Allstate Insurance Company

Lapiz Lapiz
Tapestry Carat
Octagon Multicultural Marketing Tapestry
The Integer Group

Household Furnishings & Appliances

Brita Glidden IKEA

Drink Responsibly Glidden Gets You Going ‘Embrace Change’

The Clorox Company Akzo Nobel IKEA North America
Services LLC

DDB West DDB New York Deutsch, Inc.

Edelman Etcetera Mediaedge:cia
OMD PHD Networks 89 Degrees
Interbrand
Liggett Stashowser

Household Supplies & Services

Pull-Ups Sherwin-Williams Paint Terminix

Store Group

Potty Training Stinks Ask Sherwin-Williams Seeing is Believing

Kimberly-Clark Sherwin-Williams Terminix

JWT McKinney Publicis Dallas

Mindshare Chicago Optimedia
Edelman

Influencers

Bauer Hockey Ford Fiesta McAfee

Bauer is Back Fiesta Movement H*Commerce

Bauer Ford Motor Company McAfee

OLSON Team Detroit Tribal DDB

Mindshare DDB West
Undercurrent OMD
Action Marketing Group

6 / 2010 Effie Awards Winners – Awarding Ideas That Work

Internet Products & Services

CLEAR E*TRADE McAfee

Welcome to the Future Take Control with E*TRADE H*Commerce

Clearwire E*TRADE McAfee

Secret Weapon Marketing Grey New York Tribal DDB

Applegate Media Group Spark Communications DDB West
AKQA OMD
Mindshare

Leisure Products & Services

Gold’s Gym The Coleman Company

From Strength to Strength - ‘The Original Social

Reinventing an Iconic Networking Site’
Gold’s Gym Coleman Company

McKinney Doner
Camelot Communications

Media Companies Media Idea

SuperGuarantee The Atlantic Kellogg’s Frosted Miller High Life

Mini-Wheats

Too Soon for a Eulogy Can The Atlantic Turn a Profit? Frosted Mini Wheats: 1 Second Ad Campaign
Idearc Media The Atlantic Mom’s Homeroom MillerCoors
Kellogg

TM Advertising EURO RSCG Starcom Worldwide Saatchi & Saatchi

Cleverworks LLC Leo Burnett Dig Communications
MC Media
Upshot

Media Innovation

Adobe CBS and Pepsi Frito-Lay

Adobe Acrobat 9 Ultimate Tour- “Monday to The Max” First-Ever Only in a Woman’s World
ney Guide Video-in-Print Frito-Lay
Adobe Systems CBS

Goodby,Silverstein & Partners OMD OMD

ESPN PepsiCo Juniper Park
Americhip Ketchum
Entertainment Weekly (Time Inc.)

7 / 2010 Effie Awards Winners – Awarding Ideas That Work

New Product or Service

Schick Quattro Truvia™ Natural

for Women Sweetener

From Private Buzz...To Cultural Truvia™ Natural

Conversation Sweetener Launch
Schick Wilkinson Sword Cargill

JWT Ogilvy & Mather

Mediaedge:cia Universal McCann
Amplitude Marketing Group, Inc. Bolin Marketing
Lippe Taylor Periscope
RF Binder

Packaged Food

Foster Farms Klondike Stouffer’s

Say No to Plumping Double Dare Rekindling Stouffer’s

Foster Farms Unilever Iconic Status
Stouffer’s (Nestle)

Goodby, Silverstein & Partners DDB New York JWT

Fineman PR Mindshare ZenithOptimedia
Story Publicis Consultants | PR
Golin Harris DigiKnow
Ryan Partnership

Pet Care Renaissance Restaurants - Launch/Relaunch

Pup-Peroni Lay’s Jack in the Box

Dogs Just Know Happiness Is Simple Mini Cowboys-Innovation in the

Del Monte Frito-Lay North America face of discounting
Jack in the Box

DraftFCB Juniper Park Secret Weapon Marketing

Coyne PR OMD La Agencia de Orci & Associates
Starcom Horizon Media
Apollo Interactive

Restaurants - Standard Retail

BURGER KING® Jack in the Box Sears Sherwin-Williams Paint

Store Group

WHOPPER® Sacrifice What would the world be like ‘Don’t Just Go Back. Arrive.’ Ask Sherwin-Williams
BURGER KING without Jack? Sears Holding Company Sherwin-Williams
Jack in the Box

Crispin Porter + Bogusky Secret Weapon Marketing Y&R Chicago McKinney

VML Horizon Media MPG
Edelman JAC Communications
Apollo Interactive

8 / 2010 Effie Awards Winners – Awarding Ideas That Work

Single Media Company Activation Small Budgets - Products

CNN Dove McAfee Thirteen Reasons Why

(Novel)

CNN.com - Facebook GOSSIP GIRL: real NYC H*Commerce Thirteen Reasons Why Viral
Inauguration Collaboration stories revealed McAfee Campaign
CNN Marketing & On-Air Unilever Penguin
Promotions

CNN Marketing & On-Air Promotions Mindshare Tribal DDB Grey

RET Media/Turner Broadcasting Edelman DDB West
CREW Creative Davie Brown Entertainment OMD
Ogilvy

Small Budgets - Services

Detroit Public Schools Mandela Day

I’m in ‘We Each Have What It Takes to

Detroit Public Schools Make an Imprint’
46664 Ltd

Leo Burnett Gotham Inc.

Starcom MediaVest Group Carat
Berg Muirhead and Associates Rubenstein
Brian Alexander Productions CORE Industries

Snacks/Desserts/Confections

Extra Lay’s Orbit Gum - Big Pak SunChips

Extra Snackdown Happiness Is Simple Wrigley Orbit Big Pak Building a Preeminent
Wm Wrigley Jr. Company Frito-Lay North America Wm. Wrigley Jr. Company Green Brand
Frito-Lay North America

DDB Juniper Park Energy BBDO Juniper Park

Tribal DDB OMD Mindshare Worldwide OMD
Mindshare Tribal DDB
Ryan Partnership Dig Communications
Edelman

Sustained Success

Frontier Airlines Phillips Distilling United States

Company Marine Corps

‘A whole different animal’ Celebrate The Strategic Corporal

Frontier Airlines Phillips Distilling Co Marine Corps Recruiting
Command

Grey NYC OLSON JWT Atlanta

Mindshare
RMG Atlanta
UniWorld Group

9 / 2010 Effie Awards Winners – Awarding Ideas That Work

Telecom Services Transportation

Sprint Nextel JetBlue Airways United Airlines

How Nextel Helped America Get Welcome Bigwigs Travel Options by United
Work Done JetBlue Airways United Airlines
Sprint Nextel

Goodby, Silverstein & Partners JWT Barrie D’Rozario Murphy

Mindshare Mediacom/Mediacom Interactive

Travel/Tourism/Destination

Hotels.com Priceline.com

‘Smart.’ Priceline Negotiator

Hotels.com Priceline.com

Y&R Chicago Butler, Shine, Stern & Partners

TargetCast

10 / 2010 Effie Awards Winners – Awarding Ideas That Work