The 2017 North American Effies, touting the most effective marketers in the country, were announced Thursday, June 1, at a gala in New York.
While the Grand Effie was awarded to Burger King’s, “The McWhopper Proposal” campaign from Y&R New Zealand with contributing agencies DAVID The Agency, ABPR, Code & Theory and Turner Duckworth, several Chicago agencies did not go home empty handed.
EnergyBBDO brought home seven Effies for its Extra Gum brands, which was also deemed the second most effective marketer by the awards.
In the Branded Content Category, the agency won for “Give Extra, Get Extra.” The campaign uses emotional storytelling and focuses on the belief that meaningful connections start with something small.
The same campaign took Silver in the Carpe Diem Category and Bronze in Snacks and Desserts and Bronze again in the Renaissance Category and Bronze in the Sustained Success category.
Extra also took Bronze in the Media Innovation Category. Finally, for their Pearle Vison client, the agency took Bronze in the Healthcare Category for “Can Thinking Small, Win Big?”
Leo Burnett, the third most effective individual agency, and Arc also made a nice showing winning several awards for their Art Institute of Chicago, Proctor and Gamble and United Healthcare clients.
Burnett won Gold in the Brand Experience Category for The Art Institute’s “VanGogh BnB” where they turned the museum into an experiential event.
The same campaign also won in Silver in the “Arts and Culture” category.
The agency also scored Gold in the Healthcare category, for its popular Chuck Norris-led United Healthcare campaign, “United Healthcare Ways In.”
More Gold was to be won in the Positive Change and Global Effies categories for the Always brand from Proctor and Gamble for their “Like a Girl” emoji’s.
Burnett and Arc took a Bronze for Intel under Shopper Marketing’s Category/Aisle Evolution category.
The agency saw another Bronze for “Walgreens for a Healthy Home” in the Single Retailer Category. In the Single Retailer Program: Mass Merchants, Burnett shared a Bronze with DDB Chicago, Burrell, Hello World and Boden PR for their work on McDonald’s and Coca-Cola.
Cramer-Krassalt took home a Silver Effie for their effort for the Milwaukee Public Museum in the Culture & Arts Category. FCB Chicago, also won a couple of Effies for Kolcroft’s “The Baby Stroller Test-Ride by Contours” in the Small Budgets and Gold in the Shopper Marketing’s David vs. Goliath category.
A full list of winners can be seen here.
Follow Colin Costello on Twitter @colincostello10.