Draftfcb Mexico City stole the show in Mexico, winning the highly prized Grand Effie for client Grupo Bimbo’s “Haz Sandwich” (“Make a Sandwich”) campaign. Using a fun approach, the winning commercial featured Mexico’s World Cup team playfully dancing with the product as opposed to the typical product and performance spots. The work became the World Cup’s No. 1 campaign in that country. Thousands of people got involved through social media (Facebook posts, tweets and images). More than 2,000 videos were uploaded by fans to YouTube as the campaign became part of popular culture.
Draftfcb New Zealand completely dominated the 2011 CAANZ (Communication Agencies Association of New Zealand) Effie Awards, being named the “Most Effective Agency of the Year” and winning five out of eight gold medals. The agency’s work for the New Zealand Ministry of Health was a big winner, collecting Gold for the “Most Effective Campaign of the Year.” In addition, this campaign targeted at helping people experiencing depression won Gold in the “Social Marketing/Public Service,” “Sustained Success,” and the “Most Effective Digital or Social Media Campaign” categories.
CAANZ CEO Paul Head, said, “Draftfcb’s eight Effie Awards, including the five Golds, reflect an enduring partnership approach and focus on campaign results for its clients.”
Giovanni+Draftfcb scored well at the Effie Awards in Brazil, winning two Silvers for two campaigns: “Premium de A À C” in the Services category for client Sky, which successfully increased sales to that country’s growing middle-class population, and for client TIM’s “Beta Jovem: De Público Alvo a Perceiro” campaign, which invited youth to help the client devise the ideal cell phone plan.
In addition, Draftfcb was a Bronze winner at the Malaysia Effie Awards for its successful campaign launch and for driving growth of Malaysia’s now famous SMS-based mobile social network called Kolony. This was the third successive year that Draftfcb Malaysia has taken home an Effie award.
Draftfcb CEO and President Laurence Boschetto said, “These campaigns display our agency’s strong commitment to striking the delicate balance between creativity and accountability. All across our network, we are more focused than ever on creating great work that gets tangible results for our clients.”
Now a worldwide competition with approximately 40 national and regional programs around the globe, the Effies educate and encourage effectiveness, spotlighting great ideas that work and promoting thoughtful dialogue about the ever-changing world of marketing communications.
Meanwhile in South Africa, Draftfcb once again dominated the prestigious Pendoring Awards for Advertising Excellence (in the Afrikaans language), being honored with five of 16 Gold Pendorings and five of 21 Silver. The agency capped a great evening by also winning the coveted “Prestige Award” for the most-awarded agency or individual.