Câştigătorii celei de-a noua ediţii a Effie Awards România au fost premiaţi în cadrul Galei Effie România 2012, care a avut loc pe 4 iunie, la Ateneul Român.
În cadrul festivităţii de premiere au fost acordate 42 de trofee, dintre care un Grand Effie, şase trofee de aur, 15 de argint şi 20 de bronz.
20 de agenţii de comunicare şi companii au fost premiate: 23 Communication Ideas, Arsenoaiei & Mătăşel, McCann World Group, CAP, Cohn & Jansen JWT, GMP Advertising, Graffiti BBDO, Grey-G2 România, Headvertising, Leo Burnett & Target, Ogilvy & Mather România, Papaya Advertising, Propaganda, Publicis, Saatchi & Saatchi, Sister & Co, Tempo Advertising, The Geeks, Unilever South Central Europe şi Webstyler.
Graffiti BBDO a plecat acasă cu cele mai multe premii, opt la număr, urmată de Leo Burnett & Target, care a câştigat şase premii, McCann World Group care a câştigat patru trofee şi Grey-G2 România, Ogilvy & Mather România şi Publicis, cu câte trei premii.
Graffiti BBDO a câştigat Grand Effie cu campania “Pepsi, Today. Same as yesterday”, campanie care a câştigat şi aurul la categoria Non-alcoholic beverages, patru trofee de argint pentru campaniile “Crazy refreshment” (Prigat), “Just Live” (Dacia Sandero), “How long could you wait?” (Salvează Vieţi) şi “Doctor, you are a hero” (Petrom), dar şi două trofee de bronz.
Trofeele de aur au fost oferite la următoarele categorii: Food products II – campania “Romanians are smart” (ROM), semnată de MCCann World Group; Alcoholic beverages – Beers & Wines – “Achieving leadership – it’s not all about the money”, campania Bucegi a celor de la Sister & Co; Non-alcoholic beverages – „Today. Same as yesterday”, Graffiti BBDO pentru Pepsi; Financial services – campania „ING Bank For Grown-ups”, semnată de CAP; Corporate Reputation, Image & Identity – campania “Time to listen”, realizată de Papaya Advertising pentru Cosmote; Telecommunications Voice offers – campania Cosmote – “Smiley’s Garage”, semnată de Ogilvy & Mather România.
Premiile Effie recompensează eficienţa în comunicare, premiind campanii care au obţinut rezultate excelente bazându-se pe idei creative şi strategii inovatoare. În competiţia din acest an au concurat 80 de campanii, înscrise de către 27 de agenţii şi companii.
Juriul competiţiei, condus de Dl Mihail Vârtosu, Preşedintele de onoare al IAA România, a fost format din 46 de reprezentanţi ai industriei de marketing şi comunicare din România, seniori ai industriei pe care o reprezintă. Aceştia au evaluat campaniile din perspectiva rezultatelor de vânzări şi a obiectivelor de comunicare atinse şi depăşite.
FOOD PRODUCTS I
NOMINEESS
Campaign: Family Therapy
Brand: Pate Bucegi
Company: Scandia Food
Submitted by: Graffiti BBDO
Media agency: Media Direction
Campaign: The Napolact Cheese Factory is a Cave
Brand: Napolact
Company: Napolact
Submitted by: Propaganda
Second agency: Eye PR
Third agency: Senior Interactive
Media agency: Universal McCann
Campaign: Tribute to the Barbeque Cook
Brand: LaMinut
Company: Orkla Foods
Submitted by: Propaganda
Media agency: Zenith Media
Campaign: Becel Love your Hearts
Brand: Becel
Company: Unilever South Central Europe
Submitted by: Unilever South Central Europe
Agency: Rusu+Borţun
Second agency: Image PR
Media agency: Mindshare
BRONZE
Campaign: The Napolact Cheese Factory is a Cave
Brand: Napolact
Company: Napolact
Submitted by: Propaganda
Second agency: Eye PR
Third agency: Senior Interactive
Media agency: Universal McCann
Campaign: Becel Love your Hearts
Brand: Becel
Company: Unilever South Central Europe
Submitted by: Unilever South Central Europe
Agency: Rusu+Borţun
Second agency: Image PR
Media agency: Mindshare
FOOD PRODUCTS II
NOMINEES
Campaign: My family inspiration
Brand: Poiana
Company: KRAFTS FOODS
Submitted by: Ogilvy & Mather România
Campaign: Joe Big "For men"
Brand: Joe Big
Company: Nestle România
Submitted by: McCann Worldgroup
Media agency: Zenith Media
Campaign: Romanians are smart
Brand: ROM
Company: Kandia Dulce
Submitted by: McCann Erickson
Second agency: MRM Worldwide România
Media agency: UM România
Campaign: Home made movies
Brand: Chio Popcorn
Company: Intersnack România
Submitted by: Saatchi & Saatchi
Second agency: Navidoo
Media agency: Media Investment
BRONZE
Campaign: My family inspiration
Brand: Poiana
Company: KRAFTS FOODS
Submitted by: Ogilvy & Mather România
SILVER
Campaign: Home made movies
Brand: Chio Popcorn
Company: Intersnack România
Submitted by: Saatchi & Saatchi
Second agency: Navidoo
Media agency: Media Investment
GOLD
Campaign: Romanians are smart
Brand: ROM
Company: Kandia Dulce
Submitted by: McCann Erickson
Second agency: MRM Worldwide România
Media agency: UM România
NON-FOOD PRODUCTS
NOMINEESS
Campaign: Green up your stores
Brand: Wash & Go
Company: Procter&Gamble Marketing România
Submitted by: Leo Burnett & Target
Media agency: Starcom MediaVest Group
Campaign: Throne
Brand: Peak
Company: Interstar Chim
Submitted by: Brandtailors
Media agency: Zenith Media
Campaign: BIOCARPET Revives the charm of your carpet
Brand: Biocarpet
Company: Interstar Chim
Submitted by: Tempo Advertising
Second agency: Rogalski Grigoriu Public Relations
Media agency: Zenith Media
Campaign: Your new feminine accessory
Brand: Always Platinum
Company: Procter&Gamble Marketing România
Submitted by: Leo Burnett & Target
Media agency: Starcom MediaVest Group
Campaign: The Wooden Puppet
Brand: Rivex
Company: Interstar Chim
Submitted by: Tempo Advertising
Media agency: Zenith Media
Campaign: Back to School
Brand: Pilot frixion
Company: Dacris
Submitted by: The Geeks
Media agency: Starcom MediaVest Group
Campaign: The Revival of The Bear Icon
Brand: Coccolino
Company: Unilever South Central Europe
Submitted by: Unilever South Central Europe
BRONZE
Campaign: Your new feminine accessory
Brand: Always Platinum
Company: Procter&Gamble Marketing România
Submitted by: Leo Burnett & Target
Media agency: Starcom MediaVest Group
Campaign: Back to School
Brand: Pilot frixion
Company: Dacris
Submitted by: The Geeks
Media agency: Starcom MediaVest Group
SILVER
Campaign: The Wooden Puppet
Brand: Rivex
Company: Interstar Chim
Submitted by: Tempo Advertising
Media agency: Zenith Media
Campaign: Green up your stores
Brand: Wash & Go
Company: Procter&Gamble Marketing România
Submitted by: Leo Burnett & Target
Media agency: Starcom MediaVest Group
ALCOHOLIC BEVERAGES – BEERS & WINES
NOMINEESS
Campaign: Timişoreana On Holidays
Brand: Timişoreana
Company: Ursus Breweries
Submitted by: GMP Advertising
Campaign: Launching Golden Brau Non-Alcohol
Brand: Golden Brau Non-Alcohol
Company: Heineken România
Submitted by: B.V. McCann Erickson
Second agency: MRM Worldwide România
Media agency: Universal McCann
Campaign: URSUS Evolution
Brand: URSUS
Company: Ursus Breweries
Submitted by: Publicis
Second agency: Kubis
Third agency: 2activePR
Media agency: United Media
Campaign: The Strong and Bitterish Campaign
Brand: Neumarkt
Company: Heineken România
Submitted by: B.V. McCann Erickson
Media agency: Universal McCann
Campaign: A beer in a thousand
Brand: Ciuc Premium
Company: Heineken România
Submitted by: 23 Communication Ideas
Media agency: Universal McCann
Campaign: Achieving leadership – it’s not all about the money
Brand: Bucegi
Company: Heineken România
Submitted by: Sister & Co
Media agency: Universal McCann
Campaign: Bergenbier Unfiltered
Brand: Bergenbier
Company: Bergenbier SA
Submitted by: Leo Burnett & Target
Second agency: iLeo Marketing
BRONZE
Campaign: A beer in a thousand
Brand: Ciuc Premium
Company: Heineken România
Submitted by: 23 Communication Ideas
Media agency: Universal McCann
Campaign: Bergenbier Unfiltered
Brand: Bergenbier
Company: Bergenbier SA
Submitted by: Leo Burnett & Target
Second agency: iLeo Marketing
SILVER
Campaign: Timişoreana On Holidays
Brand: Timişoreana
Company: Ursus Breweries
Submitted by: GMP Advertising
Campaign: URSUS Evolution
Brand: URSUS
Company: Ursus Breweries
Submitted by: Publicis
Second agency: Kubis
Third agency: 2activePR
Media agency: United Media
GOLD
Campaign: Achieving leadership – it’s not all about the money
Brand: Bucegi
Company: Heineken România
Submitted by: Sister & Co
Media agency: Universal McCann
NON-ALCOHOLIC BEVERAGES
NOMINEESS
Campaign: Crazy refreshment
Brand: Prigat
Company: Pepsi Co
Submitted by: Graffiti BBDO
Second agency: 23 Communication Ideas
Media agency: Mediacom
Campaign: Return to purity
Brand: Aqua Carpatica
Company: Valvis Holding
Submitted by: Cohn&Jansen JWT
Media agency: The Group
Campaign: Vote anti-boredom!
Brand: Nescafé 3 în 1
Company: Nestle România
Submitted by: B.V. McCann Erickson
Media agency: Zenith Media
Campaign: Doncafé Rich Taste
Brand: Doncafé
Company: Strauss România
Submitted by: Leo Burnett & Target
Second agency: The Geeks
Campaign: Today. Same as yesterday
Brand: Pepsi
Company: Pepsi Co
Submitted by: Graffiti BBDO
Second agency: GMP PR
Third agency: Xplain
Media agency: Mediacom
Campaign: National Fruits Day
Brand: Granini
Company: Carlsrom Beverage
Submitted by: Publicis
Media agency: MEC România
Campaign: The Coolest Gang
Brand: Jacobs 3 în 1
Company: KRAFTS FOODS
Submitted by: Cohn&Jansen JWT
Campaign: BURN Relaunch Campaign
Brand: BURN
Company: Coca-Cola România
Submitted by: McCann WorldGroup
Media agency: Universal McCann
BRONZE
Campaign: Doncafé Rich Taste
Brand: Doncafé
Company: Strauss România
Submitted by: Leo Burnett & Target
Second agency: The Geeks
Campaign: National Fruits Day
Brand: Granini
Company: Carlsrom Beverage
Submitted by: Publicis
Media agency: MEC România
SILVER
Campaign: Crazy refreshment
Brand: Prigat
Company: Pepsi Co
Submitted by: Graffiti BBDO
Second agency: 23 Communication Ideas
Media agency: Mediacom
GOLD
Campaign: Today. Same as yesterday
Brand: Pepsi
Company: Pepsi Co
Submitted by: Graffiti BBDO
Second agency: GMP PR
Third agency: Xplain
Media agency: Mediacom
DURABLES
NOMINEESS
Campaign: Just Live
Brand: Dacia Sandero
Company: Automobile Dacia
Submitted by: Graffiti BBDO
Media agency: OMD România
Campaign: Dacia Avantaj
Brand: Dacia Logan
Company: Automobile Dacia
Submitted by: Graffiti BBDO
Second agency: Kaleidoscope
Media agency: OMD România
SILVER
Campaign: Just Live
Brand: Dacia Sandero
Company: Automobile Dacia
Submitted by: Graffiti BBDO
Media agency: OMD România
FINANCIAL SERVICES
NOMINEESS
Campaign: Bancpost Bravo
Brand: Bancpost
Company: Bancpost
Submitted by: Grey-G2 România
Media agency: Media Direction
Campaign: ING Bank. For Grown-ups.
Brand: ING Personal
Company: ING Bank
Submitted by: CAP
Campaign: Smart Mobile – banking at one "touch" away
Brand: Raiffeisen Bank
Company: Raiffeisen Bank
Submitted by: Saatchi & Saatchi
GOLD
Campaign: ING Bank. For Grown-ups.
Brand: ING Personal
Company: ING Bank
Submitted by: CAP
MEDIA & ENTERTAINMENT
NOMINEE
Campaign: You Know Best
Brand: Romtelecom Dolce
Company: Romtelecom România
Submitted by: Graffiti BBDO
BRONZE
Campaign: You Know Best
Brand: Romtelecom Dolce
Company: Romtelecom România
Submitted by: Graffiti BBDO
NON-PROFIT/ PRO-BONO, PUBLIC SERVICE CAMPAIGNS
NOMINEES
Campaign: The Chase
Brand: SMURD
Company: Fundaţia pentru SMURD
Submitted by: Cohn&Jansen JWT
Media agency: Starcom MediaVest Group
Campaign: The Warming Hanger
Brand: Samusocial
Company: Samusocial
Submitted by: Mercury360
Campaign: Save the Virgin Forests
Brand: World Wide Fund
Company: WWF – World Wide Fund
Submitted by: Headvertising
Media agency: MediaCom
Campaign: How long could you wait?
Brand: Salvează Vieţi
Company: Salvează Vieţi
Submitted by: Graffiti BBDO
Second agency: Kaleidoscope
Third agency: Free Communication
BRONZE
Campaign: Save the Virgin Forests
Brand: World Wide Fund
Company: WWF – World Wide Fund
Submitted by: Headvertising
Media agency: MediaCom
SILVER
Campaign: The Chase
Brand: SMURD
Company: Fundaţia pentru SMURD
Submitted by: Cohn&Jansen JWT
Media agency: Starcom MediaVest Group
Campaign: How long could you wait?
Brand: Salvează Vieţi
Company: Salvează Vieţi
Submitted by: Graffiti BBDO
Second agency: Kaleidoscope
Third agency: Free Communication
CORPORATE REPUTATION, IMAGE & IDENTITY
NOMINEES
Campaign: Doctor, you are a hero
Brand: Petrom
Company: OMV Petrom
Submitted by: BBDO Group
Second agency: Graffiti PR
Third agency: Graffiti BBDO
Media agency: Optimedia
Campaign: Rebranding CMU-Euroclinic
Brand: Regina Maria
Company: Regina Maria
Submitted by: Marks
Campaign: Time to listen
Brand: Cosmote
Company: Cosmote România
Submitted by: Papaya Advertising
Media agency: Media Investment
SILVER
Campaign: Doctor, you are a hero
Brand: Petrom
Company: OMV Petrom
Submitted by: BBDO Group
Second agency: Graffiti PR
Third agency: Graffiti BBDO
Media agency: Optimedia
GOLD
Campaign: Time to listen
Brand: Cosmote
Company: Cosmote România
Submitted by: Papaya Advertising
Media agency: Media Investment
TELECOMMUNICATIONS VOICE OFFERS
NOMINEES
Campaign: Smiley’s Garage
Brand: Cosmote
Company: Cosmote România
Submitted by: Ogilvy & Mather România
Media agency: Media Investment
Campaign: Consumer Prepaid & Postpaid XMAS 2011
Brand: Vodafone
Company: Vodafone România
Submitted by: B.V. McCann Erickson
Second agency: MRM Worldwide România
Media agency: Universal McCann
Campaign: Prepaid Spring 2011 – Maximia TV
Brand: Vodafone
Company: Vodafone România
Submitted by: B.V. McCann Erickson
Second agency: MRM Worldwide România
Media agency: OMD România
BRONZE
Campaign: Consumer Prepaid & Postpaid XMAS 2011
Brand: Vodafone
Company: Vodafone România
Submitted by: B.V. McCann Erickson
Second agency: MRM Worldwide România
Media agency: Universal McCann
Campaign: Prepaid Spring 2011 – Maximia TV
Brand: Vodafone
Company: Vodafone România
Submitted by: B.V. McCann Erickson
Second agency: MRM Worldwide România
Media agency: OMD România
GOLD
Campaign: Smiley’s Garage
Brand: Cosmote
Company: Cosmote România
Submitted by: Ogilvy & Mather România
Media agency: Media Investment
TELECOMMUNICATIONS INTERNET & DATA
NOMINEES
Campaign: Bundle of the Year
Brand: Romtelecom
Company: Romtelecom România
Submitted by: GMP Advertising & Webstyler
Campaign: For Mom
Brand: Romtelecom Clicknet
Company: Romtelecom România
Submitted by: Graffiti BBDO
Campaign: UPC Multiplay
Brand: UPC Multiplay
Company: UPC România
Submitted by: McCann Erickson
Media agency: Next Advertising
BRONZE
Campaign: For Mom
Brand: Romtelecom Clicknet
Company: Romtelecom România
Submitted by: Graffiti BBDO
SILVER
Campaign: Bundle of the Year
Brand: Romtelecom
Company: Romtelecom România
Submitted by: GMP Advertising & Webstyler
OTHERS
NOMINEE
Campaign: Health as it should be
Brand: Medas
Company: Medas
Submitted by: Leo Burnett & Target
Second agency: iLeo Marketing
Third agency: The Practice
Media agency: Starcom MediaVest Group
BRONZE
Campaign: Health as it should be
Brand: Medas
Company: Medas
Submitted by: Leo Burnett & Target
Second agency: iLeo Marketing
Third agency: The Practice
Media agency: Starcom MediaVest Group
DAVID VS. GOLIATH
NOMINEES
Campaign: Health as it should be
Brand: Medas
Company: Medas
Submitted by: Leo Burnett & Target
Campaign: Change the city with creativity
Brand: Grolsch
Company: Ursus Breweries
Submitted by: Arsenoaiei & Mătăşel
SILVER
Campaign: Change the city with creativity
Brand: Grolsch
Company: Ursus Breweries
Submitted by: Arsenoaiei & Mătăşel
RENAISSANCE
NOMINEE
Campaign: Doncafé Rich Taste
Brand: Doncafé
Company: Strauss România
Submitted by: Leo Burnett & Target
Second agency: The Geeks
BRONZE
Campaign: Doncafé Rich Taste
Brand: Doncafé
Company: Strauss România
Submitted by: Leo Burnett & Target
Second agency: The Geeks
NEW PRODUCT OR SERVICE INTRODUCTIONS
NOMINEES
Campaign: Frog – The Challenger
Brand: Cosmote
Company: Cosmote România
Submitted by: Ogilvy & Mather România
Media agency: Media Investment
Campaign: Little Prices
Brand: LeRoy Merlin
Company: Leroy Merlin
Submitted by: Bridge Communication
BRONZE
Campaign: Frog – The Challenger
Brand: Cosmote
Company: Cosmote România
Submitted by: Ogilvy & Mather România
Media agency: Media Investment
SUSTAINED SUCCESS
NOMINEE
Campaign: Fruits love Granini
Brand: Granini
Company: Carlsrom Beverage
Submitted by: Publicis
SILVER
Campaign: Fruits love Granini
Brand: Granini
Company: Carlsrom Beverage
Submitted by: Publicis
SHOPPER MARKETING
NOMINEESS
Campaign: Carrefour Baby Of The Year 2011
Brand: P&G Multibrand
Company: Procter&Gamble România
Submitted by: Grey-G2 România
Campaign: What you want to remember from this summer?
Brand: Nivea Sun
Company: Beiersdorf România
Submitted by: Grup Şapte
Campaign: Caravans
Brand: Vodafone
Company: Vodafone România
Submitted by: Grey-G2 România
Campaign: Your little one can be the 8th dwarf
Brand: P&G Multibrand
Company: Procter&Gamble România
Submitted by: Grey-G2 România
Campaign: Hero
Brand: P&G Multibrand
Company: Procter&Gamble România
Submitted by: Grey-G2 România
BRONZE
Campaign: Your little one can be the 8th dwarf
Brand: P&G Multibrand
Company: Procter&Gamble România
Submitted by: Grey-G2 România
SILVER
Campaign: Caravans
Brand: Vodafone
Company: Vodafone România
Submitted by: Grey-G2 România
Campaign: Hero
Brand: P&G Multibrand
Company: Procter&Gamble România
Submitted by: Grey-G2 România
MEDIA EFFICIENCY
NOMINEES
Campaign: Romanians are smart
Brand: ROM
Company: Kandia Dulce
Submitted by: UM România
Second agency: McCann WorldGroup
Media agency: UM România
Campaign: Doncafé Coffee Taster
Brand: Doncafé
Company: Strauss România
Submitted by: The Geeks
Media agency: Mediaedge: cia
Campaign: Unfiltered vs. Fresh
Brand: Bergenbier
Company: Bergenbier SA
Submitted by: Leo Burnett & Target
Second agency: iLeo Marketing
BRONZE
Campaign: Romanians are smart
Brand: ROM
Company: Kandia Dulce
Submitted by: UM România
Second agency: McCann WorldGroup
Media agency: UM România
Campaign: Doncafé Coffee Taster
Brand: Doncafé
Company: Strauss România
Submitted by: The Geeks
Media agency: Mediaedge: cia
GRAND EFFIE
NOMINEES
Campaign: Romanians are smart
Brand: ROM
Company: Kandia Dulce
Submitted by: McCann Erickson
Second agency: MRM Worldwide România
Media agency: UM România
Campaign: Achieving leadership – it’s not all about the money
Brand: Bucegi
Company: Heineken România
Submitted by: Sister & Co
Media agency: Universal McCann
Campaign: Today. Same as yesterday
Brand: Pepsi
Company: Pepsi Co
Submitted by: Graffiti BBDO
Second agency: GMP PR
Third agency: Xplain
Media agency: Mediacom
Campaign: ING Bank. For Grown-ups.
Brand: ING Personal
Company: ING Bank
Submitted by: CAP
Campaign: Time to listen
Brand: Cosmote
Company: Cosmote România
Submitted by: Papaya Advertising
Media agency: Media Investment
Campaign: Smiley’s Garage
Brand: Cosmote
Company: Cosmote România
Submitted by: Ogilvy & Mather România
Media agency: Media Investment
WINNER
Campaign: Today. Same as yesterday
Brand: Pepsi
Company: Pepsi Co
Submitted by: Graffiti BBDO
Second agency: GMP PR
Third agency: Xplain
Media agency: Mediacom
