Effie Worldwide has elected Nike’s “Dream Crazy” the most effective campaign in the planet.
The Global Effie Celebration announced the winners of the first-ever Global Best of the Best Effies and the 2021 Global Multi-Region Effies, sponsored by Meta.
The Nike campaign “Dream Crazy”, created with Wieden+Kennedy Portland, not only won the first ever Iridium Effie, it also was presented the Global Grand Effie Award in the Retail category.
By showing how athletes could not only push themselves in sport, but also begin to change the culture around them, Nike captivated today’s youth generation and American culture at large. The campaign provoked an enormous cultural conversation and added over $6Bn in value to Nike stock.
“We have seen Nike following its sportsmanship and showing humanistic care and beliefs for diverse communities, even when encountering resistance and difficulties. It is, indeed, a beautiful, powerful, and most importantly, an effective case that is worthy of the Iridium Effie,” said Helen Luan, Corporate Vice President at Tencent and Global Best of the Best Effie Co-Chair.
“This was the perfect case to win the first ever Iridium Effie, smart yet sensitive strategy, compelling creativity and superb results…all delivered in a context where real courage was required and displayed,” added Carl Johnson, Founding Partner & Executive Chairman of Anomaly and Global Best of the Best Effie Co-Chair. “I love the introduction of the Iridium Effie as it challenges the very best agencies and marketers across the world to scale new heights in a way it’s the Everest of Awards.”
And the winners of the first ever Global Grand Effies were…
The Global Best of the Best Effies invited for the first time in the history of the Effies all Grand and Gold Effie winners from 2019 and 2020 Effie Awards competitions around the world to compete head to head to determine the most effective marketing efforts of the year. The competition has created two new tiers of recognition – the first-ever Global Grand Effies and the Iridium Effie, the single most effective marketing effort worldwide.
In the competition, 62 campaigns were selected to contend for the Global Grand Effie in their categories, from which 12 winners emerged following two rounds of judging.
“The Global Grand Effie winners are truly the best of the best, proving exceptional across Effie’s 4-pillar framework for marketing effectiveness. This work has not only been celebrated locally, but has stood up to a jury of peers across the globe. A big congratulations to all of this year’s winning teams,” said Traci Alford, Global CEO, Effie Worldwide.
The inaugural Global Grand Effies were awarded to:
1.- Brand Experience-Services: IKEA Russia & Instinct (BBDO Group) “Apartmenteka,” with ZBRSK
2.- Commerce & Shopper Marketing: Restaurant Brands International’s Burger King & FCB New York & FCB/RED “The Whopper Detour,” with O Positive Films, Zombie Studio, Chemistry Creative & ABMC.
3.- FMCG-Food & Beverage: Nestlé Mexico’s Nescafé & Bombay “Nescafé Tributo”.
4.- FMCG-Other: Procter & Gamble’s Tide & Saatchi & Saatchi New York “It’s a Tide Ad,” with Hearts & Science, Taylor Strategy, MKTG & Marina Maher Communications.
5.- Media, Entertainment & Leisure: The Walt Disney Company Latin America’s National Geographic and Wolf BCPP “Nat Geo Into The Dark. A trip to the eclipse,” with Agencia Opera Chile.
6.- Positive Change: Social Good-Brands: Black & Abroad & FCB/SIX “Go Back to Africa,” with Initiative, Glossy Inc., Grayson Matthews, Rooster Post.
7.- Positive Change: Social Good-Non-Profit: Street Grace & BBDO Atlanta “Gracie”.
8.- Restaurants: KFC Australia & Ogilvy Australia “Michelin Impossible,” with OPR Australia, MediaCom & Infinity Squared
9.- Retail: Nike & Wieden+Kennedy “Dream Crazy,” with Park Pictures, JOINT Editorial, A52 & Publicis Sapient.
10.- Seasonal/Current Events: Microsoft & McCann New York “Changing the Game”.
11.- Sustained Success: Aldi UK & Ireland & McCann Manchester “Like Brands’ 2011-2018,” with UM Manchester.
12.- Transportation, Travel & Tourism: Tourism New Zealand, Special Group New Zealand & Special Group Australia’s “Good Morning World”
Image over the headline.- Nike “Dream Crazy”.© Nike/Wieden+Kennedy
Related Eastwind Marketing links (Spanish edition):
Cannes Lions 2019.- Las agencias españolas regresan a casa sin Grand Prix, pero el marketing «latino» de Burger King alcanza el premio a la Marca creativa del año
Related Eastwind Marketing links (videos):
Cannes Lions 2019.- Entrevista a Fernando Machado CMO Mundial Burger King (in Spanish)
-Cannes Lions 2019.- Interview with Fernando Machado Worldwide CMO at Burger King-
Susan Credle at that time Chair Woman at FCB Global tells Eastwind on Burger King Whopper detour campaign (in English)