{"id":20228,"date":"2021-11-16T20:30:00","date_gmt":"2021-11-16T19:30:00","guid":{"rendered":"https:\/\/eastwind.es\/marketing\/?p=20228"},"modified":"2021-11-23T21:58:02","modified_gmt":"2021-11-23T20:58:02","slug":"nike-dream-crazy-the-most-effective-marketing-action-in-the-planet-thats-effie-worldwides-jury-view","status":"publish","type":"post","link":"https:\/\/eastwind.es\/marketing\/en\/nike-dream-crazy-the-most-effective-marketing-action-in-the-planet-thats-effie-worldwides-jury-view\/","title":{"rendered":"Nike ‘Dream Crazy’, the most effective marketing action in the planet, that’s Effie Worldwide’s jury view"},"content":{"rendered":"\n

Effie Worldwide has elected Nike\u2019s \u201cDream Crazy\u201d 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 \u201cDream Crazy\u201d, 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.<\/p>\n\n\n\n

By showing how athletes could not only push themselves in sport, but also begin to change the culture around them, Nike captivated today\u2019s youth generation and American culture at large. The campaign provoked an enormous cultural conversation and added over $6Bn in value to Nike stock.

\u201cWe 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,\u201d said Helen Luan, Corporate Vice President at Tencent and Global Best of the Best Effie Co-Chair.

\u201cThis was the perfect case to win the first ever Iridium Effie, smart yet sensitive strategy, compelling creativity and superb results\u2026all delivered in a context where real courage was required and displayed,\u201d added Carl Johnson, Founding Partner & Executive Chairman of Anomaly and Global Best of the Best Effie Co-Chair. \u201cI 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\u2019s the Everest of Awards.\u201d<\/p>\n\n\n\n

And the winners of the first ever Global Grand Effies were\u2026<\/span><\/strong><\/h4>\n\n\n\n

<\/p>\n\n\n\n

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 \u2013 the first-ever\u202fGlobal 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.

\u201cThe Global Grand Effie winners are truly the best of the best, proving exceptional across Effie\u2019s 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\u2019s winning teams,\u201d said Traci Alford, Global CEO, Effie Worldwide.

The inaugural Global Grand Effies were awarded to:<\/p>\n\n\n\n

1.- Brand Experience-Services:<\/strong> IKEA Russia & Instinct (BBDO Group) \u201cApartmenteka,\u201d with ZBRSK<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/strong><\/span><\/a> <\/figcaption><\/figure>\n\n\n\n


2.- Commerce & Shopper Marketing:<\/strong> Restaurant Brands International\u2019s Burger King & FCB New York & FCB\/RED \u201cThe Whopper Detour,\u201d with O Positive Films, Zombie Studio, Chemistry Creative & ABMC.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign<\/span>, click here<\/strong><\/span> <\/a><\/figcaption><\/figure>\n\n\n\n


3.- FMCG-Food & Beverage:<\/strong> Nestl\u00e9 Mexico\u2019s Nescaf\u00e9 & Bombay \u201cNescaf\u00e9 Tributo\u201d.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/strong><\/span><\/a> <\/figcaption><\/figure>\n\n\n\n

4.- FMCG-Other:<\/strong> Procter & Gamble\u2019s Tide & Saatchi & Saatchi New York \u201cIt\u2019s a Tide Ad,\u201d with Hearts & Science, Taylor Strategy, MKTG & Marina Maher Communications.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/a> <\/strong><\/span><\/figcaption><\/figure>\n\n\n\n


5.- Media, Entertainment & Leisure:<\/strong> The Walt Disney Company Latin America\u2019s National Geographic and Wolf BCPP \u201cNat Geo Into The Dark. A trip to the eclipse,\u201d with Agencia Opera Chile.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/strong><\/span><\/a> <\/span><\/figcaption><\/figure>\n\n\n\n

6.- Positive Change: Social Good-Brands:<\/strong> Black & Abroad & FCB\/SIX \u201cGo Back to Africa,\u201d with Initiative, Glossy Inc., Grayson Matthews, Rooster Post.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/strong><\/span><\/a> <\/figcaption><\/figure>\n\n\n\n

7.- Positive Change: Social Good-Non-Profit:<\/strong> Street Grace & BBDO Atlanta \u201cGracie\u201d.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campign<\/span> click here<\/strong><\/span><\/a> <\/span><\/figcaption><\/figure>\n\n\n\n

8.- Restaurants: <\/strong>KFC Australia & Ogilvy Australia \u201cMichelin Impossible,\u201d with OPR Australia, MediaCom & Infinity Squared<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/strong><\/span><\/a> <\/figcaption><\/figure>\n\n\n\n

9.- Retail:<\/strong> Nike & Wieden+Kennedy \u201cDream Crazy,\u201d with Park Pictures, JOINT Editorial, A52 & Publicis Sapient.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/strong><\/span><\/a> <\/figcaption><\/figure>\n\n\n\n

10.- Seasonal\/Current Events:<\/strong> Microsoft & McCann New York \u201cChanging the Game\u201d.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/a> <\/strong><\/span><\/figcaption><\/figure>\n\n\n\n

11.- Sustained Success:<\/strong> Aldi UK & Ireland & McCann Manchester \u201cLike Brands\u2019 2011-2018,\u201d with UM Manchester.<\/p>\n\n\n\n

\"Global<\/a>
To know more on this campaign,<\/span> click here<\/strong><\/span><\/a> <\/figcaption><\/figure>\n\n\n\n

12.- Transportation, Travel & Tourism:<\/strong> Tourism New Zealand, Special Group New Zealand & Special Group Australia\u2019s \u201cGood Morning World\u201d<\/p>\n\n\n\n

\"Global<\/a>
More information on this campaign,<\/span> <\/span>click here<\/strong><\/span><\/a> <\/span><\/figcaption><\/figure>\n\n\n\n

<\/p>\n\n\n\n

Image over the headline.-<\/strong> Nike \u00abDream Crazy\u00bb.\u00a9 Nike\/Wieden+Kennedy<\/span><\/p>\n\n\n\n

<\/p>\n\n\n\n

Related Eastwind Marketing links <\/span>(Spanish edition):<\/span><\/strong><\/h4>\n\n\n\n

<\/p>\n\n\n\n

Cannes Lions 2019.- Las agencias espa\u00f1olas regresan a casa sin Grand Prix, pero el marketing \u00ablatino\u00bb de Burger King alcanza el premio a la Marca creativa del a\u00f1o<\/span><\/a><\/p>\n\n\n\n

<\/p>\n\n\n\n

Related Eastwind Marketing links<\/span> (videos):<\/strong><\/span><\/h4>\n\n\n\n

<\/p>\n\n\n\n

Cannes Lions 2019.- Entrevista a Fernando Machado CMO Mundial Burger King<\/span><\/a> (in Spanish)<\/span>
-Cannes Lions 2019.- Interview with Fernando Machado Worldwide CMO at Burger King-<\/span><\/p>\n\n\n\n

<\/p>\n\n\n\n

Susan Credle at that time Chair Woman at FCB Global tells Eastwind on Burger King Whopper detour campaign<\/span><\/a> (in English)<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Showing how athletes could not only push themselves in sport, but change the culture around them triggered eager conversation adding over $6Bn to Nike value<\/p>\n","protected":false},"author":24,"featured_media":20255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[4],"tags":[12308,12310,12309,11017],"yst_prominent_words":[],"_links":{"self":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/20228"}],"collection":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/comments?post=20228"}],"version-history":[{"count":0,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/20228\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media\/20255"}],"wp:attachment":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media?parent=20228"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/categories?post=20228"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/tags?post=20228"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/yst_prominent_words?post=20228"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}