This document provides summaries of winning campaigns from the 2011 Effie Awards in various categories. It lists the award winners, their campaigns, and the agencies involved. There were winners in categories such as Automotive, Beverages, Consumer Electronics, Fashion, Healthcare, Media, Retail, and more. The Effie Awards recognize ideas that worked well in advertising.

1. ® Effie is a registered trademark / service mark of Effie Worldwide, Inc.
2011
the winners
Awarding Ideas That Work

2. AGRICuLTuRAL/INDuSTRIAL/BuILDING AuTOMOTIVE, PRODuCTS & SERVICES
SILVER SILVER SILVER
Cargill RAMP Delta Faucet Carfax
righT To The Bunk delTa TouCh2o TeChnologY Show Me The Carfax
carGill “handS” carFax
delta Faucet cOMpanY
bailey lauerman leo burnett Zimmerman advertising
Spark SMG GO Film
liquid thread
MS&l
Strata-G
AuTOMOTIVE, VEHICLES
GOLD SILVER BRONzE
MINI Cooper Toyota Nissan
Mini vS porSChe Challenge “MoMMY like/daddY like” The new Car
Mini uSa/bMW OF nOrtH aMerica tOYOta MOtOr SaleS, inc niSSan nOrtH aMerica
butler, Shine, Stern and partners Saatchi & Saatchi la tbWacHiatdaY
critical MaSS
OMd
the designory inc.
George p Johnson
.
BEAuTy PRODuCTS & SERVICES BEVERAGES, ALCOHOL
GOLD BRONzE SILVER BRONzE
Old Spice EOS Miller High Life Jameson
“The Man Your Man eoS - reinvenTing lip BalM give a veTeran a pieCe “TaSTe aBove all elSe” CaMpaign
Could SMell like” eOS prOductS of The high life pernOd ricard uSa
Old Spice (a p&G brand) MillercOOrS
Wieden+Kennedy Juniper park Saatchi & Saatchi tbWacHiatdaY
paine pr arc Worldwide
landor dig communications
razorfish
Mc Media
BEVERAGES, NON-ALCOHOL
SILVER BRONzE BRONzE
California Milk Gatorade V8
Processor Board
Selling healTh and BeauTY floaT like a BuTTerflY, v8. whaT’S Your nuMBer?
BY The gallon STing like a Bee caMpbell’S SOup cOMpanY
caliFOrnia MilK GatOrade
prOceSSOr bOard
Grupo Gallegos tbWachiatday la Young & rubicam new York
OMd G2 uSa
circle One Marketing
Mec Global
1 / 2011 Effie Awards Winners – Awarding Ideas That Work

3. BOOMER+ BRAND ExPERIENCE BREAKFAST FOODS
SILVER GOLD BRONzE BRONzE
Sun Life Financial Old Spice Starbucks Coffee Wheaties Fuel
Company
geT To know Sun life “The Man Your Man Could SMell STarBuCkS ”SparkS“ wheaTieS fuel launCh CaMpaign
Sun liFe Financial like” reSpondS To The inTerneT StarbucKS cOFFee cOMpanY General MillS, inc.
Old Spice (a p&G brand)
the Martin agency Wieden+Kennedy bbdO new York Saatchi & Saatchi
paine pr pHd Media popular Front
blast radius FrWd
edelman
COMPuTER HARDWARE COMPuTER SOFTWARE CONSuMER ELECTRONICS
BRONzE SILVER SILVER SILVER
Lexmark Norton from Symantec Canon EOS Cameras Sony PlayStation
lexMark waging a real war againST phoTographY BeYond The STill iT onlY doeS everYThing
inK MOnSterS a virTual villain canOn uSa SOnY cOMputer
SYMantec cOrpOratiOn entertainMent aMerica
lexmark leo burnett, uSa Grey advertising deutsch la
doner arc Worldwide Mediacom
picasso pictures Grey San Francisco
lewis-Global public relations edelman public relations Worldwide
CuLTuRE & THE ARTS DAVID VS GOLIATH
SILVER BRONzE GOLD BRONzE
The Field Museum Art Institute of Chicago Kia Seasonique
Sue eSCapeS The red CuBe projeCT kia Soul TakeS on SCion xB & SeaSonique re-launCh
tHe Field MuSeuM art inStitute OF cHicaGO niSSan CuBe teva WOMen’S HealtH
Kia MOtOrS aMerica
ddb chicago energy bbdO david&Goliath, llc ddb nY
OMd proximity chicago initiative draftfcb
innocean Worldwide communications Strategies inc
connell & associates
ENTERTAINMENT/SPORTING EVENTS FASHION/STyLE
SILVER BRONzE GOLD SILVER
52nd Annual GRAMMy Atlanta Falcons Dockers Lane Bryant
Awards/ The Recording
Academy
how we Took The grannY riSe up! doCkerS’ reTurn To Manhood noBodY fiTS You like lane BrYanT
ouT of graMMYS tHe atlanta FalcOnS levi StrauSS & cO. / dOcKerS lane brYant
tHe recOrdinG acadeMY
tbWachiatday los angeles the richards Group draftfcb / San Francisco Zimmerman advertising
visible technologies click Here OMd / los angeles Michael bernard
covey entertainment
Moondog
2 / 2011 Effie Awards Winners – Awarding Ideas That Work

4. FINANCIAL SERVICES - CARDS GLOBAL
BRONzE GOLD SILVER BRONzE
American Express OPEN Snickers IBM Corporation 5 Gum
aMeriCan expreSS open STarT You’re noT You when iBM SMarTerCiTieS prograM 5 guM: STiMulaTe Your SenSeS
BooMing CaMpaign You’re hungrY ibM cOrpOratiOn WilliaM WriGleY Jr. cO.
aMerican expreSS Open MarS ltd.
crispin porter + bogusky aMv bbdO Ogilvy & Mather energy bbdO
MindShare bbdO new York Mindshare/neo aMv bbdO
digitas bbdO dusseldorf SY partners Mindshare
Graffiti bbdO vSa partners Mediacom
impact bbdO Jack Morton Worldwide rapp collins ltd
GOODWORKS - BRANDS
GOLD SILVER
LG Mobile Miller High Life
“Before You TexT, give a veTeran a pieCe
give iT a ponder.” of The high life
lG electrOnicS MillercOOrS
MObilecOMM uSa
Young & rubicam advertising Saatchi & Saatchi new York
vMl arc Worldwide
tru dig communications
Mindshare razorfish
Smith & Jones Mc Media
GOODWORKS - NON-PROFIT
GOLD SILVER BRONzE
Rhode Island Community Washington Area Finnegans Irish Amber
Food Bank Women’s Foundation
Making SoMeThing of noThing Be ThaT woMan here’S To doing good:
tHe rHOde iSland cOMMunitY WaSHinGtOn area WOMen’S finneganS Brand re-launCh
FOOd banK FOundatiOn FinneGanS iriSH aMber
nail communications rp3 agency Martin Williams
beef Films SHerbet
cerebral lounge
clean cuts Music
GOVERNMENT/INSTITuTIONAL/RECRuITMENT HEALTHCARE - OTC
BRONzE BRONzE BRONzE
The united States Trojan u by Kotex
2010 Census
MoBilizing an enTire naTion “You Can’T waiT To geT iT on” u BY koTex geTS real
united StateS cenSuS bureau cHurcH & dWiGHt cO., inc aBouT periodS
KiMberlY-clarK
draftfcb the Joey company JWt
Organic
Mindshare
Marina Maher communications, inc
3 / 2011 Effie Awards Winners – Awarding Ideas That Work

5. HEALTHCARE PRODuCTS & SERVICES HISPANIC HOuSEHOLD FuRNISHINGS & APPLIANCES
SILVER BRONzE GOLD
Walgreens Hispanic Scholarship Formica
Fund
arM YourSelf for The TuS palaBraS de hoY “do a 180”
oneS You love (Your wordS TodaY) FOrMica cOrpOratiOn
WalGreenS HiSpanic ScHOlarSHip Fund
& tHe ad cOuncil
arc Worldwide Grupo Gallegos bbdO Minneapolis
Starcom uSa proximity Minneapolis
downtown partners chicago pHd Minneapolis
digitas
Gilmore Group
HOuSEHOLD SuPPLIES & SERVICES INFLuENCERS
SILVER BRONzE SILVER BRONzE
Huggies Tide Kimberly-Clark u Bauer Hockey
by Kotex*
The huggieS jean diaper: STYle iS an opTion, Clean iS noT kiMBerY-Clark “Break The CYCle” vapor x:60 STiCk
full of ChiC prOcter & GaMble cO. KiMberlY-clarK cOrpOratiOn bauer HOcKeY, inc.
KiMberlY-clarK
JWt Saatchi & Saatchi Organic, inc. OlSOn
edelman pr SMG united JWt, new York
Mindshare Media digitas
JWt action integer Group
devries public relations
INSuRANCE (AuTO & HOME)
BRONzE
Progressive Insurance
SuperSTore
prOGreSSive inSurance
arnold Worldwide
MEDIA IDEA
GOLD SILVER BRONzE BRONzE
Kraft American Express HOT IN CLEVELAND Syfy
real woMen of philadelphia unSTaged: an original SerieS hoT in Cleveland CaMpaign The whiTe raBBiT experienCe
KraFt froM aMeriCan expreSS tv land SYFY
aMerican expreSS
digitas digitas ingenuity Media Group Fallon
eqal Momentum Spot On Media consultants ignited
edelman arsonal creative Klip collective
mcgarrybowen target Marketing
Ogilvyaction
4 / 2011 Effie Awards Winners – Awarding Ideas That Work

6. MEDIA INNOVATION
GOLD SILVER BRONzE
Old Spice Doritos Toyota
“The Man Your Man Could SMell ConCerT in a Bag priuS launCh - harMonY
like” reSpondS To The inTerneT FritO-laY inSTallaTionS
Old Spice (a p&G brand) tOYOta MOtOr SaleS
Wieden+Kennedy Goodby, Silverstein and partners Saatchi & Saatchi la
paine pr OMd Greenroad Media
Macdonald Media
NEW PRODuCT OR SERVICE
GOLD SILVER BRONzE BRONzE
Bing ubisoft Just Dance Dante’s Inferno McDonald’s
Breaking The google haBiT: hiring aMeriCa To launCh danTe’S inferno: The inTroduCTion of real
TiMe To STop SearChing and a produCT highwaY To hell fruiT SMooThieS
STarT deCiding ubiSOFt electrOnic artS McdOnald’S cOrpOratiOn
MicrOSOFt
JWt nomadic agency Wieden + Kennedy ddb
universal Mccann Wheelhouse productions cinco design Office tribal ddb
razorfish Kamp Grizzly OMd
doubleclick- Google
OFFICE & DELIVERy PRODuCTS & SERVICES PACKAGED FOOD
SILVER SILVER BRONzE
united States Spice Islands SNICKERS® Brand
Postal Service
a SiMpler waY To Ship all SpiCeS are noT “You’re noT You when
holidaY CaMpaign CreaTed equal You’re hungrY”
united StateS pOStal Service acH FOOdS, inc. MarS cHOcOlate
nOrtH aMerica
campbell-ewald cramer-Krasselt bbdO nY
Starcom
Weber Shandwick
thomas J. paul, inc.
digitas
PET CARE RENAISSANCE
BRONzE GOLD
Milk-Bone SNICKERS® Brand
iT’S good To give “You’re noT You when
del MOnte You’re hungrY”
MarS cHOcOlate
draftfcb nOrtH aMerica
Starcom Worldwide
catalyst S+F bbdO nY
coyne pr Starcom
canine assistants Weber Shandwick
thomas J. paul, inc.
digitas
5 / 2011 Effie Awards Winners – Awarding Ideas That Work

7. RETAIL
GOLD SILVER BRONzE
Walmart Walgreens zappos.com
walMarT SMaCk Talk CaMpaign arM YourSelf for The happY people Making
WalMart oneS You love people happY
WalGreenS ZappOS develOpMent, inc.
the Martin agency arc Worldwide Mullen
Furlined Starcom uSa
beast downtown partners chicago
digitas
Gilmore Group
SHOPPER MARKETING - MANuFACTuRER
GOLD SILVER BRONzE
Gillette Fusion u by Kotex Febreze
fuSion/Madden - look Your u BY koTex launCh hoMe ColleCTionS launCh
BeST. plaY Your BeST. KiMberlY-clarK prOcter & GaMble-WalMart
prOcter & GaMble-WalMart GlObal cuStOMer teaM
GlObal cuStOMer teaM
ea SpOrtS
Saatchi & Saatchi x JWt/Ogilvyaction Saatchi & Saatchi x
triad tracylocke triad digital
Mindshare
colemanbrandworx
Strategic branding
Organic
SHOPPER MARKETING - RETAIL SINGLE IMPACT ENGAGEMENT
SILVER BRONzE GOLD SILVER
Walgreens Taco Bell Old Spice Toyota
arM YourSelf for The drive Thru-dieT “The Man Your Man Could SMell “Swagger wagon” viral video
oneS You love tacO bell cOrp
. like” reSpondS To The inTerneT tOYOta MOtOr SaleS, inc
WalGreenS Old Spice (a p&G brand)
arc Worldwide draftfcb Wieden+Kennedy Saatchi & Saatchi la
Starcom uSa Weber Shandwick paine pr
downtown partners chicago
digitas
Gilmore Group
SINGLE MEDIA COMPANy ACTIVATION
GOLD
Bank of America
hiSTorY Channel ”aMeriCa:
The STorY of uS“ parTnerShip
banK OF aMerica
Starcom uSa / liquidthread
the History channel
6 / 2011 Effie Awards Winners – Awarding Ideas That Work

8. SMALL BuDGETS - PRODuCTS SMALL BuDGETS - SERVICES
GOLD SILVER BRONzE SILVER
Discover Boating James Ready Scoop Away ComEd
Brewing Company
Making waveS jaMeS readY Bar-Ter nighT The advenTureS of CluMpY CoMed fine arT fridgeS
natiOnal Marine CaMpaign and CruMBlY cOMed
ManuFacturerS aSSOciatiOn JaMeS readY breWinG cOMpanY tHe clOrOx cOMpanY
space150 leo burnett ddb San Francisco leo burnett
campus intercept OMd
SNACKS/DESSERTS/CONFECTIONS
GOLD SILVER BRONzE
SNICKERS® Brand Stride Mega Mystery Wrigley’s Orbit Gum
“You’re noT You when The ridiCulouSlY innovaTive Clean up in STYle
You’re hungrY” un-innovaTion WriGleY
MarS cHOcOlate Stride
nOrtH aMerica
bbdO nY JWt energy bbdO
Starcom Gold n Fish Marketing interbrand
Weber Shandwick paine pr Starcom
thomas J. paul, inc. Horizon Media inc. ryan partnership chicago
digitas dig communications
SuSTAINED SuCCESS
GOLD SILVER BRONzE
Allstate Insurance Ocean Spray SVEDKA
Company
The “our STand” CaMpaign STraighT froM The Bog voTed #1 vodka of 2033
allState inSurance cOMpanY Ocean SpraY SpiritS Marque One llc
leo burnett arnold Worldwide Spirits Marque One llc
Starcom Worldwide Weber Shandwick
Kang & lee advertising ZenithOptimedia
lapiz
TELECOM SERVICES TRANSPORTATION
SILVER BRONzE GOLD
Verizon Wireless Verizon Wireless Southwest Airlines
power TruMpS preTTY Map for ThaT graB Your Bag. iT’S on/BagS
veriZOn WireleSS veriZOn WireleSS flY free
SOutHWeSt airlineS
mcgarrybowen Mccann erickson GSd&M
universal Mccann camelot communications
Zenith Media
Global Hue
adasia
7 / 2011 Effie Awards Winners – Awarding Ideas That Work

9. TRAVEL/TOuRISM/DESTINATION
GOLD SILVER BRONzE
HomeAway.com Montana Office Travelocity
of Tourism
The reTurn of The griSwoldS MonTana: There’S noThing here ChooSe The gnoMe’S
HOMeaWaY.cOM MOntana OFFice OF tOuriSM advenTureS
travelOcitY
publicis Seattle MercurycSc McKinney
Spark communications vollmer pr
Spot inquiry clickHere
OMd
yEARLy TOPICAL CATEGORy: RECESSION MARKETING
GOLD BRONzE
HP Huntington Bank
prinTing paYBaCk guaranTee hunTingTon Bank Brand
Hp iMaGinG & printinG GrOup re-launCh
HuntinGtOn banK
Goodby, Silverstein & partners arnold Worldwide
porter novelli MpG
Omnicom Media Group
8 / 2011 Effie Awards Winners – Awarding Ideas That Work