The most important award of the night, the Grand EFFIE, went to Leo Burnett & Target for the campaign „Tadaaam GigaWeekend” – client Telekom Romania. At the 13th edition of the competition, 12 agencies and companies won 32 trophies, including a Grand EFFIE, five Gold trophies, nine Silver and 17 Bronze trophies.
The Awards Gala took place at the National Museum of Art and was presented by the famous TV anchorwoman, Andreea Esca.
The happy winners were this year: CAP, GMP Advertising, Graffiti BBDO, Heist Industries, Jazz, Kubis Interactive, Leo Burnett Romania, McCann Worldgroup România, Orange Romania, Publicis Romania & Nurun and Webstyler.
The Jury lead by Paweł Tyszkiewicz, Chairman of Polish EFFIE Committee & CEO Polish Marketing Communications Association SAR, was composed of 90 people from the top management of advertising agencies, but also from the academic field. The works have been evaluated, from the sales’ results perspective and the communication objectives reached and passed, in total 88 campaigns from which 49 were finalists and reached the second judging round.
“EFFIE Romania becomes stronger and stronger, with a good educational role embedded in the program. I was honored to be invited to take part at the latest EFFIE Romania edition that brings with it substantial changes: a new for presenting the cases, a new evaluation and, in the end, but also the most important aspect, a new type of interaction of the jury’s members, through the introduction of modern debates.
The way each member of every group of the jury’s members was composed (with representatives from advertising, marketing, research, university professors), the selection of each member – it was needed experience and openness towards the mature, honest discussions – all of these leading to very deep, full of insights debates,” said Tyszkiewicz.
Leo Burnett & Target, the winner of the Grand EFFIE, also won four separate awards: Gold in the Telecommunications category, Silver in Engaged Communities and Bronze in Brand Experience for the same campaign, Telekom – Tadaaam GigaWeekend, and another Bronze for Bergenbier Football (Alcoholic beverages – Beers).
McCann Worldgroup Romania was the agency the won the biggest number of awards, more precisely 12, as follows: Gold EFFIE at Sustained Success for Doncafé – Billions of moments, National Institute for Blood & Untold – Pay with blood (a Silver for GoodWorks EFFIE – Non – Profit and one in Media Innovation), Vodafone – Raymond and the Romanian Immigrants (Silver in Engaged Communities), Neumarkt – For Proper Men (Silver – Alcoholic beverages – Beers), American Bites (Silver in Retail), Amigo – Real energy, not just words (two Bronze EFFIEs in Non-alcoholic beverages & Renaissance), KFC – Duetos (Bronze EFFIE in Retail), Fakation (Bronze EFFIE – Brand Experience), Pizza Hut – No Keyboard (Bronze EFFIE – Retail) and Vodafone – Hai Simona! (Bronze EFFIE – Telecommunications).
Publicis Romania followed the most awarded agency, by receiving five EFFIE trophies at this edition: a Gold EFFIE for ACR – Google Streetview test in the Others category, three trophies for Shop like a Jedi – Carrefour (a Bronze EFFIE in each category: Retail, Shopper Marketing and Brand Experience), signed by Nurun, and eMag- Shop anytime, anywhere (Bronze – Retail).
GMP Advertising won a Gold EFFIE for the campaign FRF – The Reconquered Stadium, entered in the Engaged Communities category, a Silver in Telecommunications forTelekom – Christmas designed by kids and a Bronze EFFIE in Shopper Marketing for “Serif la relaxare” – Ciucas.
Following the success at Cannes Lions, Jazz received also a Gold EFFIE in the category GoodWorks EFFIE – Non – Profit for “Stop the massacre, save our songbirds” (Natura 2000 NGO Coalition).
The brands that won at EFFIE 2016 are: ACR, Amigo, Bergenbier, Burn, Carrefour, Ciucas, Dacia Logan Prestige, Doncafé, eMAG, The Romanian Football Federation, Grolsch, ING Bank, KFC, National Institute for Blood & Untold, Natura 2000 NGO Coalition, Neumarkt, Orange, Pizza Hut, Telekom and Vodafone.
The EFFIE Romania program continues. All the insights and feedbacks gathered in the two rounds of judging, as well as the ones in the special consultative sessions with the people in the industry will contribute to the creating of the EFFIE Insight Guide – an instrument meant to help the agencies and clients to create more efficient campaigns, earning a better image over the market. The guide will be launch in November.
EFFIE Awards is an international festival, under the license EFFIE Worldwide, Inc. EFFIE Awards were launched in 1968, in SUA. Romanian EFFIE Awards is a statement event of the marketing and communication industry, organized by the International Advertising Association Romania (IAA Romania), in partnership with the Advertising Agencies’ Union in Romania (UAPR) and implemented by The Institute.