Old Spice & Wieden+Kennedy win the Grand Effie Award for The Man Your Man Could Smell Like
Procter & Gamble's Old Spice and Wieden+Kennedy won the Grand Effie Award for "The Man Your Man Could Smell Like" at the 43rd Annual North America Effie Awards, which was held tonight at Cipriani 42nd Street in New York. Paine PR and Landor were contributing partners on the winning campaign, which also won a Gold Effie Award in the Beauty Product and Services category. Since 1968, winning an Effie Award has become a global symbol of achievement as the Effies honor marketing ideas that work. Wieden+Kennedy and BBDO brought home the most Gold Effie Award trophies (4 each) of any agency at the gala.
The Grand Effie winner was debated hours before the Effie Awards ceremony by the Grand Effie Jury at Bloomberg in New York. Finalists (the top scoring Gold Effie Award winners) also included Old Spice and Wieden+Kennedy for “The Man Your Man Could Smell Like" Responds to the Internet (with Paine PR), Bing and JWT for Breaking the Google Habit: Time to Stop Searching and Start Deciding (with Universal McCann and Razorfish), Kia and David&Goliath for Kia Soul Takes on Scion xB & Nissan Cube (with Initiative and Innocean Worldwide), Mars Chocolate North America’s Snickers brand and BBDO NY for You're Not You When You're Hungry (along with Starcom, Weber Shandwick, Thomas J. Paul, Inc., and Digitas), Kraft and Digitas for Real Women of Philadelphia (with Eqal, Edelman, mcgarrybowen and OgilvyAction) and Bank of
America and Starcom USA/LiquidThread for History Channel “America: The Story of Us” Partnership.
According to the Grand Winner's Effie entry, Old Spice needed to defend its turf in the male body wash category. "The Man Your Man Could Smell Like" was created to appeal to both men and women and quickly became a cultural phenomenon. It changed the way brands can interact and engage with their fans and ultimately helped to double sales of Old Spice body wash from the previous year.
The Grand Effie winner is a game changing campaign that combined the best of what has always mattered-strategy and creativity- with the best of what now matters-innovation and responsiveness," said Carl Johnson, Effie Worldwide Board member and Co-Founder of Anomaly. "It's a role model campaign with outstanding results."
A complete list of winners can be found on www.effie.org.