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NEW YORK, N.Y. -- Oglivy & Mather Chicago's campaign for Unilever's Dove brand, "The Campaign for Real Beauty" was awarded the Grand EFFIE last night at the 38th Annual EFFIE Awards ceremony at the Marriott Marquis here.
EFFIE Awards honor the most significant achievement in marketing communications: effectiveness. For the first time ever, the Grand EFFIE was deliberated during the day of the EFFIE Awards ceremony, by a panel of judges led by Ty Montague, chief creative officer and co-president of JWT New York.
"The Dove campaign was the clear Grand EFFIE winner," said Montague, chair of the 2006 Grand EFFIE judging panel and also the keynote speaker for the EFFIE gala. "It is a successful campaign rooted in a powerful human and cultural insight: that beauty has heretofore been defined by the media and is actually defined much differently by real women."
Besides Dove's Real Beauty campaign created by Ogilvy & Mather Chicago, the six Grand EFFIE campaign finalists (and top scoring Gold EFFIE winners) included: Bathroom Moments, created by DDB New York for Georgia-Pacific Corp.'s Angel Soft; Pontiac Solstice Launch Apprentice, created by Leo Burnett Detroit for General Motors Corp.'s Pontiac Solstice; Raising the Bar, created by BBDO North America for Cingular; Showerhead Campaign created by Fallon Worldwide for Holiday Inn Express and; Working with Monkeys, created by Cramer-Krasselt for CareerBuilder.com.
This year, the most effective advertising holding companies included Omnicom Group with 31 EFFIE wins overall, Publicis Groupe (23 wins) and WPP Group (17 wins). Independent agencies represented 23 EFFIE wins. Publicis Groupe's Leo Burnett brought home six Gold EFFIEs, the most of any agency in the competition (and the most EFFIE Awards overall, 16), while WPP's Ogilvy and Mather landed 5 Gold EFFIEs (and the Grand EFFIE).
Following is a complete list of EFFIE winners in the packaged goods sector:
ConAgra Foods and Leo Burnett USA, Gold EFFIE for the Chef Boyardee's "Boy, This Stuff Is Good" campaign in the packaged food/regular category.
Pfizer Consumer Healthcare and JWT New York, Gold EFFIE for the Listerine PocketPaks's "Close Moments" campaign in the snacks/desserts/confections category.
Kellogg Co. and Leo Burnett USA, Gold EFFIE for the Pop-Tarts's "Crazy Good" campaign in the breakfast foods category.
Kellogg Co. and Leo Burnett USA, Silver EFFIE for the Keebler's "A Peek Inside The Hollow Tree" campaign in the snacks/desserts/confections category.
Kraft Foods and Foote Cone & Belding, Silver EFFIE for the South Beach Diet Foods's "Life is better on the Beach" campaign in the packaged food, diet/health/light category.
Unilever Bestfoods and McCann Erickson, Silver EFFIE for the Bertolli's "Empty Restaurant" campaign in the packaged food/regular category.
Campbell Soup Company and Y&R, Bronze EFFIE for the Campbell's Chunky Chili's "Tailgating" campaign in the packaged food/regular category.
Kraft Foods and Ogilvy & Mather, Bronze EFFIE for the Post Healthy Classics's "Whole Grain Experts" campaign in the breakfast foods category.
Wm. Wrigley Jr. Company and Energy BBDO, Bronze EFFIE for the Wrigley's Orbit White's "A Dazzling Smile, No Matter What" campaign in the snacks/desserts/confections category.