The world's most effective commercial

Nike’s Dream Crazy has been named the world's most effective campaign by Effie Worldwide.

 

The Global Effie Celebration announced the winners of the first Global Best of the Best Effies and the 2021 Global Multi-Region Effies, sponsored by Meta (Facebook). 

The best of the best invited all Grand and Gold Effie winners from 2019 and 2020 Effie Awards competitions around the world to determine the most effective marketing efforts. 

 

The competition created two new tiers of recognition, the first Global Grand Effies and the Iridium Effie, the single most effective marketing effort worldwide. 

 

Global Grand Effie winners include: KFC Australia & Ogilvy Australia Michelin Impossible, with OPR Australia, MediaCom & Infinity Squared and Tourism New Zealand, Special Group New Zealand & Special Group Australia’s Good Morning World. 

 

Sally Kissane, CEO of Ogilvy Australia: “We are beyond thrilled to have won this award. This result is a testament to what we strive for every day at Ogilvy Australia – to make work that really works.”

“I am very proud of our team who remain continuously committed to creating highly effective and ambitious work. I would also like to recognise the vital contribution made by our partners, and the cross-collaboration between teams within the Ogilvy Network, alongside our amazing client KFC.”

The Nike campaign Dream Crazy, created with Wieden+Kennedy Portland, also won the Global Grand Effie Award in the Retail category. 

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

“We have seen Nike following its sportsmanship and showing humanistic care and beliefs for diverse communities, even when encountering resistance and difficulties," said Helen Luan, Corporate Vice President at Tencent and Global Best of the Best Effie Co-Chair.

"It is, indeed, a beautiful, powerful, and most importantly, an effective case that is worthy of the Iridium Effie."

Carl Johnson, Founding Partner & Executive Chairman of Anomaly and Global Best of the Best Effie Co-Chair: “This was the perfect case to win the first ever Iridium Effie – smart yet sensitive strategy, compelling creativity and superb results...all delivered in a context where real courage was required and displayed.

“I 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’s the Everest of Awards.”

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:

 

The inaugural Global Grand Effies:

Brand Experience-Services: IKEA Russia & Instinct (BBDO Group) “Apartmenteka,” with ZBRSK

Commerce & Shopper Marketing: Restaurant Brands International’s Burger King, FCB New York & FCB/RED “The Whopper Detour,” with O Positive Films, Zombie Studio, Chemistry Creative & ABMC

FMCG-Food & Beverage: Nestlé Mexico’s Nescafé & Bombay “Nescafé Tributo”

FMCG-Other: Procter & Gamble’s Tide & Saatchi & Saatchi New York “It’s a Tide Ad,” with Hearts & Science, Taylor Strategy, MKTG & Marina Maher Communications

Media, Entertainment & Leisure: The Walt Disney Company Latin America’s National Geographic and Wolf BCPP “Nat Geo Into The Dark. A trip to the eclipse,” with Agencia Opera Chile

Positive Change: Social Good-Brands: Black & Abroad & FCB/SIX “Go Back to Africa,” with Initiative, Glossy Inc., Grayson Matthews, Rooster Post

Positive Change: Social Good-Non-Profit: Street Grace & BBDO Atlanta “Gracie”

Restaurants: KFC Australia & Ogilvy Australia “Michelin Impossible,” with OPR Australia, MediaCom & Infinity Squared

Retail: Nike & Wieden+Kennedy “Dream Crazy,” with Park Pictures, JOINT Editorial, A52 & Publicis Sapient

Seasonal/Current Events: Microsoft & McCann New York “Changing the Game” 

Sustained Success: Aldi UK & Ireland & McCann Manchester “Like Brands’ 2011-2018,” with UM Manchester

Transportation, Travel & Tourism: Tourism New Zealand, Special Group New Zealand & Special Group Australia’s “Good Morning World”