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  • Groceries Not Guns

    Effie Awards   October 5, 2016  

    A campaign headed by Moms Demand Action for Gun Sense in America aimed to increase awareness and public engagement surrounding a national conversation on gun control.

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  • #ShareHumanity

    Effie Awards   October 5, 2016  

    United Nations OCHA partnered with influential “social celebrities” to launch #ShareHumanity and encourage their followings to give a voice to the voiceless.

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  • World Gallery

    Effie Awards   October 5, 2016  

    Apple created World Gallery, the world's largest mobile photography gallery, to steer conversation about the iPhone 6 camera away from megapixels and toward photography.

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  • Free Killer Tan

    Effie Awards   October 5, 2016  

    Despite awareness of the link between indoor tanning and melanoma, millions of young American women ages 18-24 indoor tan every year. To break through to them, Mollie’s Fund created a fake indoor tanning salon offering a Free Killer Tan.

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  • Lovin' the Super Bowl

    Effie Awards   October 5, 2016  

    On Super Bowl day, McDonald’s added a little positivity to the world and shifted brand sentiment as a result.

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  • Love Has No Labels

    Effie Awards   October 5, 2016  

    The Love Has No Labels campaign goal was to help people recognize the biases they didn’t even know they had. Six months after the launch of the campaign significantly more adults report they are regularly accepting and inclusive of others and/or encourage others to be more accepting and inclusive.

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  • Allstate Social Savvy Burglar

    Effie Awards   October 5, 2016  

    Allstate used social media, where oversharing can put people's homes at risk of burglary, to prove the power of social opportunism and reframe home insurance as protection from this modern risk.

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  • Kleenex. Someone Needs One.

    Effie Awards   October 5, 2016  

    To save itself, Kleenex needed to transcend nose-wiping and stand for something that mattered to people.

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  • More Than a Costume

    Effie Awards   October 5, 2016  

    With “More Than a Costume”, Doctors of the World turned 2014’s most controversial Halloween costume into a donation device, emerging as an audacious, smart non-profit.

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  • Alcon's Howard and the Amazing Eye Exam

    Effie Awards   October 5, 2016  

    Alcon partnered with the nation's biggest Back-to-School destination, Walmart, to help parents set their kids up for success by supporting their kids most powerful learning tool (their eyes).

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  • Give Extra, Get Extra

    Effie Awards   October 5, 2016  

    Extra gum walked away from traditional product marketing and began investigating ways to build the brand by telling emotional stories.

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  • Guys with Hair Get It

    Effie Awards   October 5, 2016  

    Through partnerships with influencers, ROGAINE® leveraged a truth — what some would call a harsh truth — to wake up their audience and start to change the bigger cultural conversation around hair loss.

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  • This Is Our Season

    Effie Awards   October 5, 2016  

    USPS needed America to consider it a reliable shipping partner ahead of the 2014 holiday season. Rather than talk about its reliability, it boosted the morale of its 600,000 employees so they would deliver more reliably.

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  • YWCA #NotOkay

    Effie Awards   October 5, 2016  

    Violence against women is a known issue, but one that is easily overlooked because both the crime and victims usually remain behind closed doors. YWCA's campaign exposed this and used it to provoke the conversation to help generate awareness for the cause.

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  • SOUR PATCH Watermelon SLURPEE Campaign

    Effie Awards   October 5, 2016  

    To make SOUR PATCH KIDS famous with teens, they needed to be associated with a brand teens already love…like SLURPEE. To meet this challenge, SOUR PATCH KIDS first did a little sour/sweet snooping on social media.

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  • I Am Rich

    Effie Awards   October 5, 2016  

    Miller High Life reinvented itself with millennials by recognizing that people's pursuit of the good life was not circumscribed by the money that they had in their bank but more by surrounding themselves with the people, places, and things that were honest and grounded.

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  • Pure Michigan

    Effie Awards   October 5, 2016  

    The Pure Michigan campaign increased travel to, and spending in, Michigan by tourists from throughout the United States and beyond. It achieved and surpassed its goals and grew to become a rallying cry for the entire state.

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  • Lincoln Brand Reinvention

    Effie Awards   October 5, 2016  

    The Pure Michigan campaign increased travel to, and spending in, Michigan by tourists from throughout the United States and beyond. It achieved and surpassed its goals and grew to become a rallying cry for the entire state.

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  • #Unclaimed: The Hunt for a Missing Millionaire

    Effie Awards   October 5, 2016  

    New York Lottery went looking for a missing winner whose $7 million ticket was about to expire. The campaign's small flyers yielded big results with increases in engagement and jackpot sales.

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  • #MoreMusic

    Effie Awards   October 5, 2016  

    On music’s most important night, Target decided not to run ads, but instead to give viewers of the 57th GRAMMY Awards more of what they wanted: #MoreMusic.

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