Truth Initiative and Mojo Supermarket win Grand Effie for anti-vaping campaign

In contention

The work edged out notable campaigns such as “Alpha Foods Class Action Lawsuit,” by Alpha Foods and Mischief @ No Fixed Address; “Acura Type S Launch Campaign—Chiaki’s Journey” by American Honda Motor Co. and MullenLowe U.S.; “Aged by Audio,” by Leo Burnett, Starcom, and Kellogg Co.’s Cheez-It;  “Froot Loops World: From TV Ads to World-Building,” by Kellogg’s Froot Loops, Leo Burnett Chicago and Starcom; “Apologize the Rainbow,” by Skittles and DDB Chicago; “Modern Rice Explorers,” by Riviana Foods and Alma DDB; “Be Wise All, Take Xyzal at Night,” by Sanofi/Xyzal and PureRED; and “See My Skin,” by Unilever and Edelman.

“Winning an Effie is a recognition worth celebrating as it represents not only the success of the work, but also the ideas, the teamwork, and the determined efforts of a group of people with a shared vision to deliver growth and change,” Traci Alford, global CEO of Effie Worldwide, said in a statement. 

Rest of the U.S. rankings

Effie also revealed the results of its 2022 U.S. rankings, which reflected the total points from finalists and winners of this year’s competition. 

Kellogg was named the Most Effective Marketer in the U.S., while Froot Loops was named the Most Effective Brand. Interpublic Group of Cos. took the Most Effective Holding Company spot for the second consecutive year, while DDB Worldwide was named Most Effective Agency Network and Starcom Worldwide was named the Most Effective Agency Office. Mischief @ No Fixed Address was named the Most Effective Independent Agency, followed by Mojo Supermarket and SuperAwesome.

Two golds and one silver Effie were also awarded in the Sustained Success category, which recognizes effective work that “has sustained measurable growth over three or more years,” the Effies wrote in a statement. The Gold Effies went to Procter & Gamble’s Old Spice and Wieden+Kennedy, Portland for “Men Have Skin Too” and The New York Times and Droga5 for “The New York Times.” The Silver Effie was awarded to Tobacco Free Florida and Alma DDB for “What Smoking Costs You.”

Effies were also awarded in the direct-to-consumer category for the first time. Bronzes went to Sanofi’s ALPROLIX and DDB Chicago for “Treatment Signing Day;” Pearson Education and VMLY&R for “This is You Learning”; and Keen Utility and Hanson Dodge for  “Keen Utility—Fits you Better.”