Wednesday night's Effie Awards crowned "Imported from Detroit," the two-minute Super Bowl film starring Eminem the Grand Effie.
Created out of Wieden & Kennedy, and directed by Serial Pictures' Sam Bayer, the Chrysler work won the Best in Show award for the most effective marketing strategy of the past year. The challenge for Chrysler was to launch the Chrysler 200 in the absence of any loyalty or eager customers, after the company filed for bankruptcy in 2009. "Unfortunately, America had turned its back on American cars," Chrysler stated in its entry. "Success required us to keep the public's eye on Chrysler's future." As a result of the campaign's success, Chrysler paid off its government bailout six years early, as sales increased.
"They gave that brand its soul back," Grand Effie Jury member Jeff Benjamin, North America chief creative officer at JWT said in a statement.
Other finalists -- the top scoring Gold Effie Award Winners -- included four campaigns from Leo Burnett/Arc Worldwide, including "Mayhem," for Allstate Insurance Company, which features various pitfalls like an unforeseen storm or a car accident personified by actor Dean Winters, as well as the "What Will You Gain When You Lose?" campaign for Special K. Both were co-led by Starcom. Leo Burnett also earned nods for Troy Public Library's "Book Burning Party" and IKEA's "Moving Day," out of the agency's Toronto outpost.
IKEA also earned a nod for "The Life Improvement Store" campaign created out of Ogilvy & Mather and MEC North America. Ogilvy was also represented for work for IBM's "Watson" super-computer, and Truvia's "Sweetness Stories."
P&G was awarded the most effective advertiser in North America, for the second year in a row.
The three most effective ad holding companies in North America were WPP, Publicis Groupe and Omnicom, while the most effective agency networks were Ogilvy & Mather, Leo Burnett Worldwide, Starcom MediaVest Group, BBDO Worldwide and Saatchi & Saatchi. The most effective independent agencies were McKinney, Wieden, BBH NY, Droga5 and SY Partners.
A full list of the winners can be found on the Effies site.
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