Irish Ad industry has taken the 1st step towards global excellence in marketing effectiveness
Irish Ad industry has taken the 1st step towards global excellence in marketing effectiveness

IAPI are delighted to announce, following an intensive judging phase, those campaigns shortlisted for the Effie Awards Ireland.

Effie is a global forum that exists to lead, inspire and champion both the practice and practitioners of marketing effectiveness. Last year Ireland, through IAPI, became the latest country to adopt these world-class marketing effectiveness awards.

Effie Awards Ireland provides the Irish advertising and marketing industry with their 1st ever opportunity to pitch themselves against their peers globally. Every Irish Gold winner, announced at the virtual awards ceremony on 23rd Sept, will be given the opportunity to enter both Euro Effie Best of the Best and Global Effie Best of the Best in 2022.

The judging of these awards is incredibly rigorous and when completed will have taken 4 days for the jury groups (36 jury members in total) to review every entry. Every single entry is read and discussed by a group of at least 6 jury members and the short-listed cases are discussed by 10 jurors in total.

Out of nearly 100 entries, a total of 45 cases were short-listed, across 14 categories. The shortlisted agencies and their clients were: BBDO Dublin for Eason, Bord Bia and Rockshore; Bonfire for ALONE; Boys + Girls for Energia, ŠKODA and Three Ireland; Carat for Vodafone; Core for Electric Ireland, HSE, Heineken 0.0, The National Lottery, Three Ireland and Trócaire; Dentsu for Energia; Folk Wunderman Thompson for An Post, Irish Life and Vodafone; Havas Dublin for Epilepsy Ireland and Jacob’s; In the Company of Huskies for BeLonGTo and Society of St Vincent de Paul; Javelin for Casillero del Diablo and SSE Airtricity; McCann Manchester for Aldi Ireland; Mediacom for Society of St Vincent de Paul; Mother London for Baileys; OMD Ireland for Jacobs and SSE Airtricity; PHD Media for FBD Insurance and ŠKODA; Publicis Dublin for Heineken 0.0 and Standard Life Ireland; Rothco Accenture Interactive for Electric Ireland and Óglaigh Náisiúnta na hÉireann; TBWA Dublin for HSE, Jameson and SuperValu; The Brill Building for Breakthrough Cancer Research; and The Public House for EPIC The Irish Emigration Museum, Independent.ie and FBD Insurance.

“It helped enormously that all of the international judges and many of our local jurors were Effie veterans as they were able to benchmark the Irish cases with those they’d seen in other markets and apply a global standard of excellence. This placed huge value on those cases shortlisted, let alone those awarded”, commented Damian Devaney, Senior Partner, TBV Global and Effie Awards Ireland Jury Chair. “Having judged Euro Effies and having sat in on many jury room discussions, it was clear to see how thoroughly the judges interrogated the information presented, how collaborative their discussions were and the overall international standard of the entries. Those cases short-listed are truly deserving of congratulations for achieving the benchmark being sought by the judges as it was a very high bar indeed.”

The 36-strong jury members of Effie Awards Ireland 2021 included international marketers and agency leaders from P&G, Heineken, Coca Cola, Diageo, Pearl & Dean, Dentsu Netherlands, Adam & Eve, Facebook, Twitter, HBO, Teneo, Mindshare Switzerland, SEK Finland, TBWA Paris, McCann & Grey Nordics. In addition, there was strong local representation from senior marketers of Electric Ireland, St Vincent de Paul, Davy, Ulster Bank, National Lottery, AIB, Allianz, Amarach, Behaviour and Attitudes & DAA.

The virtual Effie Awards Ireland ceremony, hosted by IAPI, will take place at 4pm on 23rd Sept 2021. Only those achieving the highest standard of marketing effectiveness will be awarded from the short-listed cases.

Effie Awards Ireland are supported by RTE Media Sales, An Post Commerce, Pluto, Wide Eye Media, and Twitter

Category: Business to Business
Category: Business to Business

Entry Title: The Connected Island

Brand: Three Ireland

Lead Agencies: Boys + Girls, Core

Category: Crisis Response/Critical Pivot
Category: Crisis Response/Critical Pivot

Entry Title: You are not alone. The lifeline support line.

Brand: ALONE

Lead Agency: Bonfire


Entry Title: Saving Lives At The Speed of COVID

Brand: Health Service (HSE / Dept. of Health)

Lead Agencies: Core, TBWA Dublin

Entry Title: Every Donation is an Intervention

Brand: Society of Saint Vincent de Paul

Lead Agencies: In the Company of Huskies, Mediacom

Category: Finance and Insurance Services
Category: Finance and Insurance Services

Entry Title: Embracing Change

Brand: Irish Life

Lead Agency: Folk Wunderman Thompson


Entry Title: Live Your Best Second Life

Brand: Standard Life Ireland

Lead Agency: Publicis Dublin

Entry Title: Harnessing the power of homegrown support

Brand: FBD Insurance

Lead Agency: The Public House, PHD Media


Category: FMCG, Petcare & Homewares
Category: FMCG, Petcare & Homewares

Entry Title: The Welcome In-Between

Brand: Jacob’s

Lead Agency: Havas Dublin, OMD Ireland

Entry Title: Convincing the Irish to Drink No-alcohol Beer

Brand: Heineken 0.0

Lead Agencies: Publicis Dublin, Core

Category: IT, Telecoms & Consumer Electronics
Category: IT, Telecoms & Consumer Electronics

Entry Title: Busting myths by connecting islands

Brand: Three Ireland

Lead Agencies: Core, Boys + Girls

​ Category: Leisure, Media, Sport, Travel and Gaming
​ Category: Leisure, Media, Sport, Travel and Gaming

Entry Title: A campaign so successful, it had to be pulled

Brand: The National Lottery

Lead Agencies: Core, Starcom


Entry Title: How The National Lottery started dreaming big again

Brand: The National Lottery

Lead Agency: Core

Entry Title: A little museum taking on big stereotypes

Brand: EPIC, The Irish Emigration Museum

Lead Agency: The Public House


Entry Title: From 'free for all' to 'paywall'

Brand: Independent.ie

Lead Agency: The Public House

Category: Media Content & Partnership/Sponsorship Effectiveness
Category: Media Content & Partnership/Sponsorship Effectiveness

Entry Title: The Darkness Into Light Sunrise Appeal

Brand: Electric Ireland

Lead Agencies: Rothco Accenture Interactive, Core

Entry Title: How dreaming big for Team Ireland paid off

Brand: FBD Insurance

Lead Agency: The Public House

Category: New Product or Service Introduction
Category: New Product or Service Introduction

Entry Title: Making Waves In The Drinks Category

Brand: ROCKSHORE

Lead Agency: BBDO Dublin

Entry Title: Addressing decline with innovation

Brand: Heineken 0.0

Lead Agencies: Publicis Dublin, Core

Category: Positive Change – Brands, NFP – Environmental or Social Good
Category: Positive Change – Brands, NFP – Environmental or Social Good

Entry Title: Proving compassion has no borders - The Trócaire Story

Brand: Trócaire

Lead Agency: Core


Entry Title: Address Point; postal service for the homeless community

Brand: An POST

Lead Agency: Folk Wunderman Thompson

Entry Title: Remember the Rainbow

Brand: BeLonG To

Lead Agency: In the Company of Huskies


Entry Title: Every Donation is an Intervention

Brand: Society of Saint Vincent de Paul

Lead Agencies: In the Company of Huskies, Mediacom

Category: Public Service, Government & Utilities
Category: Public Service, Government & Utilities

Entry Title: Making The Potato Sexy Again

Brand: Bord Bia

Lead Agency: BBDO Dublin


Entry Title: You are not alone. The lifeline support line.

Brand: ALONE

Lead Agency: Bonfire


Entry Title: PUTTING POWER BEHIND THE BRAND

Brand: Energia

Lead Agencies: Boys + Girls, dentsu X


Entry Title: Ireland vs COVID-19. How public service communications played an extraordinary role in Ireland’s COVID response

Brand: Health Service (HSE / Dept. of Health)

Lead Agencies: Core, TBWA Dublin

Entry Title: Every Donation is an Intervention

Brand: Society of Saint Vincent de Paul

Lead Agencies: In the Company of Huskies, Mediacom


Entry Title: This is Generation Green

Brand: SSE Airtricity

Lead Agencies: Javelin, OMD Ireland


Entry Title: The Shop That Nearly Wasn't

Brand: Breakthrough Cancer Research

Lead Agency: The Brill Building

Category: Retail & Fashion (Bricks or Clicks or both)
Category: Retail & Fashion (Bricks or Clicks or both)

Entry Title: Eason delivered what Amazon couldn’t: joy at Christmas

Brand: Eason

Lead Agency: BBDO Dublin


Entry Title: Swap & Save 2.0

Brand: Aldi Ireland

Lead Agency: McCann Manchester

Entry Title: "Is He Still Coming This Year?" SuperValu Christmas

Brand: SuperValu

Lead Agency: TBWA Dublin

Category: Small Budget – less than €50k
Category: Small Budget – less than €50k

Entry Title: You are not alone. The lifeline support line.

Brand: ALONE

Lead Agency: Bonfire


Entry Title: Changing misconceptions of epilepsy in Ireland.

Brand: Epilepsy Ireland

Lead Agency: Havas Dublin


Entry Title: Normal People Love Wine

Brand: Casillero del Diablo

Lead Agency: Javelin


Entry Title: Sleeping Flags; a small action with massive impact

Brand: Óglaigh Náisiúnta na hÉireann (O.N.E)

Lead Agency: Rothco Accenture Interactive


Entry Title: Jameson International Graduate Programme 2020/21

Brand: Jameson

Lead Agency: TBWA Dublin


Entry Title: The Shop That Nearly Wasn't

Brand: Breakthrough Cancer Research

Lead Agency: The Brill Building

Category: Sustained Effectiveness
Category: Sustained Effectiveness

Entry Title: THE POWER OF ONE LITTLE WORD

Brand: ŠKODA

Lead Agencies: Boys + Girls, PHD Media


Entry Title: Getting the nation sending love again at Christmas

Brand: An Post

Lead Agency: Folk Wunderman Thompson


Entry Title: Establishing a youth brand in Ireland's competitive telco market

Brand: Vodafone

Lead Agency: Folk Wunderman Thompson

Entry Title: This is Generation Green

Brand: SSE Airtricity

Lead Agencies: Javelin, OMD Ireland


Entry Title: It’s a Treat! The 5 Year Turnaround Story

Brand: Baileys

Lead Agency: Mother London

Category: Topical Marketing (Current Events)
Category: Topical Marketing (Current Events)

Entry Title: Reframing value in a Pandemic: How Vodafone stayed on top during a race to the bottom

Brand: Vodafone

Lead Agency: Folk Wunderman Thompson, Carat

Entry Title: The Shop That Nearly Wasn't

Brand: Breakthrough Cancer Research

Lead Agency: The Brill Building