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
Entry Title: The Connected Island
Brand: Three Ireland
Lead Agencies: Boys + Girls, Core
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
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
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
Entry Title: Busting myths by connecting islands
Brand: Three Ireland
Lead Agencies: Core, Boys + Girls
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
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
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
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
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
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
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
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
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
