Congratulations to all the recipients!
Congratulations to all the recipients!

The Effie Awards Ireland 2021 winners were celebrated during a virtual broadcast from The Mansion House on Thursday 23rd September. Hosted by IAPI, over 600 agency folk and their marketing clients tuned into the online ceremony that was presented by Jennifer Zamparelli. The online awards ceremony celebrated the most effective Irish marketing and advertising campaigns chosen from nearly 100 entries to these inaugural awards.

Damian Devaney, Senior Vice President, TBV Global, the international Business Transformation Consultancy, spoke about why he willingly accepted the role as Chair of Effie Awards Ireland and what it means for the industry. “The introduction of the Effie Programme to Ireland is a significant step for IAPI and the industry because they go to the very heart of the advertising business. They are proven over 50 years and are the only worldwide standard awards in creative effectiveness.

Having proven examples of how the craft of creativity can demonstrably impact a company’s performance is what makes this whole industry tick. I’ve been passionate about proving the importance of what agencies do for over 20 years. Effie Awards are designed to illuminate as clearly and professionally as possible great examples of that in practice to the same standard across the world.”

The scarcity value and the standard required by Effie Worldwide became apparent during the ceremony where only 7 Gold, 12 Silver and 12 Bronze Effies were announced across 22 categories. However, given the intensive judging process and, the scrutiny that the jury applied to ensure that each case was assessed to the global benchmarking standard, it proves yet again, that Ireland can hold its’ own when it comes to effectiveness in commercial creativity, media innovation and advertising.

Charley Stoney, CEO, IAPI congratulated the winners saying; “The Effie Programme is more than the awards themselves. The process of entering; taking part in the judging; receiving verbatim jury feedback; having a bank of effectiveness cases to research within our own country – all of these things create a centre of learning for the Irish Marketing & Advertising industry.

We should be so proud of the positive impact we have on the Irish Economy and now, through Effies, we have case studies that prove it. Brands and agencies are working together every day to build businesses; launch new products; carry out social change for good; raise donations for worthy charities and sell products to willing consumers. We are all about keeping the economy going!”

Effie Awards Ireland has provided the Irish advertising and marketing industry with their first ever opportunity to pitch themselves against their peers globally. Every Gold winner this year can now enter both Euro Effie Best of the Best and Global Effie Best of the Best in 2022.

Effie Awards Ireland is supported by RTÉ Media Sales, An Post Commerce, Pluto, Wide Eye Media and Twitter. A representative from each sponsor was on stage during the ceremony to award and congratulate the Effie winners.

The winning agencies and their clients were announced in the following order:
The winning agencies and their clients were announced in the following order:

FMCG / Petcare & Homewares

BRONZE
Entry Title: The Welcome In-Between
Brand: Jacob’s & OMD Ireland
Lead Agency: Havas Dublin

SILVER
Entry Title: Convincing the Irish to Drink No-alcohol Beer
Brand: Heineken 0.0
Lead Agencies: Publicis Dublin & Core

Crisis Response/Critical Pivot

BRONZE
Entry Title: You are not alone. The lifeline support line.
Brand: ALONE
Lead Agency: Bonfire

BRONZE
Entry Title: Saving Lives At The Speed of COVID
Brand: Health Service (HSE / Dept. of Health)
Lead Agencies: Core & TBWA Dublin

SILVER
Entry Title: Every Donation is an Intervention
Brand: Society of Saint Vincent de Paul
Lead Agencies: In the Company of Huskies & Mediacom

Business to Business

GOLD
Entry Title: The Connected Island
Brand: Three Ireland
Lead Agencies: Boys + Girls & Core

IT, Telecoms & Consumer Electronics

SILVER
Entry Title: Busting myths by connecting islands
Brand: Three Ireland
Lead Agencies: Core & Boys + Girls

Positive Change – Brands, NFP – Environmental or Social Good

BRONZE
Entry Title: Proving compassion has no borders - The Trócaire Story
Brand: Trócaire
Lead Agency: Core

BRONZE
Entry Title: Remember the Rainbow
Brand: BeLonG To
Lead Agency: In the Company of Huskies

SILVER
Entry Title: Address Point; postal service for the homeless community
Brand: An POST
Lead Agency: Folk Wunderman Thompson

SILVER
Entry Title: Every Donation is an Intervention
Brand: Society of Saint Vincent de Paul
Lead Agencies: In the Company of Huskies & Mediacom

Leisure, Media, Sport, Travel and Gaming

GOLD
Entry Title: A little museum taking on big stereotypes
Brand: EPIC, The Irish Emigration Museum
Lead Agency: The Public House

Retail & Fashion (Bricks or Clicks or both)

SILVER
Entry Title: Swap & Save 2.0
Brand: Aldi Ireland
Lead Agency: McCann Manchester

Public Service, Government & Utilities

BRONZE
Entry Title: Making The Potato Sexy Again
Brand: Bord Bia
Lead Agency: BBDO Dublin

BRONZE
Entry Title: You are not alone. The lifeline support line.
Brand: ALONE
Lead Agency: Bonfire

BRONZE
Entry Title: PUTTING POWER BEHIND THE BRAND
Brand: Energia
Lead Agencies: Boys + Girls & dentsu X

SILVER
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

SILVER
Entry Title: Every Donation is an Intervention
Brand: Society of Saint Vincent de Paul
Lead Agencies: In the Company of Huskies & Mediacom

GOLD
Entry Title: The Shop That Nearly Wasn't
Brand: Breakthrough Cancer Research
Lead Agency: The Brill Building

New Product or Service Introduction

BRONZE
Entry Title: Making Waves In The Drinks Category
Brand: ROCKSHORE
Lead Agency: BBDO Dublin

Finance & Insurance Services

BRONZE
Entry Title: Live Your Best Second Life
Brand: Standard Life Ireland
Lead Agency: Publicis

Small Budget – less than €50k

BRONZE
Entry Title: Sleeping Flags; a small action with massive impact
Brand: Óglaigh Náisiúnta na hÉireann (O.N.E)
Lead Agency: Rothco Accenture Interactive

GOLD
Entry Title: You are not alone. The lifeline support line.
Brand: ALONE
Lead Agency: Bonfire

GOLD
Entry Title: The Shop That Nearly Wasn't
Brand: Breakthrough Cancer Research
Lead Agency: The Brill Building

Media Content & Partnership/Sponsorship Effectiveness

SILVER
Entry Title: The Darkness Into Light Sunrise Appeal
Brand: Electric Ireland
Lead Agency: Rothco Accenture Interactive & Core

Topical Marketing (Current Events)

SILVER
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

SILVER
Entry Title: The Shop That Nearly Wasn't
Brand: Breakthrough Cancer Research
Lead Agency: The Brill Building

Sustained Effectiveness

BRONZE
Entry Title: Establishing a youth brand in Ireland's competitive telco market
Brand: Vodafone
Lead Agency: Folk Wunderman Thompson

SILVER
Entry Title: Getting the nation sending love again at Christmas
Brand: An Post
Lead Agency: Folk Wunderman Thompson

GOLD
Entry Title: THE POWER OF ONE LITTLE WORD
Brand: ŠKODA
Lead Agencies: Boys + Girls, PHD Media

GOLD
Entry Title: It’s a Treat! The 5 Year Turnaround Story
Brand: Baileys
Lead Agency: Mother London

To view the shortlisted campaigns
To view the shortlisted campaigns
Out of nearly 100 entries, a total of 45 cases were short-listed, across 14 categories. The shortlisted agencies and their clients can be seen here