Source: Adweek
There are various ways in which the award show entries can be embellished and trimmed. But agencies don’t do that. Don’t they? These embellishments are in the focus of the campaign “It’s Effie Season” for the 2017 North American Effie Awards, done by the New York agency Walrus.
The campaign basically sends the message: We know all your tricks and moves, and they won’t work, because the Effie juries look only for concrete results. One of the videos thus plays with the way agencies report impressions that their campaign had achieved, and in the given example a guy named Melvin pulls numbers out of nowhere and in the end gets a figure of 2.6 billion impressions, with a total media buy of $500.
And then there is wordplay, where writing talent comes to the fore. Sales growth from 5.250 to 5.335 units doesn’t seem impressive? Maybe “2% growth” sounds better? Or maybe simply put that sales exceeded all previous benchmarks? There’s no lying, but the truth can be told in many ways.
Take a look of the other two spots of the “It’s Effie Season” campaign, by which Effie wants to make it perfectly clear what aren’t the things that you should pay attention to if you want to win the most prestigious award for campaign efficiency.
“Sometimes agencies can go a bit overboard in their attempts to prove their work changed the world,” Walrus CCO Deacon Webster told Adweek. “This campaign aims to have a little bit of fun with that behavior. It’s about as inside baseball as you can get. An accountant would have no clue what we’re talking about here. But to anyone who’s ever filled out an Effie entry, hopefully this will strike a chord of recognition and amusement.”
And we hope that the campaign will be effective ;)
