The Effie Awards Europe were announced on December 5 during a gala dinner at the historic Maison de la Poste in Brussels.
Among the prizes awarded, the Grand Effie went to Aldi UK & Ireland’s entertaining ads featuring Kevin the Carrot, with McCann Manchester as lead agency. Or to give the entry its full title: “Kevin versus John – How a humble carrot usurped a national treasure to win the UK’s Christmas Ad crown.”
The Effie Awards' summary states: “By consistently investing in Kevin for 6 years, and not being seduced by the desire for novelty and innovation, Aldi took on the established giants John Lewis and Coca Cola to become the UK’s most effective and favourite Christmas advertising. ”
Kevin's latest Christmas ad. He's one effective carrot.
McCann Worldgroup was awarded the Agency Network of the Year title, winning 4 Gold and 3 Silver trophies for their work for IKEA, Aldi, Vodafone and Getlini EKO.
AdForum is a long-time partner of the Effie Awards. This year, in a unique meeting of awards shows, journalists from the Epica Awards Grand Prix meeting – which took place in Brussels that same day – were invited to attend the Effie gala. Epica, the global creative award judged by the press, is run by AdForum’s parent company.
Founded in the US in 1968, the Effie Awards honour effectiveness in advertising and communications. The pan-European prize was introduced in 1996.This year over 140 industry professionals from more than 20 European countries identified the most effective work. The jury, jointly chaired by Ayesha Walawalkar, Chief Strategy Officer, MullenLowe Group UK, and Catherine Spindler, Deputy CEO of Lacoste, awarded 50 trophies to almost 40 agencies from 16 countries across Europe.
See the full results on the Effie Awards website here.
