Mischief @ No Fixed Address’ Evolution of Smooth brand campaign for eos is the 2024 Iridium Effie winner in the Global Best of the Best Effie Awards.

The single most effective marketing effort in the world stood out among the 12 Global Grand Contenders for sparking cultural relevance, building deep emotional connection, and driving exceptional results. The campaign also won the Global Grand Effie in the Youth category.

The 2024 Global Grand Effies have been awarded to (by category):

• Audience: Intuit QuickBooks and Alma DDB’s “Think Ote,” with Access Brand Communications, Collectively, Critical Mass, and Initiative
• Brand Content & Entertainment – Products: Mars Wrigley North America / Skittles and DDB Chicago’s “Apologize the Rainbow,” with Mediacom, Weber Shandwick US, The Mars Agency, and Picrow
• Brand Content & Entertainment – Services: Fundación Casa Ronald McDonald Ecuador and Paradais DDB’s “The Journey,” with La Canguilera Studio, Air Music Agency, and Gran Idea
• Consumer Goods & Telecom: Meta / WhatsApp and AlmapBBDO’s “WhatsApp: the Privacy Gesture”
• Digital: Kellanova / Cheez-It, Leo Burnett Chicago and Starcom’s “Aged by Audio,” with Pandora Media, Weber Shandwick US, Pilot44 Labs
• Government, Institutional & Recruitment: Fire and Emergency New Zealand and Motion Sickness’ “You’re Cooked,” with MBM Wellington and Kantar Public
• Marketing Innovation/Business Solutions: WeCapital and DDB Mexico’s “Data Tienda”
• Retail: IKEA and McCann Worldgroup Spain’s “Trapped in the ’90s,” with iProspect
• Sustained Success – Products: AB InBev / Hertog Jan and The Valley BV’s “How Hertog Jan Became the #1 Beer Brand in the Netherlands,” with Osborne Pike, Hagens, DENTSU CREATIVE, and Publicis Groupe NL
• Sustained Success – Services: Sydney Children’s Hospitals Foundation, Hospitals United for Sick Kids, and CHEP Network’s “A New Sause of Revenue for Children in Hospital”
• Timely Opportunity: Volkswagen Brazil and Almap BBDO’s “VW 70 Years in Brazil”
• Youth: eos Products and Mischief @ No Fixed Address’ “Evolution of Smooth” brand campaign

The winners, chosen from 58 Global Grand Contenders, represent 8 markets, with the highest number of awards going to entries from North America and the LATAM region. The competition was open to Grand and Gold Effie winners from 55+ national and regional Effie Awards programs held throughout 2023, with entries featuring a dynamic mix of the world’s most iconic brands and bold challengers. 

See the full list of winners here and dive into their full case studies in the Effie Case Library to discover what set them apart, and how they delivered real results.