The Global Iridium and Grand Effies have been awarded, chosen from Grand and Gold winners from all the 2022 Effie Awards competitions across the world. After the first round of judging, 53 campaigns became Global Grand Effie contenders, with 12 Global Grand Effies awarded, 4 to Ogilvy.
Wieden + Kennedy and McDonald’s have won the ultimate Effie, the Iridium Effie for the most effective campaign in the world, for McDonald’s Famous Orders.
McDonald’s Famous Orders was created by Wieden+Kennedy New York, with contributing agencies, The Narrative Group, Alma DDB, Burrell, and the IW Group. It also won the Global Grand Effie in the Restaurants category. The brand had found itself facing a critical issue – the new generation of multicultural youth had counted them out. Based on the insight, “We all have a go-to McDonald’s order”, Famous Orders turned going to McDonald’s into a cultural event. McDonald’s asked its most famous fans, Travis Scott, J. Balvin, BTS, and Saweetie, for their order and made it possible for fans to order them. These orders gained trend status and hundreds of millions of incremental sales resulted.
“All of this year’s Global Grand Effie winners were very impressive, which made for a rich debate to select the Iridium winner. What stood out most about the McDonald’s work was its strong link to the product and its cultural relevance. The team built a sense of community, listened to their audience, and remained future focused. The results were significant, and we are proud to award the Iridium Effie to McDonald’s and Wieden+Kennedy NY. It is truly great work, has great results and, most importantly, it changed behaviour,” stated Tze Kiat Tan, chief executive officer of BBDO Asia and Iridium jury co-chair.
McDonald’s continues to rank highly in the Effies. In the 2021 and 2022 Global Effie Index, it ranked #1 Most Effective Brand.
The 2023 Global Grand Effie Winners are:
- Commerce & Shopper – Product/Service Launch: Cervecera de Puerto Rico’s Medalla Light and DDB Latina Puerto Rico “Sounds From Home”
- Experiential Marketing: Mondelēz India Pvt. Ltd.’s Cadbury Celebrations and Ogilvy India Group “My SRK Ad,” with Wavemaker India
- Experiential Marketing – Health: Procter & Gamble India’s Whisper and Leo Burnett India “Changing the education system to keep girls in school,” with Network18, UNESCO, MediaCom India, and MSL India
- Food & Beverage: Mars Wrigley’s Extra Gum and Energy BBDO “For when it’s time: Extra gum’s pandemic comeback,” with MediaCom, ICF Next, and The Mars Agency
- Positive Change: Social Good-Brands: Unilever’s Dove and Ogilvy UK “Reverse Selfie,” with Edelman and Mindshare US
- Positive Change: Social Good-Non-Profit: Ahr – a wine region needs Help for Rebuilding e.V.’s Flutwein, Seven.One AdFactory GmbH, and White Rabbit Budapest “#flutwein – Our Worst Vintage,” with WallDecaux
- Product/Service Launch: Beam Suntory Australia’s -196 and The Monkeys “Ridiculous! How -196 defied the hottest trends to become Beam Suntory’s most successful launch ever,” with Liquid Ideas, PHD Australia, Fuel Sydney, and Mr Positive
- Restaurants: McDonald’s US and Wieden+Kennedy NY “McDonald’s Famous Orders,” with The Narrative Group, Alma DDB, Burrell, and IW Group
- Small Budgets: Excel, Kia Motors and Ogilvy El Salvador “The First Car Showroom Inside a Bus,” with Ogilvy US, Garage Films, and La Brujula
- Social Media: Magazine Luiza’s Magalu and Ogilvy Brasil “Lu from Magalu: the biggest virtual influencer in the world,” with OAK, Sentimental Filme, Comando S, and Globo
- Sustained Success – Services: Aldi UK and McCann Manchester “Kevin versus John: How a humble carrot usurped a national treasure to win the UK’s Christmas Ad crown,” with UM
- Topical/Annual Events: Transparency International Lebanon’s Lebanese Transparency Association & Publicis Groupe – Leo Burnett Middle East “The Currency of Corruption”
The 2023 Global Best of the Best Effies were in partnership with Meta and, presenting insights partner, Ipsos.
