Another Romanian Effies edition passed and the best and most efficient agencies were selected by a reputed jury and awarded during a Gala, that took place at Romanian National Opera in Bucharest.
McCann Erickson Romania took top honors and a Grand Effie while Graffiti BBDO went home with the biggest number of prizes and also Grand Effie, following the Romanian Effie Awards gala, that took place at National Opera in Bucharest. On the other hand, David & Goliath prize went to CohnandJansen JWT.
A total of 31 prizes were awarded during the ceremony, with 18 agencies receiving them.
CohnandJansen JWT got Gold in David & Goliath, with “Vote for purity”, a campaign for Aqua Carpatica (client Valvis Holding). The prize comes as the agency works for 3 years for Aqua Carpatica account, starting from 0 and making brand’s entire brand and communication strategy.
I’m glad to see that a courageous initiative, that aimed to change the rhetoric in water category, receives recognition. Aqua Carpatica, the most pure water in Romania, chose a different strategy, related to consumer’s right to be informed on water’s purity. On the shelf, from the 25 Romanian water brands, only 3 mentions nitrites concentration on the label. We think it is important to introduce nitrites on all labels of bottled water in Romania. The 1st step in these efforts was the water law, that showed a small brand with a big mission can attract an impressive wave of support and reaching to an important place within its category
Senior Strategic Planner CohnandJansen JWT.
Aqua Carpatica was a very cool product even since launch. It had everything it needed: packaging, visual territory plus a special statement. The campaign Vote for purity was really special, because it allowed us to communicate the product to its real value. The “Last Hour” section on the website was daily updated with the news developed around the campaign. The project was very courageous and what is most important is people understood what Aqua Carpatica has to say and supported Water Law
CohnandJansen JWT team working on the campaign included Andrei Cohn – Creative Director, Alex Negoescu – Group Creative Director, Nadia Gilca – Art Director, Raluca Iacob – Senior Strategic Planner, Arina Stoenica – Account Manager and Gina Zgubea – Online Project Manager.
Aqua Carpatica got Effie Gold in 2013 after, in 2011, the brand received a Bronze in “New product” category.
23 Communication Ideas was another one of the agencies that went up on the stage during Effie Awards Gala, receiving 2 Golds in Alcoholics – Beer and Sustained Success categories. Agency’s trophies were received, on stage, by Bogdan Naumovici and Laurentiu Semeniuc.
I am glad for the prizes we received for 2 reasons: first is that we won the only trophy awarded within the Beer category, one that communicates intensively, has many important players and it’s extremely competitive. The second reason is the recognition obtained for the 3 years of Ciuc campaigns, that show that marketers’ fear – believing that public reacts only to rational arguments related to the products – isn’t justified. For 3 years already, Ciuc wins efficiency prizes with a campaign as there use to be made for beer back in the days: fun, competitive, daring, that doesn’t drive you crazy talking about malt (…), no paraben water or other saint relics that new type of beer marketers are revearing
Managing Partner 23.
We positioned always as an ideas shop, not a billing hours one, a shop that solves business problems through communication solutions. That is why the awards that recognize the efficiency of our solutions for business are the most important for us. We don’t brag about how funny or crazy are our ideas, but with the results they produce, as one can see easily on our agency’s website, agentia23.ro.
Romanian Effies 2013 were lucky for McCann Erickson Romania also, with the agency winning its 2nd Grand Effie this year and 6 other awards. The agency was awarded for campaigns made for Sprite, Vodafone, Rom Autentic and Maggi. The agency scooped Grand Effie with ‘Parental Control” campaign, developed for Sprite
McCann got gold for “ROM gives you the kick to finish what you started” (Rom Autentic) and “Vodafone Brand Relaunch” (Vodafone Romania), Bronze for “Food is fun” (Maggi) and Silver for “Digital Library” (Vodafone Romania).
Also, McCann WorldGroup Romania’s media agency, UM, received 4 awards: Gold Effie for Ciuc Natur Radler and “Only taste matters”, Silver Effie with Caroli and “Don Curcan”, Bronze with Napolact and “Handcrafted promotion” and Gold Effie with Ciuc and “A beer in a thousand”.
We were all affected by crisis. But I think those companies that maintained their vision and built brands with strong emotional anchors had a lot to win. I hope this year’s Effies to encourage more companies to approve courageous campaigns – as almost all that were awarded gold this year. Congratulations to all winners!
Creative Partner McCann Erickson Romania.
McCann adds, this way, the 6 awards won locally to other 2 important regional prizes, Grand Prix and Most Effective Traditional Marketing Campaign at Effie Baltics 2013, for „Bite SmartSchool” (Bite Lituania).
Graffiti BBDO Romania was responsible for winning 2 Golds for “Pepsi. Today, the same as yesterday” campaign; Pepsi also won a Silver for “Live Thirst”. The winning works were implemented by Pepsi together with Graffiti BBDO, Xplain and Mediacom.
PepsiCo was awarded 2012 Grand Effie for ‘Pepsi-Cola. Today, the same as yesterday” campaign.
A Bronze from the one awarded at Romanian Effies also went to Draftfcb Bucharest, in Digitally Led Campaigns, for “Share the love with NIVEA“. This is the 1st Effie the agency earns.
The awarded campaign took place in February last year and promoted the limited Nivea Creme Valentine’s among young people, with accent on the idea of gifting / sharing. The campaign ran on TV, print, outdoor, digital and also included BTL and PR.
The campaign was implemented in partnership with Republika Interactive.
DraftFCB team working on the campaign included Anca Iuhas – Strategic Planner, Bogdan Ionita – Head of Strategy, Radu Ghitescu – Senior Art Director, Tudor Pop – Senior Copywriter, Alex Hariga – Head of Digital, Claudiu Dobrita – Creative Director, Miruna Macsoda – Account Manager, Daniela Craciun-Mercas – Account Director and Ana Maria Oila – Client Service Director.