Leo Burnett in Detroit won the Grand Effie at last night's Effie Awards for its "I'm in" campaign for that city's school system. In March 2009, the Detroit Public Schools were facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment and a public backlash for closing 29 schools. Burnett's campaign—which became a movement and rallying cry—helped turn things around. The schools exceeded enrollment projections for the past year and generated some $49 million in funding. Check out more in the video below and at the Effies site.
—Posted by Tim Nudd