NEW YORK TBWA\Media Arts Lab won the Grand Effie for Apple's "Get a Mac" campaign at the 39th annual Effie Awards held here on Thursday.
The Effies honor the effectiveness of campaigns and individual spots. "Get a Mac" generated market-share growth of 42 percent, record sales and cultural influence for Apple, according to the Effie organization.
The campaign portrays comedian and author John Hodgman as a dowdy, gray-suited PC and actor Justin Long as the younger, shaggier Mac. Earlier this year, Adweek named "Get a Mac" its campaign of the year for 2006.
"They figured out a way to embody who that Mac customer was and they nailed it without getting mean-spirited," said John Butler, co-cd at Butler, Shine, Stern & Partners in Sausalito, Calif., and Grand Effie jury chair.
Butler acknowledged that the Apple zeitgeist probably played a role in the judges' thinking. "That brand is bigger than any advertising campaign," he said. "Design leads the conversation, and that probably plays as much a role as anything."
Two other campaigns were under serious consideration for the top honor: Norelco's "Bodygroom" by DDB in New York and the Montana Meth Project's "Not Even Once" by Venables Bell & Partners, according to Butler.
"The 'Shave anywhere' stuff [for Norelco] was really interesting because they created a category—and that was powerful to some judges," he said.
Leo Burnett took home the most Effies with 11, followed by JWT with nine and DDB with six.
TBWA had the most gold Effies with three: "Pedigree Adoption Drive" for Mars Pet Care, "Giantology" for Sony, both from TBWA\Chiat\Day, and "Get a Mac" for Apple from TBWA\Media Arts Lab.