Add Grand Effie to the mound of awards that Procter & Gamble's popular Old Spice campaign has amassed since last year.
Nearly a year ago, Wieden + Kennedy's man on a horse spot won the film Grand Prix at Cannes. In August, the ad won the Emmy for Outstanding Commercial and in April, the brand's "Response" campaign claimed the Grand Andy. In May, the campaign earned best in show at The One Show Interactive Awards and four gold Pencils at The One Show.
Tonight, the campaign, also known as "The Man Your Man Can Smell Like," beat five other brand efforts to claim the top prize, which Wieden shared with fellow Old Spice shops Paine PR and Landor Associates. Gold Effies in four categories (beauty products and services, brand experience, media innovation and single impact engagement) vaulted Old Spice to the finals.
The other Grand Effie finalists were Microsoft's Bing (JWT, Universal McCann, Razorfish); Kia (David&Goliath, Initiative, Innocean); Mars' Snickers (BBDO, Starcom, Digitas, Weber Shandwick, Thomas J. Paul Inc.); Kraft Foods' Philadelphia Cream Cheese (Digitas, Eqal, Edelman, mcgarrybowen, OgilvyAction); and Bank of America (Starcom, Liquid Thread).
Among agencies, BBDO won the most Effies, with 12—including four golds. Next up was Saatchi & Saatchi, with nine, followed by Leo Burnett, with eight. The Effie Awards posted a list of all the winners online.