The least effective ads need some love, too

The Green Effie, honoring effective eco-marketing campaigns, shouldn’t be the only new prize at the show. In a long-overdue and pleasingly ironic inversion to its mandate, I propose that the organization also fete the least effective effort of the year, honoring work that’s instantly forgettable and fails to generate any brand recognition or sales. If this sounds familiar to any agencies out there—and I suspect it will strike a few chords at Lowe—consider entering, if you can even remember which ads you wanted to nominate.