And the 2013 Grand Effie Goes to ...

72andSunny unseats repeat winner W+K

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Wieden + Kennedy’s two-year stranglehold on the Grand Effie has ended.

Instead, the top prize at the 45th annual Effie Awards on Wednesday night went to 72andSunny for its “The Vet and the n00b” campaign for Call of Duty: Modern Warfare 3, an Activision Blizzard game. The effort, which also involved roster shops OMD, SapientNitro and Edelman, featured explosive, high-adrenaline ads starring Sam Worthington and Jonah Hill.

In 2011, W+K collected top honors for its “The Man Your Man Can Smell Like” work for Procter & Gamble’s Old Spice.

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