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Wieden + Kennedy beat back an unusually long list of finalists to win the Grand Effie tonight for its “Imported from Detroit” campaign for Chrysler.
The winner emerged from a pack of 10 finalists which vied for the top prize at the 44th annual Effie Awards. In contrast, there were just six finalists last year, when Wieden also emerged victorious with "The man your man can smell like" for Old Spice.
The other contenders this year included Leo Burnett/Starcom’s “Mayhem” for Allstate; BBDO’s “Convincing youth not to text” for AT&T; Ogilvy & Mather’s “Watson” for IBM; Bartle Bogle Hegarty/Carat’s “Say it without saying it” for Johnnie Walker; and Ogilvy/MEC’s “The life improvement store” for Ikea.
Nine judges—including JWT’s Jeff Benjamin, Unilever’s Luis DiComo and Mars’ Debra Sandler—deliberated for five hours in selecting the winner, which was revealed at the end of a dinner ceremony at Cipriani 42nd Street in New York.
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