Knocking out incumbent Wieden+Kennedy.
The Vet and The n00b topples W+K two year stranglehold of the Grand Effie (North America) and sheds light to other agencies that there is always room for better works. Sam Worthington plays The Vet while Jonah Hill plays the n00b in the campaign that digitally, looks pretty awesome.
W+K was the brainchild of P&G’s Old Spice “The Man Your Man Can Smell Like” campaign; 2011 Grand Effie winner. The next year it was them again with Chrysler’s “Imported From Detroit” campaign. This, it was P&G again with their campaign “Thank You, Mom“, a heartfelt production for P&G as sponsors of the Olympics in London.
“The jury ultimately felt that Call of Duty best captured the principles of marketing cause and effect.”
And that was how 72andSunny’s Call of Duty outperformed the moms and kids at P&G. No doubt the commercial spot was awesome, but the game attracts both old timers of the game and newbies that want so badly to be accepted by other gamers. And because of this, Call of Duty: Modern Warfare 3 garnered an estimated $1 billion in sales just over 2 weeks of its release. Kudos.
Other 7 finalists:
JWT: Band-Aid’s “Magic Vision”
CAA Marketing: Chipotle’s “Cultivate a Better World”
OgilvyOne: Intercontinental Hotels
Digitas and Crispin Porter + Bogusky: American Express Open’s “Small Business Saturday”
BBDO: Pima Air & Space Museum’s “The Great Paper Airplane Project”
22squared: Costa Rica Tourism Board’s “Million Dollar Gift of Happiness”
DraftFCB: PFLAG’s “Stories to Inspire Change”
2013 Global Effie Winners List / download