Grey is one of the most awarded agencies at the Effie Awards Brazil
27 October, 2014
The Grupo Newcomm agency is in the top of the most awarded list; the Old Spice case won Gold and Silver and Downy takes Silver – the P&G brands had the effectiveness of their campaigns acclaimed after outstanding results.
Grey Brazil is among the most awarded agencies at the Effie Awards Brazil 2014, the national version of the most important efficacy award in the world. In the awards ceremony held last Monday (the 20th), of the 4 cases enrolled by Grey, 3 won a trophy – Old Spice took the Gold and Silver, in the Product and Launch categories respectively, and Downy won the Silver in the Product category.
Promoted in the country by the newspaper Meio & Mensagem, one of the main publications in the Brazilian advertising trade, this year 13 cases were awarded, among the 90 that ran in 10 different categories.
To Grey Brazil, winning these awards in Effie is one more proof of the local-market acknowledgement of its global positioning as a “Famously Effective” agency. One of the relevant characteristics of these awards around the world is that as important as creativity is the efficacy of the campaigns, endorsed by the clients’ results.
“We know how difficult it is to win an Effie, especially in categories as competitive and Product and Launch,” says Walter Longo, Grey president. He also points out Grey Brazil’s incredible performance: “Winning 1 gold and 2 silver after having ran with only 4 brands is a surprising performance that makes us very happy,” Longo concludes.
The agency, the result of the recent merger with New Energy (a Grupo Newcomm agency), began an entirely new phase in the market one month ago. And there is nothing better than beginning a journey already stimulated by these awards in recognition of your work. Grey Brazil, under the command of Walter Longo and Sylvia Panic – president and COO, respectively –, aims at featuring among the 10 biggest and most creative agencies in the country in the next five years.
The cases – For the Brazilian launch of Old Spice, the # 1 deodorant brand in the United States*, a powerful cause was created for the brand: the rescue of the “Man’s Man” – the man that is confident, self-assured and proud of being and smelling like a man. The campaign, following the brand’s DNA in other countries, bet on humor, with a purposely-irreverent tone in a very masculine language. Starred by the Brazilian actor Malvino Salvador, it promoted a true rescue of “manhood”. The several versions of the Open and Closed-TV films translates into a call to action to men, packed with fun action references such as “flying kicks”, explosions and motorcycle races. The campaign also contemplated outdoor media, merchandising on men’s shows, endomarketing and a strong digital strategy.
On the other hand, the introduction to the Brazilian market of Downy, P&G’s premium clothes softener, caused a rupture in the category. Historically a laundry and family-care product, Downy created a new perspective for softeners, putting itself in the consumer’s bedroom and acknowledging women’s individual passion for fashion. The campaign was composed of a TV film, magazine ads and live actions with fashion bloggers, who showed Downy as a beauty brand – more than a clothes-care product.
The award – The Effie Awards Brazil 2014 is the national version of the most important efficacy award in the world, which has been held for over 40 years and that today is present in over 40 countries. In Brazil, it’s promoted by Meio & Mensagem and has two phases. The next will be held on October 20 with the awards ceremony, when the Gold or Silver winners will also be announced – among the 13 awarded cases–and the Grand Effie will be elected in a new jury meeting.
* P&G’s calculation based on the sales reported by The Nielsen Company through its Retail ScanTrack Services tools in the US market, where P&G is enrolled in the deodorant category for 2013 (52 W/E 28/12/13).
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