The annual effectiveness awards for the Singapore market were presented on 31st May at the Shangri-La Ballroom. This event is organised by the Institute of Advertising Singapore. The EFFIES continue to be a popular award with clients and marketers as performance is as important as creative execution.

Sixty-five submission were made which required not only examples of the creative work but written entries to demonstrate the effectiveness to the forty-five senior marketers and creative people who were the judges.

The ballroom was filled with clients and agency anxious to hear the results. But first the new IAS President, Terry O’Connor, spoke to the audience about the changes he was making in the organisation and his focus for the coming year. This included more emphasis on education and the President said that a series of seminars would be rolled out. He also took the opportunity to unveil the new logo for IAS which would replace the original logo designed many years ago.

Terry O'Connor sharing the new vision of IAS.

A total of eight Gold winners were announced, with six Silver and eight Bronze. There were some excellent creative executions proving that good creativity and results are not necessarily exclusive.

 

LIST OF EFFIE 2011 WINNERS

GOLD
CATEGORY: GOVERNMENT/INSTITUTIONAL/RECRUITMENT

(1) Campaign Title CREATE2011

Brand Singapore Economic Development Board

Advertiser Singapore Economic Development Board

Agencies Ogilvy & Mather / Neo@Ogilvy

 

CATEGORY: EDUCATION

(2) Campaign Title Kindness “Live”

Brand Singapore Kindness Movement

Advertiser Singapore Kindness Movement

Agencies DDB Group Singapore / OMD

 

CATEGORY: FINANCIAL SERVICES (PRODUCTS/SERVICES)

(3) Campaign Title NTUC Income “Flood Campaign” – How a tactical response can deliver strategic results

Brand NTUC Income

Advertiser NTUC Income

Agencies BBH Asia Pacific / Maxus

 

CATEGORY: NON-PROFIT/PRO-BONO/PUBLIC SERVICES

(4) Campaign Title Are you obsessed with the right things?

Brand Breast Cancer Foundation

Advertiser Breast Cancer Foundation

Agency DDB Group Singapore

 

CATEGORY: BEVERAGES (ALCOHOL)

(5) Campaign Title 2010 Festive Campaign

Brand Heineken

Advertiser Asia Pacific Breweries Singapore Pte Ltd

Agencies Irisnation Singapore / ZenithOptimedia

(See the winners group photo below)

CATEGORY: ENTERTAINMENT

(6) Campaign Title Nike City 10K – SG VS. KL

Brand NIKE

Advertiser NIKE South East Asia

Agencies Kinetic Design and Advertising / Mindshare

(See the winners group photo below)

(7) Campaign Title Music MoodBox

Brand Starhub Mobile

Advertiser Starhub

Agencies DDB Group Singapore / Mindshare

(See the winners group photo below)

CATEGORY: TRANSPORTATION SERVICES

(8) Campaign Title SilkAir Explorers

Brand SilkAir

Advertiser SilkAir

Agencies J. Walter Thompson / Mindshare

(See the winners group photo below)


SILVER
CATEGORY: CONSUMER ELECTRONICS

(1) Campaign Title Flip your Profile

Brand CISCO Flip

Advertiser CISCO Consumer Products

Agency DDB Group Singapore

 

CATEGORY: GOVERNMENT/INSTITUTIONAL/RECRUITMENT

(2) Campaign Title When words fail; music speaks

Brand Breathe

Advertiser Health Promotion Board

Agencies Ogilvy & Mather / Mindshare

 

CATEGORY: FINANCIAL SERVICES (PRODUCTS/SERVICES)

(3) Campaign Title Real Good Deals

Brand Aviva

Advertiser Aviva

Agencies BBDO Proximity / Upfront Media

 

CATEGORY: HEALTHCARE PRODUCTS & SERVICES

(4) Campaign Title Ah Kong

Brand Health Promotion Board

Advertiser Health Promotion Board

Agencies DDB Group Singapore / Mindshare

 

CATEGORY: BEVERAGES (ALCOHOL)

(5) Campaign Title Rise To The Top of The World

Brand Guinness

Advertiser Asia Pacific Breweries

Agency BBDO Proximity

 

(6) Campaign Title Please do touch

Brand Heineken

Advertiser Asia Pacific Breweries

Agencies irisnation Singapore / ZenithOptimedia

 

BRONZE

CATEGORY: AUTOMOBILES/VEHICLES/AUTOMOTIVE AFTER MARKET PRODUCTS AND SERVICES

(1) Campaign Title Audi A8 – Light Years Ahead

Brand Audi Singapore Pte Ltd

Advertiser Audi Singapore Pte Ltd

Agencies Irisnation Singapore / MediaCom

 

(2) Campaign Title Are you a Real Driver?

Brand BMW Asia

Advertiser BMW Asia

Agencies Publicis / Mindshare

 

CATEGORY: BEVERAGES (NON-ALCOHOL)

(3) Campaign Title Listen To Your Bones

Brand Anlene

Advertiser Fonterra Brands

Agencies BBDO Proximity / OMD

 

CATEGORY: BEAUTY PRODUCTS & SERVICES

(4) Campaign Title Guys Listen Up

Brand Garnier Men

Advertiser L’Oreal Singapore

Agency Publicis

 

CATEGORY: NON-PROFIT/PRO-BONO/PUBLIC SERVICE

(5) Campaign Title Can You Serve- Shifting Public Opinion Through Content

Brand Singapore Tourism Board

Advertiser Singapore Tourism Board

Agencies BBH Asia Pacific / MEC Access

 

(6) Campaign Title Launching a smoke-free counterculture

Brand Health Promotion Board

Advertiser Health Promotion Board

Agencies Ogilvy & Mather / Mindshare

 

CATEGORY: TELECOM SERVICES

(7) Campaign Title Abang Jimat & Family

Brand SingTel

Advertiser SingTel Mobile Singapore

Agencies BBDO Proximity / MEC

 

CATEGORY: ENTERTAINMENT

(8) Campaign Title Sentosa Spooktacular

Brand SENTOSA

Advertiser Sentosa Leisure Group

Agencies Emagination Interactive / OMD