“The Campaign For Real Beauty,” Ogilvy & Mather, Chicago’s breakthrough creative in which everyday full-figured women rather than thin fashion models define and represent beauty, took the top honor, the Grand Effie, at the 38th annual Effie Awards ceremony in New York. The Effie competition honors the most significant achievement in marketing communications: Effectiveness.
“The Dove campaign was the clear Grand Effie winner. It is a successful campaign rooted in a powerful human and cultural insight: that beauty has heretofore been defined by the media and is actually defined much differently by real women,” said Ty Montague, chair of the 2006 Grand Effie judging panel, and chief creative officer/co-president of JWT New York.
Indeed Dove’s “Real Beauty” integrated campaign (TV, print, Web, outdoor, PR) struck a responsive chord in both men and women. It encompassed such TV ad fare as “Anthem” directed by Jeff Preiss of Epoch Films, bicoastal and London.
“The Campaign For Real Beauty” headed a field of top scoring Gold Effie winners such as Cingular’s “Raising The Bar” campaign from BBDO New York (a centerpiece spot being “Road Trip” directed by Lance Acord of Park Pictures, New York), and CareerBuilder.com’s “Working With Monkeys” out of Cramer-Krasselt, Chicago (directed by Bryan Buckley of bicoastal/international Hungry Man).
The Effie Awards introduced three new categories this year: Anything Goes (innovation, creativity and content in the face of a small budget); Media Strategy (outstanding effectiveness driven by a media idea); and Third Screen (marketing using a mobile hone as a main media channel).
Goodby, Silverstein & Partners, San Francisco, won a Third Screen Gold Effie for its “Curious Britney Spears” campaign on behalf of client Elizabeth Arden.
Copping a Media Strategy Gold Effie was Leo Burnett Detroit, GM Planworks and Vigilante for the Pontiac-GMC Division “G6 Launch” campaign.
And WongDoody, Seattle, garnered an Anything Goes Gold Effie for Tully’s Coffee Corporation’s “Tully’s 3:21 Wake-Up Call” campaign.
For a full rundown of Effie winners, visit effie.org.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More