Share with:
Not logged in. Login Now? | Submit Work | Activate Account | iPad App | Sign up for newsletters | Subscribe | Help
Search Creativity
Advanced Search
HOME
ADCRITIC
NEWS
FEATURES
ACTIVISION'S 'VET AND THE
NOOB' FOR 'CALL OF DUTY:
MODERN WARFARE 3' WINS GRAND
EFFIE
RESEARCH REPORTS
//MOST EMAILED
LOOKBOOK
WORK
NEWS
01 Coca-Cola: Small World
Machines
02 BNP Paribas: Hello Bank
03 Bloomberg Businessweek: BBW
Gets You Ahead
04 Coca-Cola: Hidden Flag
05 Geico: Hump Day
Campaign out of 72andSunny helped video game shatter entertainment
sales records; Ogilvy N.Y., W+K also take top nods
MY CREATIVITY
SIX THINGS YOU DIDN'T KNOW
BY: ANN-CHRISTINE DIAZ, PUBLISHED: MAY 22, 2013 E-mail | Print |
With the star firepower of actors Sam Worthington and Jonah Hill, it’s not surprising Activision’s “Vet
and the Noob” campaign, out of 72andSunny for Activision’s Call of Duty: Modern Warfare 3 got
a lot of people talking. But not only did they talk, they also flocked to the game, leading the
campaign to win the North American Grand Effie Winner at the 45th annual Effie Awards gala
tonight in New York.
Quirky traits and intriguing anecdotes about ad land's
creative leaders
MORE
CREATIVITY'S TOP 5
Activision and 72andSunny , along with OMD SapientNitro and Edelman saw the title
topple not just videogame, but entertainment industry records. In 2011 it earned $1 billion in sales
within 16 days of launch, besting the record of James Cameron’s “Avatar,” which earned that
amount in 17 days.
Mark Baynes, Global CMO of Kellogg’s and Chair of the 2013 Grand Effie Jury noted in a statement
that the judges were unanimamous in selecting the campaign as the year’s top winner. “Call of Duty
broke all industry records with a program that had powerful understanding and insight at its core,”
he said. "The big idea was brilliantly executed and distributed across the paid, owned, and earned
media landscape. In keeping with the principles of the Effies, the jury ultimately felt that Call of Duty
best captured the principles of marketing cause and effect within this year’s finalists.”
Gold Effie winers included other celebrated creative campaigns like JWT New York's Band­Aid
Magic Vision Augmented Reality App, which allows the "wounded" to place an iPhone or iPad over
their Muppets­imprinted bandages to interact with characters like Kermit the Frog and Miss Piggy,
Chipotle's "Cultivate for a Better World" out of CAA, the "Proud Sponsor of Moms" Olympics
campaign for P&G out of Wieden + Kennedy, along with Carat , GMR Marketing , Taylor
Strategy and DeVries Global, CP+B and Digitas ' American Express "Small Business Saturday"
campaign.
A DVD That Smells Like Domino's Pizza; Coke Cans
Get a Makeover & More
TUNE IN
BEHIND THE WORK
Can Oreo's new "Wonderfilled" campaign sap the
cynicism out of your day?
LEARN
AWARDS 2012
"Costa Rica's Million Dollar Gift of Happiness" for the Costa Rica Tourism Board, via 22squared ,
with PrizeLogic, Inc., Blind, Inc. and Think Conservatory, "The Great Paper Airplane Project" for the
Pima Air & Space Museum from BBDO San Francisco with Hunter PR and OgilvyOne Worldwide's
In­Hotel Credit Card Acquisition for Intercontinental Hotels Group also earned Effies Gold.
The Effies also announced its 2013 North American Effectiveness Index rankings. The most
effective agency of the year was Ogilvy & Mather New York, with BBDO New York and
McKinney also ranking in the top three. Wieden + Kennedy earned the honor for most effective
independent agency, followed by CAA. 22squared , Cramer ­Krasselt, Milwaukee and Mother,
N.Y. tied at third. P&G took the title of most effective advertiser for the thir year in a row, Mizuno
was named most effective brand, while Omnicom was most effective holding company.
0 COMMENTS:
The year's winningest campaigns, companies and
people.
MORE
YOU MUST BE LOGGED IN TO LEAVE COMMENTS. REGISTER TODAY.
USERNAME:
PASSWORD:
Submit
2012 AGENCY OF THE YEAR AND A-LIST
Help, I forgot my password
POST COMMENT
Honoring the year's most creative shops.
MORE
LATEST WORK
Check out more of the latest great work here