Ariel ‘Share the load’ gender equality campaign claims top honours at APAC Effies
India’s MullenLowe Lintas has won agency of the year at the Asia Pacific Effies, while BBDO has claimed network of the year for the region.
The Grand Effie went to BBDO India’s ‘Share the load’ campaign for Procter & Gamble detergent brand Ariel, which was named brand of the year.
The winners:
| Entry Title | Category | Client | Agency | |
| GRAND EFFIE | ||||
| Ariel – Share The Load | GoodWorks – Brand | Procter & Gamble India | BBDO India | |
| GOLD | ||||
| Must Be Milk | Beverages Non-Alcohol | Fonterra | Colenso BBDO / Proximity | |
| $HRED | Financial Products & Services | Bank of New Zealand | Colenso BBDO / Proximity | |
| Tiger Infrequent Flyers Club | Travel / Tourism | Tigerair | McCann Melbourne | |
| Dove “Silk Smooth ASMR” | Brand Experience | Mars Food China | BBDO Beijing (China) | |
| Love from Land Rover | Brand Experience | Land Rover New Zealand | Y&R New Zealand | |
| Ariel – Share The Load | Brand Revitalisation | Procter & Gamble India | BBDO India | |
| Introducing India to Commute Commerce | David vs Goliath | Clues Network | Enormous | |
| Ariel – Share The Load | GoodWorks – Brand | Procter & Gamble India | BBDO India | |
| Devalue Rhino Horn | GoodWorks – Non Profit | Rhino Rescue Project | Ogilvy & Mather Viet Nam | |
| Breast Cream | Small Budget-Products | NZ Breast Cancer Foundation / Skinfood | Colenso BBDO / Proximity | |
| A for Anthem | Small Budget-Services | The Akanksha Foundation | Ogilvy and Mather | |
| The People’s Beer | Sustained Success | Boundary Road Brewery | Barnes, Catmur & Friends Dentsu | |
| SILVER | ||||
| Breast Cream | Beauty & Wellness | NZ Breast Cancer Foundation / Skinfood | Colenso BBDO / Proximity | |
| Pure Potential | Beverages – Alcohol | Lion | Special Group | |
| Reversing the Curse of Concentrates | Beverages Non-Alcohol | Mondelez India Foods | Bates India | |
| Democratising Money Transfer | Financial Products & Services | Vodafone India | Ogilvy & Mather Advertising | |
| #MyFamilyCan | Food | SPC Ardmona | Leo Burnett Melbourne | |
| Ariel – Share The Load | Household/Home Products & Services | Procter & Gamble India | BBDO India | |
| Maxis’ New Network | IT /Telco | Maxis Mobile Services | Ogilvy Malaysia | |
| Holding Australia To Ransom | Restaurants | Hell Pizza | Barnes, Catmur & Friends Dentsu | |
| VisitBritain Naming Campaign | Travel / Tourism | VisitBritain | Ogilvy Beijing | |
| Maxis’ New Network | Asia Pacific Brands | Maxis Mobile Services | Ogilvy Malaysia | |
| Fool-proof Internet Service | Asia Pacific Brands | Idea Cellular | MullenLowe Lintas Group, India | |
| TURD Talks | Brand Experience | Silid Aralan | Y&R Philippines Inc. | |
| An Ugly Disease Turned Beautiful | Brand Experience | MS | Grey | |
| Must Be Milk | Brand Revitalisation | Fonterra | Colenso BBDO / Proximity | |
| ANZ’s push for an equal future. | GoodWorks – Brand | ANZ | Whybin TBWA Melbourne | |
| Breast Cream | GoodWorks – Non Profit | NZ Breast Cancer Foundation / Skinfood | Colenso BBDO / Proximity | |
| End Acid Sale | GoodWorks – Non Profit | Make Love Not Scars | Ogilvy & Mather | |
| Hershey’s Happygrams | Real Time Marketing | The Hershey Company | MRM/McCANN Singapore | |
| Love from Land Rover | Small Budget-Products | Land Rover New Zealand | Y&R New Zealand | |
| Hell Pizza | Sustained Success | Hell Pizza | Barnes, Catmur & Friends Dentsu | |
| World Gallery | Multi-market – Products | Apple, Inc. | TBWA \ Media Arts Lab | |
| BRONZE | ||||
| Tough Is Not Enough | Automotive | Ford Motor Company Australia | Blue Hive Australia | |
| Love from Land Rover | Automotive | Land Rover New Zealand | Y&R New Zealand | |
| Band-Aid Heal with love | Beauty & Wellness | Shanghai Johnson & Johnson Pharmaceuticals | BBDO & Proximity China | |
| The Unofficial Official Beer of SG | Beverages – Alcohol | Asia Pacific Breweries | BBDO Singapore | |
| AdaAQUA | Beverages Non-Alcohol | Danone | Y&R Indonesia | |
| OMRON: Your Voice, Their World | Corporate Reputation/Professional Services | Omron Automation India | McCann Worldgroup | |
| Price of Living 2040 | Financial Products & Services | Manulife (International) | PHD Hong Kong | |
| Nimble It And Move On | Financial Products & Services | Nimble | McCann Melbourne | |
| Snickers, Hungry Barber | Food | Mars Japan | I&S BBDO / BBDO Japan | |
| Bet Regret | Government / Institutional | VRGF | McCann Melbourne | |
| Ashbeclee | Media, Entertainment & Leisure | Perth Racing | 303MullenLowe | |
| The Suffering of Buffering | Media, Entertainment & Leisure | Google, India | MullenLowe Lintas Group, India | |
| A Day Made Better Teacher Awards | Other Products & Services | OfficeMax Australia | Ogilvy Melbourne | |
| Holding Hands in Depend | Other Products & Services | Yuhan Kimberly | Diamond Ogilvy | |
| Cellphone to Sellphone | Other Products & Services | OLX India | MullenLowe Lintas Group, India | |
| Challenge 100 | Retail | Anta | MullenLowe China | |
| Wish Chain | Retail | Flipkart Internet | MullenLowe Lintas Group, India | |
| Must Be Milk | Asia Pacific Brands | Fonterra | Colenso BBDO / Proximity | |
| Teaching India the Dettol Habit | Brand Revitalisation | Reckitt Benckiser (India) | McCann Worldgroup | |
| Band-Aid Heal with love | Brand Revitalisation | Shanghai Johnson & Johnson Pharmaceuticals | BBDO & Proximity China | |
| Track The Bite | Branded Utility | Godrej Consumer Products | MullenLowe Lintas Group, India | |
| IBM BlueHub | Business-to-Business | IBM Japan | Ogilvy and Mather Japan | |
| Brave and Beautiful | David vs Goliath | Dabur India | MullenLowe Lintas Group, India | |
| Brave and Beautiful | GoodWorks – Brand | Dabur India | MullenLowe Lintas Group, India | |
| Know Your English Banner | Media Innovation | British Council SIngapore | Grey Group Singapore | |
| Challenge 100 | Real Time Marketing | Anta | MullenLowe China | |
| Hungry Slip Ups | Small Budget-Products | Mars Food Inc. | BBDO Hong Kong | |
| An Ugly Disease Turned Beautiful | Sponsorship & Event Marketing | MS | Grey | |
| OMO Reunion Champions | Sponsorship & Event Marketing | Unilever | MullenLowe Group | |
| Challenge 100 | Sponsorship & Event Marketing | Anta | MullenLowe China | |
| Curing Beer Boredom for 5 Years | Sustained Success | Beam Suntory | The Works | |
| Discovering Real Togetherness | Sustained Success | Hindustan Unilever | MullenLowe Lintas Group, India | |
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