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The best of marketing: 2024 Effie Awards finalists announced

Issued by Association for Communication and Advertising

15 Aug 2024

Effie South Africa is pleased to announce the 26 finalists in the 2024 Effie Awards South Africa programme following the first round of judging which took place at the end of July. Effie Awards finalists earn points toward the global Effie Index and attaining finalist status ensures that agency and client partnerships are globally recognized for having implemented campaigns that delivered against business objectives.

The best of marketing: 2024 Effie Awards finalists announced

This year, a total of 78 entries across 39 categories were adjudicated by a highly experienced and distinguished panel, representative of the broader industry. Jury members were drawn from a variety of disciplines including strategy, digital, creative, research, media, and marketing.

Tasked with reading through and adjudicating the cases submitted in the 2024 programme, the jury reached agreement on those campaigns that delivered against marketing effectiveness and deemed worthy of being named as finalists. All finalists will proceed to the second round of judging and are in the running to be awarded a highly coveted Effie Award. Winners of the 2024 programme will be announced at the Effie Awards Gala event to be held on Thursday, 24 October, 2024.

The 2024 Effie Awards South Africa marks the fourth edition of this highly respected programme, which continues to grow from strength to strength. This year witnessed a substantial increase in total submissions from a record number of unique entrants drawn from agencies representing advertising and marketing, PR and media verticals, and client side. This diversity underscores the increasing emphasis being placed on marketing effectiveness, reflecting the industry's commitment to recognising impactful and strategically sound campaigns.

Gillian Rightford, executive director at the ACA, commented: "Achieving finalist status in the Effie Awards is a significant accomplishment. It not only highlights the creative and strategic prowess of the agencies and their clients but also underscores their ability to drive tangible business results. Being recognised as a finalist is, in itself, a valuable marker of success and a testament to the effectiveness of their campaigns."

The 2024 Effie Awards finalists are:

AGENCY	CAMPAIGN	CATEGORY	CLIENT
Ogilvy South Africa	Bread of the Nation	Beverages - Alcohol	SAB (AB InBev)
Retroviral	The GranBoks	Beverages - Alcohol	SAB (AB InBev)
Halo	100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry	Challenger Brand Solution / Commerce & Shopper Effies	Pineapple
Levergy	Stand Tall	Current Events	Telkom
Halo	100% Pure Results: How Pineapple Took On Insurance Giants	David vs. Goliath (Traditional)	Pineapple
Ogilvy South Africa	When Mzansi's Generosity was lost, Cadbury put generosity back on the Map for Every South African	Engaged Community	Cadbury Dairy Milk
Joe Public	SheBeen: South Africa’s First-Ever Women-Only Bar	Experiential Marketing: Live & Digital	SAB (AB InBev)
Ogilvy Cape Town	Carling Cup 2023 - Fak'UGesi (Bring The Energy)	Experiential Marketing: Live & Digital	SAB (AB InBev)
Halo	Where There’s A Will, There’s Results: How Changing How We Spoke About Death Helped Capital Legacy Draft More Wills Than Ever Before.	Finance	Capital Legacy
Joe Public	Nedbank eOfisini: How Nedbank departed from ad campaign to entertaining series and smashed targets	Finance	Nedbank
Ogilvy South Africa	When two icons meet: KFC x Uncle Waffles presents a burger made in culture	Influencer Marketing	KFC SA
Halo	100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry	Insurance	Pineapple
Ogilvy South Africa	How KFC disrupted the breakfast category and changed it forever!	Marketing Disruptors	KFC
Ogilvy South Africa	Bread of the Nation	Marketing Innovation Solutions	SAB (AB InBev)
Promise Group	Castle Lite_Extra Cold Certified	Marketing Innovation Solutions	SAB (AB InBev)
M&C Saatchi Abel	Simba x KFC Zinger Wings – Zinger for Longer	New Product or Service Introduction & New Product or Service Line Extension	Simba
Ogilvy South Africa	How KFC took on the breakfast category, changed its fortune and the category forever!	Restaurants	KFC
Joe Public	EasyBucks: Unbelievable but true results	Restaurants	Chicken Licken
99cents	Checkers Xtra Savings Plus - Mission Impossible Made Possible	Retail	Checkers
Joe Public	SheBeen: South Africa’s First-Ever Women-Only Bar	Seasonal Marketing - Products, Services	SAB (AB InBev)
Ogilvy South Africa	Bread of the Nation	Social Good - Brands / Positive Change	SAB (AB InBev)
Joe Public	SheBeen: South Africa’s First-Ever Women-Only Bar	Social Good - Brands / Positive Change	SAB (AB InBev)
Joe Public	SAB SHARP - Zikhethele Isinqumo Ngesakho	Social Good - Brands / Positive Change	SAB (AB InBev)
Ogilvy South Africa	Made in Culture: How KFC debuted the Uncle Waffles burger	Social Media	KFC SA
Ogilvy Cape Town	PEP Changing Station	Timely Opportunity	PEP
Joe Public	SheBeen: South Africa’s First-Ever Women-Only Bar	Timely Opportunity	SAB (AB InBev)
Ogilvy South Africa	Bread of the Nation	Beverages - Alcohol	SAB (AB InBev)

"In today’s increasingly fragmented marketing environment, recognising and Awarding Ideas that Work® is more important than ever. The Effie Awards play a crucial role in highlighting campaigns that not only meet business objectives but also cut through the noise to reach consumers effectively. As we look forward to the gala in October, we anticipate not only celebrating the success of our winners but also honouring the resilience and creativity of our entire industry. This celebration is a testament to the enduring power of impactful advertising and the shared commitment to excellence within our community," adds Rightford.

The Effie Awards South Africa is hosted by the ACA and proudly sponsored by Nedbank, GIB Insurance, SAB, Investec, PepsiCo, Unilever.

For more information visit the Effie South Africa website at www.effieawards.co.za or visit www.acasa.co.za.

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