Effie Awards Switzerland 2020: Women's Center Zurich wins the Grand Effie
For the first time in the history of the Effie Awards Switzerland, the award ceremony took place digitally. Leading Swiss Agencies (LSA) awarded a total of 19 Effies this year: ten bronze, five silver and four gold. At its premiere, the Grand Effie went to the "Stop Prostitution" campaign of the Women's Center Zurich and Publicis Zurich.
Taking the Effie Awards Switzerland to a new level - that was the goal of the 2020 edition. The previous categories were supplemented, somewhat more extensive entries were required in line with the American Effie, the judging process took place in two separate rounds as well as by different juries, and in the run-up to the awards ceremony, the holding of an Effie Congress - a half-day entirely dedicated to effective brand communication - would have been planned. The Effie Awards Switzerland thus moved closer to the concept of the US licensor, with the aim of making Swiss Effie cases more comparable with successful international campaigns. On the other hand, the Effie has thus become more broadly based, taking into account the changed demands on communication in the digital age.
But then came Corona. The virus did not stop at the Effie Awards Switzerland. Jury meetings followed at a distance or by zoom - the situation had to be reassessed on a daily basis and new forms for award shows had to be developed. The jury management, chaired by jury president Larissa Pohl, and the 80 or so jurors deserve the greatest credit for their efficient and constructive cooperation. The effort was worthwhile: what remained was a fine selection of gold, silver and bronze works, an interesting exchange between the leading minds from the marketing and agency world and the encouraging realization of how much change the industry is capable of in a short time.
The Grand Effie, the "outstanding" best case
This year, a "Grand Effie" was awarded for the first time. The Gold Effie winners of a year qualified for the Grand Effie Jury. The Grand Effie winner represents the one "outstanding" best case submitted that year. It is both the most effective case of the year and a message to the industry for lessons learned for the future. Four Gold Cases entered the race for the Grand Prix, which was awarded for the first time: Migros with "Ice Tea Beats," the Women's Center Zurich with its "Stop Prostitution" campaign, Migros and M-Budget Mobile once again with "No One Needs More Subscriptions," and Bank Cler with its "Zak Context Banner."
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Applause: Presenter Julian Thorner delivers the good news for Publicis and the Women's Center Zurich.
In the end, the Women's Center prevailed. "In its category, this case shines particularly brightly, as it convinces with its efficient use of resources, clear insight and well-chosen tonality," said Grand Jury member Daniel Fischer (Head of Marketing Switzerland, UBS), explaining the choice.
All winning cases of the Effie Awards Switzerland 2020 at a glance.
