The Marketing Standard
Fri, 06 Oct 2017 02:00:19 GMT
Bailey Lauerman, an Omaha-based independent advertising agency, created the call for entries campaign for the 2018 North American Effie Awards, launching this week. The campaign, “Choose Wisely,” was created pro bono for the Effies and reminds agencies and marketers that every person, every discipline, every step and idea has the potential to change the outcome and effectiveness of the work. The North American Effies’ Call for Entries opened in early September and deadlines run from October 11-November 6, 2017.
“There is a saying inside the four walls of the Effie organization: ‘You can’t write your way into an Effie, but you can write your way out of one,’” said Greg Andersen, CEO of Bailey Lauerman and past board director of Effie Worldwide. “Winning an Effie isn’t something you just do when you decide to enter. It takes smart decisions from everyone along the process, and when you do create an effective campaign, you better be a good storyteller.”
Bailey Lauerman wanted to create a campaign that was entertaining and also reflective of the conversation tangents and offbeat discussions required to get to great work that works. The agency built in graphics and copy points reflecting common characteristics of winning submissions.
“Choose Wisely” is a four-part video series that follows a fictional team developing a campaign to sell butter to “connected kids.” In the animated videos, viewers hear discussions between strategy, creative and media as they sort through key data and insights and make decisions that could lead to Effie-winning work.
Static executions for the campaign are modelled on decision trees to help guide Effie entries. Some are tongue-in-cheek campaign scenarios while others are more straightforward. For example, one asks how many touch points are in a campaign entry and leads to pithy answers such as “17 plus a carrier pigeon.”
“The campaign graphics and video series are designed to elevate the everyday moments that could lead to an Effie. The tone is very self-aware – you’re meant to nod your head and smile while you evaluate whether your work meets the Effie requirements. And if it doesn't, then you’re taking notes for next year,” said Hannah Husman, senior copywriter at Bailey Lauerman.
The work will appear in Effie communication to its entrants and past winners, on Effie.org and on social channels including Facebook and Twitter.
“We hold the Effies in incredibly high regard. It’s the most important award in our industry, not simply because it asks whether or not what we do is ultimately effective, but because it holds us accountable to the same standards as our clients,” added Andersen.
“Working with Effie winners like Bailey Lauerman, who have proven themselves to be effective marketers, is important. They know what it takes to create and celebrate effective work and, just as important, learn from peers in the industry,” said Traci Alford, CEO and president of Effie Worldwide. “We appreciate Bailey Lauerman’s time and energy to drive attention to the 2018 North American Effie Awards and encourage this year’s entrants who will go on to impact the 2018 Effie Effectiveness Index and serve as best-in-class examples of effective work for our industry.”
Ben Micek — Video Editor
Hannah Husman — Senior Copywriter
Michael Johnson — Senior Copywriter
Bri Harding — Designer
Aaron Jarosh — Digital Strategist
Sara Huse — Digital Designer
Marty Amsler – Creative Director
Brannon Oltman – Senior Designer
Marlee Ingham – Intern, Copywriter
Miki Newhouse – Project Manager
Genres: AnimationThe Marketing Standard, Fri, 06 Oct 2017 02:00:19 GMT