SINGAPORE – Twelve Effie awards (3 Golds, 5 Silvers and 4 Bronzes) will be awarded across the 2020/21 period, from a shortlist of 25.
Organized by Association of Advertising & Marketing Singapore (AAMS), this is the 18th Effie Award in Singapore.
A jury panel of nearly 40 judges, comprising the leadership of Singapore’s marketing and advertising industry, determined the winners after two rounds of intense judging.
Furry’s Kitchen emerged as the top brand with a Gold, a Silver and a Bronze. Singtel and Xin Zhong Wen follow, each with a Gold and a Silver.
From an Agency point of view, BBH Singapore won the most metal with 1x Gold, 2x Silver and 1x Bronze, closely followed by Ogilvy with 1x Gold, 1x Silver and 1x Bronze.
On the 2020/21 winners, John Hadfield, Chair of the Effie Singapore 2020/21, commented: “It is a hard task to achieve an Effie. Even more so given the COVID19 context. Congratulations to the twelve winners that convinced the judges of their merits. And thanks to everyone for their continued support in making the Effies the gold standard effectiveness award in Singapore.”
Shufen Goh, President of Association of Advertising & Marketing Singapore (AAMS), commented: “Submitting and winning an Effie is probably the hardest thing to do for any given year, let alone during a pandemic. The quality of work speaks to the resilience and commitment of the people behind these campaigns.”
Pablo Gomez Head of Creative and Media of Kantar Insights Singapore, and Effie sponsor commented: “First we have to recognise the amazing work that the agency teams have been able to put together, considering the many challenges they faced in a pandemic. It was a great surprise to see very bold campaigns with nuance, localised insight which turn smartly activated in quite a daring way.”
The full list of 2021 winners can be viewed at http://effie.sg. Watch https://bit.ly/3iydSRT for insights of the Effie Singapore 2020/21.
For more information, please contact Jenny Lau, Director, Events & Programs, AAMS at 9848 7979 or visit the website http://effie.sg.
EFFIE SINGAPORE 2020/21 WINNERS
| GOLD | Award | Category | Brand | Campaign Title | Advertiser | Agency |
| 1 | Gold | Media, Entertainm ent & Leisure | Singtel | Only True Fans Get It | Singtel | BBH Singapore |
| 2 | Gold | David vs Goliath | Furry’s Kitchen | Food Influencers Tasting Dog Food | Furry’s Kitchen | Ogilvy Singapore |
| 3 | Gold | Youth Marketing | Xin Zhong Wen | McChinese Lessons | The Learning Lab | BLKJ Havas |
| SILVER | Award | Category | Brand | Campaign Title | Advertiser | Agency |
| 1 | Silver | Financial Products and Services | Income | The Promise: Last Sandwich Generation | Income | BBH Singapore |
| 2 | Silver | Pet Care | Furry’s Kitchen | Food Influencers Tasting Dog Food | Furry’s Kitchen | Ogilvy Singapore |
| 3 | Silver | Small Budgets: Non-profit, Products, Services | Xin Zhong Wen | McChinese Lessons | The Learning Lab | BLKJ Havas |
| 4 | Silver | Small Budgets: Non-Profit, Products, Services | Singtel | Only True Fans Get It | Singtel | BBH Singapore |
| 5 | Silver | Digitally Led Idea | National Council of Social Service | Beyond the Label – Belle Helpbot | National Council of Social Service | McCann Worldgroup Singapore / AiChat |
| BRONZE | Award | Category | Brand | Campaign Title | Advertiser | Agency |
| 1 | Bronze | Branded Content | Income | The Promise: Last Sandwich Generation | Income | BBH Singapore |
| 2 | Bronze | Branded Content | Furry’s Kitchen | A masterclass on stomping over pet food barriers to-entry | Furry’s Kitchen | Ogilvy Singapore |
| 3 | Bronze | Small Budgets: Non-Profit, Products, Services | IKEA | IKEA Eftertrada: Style For All | IKEA Singapore | TBWA Singapore |
| 4 | Bronze | Youth Marketing | National Council of Social Service | Beyond the Label – Belle Helpbot | National Council of Social Service | McCann Worldgroup Singapore / AiChat |
