It’s an epic evening at the North American Effie Awards in New York City tonight! We are elated to have earned the Grand Effie and four Gold awards for American Greetings’ World’s Toughest Job and a pair of Bronze trophies for National Geographic Channel’s Killing Kennedy.
“The Effies recognize ideas that start or continue meaningful conversations in the world,” says Kristen Cavallo, President of MullenLowe Boston, “in addition to exemplifying creative approaches to problem solving. Very few ideas do both.”
World’s Toughest Job restored meaningfulness to Mother’s Day through trickery, humor and emotion. With the original ask of a banner ad, the YouTube video was a creative risk that really paid off — sales and social impression targets far exceeded expectations.
Killing Kennedy re-energized the conversation around our 35th president’s assassination with a cross-platform, multi-device, scroll-based parallax companion site that pushed HTML5 to its limits. In this time-starved world, this second-screen experience captured users’ interest for an average of 56 minutes and 28 seconds. Additionally, real-time traffic spiked to over 10,000 simultaneous users — the highest in National Geographic Channel’s history.
We are so proud of these outstanding projects. Congratulations to our brave clients and dedicated teams who made it happen.