A gaint doll towers over the street in Allens Confectionery ad by agency JWT which was named Australia’s most effective ad campaign at the Effies on Thursday night.
JWT has taken out the prize for Australia’s most effective advertising campaign after reigniting consumer interest in Allen’s Jellies brand.
Advertising agency JWT won the Grand Effie at Thursday’s Australian Effie Awards for the Nestle-owned brand after anchoring a campaign with an ad featuring a giant doll walking through a city, blowing bubbles which burst showering the streets with lollies.
The campaign helped lift sales in the flagging sector and helped create long-term sustainability for the brand.
While JWT took out the top award, Clemenger BBDO Proximity Melbourne was named the Effective Agency of the Year after taking six Effies for a variety of clients including CUB.
The Communications Council and the Australian Association of National Advertisers, which administer the awards, handed out a total of 17 gold Effies after 154 entries where whittled down to 102 finalists.
Along with JWT and Clemenger, gold Effie winners included M&C Saatchi, BMF, The White Agency, Ikon, The Campaign Palace, Ward 6, BWM, Naked, Lowe Sydney, DDB and The Brand Agency.