Simon Wharton: EFFIE Awards: Silence Anonymous

Ad blogs are renowned for snarky anonymous comments that call into question the motivations and claimed success of campaigns. So we set out to show that, due to the focus on real-life results, winning an Effie will go a long way to silencing those critics.

The campaign revolves around transforming negative anonymous comments (based on recent real blog posts) into positive feedback, just by adding an Effie.

This execution ran in 500 targeted-copies of NZ Marketing magazine.