Sydney-based independent The Works has won a Bronze Global Effie for the launch of Jim Beam's Devil's Cut, in conjunction with two other agencies behind the campaign. It was one of the only three agencies worldwide to receive the coveted gong, and was the only agency from Australasia to make the finals.
Devil's Cut - which is a new product under the Jim Beam brand - launched last year with a commercial produced by The Works. It ran in key markets including the US. Only nine entries were shortlisted for a Global Effie, with The Works also being the only agency from Australasia to make the cut.
The agency was recognised alongside its international agency partners StrawberryFrog in the US and German shop Jung von Matt. The three agencies won the global account for Jim Beam in January following a pitch. The group has now formed a joint venture called FutureWorks to manage the business, with its first global campaign set to launch later this year.
The two other winning campaigns were Nike's 'My Time Now' by Wieden + Kennedy and a spot from fabric freshener Febreze called the 'Global Azerbaijani Olympics'. It was created by Grey.
The Works' creative partner Paul Swann said in a statement: “It doesn’t get much better than winning an award that recognises the effectiveness of the advertising we produce. That’s the name of the game after all. What’s even better is that our work has not only delivered for Jim Beam locally but it has done the business internationally as recognised with this Global Effie.”
The 2013 Global Effie Awards were decided by communications executives from across the world at judging events held in Singapore, Mexico, London and New York. They aim to recognise effectiveness in advertising and marketing communications.
Click here to view the rest of the winners.
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