Eos and Mischief @ No Fixed Address scoop top Effie for world’s most effective campaign

 

Effie Worldwide has revealed the winners of its 2024 Global Best of the Best Awards, with Eos and New York-based Mischief @ No Fixed Address taking home the coveted Iridium Effie for the most effective marketing campaign in the world.

 

The Iridium-winning work, the "Evolution of smooth" brand campaign, redefined the shaving category by embracing honest, raw messaging around body hair for a new generation of young women.  

 

It topped a field of 58 Global Grand Contenders, all of whom had already triumphed with Gold or Grand Effies in local or regional competitions during 2023. Effie entries represent a broad range of brands, from the world’s most famous to new challengers. 

 

The Iridium jury, chaired by Andrea Diquez, global chief executive of GUT, praised the campaign for its cultural impact, standout creative and commercial effectiveness. 

 

“In a world that can be very conservative, it was a pretty bold idea and a pretty bold marketing program,” she said. “It disrupted a category that had been very, very boring in the past and the results were spectacular.” 

 

Iridium judge Tanja Grubner, global innovation, brand and communications director at Essity, pointed to the campaign’s “tremendous impact” on the business. “It was one of the most successful brands stretches from a lip balm brand into shaving. They enlarged the category, they grew share, they dominated conversations, and they changed how women have been talking and how brands have been advertising in that space,” she said. “We're applauding them because many, many other brands have followed suit by speaking with consumer language.” 

 

Twelve campaigns won Global Grand Effies across 12 categories, with winners hailing from eight markets and a strong showing from North America and Latin America. They were selected by an international panel of senior marketers. 

 

2024 Global Grand Effie winners: 

 

 

Traci Alford, global chief executive of Effie Worldwide, said Eos and Mischief’s Iridium-winning campaign exemplifies what the awards were designed to celebrate. 

 

“Mischief and Eos didn’t just challenge category conventions – they sparked cultural relevance, built deep emotional connection and drove exceptional results.” 

 

Winning the Iridium Effie is “an extraordinary achievement,” she said. “It represents the best of the best in marketing effectiveness on a global stage. We are proud to honor work that is both brave and brilliantly effective.” 

 

The Global Best of the Best Effies are supported by Effie’s international partner network, operating across 130 markets, with this year’s awards backed by TikTok and ipsos. 

 

The full list of winners can be downloaded, here and the list of 2024 Global Grand Contenders is available here. Case studies can be accessed via the Effie Case Library.  

 

And look out for analysis and learnings from the Iridium and other winning campaigns in Campaign in the coming weeks.