18 October 2021

Winners of first ever Effie Awards South Africa Announced

Submitted by Veruska D'Onofrio
Winners of first ever Effie Awards South Africa Announced

Johannesburg, October 14th 2021 – The most effective marketing communications campaigns of the past year were announced on the 14th October 2021 at the first Effie Awards South Africa Gala event held at The Galleria conference and event venue in Sandton.

Leading, Inspiring & Championing the Practice and Practitioners of Marketing Effectiveness Globally, The Effie Awards are known by advertisers and agencies as the pre-eminent award in the industry. The awards honour the most significant achievement in advertising and marketing communications that contribute to a brand's success: effectiveness.

Each year, the Effie Awards are presented to the most effective marketing communications cases – cases that have delivered superior results in meeting or surpassing the objectives they were designed to achieve.

“The Association for Communication and Advertising (ACA), has partnered with Effie Worldwide to host the South African edition of the highly respected Effie Awards Programme. This first edition of the Effie Awards South Africa has once more brought to the fore the level to which our profession punches above its weight, and reassures clients that as an industry, we not only partner, but deliver on business objectives,” said ACA CEO, Mathe Okaba.

Effie awards those campaigns that contribute to brand success across more than twenty Product/Service & Specialty categories.

The full list of the 2021 Effie Awards South Africa winners is as follows:

Nedbank Money Secrets – A category-busting blockbuster Branded Content & Entertainment Nedbank Joe Public United Bronze
THE HOOK APP E-Commerce / Commerce & Shopper Effies KFC Ogilvy South Africa Bronze
Sabbatical: A Launch with The Gift Of Time Automotive - Vehicles Volkswagen Touareg Ogilvy, South Africa Bronze
The Fabric That United the Nation Topical Marketing Castle Lager Ogilvy South Africa Bronze
The Fabric That United the Nation Engaged Community Castle Lager Ogilvy South Africa Bronze
Responsibility: More than just a footnote Corporate Reputation South African Breweries Joe Public United Bronze
"How Rewarding Optimism, Rewarded Us." Restaurants Nando's SA M&C Saatchi Abel Bronze
In Sync with Sho Madjozi Youth Marketing Stayfree King James Cape Town Bronze
NXT LVL Cav Thy Self Youth Marketing Vodacom Ogilvy South Africa Bronze
The Little Generosity Shop That Delivered Big Results Brand Experience: Live, AR/VR/Digital, Live + AR/VR/Digital Cadbury Dairy Milk Ogilvy South Africa Bronze
Don't Dread The Shed Topical Marketing DStv Now Ogilvy South Africa Silver
Don't Dread The Shed Data-Driven / Commerce & Shopper Effies DStv Now Ogilvy South Africa Silver
The Rape Page Disease Awareness & Education: Charitable/Research Funding; Non-Profit; Pharma/Corporate  Rape Crisis Cape Town Ogilvy South Africa Silver
The Rape Page Small Budgets - Non-Profit, Products, Services Rape Crisis Cape Town Ogilvy South Africa Silver
Speaking to South African Men Through Their Gogos Personal Care Gillette Grey Africa / Liquid Silver
Blame No More Seasonal Marketing - Products, Services Hype Magazine TBWA Hunt Lascaris Johannesburg Silver
Yalu Nothing To Hide Brand Experience: Live, AR/VR/Digital, Live + AR/VR/Digital Yalu Financial Services Think Creative Africa Silver
XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS Marketing Innovation Solutions Checkers 99c Communications Silver
‘Bold, Brave and Strong’ – an icon’s revival Renaissance Carling Black Label Ogilvy South Africa Silver
Nando's - Mzansifying Monopoly Restaurants Nando's M&C Saatchi Abel Silver
TymeBank Brand Launch Campaign David vs. Goliath TymeBank Launch Campaign King James Cape Town Gold
#16DaysOfLight Insurance First for Women (FFW) FoxP2 Gold
XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS Single-Retailer Program: Mass Merchants, Supermarkets, Drugstores, Other / Commerce & Shopper Effies Checkers 99c Communications Gold
XTRA SAVINGS LAUNCH – NO SMOKE AND MIRRORS Single-Retailer Program: Mass Merchants, Supermarkets, Drugstores, Other / Commerce & Shopper Effies Checkers 99c Communications Grand Effie


The Effie Awards South Africa events kicked off with a virtual Effie Summit on October 13th exploring Marketing Effectiveness and Behaviour Change Drivers in Turbulent Times. Facilitated by Kagiso Musi, Chair of the Effie South Africa Committee, the Summit saw intense and robust discussion on the topic provided by a highly respected and experienced panel of some of South Africa’s leading voices on marketing, communications and effectiveness. Panel members included Xolisa Dyeshana, Sarah Dexter, Silke Bucker and Emmet O’Hanlon. Following the panel discussion, a highly anticipated keynote address was delivered by trailblazing entrepreneur Theo Baloyi, Founder and CEO of Bathu Shoes.

At the Gala, it was also announced that the Effie Programme would continue supporting education in the sector, a legacy carried over from the ACA’s APEX awards bursary scheme. It was announced at the ceremony that 10 were being awarded to deserving students. This brings the total number of bursaries awarded as a direct result of the ACA hosted effectiveness awards programmes, APEX and Effie since the programme launched in 2010 to 98. In addition, the Effie bursary scheme in association with Regenesys Business School was announced, providing funding toward an MBA programme for six industry professionals looking to further their education.

“The extensive list of entries, finalists and winners is proof of the value our industry adds to business success. Having a Grand Effie in our first programme sets the bar for the quality of submissions and results in the coming years. Our industry is strong, capable and effective! I’d like to congratulate all the winners, and look forward to seeing continued and incredibly effective work when the call for entries into the 2022 programme goes live,” concludes Okaba.

Effie Awards South Africa is organised by the ACA with Presenting Partner Provantage Media Group, and sponsors, Nedbank, Sanlam, Vodacom, SAB, Regenesys and Aon.

Join the conversation #EffieAwardsSA

For more information visit the Effie Awards South Africa website at www.effieawards.co.za or visit www.acasa.co.za.

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About Effie®
Effie is a global 501(c)(3) non-profit whose purpose is to lead and evolve the forum for marketing effectiveness. Effie leads, inspires and champions the practice and practitioners of marketing effectiveness through education, awards, ever-evolving thought leadership initiatives and first-class insights into marketing strategies that produce results.  The organization recognizes the most effective brands, marketers and agencies, globally, regionally and locally through its 50+ award programs across the world and through its coveted effectiveness rankings, the Effie Index. Since 1968, Effie is known as global symbol of achievement, while serving as a resource to steer the future of marketing success.  For more details, visit effie.org.

About the ACA
The ACA is the official, representative body for the Communications and Advertising profession in South Africa, representing agencies in the profession (who at present contribute approximately 95% of South Africa’s measured ad spend) to government, media and the public. The ACA is a voluntary body formed by and for the industry, focused on and committed to self-regulation and to defending the highest standards of ethical practice.

For more about the ACA visit www.acasa.co.za or call the ACA on (010) 880 3399