Australian Effie Awards

Celebrating the great ideas that achieve real results and the strategy that goes into creating them

Browse latest case studies

About the Awards

The annual Australian Effie Awards, presented by the Communications Council in Australia, recognise the year’s most effective advertising and marketing communications campaigns.

The most recent Awards were announced in August 2018 and all the winning cases studies are available to read here on WARC.

Find out more about the Communications Council

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Grand Effie

Defence Force Recruitment

How transforming the Defence Force's approach to recruitment delivered record returns

Brand Defence Force Recruitment
Agency Host/Havas
Advertiser Defence Force Recruitment

Defence Force Recruitment positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

Real, culturally diverse, human stories about personal struggle and progression tackled common misperceptions head on through TV and 360° video on social.

The Defence Force developed operational changes to make sure the entire recruitment experience is the best possible.

Effective Advertiser Award


How the pursuit of efficiency liberated creativity for Aldi

Brand Aldi
Agency BMF
Advertiser Aldi

Aldi encouraged new consumers to shop in its stores by launching a campaign that proved that Aldi delivers both quality and affordability.

Aldi put its sceptics through a series of challenges, set by its loyalists, from blind taste tests through to lie detectors, to help them see past their initial doubts about the brand.

The campaign has been Aldi’s most effective to date, delivering revenue growth and attracting new households.


M.J. Bale: Coolest Suit on the Planet

MJ Bale: Coolest Suit on the Planet

Brand MJ Bale
Agency TBWA/Sydney
Advertiser MJ Bale

MJ Bale promoted its new cool wool suits by getting a weatherman to wear them in four extremely hot locations.

Moving from #6 to #3: How Mitsubishi is having the time of its life

Moving from #6 to #3: How Mitsubishi is having the time of its life

Brand Mitsubishi
Agency Richards Rose
Advertiser Mitsubishi

Mitsubishi reclaimed its expertise as an affordable and reliable SUV company by launching a range of brand, product and dealer communications.

Kimberly Clark Australia: Let's Move On

U by Kotex: Let's Move On

Brand U by Kotex
Agency Ogilvy Australia
Advertiser Kimberly-Clark

U by Kotex produced a TV and social campaign that broke category conventions by showing that women can achieve cool things, whether they’re on their period or not.

Optus: Bolt, a marathon story - a long-term strategy for a world class network

Optus: Bolt, a marathon story - a long-term strategy for a world class network

Brand Optus
Agency The Works
Advertiser Optus

Optus developed a game plan to drive long-term growth, which harnessed the determination and charm of athlete Usain Bolt.

Beam Suntory

How questioning the unquestionable breathed new life into Canadian Club

Brand Canadian Club
Agency The Monkeys
Advertiser Beam Suntory

Canadian Club launched a video campaign that made Australians question whether they actually like beer and showed them the perfect alternative, its Ready to Drink whiskey.

Swann Insurance: Inconvenience Stores - Turning an everyday errand into another reason to ride

Swann Insurance: Inconvenience Stores - Turning an everyday errand into another reason to ride

Brand Swann Insurance
Agency CHE Proximity
Advertiser Swann Insurance

Swann Insurance launched inconvenience stores to give older riders an excuse to enjoy their passion for motorcycling.


How bringing people together delivered record profits for Lamb

Brand Meat & Livestock Australia
Agency The Monkeys
Advertiser Meat & Livestock Australia

Meat & Livestock Australia (MLA) transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.


P&O: The best way to see the best of the South Pacific

Brand P&O
Agency Bashful
Advertiser P&O

Velocity Frequent Flyer: The Billion Point Giveaway

Brand Velocity Frequent Flyer
Agency CHE Proximity
Advertiser Virgin Australia

Ford: How we sold a Muscle car to the masses

Brand Ford
Agency GTB
Advertiser Ford

Ford: Tough is not Enough

Brand Ford
Agency GTB
Advertiser Ford


Myer 6 second sale

Brand Myer
Agency Clemenger BBDO
Advertiser Myer

Have you eaten? How Leggo's reignited Australia's lost passion for Italian food

Brand Leggo's
Agency J Walter Thompson Melbourne
Advertiser Simplot

Discover Ipswich destination marketing

Brand Ipswich City Council
Advertiser Ipswich City Council

Have A Wander - Rethinking regional Victoria for Melburnians

Brand Visit Victoria
Agency Clemenger BBDO
Advertiser Visit Victoria

David Sheldrick Wildlife Trust: Hello in Elephant - Translating an endangered language to help save an endangered species

Brand David Sheldrick Wildlife Trust
Agency whiteGREY Australia
Advertiser David Sheldrick Wildlife Trust

BabyLove: Premmie Proud

Brand BabyLove
Agency BWM Dentsu
Advertiser Unicharm

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