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Announcing the 2024 Effie Awards South Africa Winners | ACASA
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post type-post status-publish format-standard has-post-thumbnail hentry category-effie-awards-update category-news tag-awards tag-effectiveness tag-effie"> <div class="entry-content"> <div class="et-l et-l--post"> <div class="et_builder_inner_content et_pb_gutters3"> <div class="et_social_inline et_social_mobile_on et_social_inline_top"> <div class="et_social_networks et_social_4col et_social_slide et_social_rounded et_social_left et_social_no_animation et_social_withcounts et_social_withnetworknames et_social_outer_dark"> </div> </div><div class="et_pb_section et_pb_section_0 et_section_regular" > <div class="et_pb_row et_pb_row_0 two-columns et_pb_gutters3"> <div class="et_pb_column et_pb_column_4_4 et_pb_column_0 et_pb_css_mix_blend_mode_passthrough et-last-child"> <div class="et_pb_module et_pb_image et_pb_image_0"> <span class="et_pb_image_wrap "><div class="et_social_media_wrapper"><img fetchpriority="high" decoding="async" width="2007" height="1338" src="https://acasa.co.za/wp-content/uploads/2024/10/Announcing-the-2024-Effie-Awards-South-Africa-Winners_.jpg" alt="Awards" title="Announcing the 2024 Effie Awards South Africa Winners_" srcset="https://acasa.co.za/wp-content/uploads/2024/10/Announcing-the-2024-Effie-Awards-South-Africa-Winners_.jpg 2007w, https://acasa.co.za/wp-content/uploads/2024/10/Announcing-the-2024-Effie-Awards-South-Africa-Winners_-1280x853.jpg 1280w, https://acasa.co.za/wp-content/uploads/2024/10/Announcing-the-2024-Effie-Awards-South-Africa-Winners_-980x653.jpg 980w, https://acasa.co.za/wp-content/uploads/2024/10/Announcing-the-2024-Effie-Awards-South-Africa-Winners_-480x320.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 2007px, 100vw" class="wp-image-8874" /><div class="et_social_media et_social_media_hidden et_social_mobile_on"> <div class="et_social_networks et_social_autowidth et_social_flip et_social_left et_social_rounded et_social_outer_dark et_social_withnetworknames"> </div> </div></div></span> </div><div class="et_pb_module et_pb_text et_pb_text_0 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><h3 style="margin: 0px; font-family: 'Open Sans'; font-weight: bold; line-height: 1.2; color: #ca1612; font-size: 24px; padding: 0px; font-style: normal; letter-spacing: normal; text-align: left; text-indent: 0px; text-transform: none;">Announcing the 2024 Effie Awards South Africa Winners</h3></div> </div><div class="et_pb_module et_pb_text et_pb_text_1 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><p><strong><span style="color: #ff0000;">Johannesburg, 25 October 2024</span> </strong>– The 2024 Effie Awards South Africa Gala, held on the 24th of October at The Tryst in Woodmead, Johannesburg, celebrated outstanding marketing effectiveness. Agencies, brands, and their clients were recognised for campaigns that delivered measurable impact. Hosted by celebrated South African comedian and television personality Mpho Popps, the evening was a celebration of creativity, strategic excellence, and the results that truly matter in an increasingly fragmented marketing landscape.</p> <p>A key highlight of the evening was the announcement of the prestigious Grand Effie – the top award recognising the most effective campaign of the year. The Effie Grand Jury adjudicated <strong><span style="color: #ff0000;"><em>Halo and Pineapple’s “100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry”</em></span></strong> campaign to be the most effective campaign of 2024, highlighting the campaign’s remarkable business impact.<br />Effectiveness: The New Gold Standard In today’s marketing landscape, effectiveness is the ultimate measure of success. Campaigns that win Effie Awards demonstrate that they’ve delivered real, tangible results—whether through increased sales, brand growth, consumer engagement, or shifts in market share. Winning an Effie is about more than just creative execution; it is about campaigns that make a measurable difference in business performance.</p> <p><em><strong>Gillian Rightford, Executive Director at the ACA</strong></em>, highlighted the importance of marketing effectiveness: “Effectiveness is no longer a nice-to-have—it is the future of our industry. The campaigns celebrated tonight have not only demonstrated creativity but also proven their impact on the bottom line. Winning an Effie is a mark of true success, recognising that these campaigns achieved what they set out to do: drive results that matter. Congratulations to all our winners, whose work inspires the industry to continue pushing the boundaries of what’s possible. Effectiveness is the currency for success.”</p> <p><em><strong>Refilwe Maluleke, Jury Co-Chair</strong></em>, noted the unique value of the Effie Awards: “The Effies exist to highlight and celebrate work that not only delivers creatively, but demonstrably drives success in whatever way your organisation measures it. This year’s entries have shown incredible creativity and impressive business results. The strongest case studies not only showcased great work but also demonstrated what they had to overcome to achieve their results. It was a privilege to engage with such an excellent set of cases.”</p> <p><em><strong>Ahmed Tilly, Jury Co-Chair</strong></em>, reflected on the role of creativity: “Creativity is the answer to business challenges. The 2024 Effie award winners created campaigns that were surprising, evocative, contagious, and smart, yet simple. Most importantly, all the winners produced incredible results because they ventured outside the comfort zone. Creativity works better—it’s an indisputable fact. Kudos to the clients who made this work happen.” During his address, Tilly further challenged clients to be brave, bold and supportive of their agencies. Agencies have the ability to deliver outstanding, creatively effective work, but that it the clients that are the ultimate gatekeepers for great work.</p></div> </div><div class="et_pb_module et_pb_divider et_pb_divider_0 et_pb_divider_position_ et_pb_space"><div class="et_pb_divider_internal"></div></div><div class="et_pb_module et_pb_text et_pb_text_2 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><table width="657"> <tbody> <tr> <td width="68"> <p><strong>AWARD </strong></p> </td> <td width="72"> <p><strong>AGENCY </strong></p> </td> <td width="103"> <p><strong>CLIENT </strong></p> </td> <td width="82"> <p><strong>BRAND </strong></p> </td> <td width="202"> <p><strong>CAMPAIGN </strong></p> </td> <td width="129"> <p><strong>CATEGORY </strong></p> </td> </tr> <tr> <td width="68"> <p>Grand<br />Effie</p> </td> <td width="72"> <p>Halo</p> </td> <td width="103"> <p>Pineapple</p> </td> <td width="82"> <p>Pineapple</p> </td> <td width="202"> <p><a href="https://youtu.be/7nW7zBg5P9s">100% Pure Results: How </a><a href="https://youtu.be/7nW7zBg5P9s">Challenger Brand Pineapple </a><a href="https://youtu.be/7nW7zBg5P9s">Disrupted the Insurance </a><a href="https://youtu.be/7nW7zBg5P9s">Industry</a></p> </td> <td width="129"> <p>Challenger Brand Solution / Commerce & Shopper Effies</p> </td> </tr> <tr> <td width="68"> <p>Gold</p> </td> <td width="72"> <p>Halo</p> </td> <td width="103"> <p>Capital Legacy</p> </td> <td width="82"> <p>Capital Legacy</p> </td> <td width="202"> <p><a href="https://youtu.be/4PNT8rFhDrg">Where There’s A Will, There’s</a> <a href="https://youtu.be/4PNT8rFhDrg">Results: How Changing How</a> <a href="https://youtu.be/4PNT8rFhDrg">We Spoke About Death Helped</a> <a href="https://youtu.be/4PNT8rFhDrg">Capital Legacy Draft More Wills</a> <a href="https://youtu.be/4PNT8rFhDrg">Than Ever Before</a></p> </td> <td width="129"> <p>Finance</p> </td> </tr> <tr> <td width="68"> <p>Gold</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Castle Lager</p> </td> <td width="202"> <p><a href="https://youtu.be/-8XD0zMmkTg">Bread of the Nation</a></p> </td> <td width="129"> <p>Social Good – Brands / Positive Change</p> </td> </tr> <tr> <td width="68"> <p>Gold</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Carling Black Label</p> </td> <td width="202"> <p><a href="https://youtu.be/-nH8XRo1QSY">Carling Cup 2023 – Fak’UGesi</a> <a href="https://youtu.be/-nH8XRo1QSY">(Bring The Energy)</a></p> </td> <td width="129"> <p>Experiential Marketing: Live & Digital</p> </td> </tr> <tr> <td width="68"> <p>Silver</p> </td> <td width="72"> <p>Retroviral</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Castle Lager</p> </td> <td width="202"> <p><a href="https://youtu.be/Sc0lJ2uDrVQ">The GranBoks</a></p> </td> <td width="129"> <p>Beverages – Alcohol</p> </td> </tr> <tr> <td width="68"> <p>Silver</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Castle Lager</p> </td> <td width="202"> <p><a href="https://youtu.be/-8XD0zMmkTg">Bread of the Nation</a></p> </td> <td width="129"> <p>Beverages – Alcohol</p> </td> </tr> <tr> <td width="68"> <p>Silver</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>KFC South Africa</p> </td> <td width="82"> <p>KFC</p> </td> <td width="202"> <p><a href="https://youtu.be/wazBVVCPXSg">How KFC disrupted the </a><a href="https://youtu.be/wazBVVCPXSg">breakfast category and</a><a href="https://youtu.be/wazBVVCPXSg">changed it forever!</a><a href="https://youtu.be/wazBVVCPXSg"></a></p> </td> <td width="129"> <p>Marketing</p> <p>Disruptors</p> </td> </tr> <tr> <td width="68"></td> <td width="72"></td> <td width="103"></td> <td width="82"></td> <td width="202"></td> <td width="129"></td> </tr> <tr> <td width="68"> <p>Silver</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>KFC South Africa</p> </td> <td width="82"> <p>KFC</p> </td> <td width="202"> <p><a href="https://youtu.be/wazBVVCPXSg">How KFC took on the breakfast</a> <a href="https://youtu.be/wazBVVCPXSg">category, changed its fortune</a> <a href="https://youtu.be/wazBVVCPXSg">and the category forever!</a></p> </td> <td width="129"> <p>Restaurants</p> </td> </tr> <tr> <td width="68"> <p>Silver</p> </td> <td width="72"> <p>Joe Public</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Brutal Fruit Spritzer</p> </td> <td width="202"> <p><a href="https://youtu.be/uI3sNf5kLOE">SheBeen: South Africa’s First-</a> <a href="https://youtu.be/uI3sNf5kLOE">Ever Women-Only Bar</a></p> </td> <td width="129"> <p>Experiential Marketing: Live & Digital</p> </td> </tr> <tr> <td width="68"> <p>Silver</p> </td> <td width="72"> <p>Joe Public</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Brutal Fruit Spritzer</p> </td> <td width="202"> <p><a href="https://youtu.be/uI3sNf5kLOE">SheBeen: South Africa’s First</a><a href="https://youtu.be/uI3sNf5kLOE">–</a> <a href="https://youtu.be/uI3sNf5kLOE">Ever Women</a><a href="https://youtu.be/uI3sNf5kLOE">–</a><a href="https://youtu.be/uI3sNf5kLOE">Only Bar</a></p> </td> <td width="129"> <p>Timely Opportunity</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>99cents</p> </td> <td width="103"> <p>Shoprite Group of Companies</p> </td> <td width="82"> <p>Checkers</p> </td> <td width="202"> <p><a href="https://youtu.be/m3zTfirOFgo">Checkers Xtra Savings Plus </a><a href="https://youtu.be/m3zTfirOFgo">–</a> <a href="https://youtu.be/m3zTfirOFgo">Mission Impossible Made</a> <a href="https://youtu.be/m3zTfirOFgo">Possible</a></p> </td> <td width="129"> <p>Retail</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>PEP</p> </td> <td width="82"> <p>PEP</p> </td> <td width="202"> <p><a href="https://youtu.be/SFLnBXCt-9M">PEP Changing Station</a></p> </td> <td width="129"> <p> Timely Opportunity</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>KFC South Africa</p> </td> <td width="82"> <p>KFC SA</p> </td> <td width="202"> <p><a href="https://youtu.be/SFLnBXCt-9M">Made in Culture: How KFC</a> <a href="https://youtu.be/SFLnBXCt-9M">debuted the Uncle Waffles</a> <a href="https://youtu.be/SFLnBXCt-9M">burger</a></p> </td> <td width="129"> <p>Social Media</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>Mondelez International SA</p> </td> <td width="82"> <p>Cadbury Dairy Milk</p> </td> <td width="202"> <p><a href="https://youtu.be/A7MB8FpsVIE">When Mzansi’s Generosity was</a> <a href="https://youtu.be/A7MB8FpsVIE">lost, Cadbury put generosity</a> <a href="https://youtu.be/A7MB8FpsVIE">back on the Map for Every</a> <a href="https://youtu.be/A7MB8FpsVIE">South African</a></p> </td> <td width="129"> <p>Engaged Community</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>KFC South Africa</p> </td> <td width="82"> <p>KFC</p> </td> <td width="202"> <p><a href="https://youtu.be/SFLnBXCt-9M">When two icons meet: KFC x</a> <a href="https://youtu.be/SFLnBXCt-9M">Uncle Waffles presents a</a> <a href="https://youtu.be/SFLnBXCt-9M">burger made in culture</a></p> </td> <td width="129"> <p>Influencer Marketing</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>Joe Public</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Brutal Fruit Spritzer</p> </td> <td width="202"> <p><a href="https://youtu.be/uI3sNf5kLOE">SheBeen: South Africa’s First-</a> <a href="https://youtu.be/uI3sNf5kLOE">Ever Women-Only Bar</a></p> </td> <td width="129"> <p>Seasonal Marketing -Products, Services</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>Joe Public</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Brutal Fruit Spritzer</p> </td> <td width="202"> <p><a href="https://youtu.be/uI3sNf5kLOE">SheBeen: South Africa’s First-</a> <a href="https://youtu.be/uI3sNf5kLOE">Ever Women-Only Bar</a></p> </td> <td width="129"> <p>Social Good – Brands / Positive Change</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>Joe Public</p> </td> <td width="103"> <p>Chicken Licken</p> </td> <td width="82"> <p>Chicken Licken</p> </td> <td width="202"> <p><a href="https://youtu.be/ACZNzkmpaeE">Chicken Licken Easy Bucks®</a></p> </td> <td width="129"> <p>Restaurants</p> </td> </tr> <tr> <td width="68"> <p>Bronze</p> </td> <td width="72"> <p>Ogilvy</p> </td> <td width="103"> <p>SAB (AB InBev)</p> </td> <td width="82"> <p>Castle Lager</p> </td> <td width="202"> <p><a href="https://youtu.be/-8XD0zMmkTg">Bread of the Nation</a></p> </td> <td width="129"> <p>Marketing Innovation Solutions</p> </td> </tr> </tbody> </table></div> </div><div class="et_pb_module et_pb_divider et_pb_divider_1 et_pb_divider_position_ et_pb_space"><div class="et_pb_divider_internal"></div></div><div class="et_pb_module et_pb_text et_pb_text_3 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><h4><strong>Looking Ahead: Co-Chairs for 2025</strong></h4> <p> During the gala, it was confirmed that the 2024 Jury Co-Chairs, Refilwe Maluleke, Executive Head of Marketing at Discovery Health, and Ahmed Tilly, Creative Advisor at Number 10 – A Creative Consultancy, have agreed to continue in their roles as Co-Chairs for the 2025 Effie Awards programme. Their leadership has been instrumental in guiding the judging process, ensuring the highest standards of adjudication.</p> <p>The Effie Awards South Africa is hosted by the ACA and proudly sponsored by Nedbank, PepsiCo, SAB, SABC, Unilever, GIB Insurance, and Investec.</p> <p>Sharleen James, ACA Chairperson, expressed her gratitude: “A huge thank you to the Effie South Africa committee for their tireless work in making this year’s awards a success. The Effie Awards are an essential platform for recognising the power of marketing effectiveness and its contribution to business growth. As the ACA, we are proud to support this programme, which showcases the best of our industry’s creativity and strategic thinking, elevating South Africa’s marketing and advertising standards on a global scale.”</p> <p> View the 2024 Effie Awards South Africa Magazine <a href="https://heyzine.com/flip-book/842f107d13.html">HERE</a></p> <p> For more information, visit the Effie South Africa website at <a href="http://www.effieawards.co.za/">www.effieawards.co.za</a> or <a href="https://www.acasa.co.za/">www.acasa.co.za</a><a href="https://www.acasa.co.za/">.</a></p> <p> Join the conversation – #EffieAwardsSA</p> <p>Follow @EffieSouthAfrica on Facebook, Instagram, YouTube, and @EffieAwardsSA on X to keep up to date on the latest developments.</p></div> </div><div class="et_pb_module et_pb_divider et_pb_divider_2 et_pb_divider_position_ et_pb_space"><div class="et_pb_divider_internal"></div></div><div class="et_pb_module et_pb_text et_pb_text_4 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><p><strong>About Effie<sup>®</sup></strong></p> <p>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 <a href="https://effie.org/">effie.org</a><a href="https://effie.org/">.</a></p> <p><strong>About the ACA</strong></p> <p>The ACA is the official representative body for the Communications and Advertising profession in South Africa, representing agencies in the profession to government, media and the public. The ACA is a voluntary body formed by and for the industry, focused on and committed to selfregulation and to defending the highest standards of ethical practice.</p> <p>For more about the ACA visit <a href="https://www.acasa.co.za/">www.acasa.co.za</a> or call the ACA on (010) 880 3399</p> <p>Prepared for:<br /><strong>Association for Communication and Advertising (ACA) and Effie South Africa<br /></strong>Gillian Rightford – Interim Executive Director<br />(010) 880 3399</p> <p>Editorial contact:<br />Twiga Communications<br />Telephone No: (082) 443 4410/ (011) 024 3983<br />Email Address: <u>franco@twigacommunications.co.za</u></p></div> </div><div class="et_pb_module et_pb_divider et_pb_divider_3 et_pb_divider_position_ et_pb_space"><div class="et_pb_divider_internal"></div></div> </div> </div> </div> </div> </div> </div> <div class="et_post_meta_wrapper"> </div> </article> </div> <div id="sidebar"> <div id="recent-posts-2" class="et_pb_widget widget_recent_entries"> <h4 class="widgettitle">Recent Posts</h4> <ul> <li> <a href="https://acasa.co.za/2024/11/20/production-renaissance/">Embracing the Production Renaissance</a> <span class="post-date">20 November 2024</span> </li> <li> <a href="https://acasa.co.za/2024/10/25/2024-effie-awards/" aria-current="page">Announcing the 2024 Effie Awards South Africa Winners</a> <span class="post-date">25 October 2024</span> </li> <li> <a href="https://acasa.co.za/2024/09/25/bold-path-forward/">Reigniting the Industry: The ACA’s Bold Path Forward</a> <span class="post-date">25 September 2024</span> </li> </ul> </div><div id="archives-3" class="et_pb_widget widget_archive"><h4 class="widgettitle">Archives</h4> <label class="screen-reader-text" for="archives-dropdown-3">Archives</label> <select id="archives-dropdown-3" name="archive-dropdown"> <option value="">Select Month</option> <option value='https://acasa.co.za/2024/11/'> November 2024 </option> <option value='https://acasa.co.za/2024/10/'> October 2024 </option> 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