FCB Global
Effective Excellence at Effie US
Celebrating Work that Works: FCB Wins 10 Awards at The 2025 Effie Awards US
“Marketing is creativity with an objective: to grow a business, sell a product, or change the perception of a brand.”
This isn’t just the core philosophy and mission behind The Effie Awards — it’s the metric FCB measures itself against every time we collaborate on great work with our clients and prove that creativity is the biggest economic multiplier in the world.
The Effie Awards have been championing marketing effectiveness for over 50 years, and in this year’s US program, FCB has taken home 10 wins between our FCB Chicago and FCB New York teams — reinforcing our network’s commitment to placing effectiveness at the forefront.
Speaking about the wins, Tyler Turnbull, Global CEO at FCB said: “These winning campaigns show that success doesn’t just lie in a good idea, but in an effective one. Effective work is the only way, and producing measurable impact is paramount. There’s no greater business driver than an idea that is undeniable in its ability to move the needle toward a goal, and transform the industry. Huge congratulations to all our teams who always strive to produce impactful campaigns that help the world’s leading brands recognize the exponential value creativity can deliver across their business.”
FCB Chicago won Gold in “Brand Content & Entertainment – Products” and a Bronze in the “Health & Wellness – OTC” category for “The Last Barf Bag” campaign with Dramamine. In a playful campaign that breathed new life into the “dying” air sickness bag — with a charming film about barf bag collectors, a barf bag museum, and collectible merchandise — Dramamine’s Amazon sales spiked compared to the same period in the previous year. The campaign also led Dramamine to achieve a 7.4% sales growth, which outpaced the category’s 4.8% growth by 53%. Within three months of the documentary’s launch, Google searches for Dramamine increased by 21%, and new-to-brand site visitors spiked by 137%. Talk about the power of big, bold ideas to drive measurable impact.
Our teams in Chicago and New York also earned a Silver in the “Multicultural - Non-Profit" category for “Love, Your Mind,” a campaign from the Ad Council and the Huntsman Mental Health Institute, which set out to combat mental health stigma for Black and Hispanic men, a population that has been found to be most resistant to seeking mental health help. Through national PSA communications and free digital resources that help redefine the conversation around mental health, the campaign has achieved strong results: outsized awareness (2x Ad Council mental health norms), a 15% uptick in positive perceptions, and 2.1 times more donated media than any other Ad Council mental health campaign. Trusted messengers also joined in — from all 11 major sports leagues to celebrities like Stephen A. Smith, showing how the idea was able to permeate culture.
But effectiveness is not only measured in the numbers — it’s also measured in societal impact. When a campaign is able to enact positive change and drive personal action toward better mental health amongst a group that previously actively resisted it, there’s no better proof point.
FCB New York continues to prove that Excel can be exciting, with four wins for “Spreadbeats” for Spotify — a Gold in “Business-to-Business — Services," a Gold in “Media Idea,” a Silver in “Small Budgets — Services,” and a Bronze in “Media Innovation — Existing Channels.” The team also received a Bronze in “Media Innovation — Emerging & New Channels/Media” for “Lap of Legends” for Michelob ULTRA. In creating the world’s first real vs. virtual F1 race, FCB flipped the script on brand entertainment, as media networks pitched to host the special which aired on live prime-time TV in 31 countries and generated its own revenue by running commercials from other brands. And it worked, with the special generating over $10M in added media value, being picked up by BBC America, AMC, and Roku, and earned a 3:1 ROI.