The North American Effies’ Call for Entries opened in early September and deadlines run from October 11-November 6, 2017. Bailey Lauerman created this year’s pro-bono campaign, entitled “Choose Wisely.”

“There is a saying inside the four walls of the Effie organization: ‘You can’t write your way into an Effie, but you can write your way out of one,’” said Greg Andersen, CEO of Bailey Lauerman and past board director of Effie Worldwide. “Winning an Effie isn’t something you just do when you decide to enter. It takes smart decisions from everyone along the process, and when you do create an effective campaign, you better be a good storyteller.”

“Choose Wisely.” follows a fictional team developing a campaign to sell butter to “connected kids.” In the animated videos, viewers hear discussions between strategy, creative and media as they sort through key data and insights and make decisions that could lead to Effie-winning work. Here’s a look at the short form videos, meant for sharing:

Choose Wisely. ("Candy")

Choose Wisely. ("Yes")

Choose Wisely. ("Meh")

Credits
Bailey Lauerman
Ben Micek — Video Editor
Hannah Husman — Senior Copywriter
Michael Johnson — Senior Copywriter
Bri Harding — Designer
Aaron Jarosh — Digital Strategist
Sara Huse — Digital Designer
Marty Amsler – Creative Director
Brandon Oltman – Senior Designer
Marlee Ingham – Intern, Copywriter
Miki Newhouse – Project Manager