Announcing the 2024 Effie Awards South Africa Winners

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.

 

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 Halo and Pineapple’s “100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry” campaign to be the most effective campaign of 2024, highlighting the campaign’s remarkable business impact.

 

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.

 

Gillian Rightford, Executive Director at the ACA, 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.”

 

Refilwe Maluleke, Jury Co-Chair, 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.”

 

Ahmed Tilly, Jury Co-Chair, 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.

 

2024 Effie Awards South Africa Winners Table

 

AWARD

AGENCY

CLIENT

BRAND

CAMPAIGN

CATEGORY

Grand Effie

Halo

Pineapple

Pineapple

100% Pure Results: How Challenger Brand Pineapple Disrupted the Insurance Industry

Challenger Brand Solution / Commerce & Shopper Effies

Gold

Halo

Capital Legacy

Capital Legacy

Where There’s A Will, There’s Results: How Changing How We Spoke About Death Helped Capital Legacy Draft More Wills Than Ever Before

Finance

Gold

Ogilvy

SAB (AB InBev)

Castle Lager

Bread of the Nation

Social Good – Brands / Positive Change

Gold

Ogilvy

SAB (AB InBev)

Carling Black Label

Carling Cup 2023 – Fak’UGesi (Bring The Energy)

Experiential Marketing: Live & Digital

Silver

Retroviral

SAB (AB InBev)

Castle Lager

The GranBoks

Beverages – Alcohol

Silver

Ogilvy

SAB (AB InBev)

Castle Lager

Bread of the Nation

Beverages – Alcohol

Silver

Ogilvy

KFC South Africa

KFC

How KFC disrupted the breakfast category and changed it forever!

Marketing Disruptors

Silver

Ogilvy

KFC South Africa

KFC

How KFC took on the breakfast category, changed its fortune and the category forever!

Restaurants

Silver

Joe Public

SAB (AB InBev)

Brutal Fruit Spritzer

SheBeen: South Africa’s First-Ever Women-Only Bar

Experiential Marketing: Live & Digital

Silver

Joe Public

SAB (AB InBev)

Brutal Fruit Spritzer

SheBeen: South Africa’s First-Ever Women-Only Bar

Timely Opportunity

Bronze

99cents

Shoprite Group of Companies

Checkers

Checkers Xtra Savings Plus – Mission Impossible Made Possible

Retail

Bronze

Ogilvy

PEP

PEP

PEP Changing Station

Timely Opportunity

Bronze

Ogilvy

KFC South Africa

KFC SA

Made in Culture: How KFC debuted the Uncle Waffles burger

Social Media

Bronze

Ogilvy

Mondelez International SA

Cadbury Dairy Milk

When Mzansi’s Generosity was lost, Cadbury put generosity back on the Map for Every South African

Engaged Community

Bronze

Ogilvy

KFC South Africa

KFC

When two icons meet: KFC x Uncle Waffles presents a burger made in culture

Influencer Marketing

Bronze

Joe Public

SAB (AB InBev)

Brutal Fruit Spritzer

SheBeen: South Africa’s First-Ever Women-Only Bar

Seasonal Marketing – Products, Services

Bronze

Joe Public

SAB (AB InBev)

Brutal Fruit Spritzer

SheBeen: South Africa’s First-Ever Women-Only Bar

Social Good – Brands / Positive Change

Bronze

Joe Public

Chicken Licken

Chicken Licken

Chicken Licken Easy Bucks®️

Restaurants

Bronze

Ogilvy

SAB (AB InBev)

Castle Lager

Bread of the Nation

Marketing Innovation Solutions


 

Looking Ahead: Co-Chairs for 2025

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.

 

The Effie Awards South Africa is hosted by the ACA and proudly sponsored by Nedbank, PepsiCo, SAB, SABC, Unilever, GIB Insurance, and Investec.

 

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.”

  

View the 2024 Effie Awards South Africa Magazine HERE

 

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

 

Join the conversation – #EffieAwardsSA

 

Follow @EffieSouthAfrica on Facebook, Instagram, YouTube, and @EffieAwardsSA on X to keep up to date on the latest developments.

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