Lifebuoy's 'Superfast Handwash' bags 2012 Bronze Global Effie

The 'Superfast Handwash’ campaign by Lowe Lintas and Partners India for Unilever's Lifebuoy handwash, has won a Bronze Global Effie for 2012.

Winners of the Effie 2012 awards were declared in New York on the night of 23 May. The Gold Global Effie went to Nike's 'Write The Future' campaign. Agencies credited for the campaign are Wieden + Kennedy, AKQA, Mindshare and Razorfish. The Silver went to P&G's Febreze/Ambi Pur for the 'Breathe Happy Global Campaign'. Agencies credited for the campaign are Grey Worldwide, Possible Worldwide, G2, MSL and SMG.

Lifebuoy's global planning director Saji Abraham, and global business director Virat Tandon, said, "Lifebuoy 'Superfast' Handwash is a liquid handwash formulation that kills 99.9 per cent germs in 10 seconds. We responded to this fantastic innovation with a simple but insightful and persuasive idea - that children are in a hurry when it comes to washing hands; and so if your handwash cannot keep pace with them, germs on their hands will just not go. This campaign won because we were bold, competitive and consumer-focused at the same time."

Joseph George, chief executive officer, Lowe Lintas and Partners India, said, "As an agency, we take the Effies seriously. And so winning, not just the Lowe & Partners Worldwide Network's but also India's first ever Global Effies is hugely satisfying and encouraging."

To view the complete list of winners, visit www.effie.org/ideas_that_work.