Effie Worldwide has today revealed that eos, in partnership with Mischief @ No Fixed Address, has won the prestigious Iridium Award for the second consecutive year at the 2025 Global Best of the Best Effie Awards.
Their “Women’s Shave” campaign was named the single most effective marketing effort in the world, triumphing over a field of Gold and Grand Effie winners from over 60 national and regional programmes globally. The campaign, which also took home a Global Grand Effie in the Sustained Success – Products category, was praised for its ability to maintain cultural resonance and commercial growth over multiple years.
A masterclass in consumer centricity
The Iridium winner was selected from a shortlist of 11 Global Grand winners by a jury of elite marketing leaders. Jurors highlighted the campaign’s bold approach to confronting outdated norms within the shaving category.
“It was the most modern way of sustaining impact over time and brand building over time,” noted Jouke Vuurmans, partner & chief creative officer at Monks and co-chair of the Iridium jury. “It was so consumer-centric, really built around the consumer, and therefore completely disrupted the standards in marketing within the segment. The message that we send with this win is that you have to understand your audience, stay close to it and stay true to what your role is within their life.”
Despite competing against global giants with significantly larger budgets, eos doubled its penetration and increased its market share.
Barbara Asin, CMO of McDonald's Latin America and Iridium jury co-chair, added: “It was the strongest example of consumer centricity that we saw. They were up against major competitors with significantly larger media investments, and yet still, they were the ones who succeeded in doubling penetration and increasing the market share over time.”
The 2025 Global Grand Effie winners
The competition saw 11 winners emerge across unique categories, representing seven distinct markets. The winners include:
- Commerce & Shopper Marketing: OREO/Mondelez International Inc "OREO Codes" by VML.
- Experiential Marketing: Flamin’ Hot/PepsiCo "Poker Face" by ISLA with Primo Content.
- Finance: ESAF Small Savings Bank "Saving her Savings" by McCann WorldGroup India.
- Non-Profit: Laut gegen Nazis e.V. "Rights Against the Right" by Jung von Matt AG with Redgert Comms GmbH and 02100 Digital GmbH.
- Positive Change – DE&I: Piramal Finance "NEEYAT: India’s Real Credit Score" by The Womb.
- Positive Change – Social Good: KPN "A Piece of Me" by Dentsu Creative Amsterdam with Wefilm, Amp. Amsterdam // The So, Het PR Bureau and Mindshare Netherlands.
- Retail: ALDI Australia "Shop ALDI First" by BMF Australia.
- Sustained Success – Products: eos Products "Women’s Shave" by Mischief @ No Fixed Address.
- Sustained Success – Services: ANZ Bank New Zealand "From Dreaming Big to Knowing HOW" by TBWA.
- Timely Opportunity: Tubi "Tubi Takes Viewers Down a Super Bowl Rabbit Hole" by Mischief @ No Fixed Address with VaynerMedia.
- Topical/Annual Events: DoorDash "Self-love Bouquet" by Superette and GUT with Craig Cutler Studios, Unicorns and Unicorns and MadBoxMade.
Traci Alford, global CEO of Effie Worldwide, concluded: “Winning the Iridium Effie once is an extraordinary achievement; winning it twice is a rare demonstration of sustained effectiveness at the highest level. Eos and Mischief @ No Fixed Address have created work that not only disrupts and resonates, but continues to deliver measurable impact over time. It is a powerful example of how creativity and effectiveness, when aligned, can drive enduring business success.”
The Global Best of the Best Effie Awards are made possible by the strength of the Effie Awards international network, which comprises 60 national and regional programmes delivering expertise across 130 markets worldwide..
The list of 2025 Global Grand Winners is available here, while the full list of 2025 Global Grand Contenders can be found here.