The advertising industry has an amazing ability to stretch the truth when entering work into award shows. World firsts, 1000% increases, nations spurred into action, ground-breaking results, unprecedented results, even results that speak that for themselves, the miracles of the 2-minute award video know no bounds.
The Effie Awards, however, are different. There's no hiding behind smoke and mirrors, only work that achieved real business results for real clients will bring home the metal.