Detroit Public Schools won the Grand Effie at the 2010 North American Effie Awards last night, for the "I'm in" campaign developed by Leo Burnett.
This communications platform sought to boost pupil enrolment and prevent school closures in the city, which had been hit hard by the economic downturn and the decline of the US automotive industry.
Despite having a media budget of under $500,000 (€419k; £347k), the campaign beat all of its main targets, and thus helped Detroit Public Schools secure much-needed funding.
A full version of this case study – including video and further creative executions – is available on Warc here.
Sears, the retailer, Jack in the Box, the restaurant chain, HSBC, the financial services provider, and Wrigley's Orbit gum were among the brands which picked up Gold awards at the ceremony.
Elsewhere, IBM, the business services firm, JetBlue, the air carrier, Old Spice, Procter & Gamble's aftershave range, and Sprint Nextel, the telecoms giant, all claimed Silvers.
Saatchi & Saatchi was the single most successful agency at the event, carrying off four Golds, while Omnicom and WPP were the two top holding companies, with 31 and 24 Effies respectively.
You can view all the available case studies and video creative from this year's North American Effies here...WARC News