Apple's 'Get A Mac' Campaign Wins

MediaPost Publications - TBWA Unit Takes Top Effie For Apple's 'Get A Mac' Campaign - 06/08/2007: "TBWA'S MEDIA ARTS LAB GOT the top nod in the 39th annual Effie Awards. And WPP won top holding company honors in last night's celebration, with WPP getting the most trophies for 'ideas that work.'

Media Arts' 'Get a Mac' campaign for Apple, which features a friendly rivalry between a Mac, embodied by a distinctly urban hipster, mod-declasse type, and a PC, in the form of a stodgy middle-aged factotum who looks like an extra from the Bartleby-esque 'Office Space' movie. The event was held at the Metropolitan Pavilion in New York.

'After much spirited discussion, the jury unanimously awarded Apple the Grand Effie for its portrayal of the Mac/PC rivalry,' says John Butler, co-creative director of Butler Shine Stern & Partners and Grand Effie jury chair this year. 'They managed to do it with humor, class and honesty without falling into the trap of overtly negative competitive advertising.'"