We’re honoured – out of six campaigns to make it into the final of Password Effie 2010, three were created by DDB! Only one campaign made it into the final of the social category, which was also declared the winner – Helping to feed Latvia's hungry families.

The campaign not only moved the jury, but is also an outstanding example of the snowball effect, i.e. how the initiative of a few people can grow into a whole movement in support of a Latvia in which people have enough to eat. Shared joy is double joy! In this case, we share in our joy about this award with Swedbank, LNT, Maxima, Hanzas Maiznīca, Nords Porter Novelli, PRAE, Media House, Tritone, Cube, Prodactiv, Poligrāfijas Aģentūra and others who helped to make this campaign happen!

Recognition in the basic category was awarded to the Zelta friends’ raft which has already received awards at the ADwards 2010 creative excellence competition. In turn, in the small budget category the O!Karte viral video was recognised for its success in engaging the general public by giving everybody the chance to enjoy the feeling of stardom. This year, the launch campaign for the "Meteorīts" mobile communications tariff plan was recognised at Password Effie 2010 as the year’s most effective and audacious campaign on the Latvian market.

A total of 22 campaigns were nominated for the competition. It should be remembered that Password Effie judges not only creative excellence, but also innovation in the use of media and business results in relation to budget, thus confirming that advertising is definitely more than just art.