TBWAChiatDay was awarded the for its global 'Silhouettes' campaign for Apple's iPod and iTunes Music Store, according to Brand Republic: "As well as winning the Grand Effie for Most Effective Campaign for its iconic iPod work, TBWA took home a Gold Effie in the Consumer Electronics category and a Gold Global Effie, which recognises campaigns that have proven effective in six or more countries across two or more regions." The report said that the Grand Effie winner honors a product at "the forefront of popular culture complemented by a creative, breakthrough marketing campaign that has proven to skyrocket sales."