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This new campaign for the annual Effie Awards is a clever display of advertisement done right.

Run by Effie Worldwide Inc, a nonprofit organization, the Effie Awards are held each year to recognize and celebrate the best in marketing communications. It's no surprise then that these two print ads are innovative, effective and creative all at once. At first glance viewer's will notice that the ads say "when numbers speak more than words" and "numbers have the final world," but closer inspection reveals that each of the letters in the ads is actually a number made to look like a member of the alphabet.

Creative Director Marsel Levi and Art Director Irina Tomova are the brilliant minds behind these whimsical Effie Awards ads.