Small Budgets

Local Efforts: $1 million or less

•      
  Regional Efforts: $2 million or less
•      
  ​National Efforts: $5 million or less

2019 BRONZE

Stay Brilliant Marriott HK Rugby 7s

This is the story of how Marriott, perceived as a run-of-the-mill business hotel, sponsored Hong Kong’s most creative and drunken party weekend – the iconic Hong Kong Sevens – to shift brand perception, capture a younger audience, and sell more hotel rooms. To stem slowing growth and low brand affinity, Marriott lured rugby giant (literally), Sebastien Chabal, out of retirement to help guide fans through the weekend’s festivities. Marriott generated incremental room sales, while spending far less than the title sponsors.

Brand: Marriott
Client: Marriott International, Inc
Agency: Ogilvy Hong Kong
Language: English

2018 GRAND

The Mud Soldier

Visit Flanders launched The Mud Soldier to attract tourists back to Flanders Fields. A statue placed in London, gradually disappeared under the rain, marking the centenary of the battle of Passchendaele. The campaign reached 67 million people with € 1.1m estimated PR value. #Passchendaele100 trended worldwide. Driving exceptional 15% growth in international visitor numbers, and a 10% lift in site ticket revenue, for Flanders Fields in 2017 in a context of negativity and fear surrounding Belgium. Social media engagement doubled KPI’s including 3.9m video views with a View-Through-Rate of 38%. 

Brand: Flanders Fields
Client: Visitt Flanders
Agency: Ogilvy & Social.Lab Belgium
Language: English

2018 GOLD

#MoneyCanChallenge

People like it when their good deeds are recognized by others and they hate it, when their intentions are misunderstood. So together with charity fund Tabletochki we presented people with #MoneyCanChallenge – an entertaining way to publicly state your social awareness without being criticized. By doing so we managed to gather 400K hrn for charity needs and gain 20 000 000 people coverage on zero budget.

Brand: Tabletochki
Client: Tabletochki
Agency: Leo Burnett Ukraine
Language: English

FINALISTS

Human Meat Plant-Based Burger Human Meat Plant-Based Burger

Cambiemos La Regla Cambiemos La regla.

Burger King La Cajita Más Feliz