Small Budgets

Local Efforts: $1 million or less

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

2018 SILVER

Uncounted Since 1932

For 27 years of its independence, Ukraine has tried to get the international audience pay attention to the Holodomor. But the world isn’t interested in the 1932-1933 famine. So to attract the international audience’s attention, we chose the only language that is understood anywhere and at any time – the language of hunger. For one day we opened in Brussels a pop-up restaurant where you could taste dishes from the times of the Holodomor. As a result, the project got over 50,000,000 earned media impressions in 1 day, more than 150 media publications (including “Politico” and “Deutsche Welle”), 1000 visitors from 20 countries, invitations to hold the event from Ukrainian embassies in 10 countries of the world.

Brand: Ukrainian Leadership Academy
Client: Ukrainian Leadership Academy
Agency: Gres Todorchuk PR
Language: English

2018 BRONZE

Papas para el Camino

Observamos, preguntamos y analizamos lo que hace la gente cuando compra por Automac, en ese viaje vimos cómo se repetía un comportamiento generalmente del copiloto que formaba parte de la experiencia. Para satisfacer esa necesidad de abrir la bolsa para “probar” las papitas antes de llegar a destino, sin tener que llegar a casa y encontrarse un combo incompleto, creamos una promoción por tiempo limitado con una solución real y tangible que hacía feliz a todos: Las personas que descargaran el cupón desde la app de McDonald’s, obtenían gratis unas papas con su compra por Automac y caso resuelto.

Brand: Mc Donald´s
Client: Arcos Dorados
Agency: TBWA Buenos Aires
Language: Spanish

2018 BRONZE

Myer 6 Second Sale

In an Australian retail market flooded with sale messaging and promotions, Myer’s 6 Second Sale created an innovative new sales mechanic, a brand-new communications medium and successfully used FOMO to spur apathetic Australian customers into action. It used hundreds of individual sales offers, delivered sequentially via 6 second Google Bumpers to individuals based on their recent search behaviors. Participants had six seconds to respond to an offer or miss out on that deal forever. Helping to reverse a 3% YOY sales decline in Myer’s mid-year Sale event, the campaign delivered over $825,000 in sales from just a $40k media investment.

Brand: Myer
Client: Myer
Agency: Clemenger BBDO
Language: English

FINALISTS

Salami Súper Especial Induveca La Novela Que Nadie Se Esperaba

YOLEIT LO BUENO VUELVE, PERO MEJOR

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