Small Budgets
Local Efforts: $1 million or less
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Regional Efforts: $2 million or less
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National Efforts: $5 million or less
Regional Efforts: $2 million or less
National Efforts: $5 million or less
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PROGRAM
2017 BRONZE
2016 GOLD
Ask Guomundur: World's First Human Search Engine
THE POWER OF A CONTENT-LED APPROACH AND SEVEN ICELANDIC GUDMUNDURS With a budget of only £1.71m, Iceland created a radically new type of tourism campaign using Responsive Content rather than traditional communications to rapidly change the attitudes and behaviours of tourists, adding £36.5m to the economy with a ROI of 21.3:1. "Iceland invites you to send your questions to #AskGudmundur. I gather that Iceland has a lot of folks called Gudmundur and they'll answer." _ President Barack Obama
Brand:
Inspired By Iceland
Client:
Promote Iceland
Agency:
The Brooklyn Brothers
Language:
English
2016 GOLD
Fofola
Despite being heavily outspent by the mighty Coke, our quirky Fofola campaign for Kofola, the Czechoslovak cola brand, was the most successful in its history and more salient than Cokes. By making Kofolas traditional values relevant to a younger generation, we created an idea that transformed their perceptions of the brand and which they wanted to share. Their enjoyment of the campaign led to over 30 million online views of which 78% was organic and worth 327 000. Most importantly however, our campaign boosted sales of Kofola by over 32%.
Brand:
Kofola
Client:
Kofola CS
Agency:
Zaraguza
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
