Small Budgets

Local Efforts: $1 million or less

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

2023 GLOBAL GRAND

The First Car Showroom Inside a Bus

we created the experience of "the first car showroom inside a public bus". Instead of targeting a broad audience, we went for a base of customers exhausted from the bad experience of using the public transportation system. We cut the back wall of a traditional bus, removed some passenger seats, adapted the lighting system, ramped the Picanto inside, and exhibited it around the city for 30 days. One salesperson explained to the bus passengers the car features and the cheap payment plans.

Brand: KIA
Client: Excel
Agency: Ogilvy El Salvador
Language: English

2023 GLOBAL GRAND CONTENDER

Sweatpant Boots

To travel, people needed to overcome their lockdown mindset. Up against big-budgeted competitors, tourism-dependent Iceland offered cathartic motivation to make Iceland the top-of-mind preferred destination: an opportunity to turn the symbol of pandemic doldrums—sweatpants—into hiking boots. The only way to get them? Visit Iceland. The effort generated outsized reach, attracting mass press coverage and influencer engagement. Iceland surged to the #1 desired destination, increasing +10% in global rankings compared to competitors and significantly moving audiences with a lower willingness to travel, all while being vastly outspent by other countries.

Brand: Business Iceland
Client: Business Iceland
Agency: SS+K
Language: English

2023 GLOBAL GRAND CONTENDER

Iceman to Canton

To outshine other beers’ NFL presence, Coors Light earned the loyalty of local Las Vegas Raiders fans’ by turning their deepest grievance into a national story: Tom Flores’ overdue induction into the Pro Football Hall of Fame. By advocating for Tom “The Iceman” Flores, one of the most accomplished coaches in NFL, the brand gave fans a platform to air their grievances, ultimately parlaying its local budget into national buzz and earning significant lifts in national recall, consideration, and penetration. All while The Iceman finally made it into the Hall.

Brand: Coors Light
Client: Molson Coors Beverage Company
Agency: ALMA DDB.
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