Small Budgets

Local Efforts: $1 million or less

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

2022 SILVER

Never Sent without Consent

When you have one shot to change the law, you can’t be shy about it.
Advertising’s role in affecting real change is often questioned, but this is about how an advertising campaign about ‘d**ks’ helped Brook, a sexual health charity for young people, do something as ambitious as get the UK government to change the law.
‘Never sent without consent’ is an unorthodox idea designed to trigger action. Its brazen approach was the result of careful strategic and creative consideration for maximum impact to make cyberflashing (the sending of unsolicited nudes or ‘dick pics’) illegal in Britain once for all.

Brand: Brook
Client: Brook
Agency: Grey London
Language: English

2022 BRONZE

I want to whistle - recruitment campaign with a good eye on the goal

We wanted to attract people to become referees. A job which is not easy. We did it by showing them how uneasy it was. We managed to get 1,651 completed applications in 10 months. This result meant that the plan was 99.05% fulfilled. As of 30.6.2021, a total of 306 applicants had successfully passed the category C licensing exams. We exceeded the year-long plan of 350 new licensed referees (or 291 referees in 10 months of the campaign) by almost 5% despite all the complications (COVID/bad reputation).

Brand: The Football Association of the Czech Republic
Client: The Football Association
Agency: McCann Prague
Language: English

2021 GOLD

How the Rugby League World Cup 2021 (RLWC2021) sold tickets a year out from the tournament by offering hope for people to be together again

This paper is the ultimate sporting underdog story.
Representing an underfunded sport, with an underfunded media and production budget of £387k (during times of Covid), it will tell the story of how the Rugby League World Cup 2021 (RLWC2021) overcame a lack of interest in the sport to achieve £5.05m in ticket sales - a year out from the tournament beginning - to a largely new audience by focussing on the power and hope of togetherness.
Ultimately, it will show how the desire to be together again outweighed cynicism to the sport to deliver a campaign ROMI of 1,191%.

Brand: Rugby League World Cup 2021
Client: Rugby League World Cup 2021
Agency: McCann Manchester
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