Small Budgets

Local Efforts: $1 million or less

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

2021 GOLD

Getting the nation to 'Switch Off'

This paper is about how, in spite of the dual pressures of a reduced (and comparatively tiny) spend and competitive behemoths piling in on eve’s ‘sleep wellness’ positioning, eve was able to not only survive; but thrive.
This paper is not about incremental change or successful testing – it’s a story of how a (currently unprofitable) young brand had to spend radically more efficiently to maintain the brand, build trust, and grow quality perceptions, traffic and revenue.v How?
By claiming the higher ground
By finding new ways into proven channels
By building a highly efficient creative vehicle

Brand: eve Sleep
Client: eve sleep
Agency: Creature
Language: English

2021 SILVER

Undercover Avatar

Between March and April 2020, violences against children increased by 50%. Locked down with their abusers, children were almost trapped during this crisis. Association L’Enfant Bleu wanted to free their words in a secure and undercover way. Video games, free speech space by nature, and especially Fortnite, appeared as the perfect safe zone. By creating an in-game character on Fortnite, the children’s most popular video game, we imagined an activation that truly saved lives.

Brand: Association L'Enfant Bleu
Client: Association L'Enfant Bleu
Agency: Havas Sports & Entertainment
Language: English

2021 SILVER

Canon Truthmark

In today’s world of deep-fakes, photoshop and fake news, images are increasingly mis-used. Photographers, whose raison d'être is to document reality, have little power over how to protect their imagery. For Canon to reconnect with its core audience, we created Truthmark – a platform functioning like an “image bank of truth”. Here photographers can upload and protect their photos by attaching the real story behind. In doing so, we show how a category-relevant insight can infuse a brand with a new purpose and increase market share from 26% to 33.5%.

Brand: Canon
Client: Canon Nordics
Agency: Uncle Grey
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