Small Budgets

Local Efforts: $1 million or less

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

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

2022 GOLD

Børns Vilkår

Børns Vilkår’s “skolens tomme stole” report shows 75.000 children in Denmark miss school because of mental health issues. Addressing the problem, we placed 500 empty chairs in front of the Danish parliament. The Empty Chairs spiralled into cultural conversation, hit the frontpage of Politiken and Berlingske, were featured in national news, and Pia Olsen Dyhr rewrote her speech addressing the subject at the opening of Danish Parliament. The story reached 2,7 million Danes within 24 hours and generated an estimated media value of +2.000.000 DKK – with zero media investment.

Brand: Børns Vilkår Empty Chairs
Client: Børns Vilkår
Agency: Uncle Grey
Language: English

2022 GOLD

Dagoma - Toy Rescue

Toy Rescue is the perfect example of how an extraordinary marketing effectiveness can be achieved with a very small budget. Thanks to PR, the operation far surpassed the brand's initial objectives in terms of media impressions, toys repaired and increased sales for Dagoma, with +42% of sales during the months following the campaign.

Brand: 3D Printer
Client: DAGOMA
Agency: TBWA Paris
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