Small Budgets - Products

Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran. 

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The Blank Page

The Chicago Sun-Times was struggling to stay afloat due to steep declines in print journalism and structural changes. To survive, the paper needed to launch a new digital subscription, asking readers to pay for what was once free. To send a wake-up call to readers, they left their most valuable piece of real-estate – the front page – blank, asking Chicago to subscribe before it was too late. This bold appeal worked, not only making headlines across the country, but increasing digital subscriptions by 161% in just the first week.


Brand: Chicago Sun-Times
Client: Chicago Sun-Times
Agency: Ogilvy

Coral Crafters

To promote a game update for Minecraft that added life to its oceans, we harnessed the creativity of our players to help rebuild coral reefs in the real world. Influencers worked with players to design sculptures in the game that were then constructed with Biorock, a technology that accelerates natural coral growth. These sculptures were placed in Cozumel, Mexico, where coral decay is rampant. We also got the Minecraft community to build things underwater in the game to unlock a $100K donation to The Nature Conservancy, funding additional coral programs.


Brand: Minecraft
Client: Microsoft
Agency: 215 McCann

Prom King

It’s the middle of Q2 2018. Sales are stagnant. Rivals are more popular than ever on social media. Burger King needs a big, attention-driving splash, but all nonessential marketing budgets (like social media) have been frozen. What to do? Turns out one very small marquee with just two words is enough to push out of a sales slump while creating over $4MM in earned ad value for zero media spend. And while many lessons may be learned, one thing is clear: you don’t need much to make a big impact.


Brand: Burger King
Client: Burger King
Agency: MullenLowe U.S.

2019_us_2019_e-3985-430_hero_1 Cascadian Farm Cascadian Farm: Good from the Ground Up
2019_us_2019_e-3532-286_hero_1 Corian Design Make Your Space
2019_us_2019_e-4067-877_hero_1 Vans Not Just One Creator
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