Small Budgets - Products
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
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PROGRAM
2018 GOLD
The Power of SHE
Companies with women in leadership perform better, but women are underrepresented. On International Women’s Day 2017, State Street Global Advisors placed Fearless Girl in New York’s financial district to ignite a conversation about the power of women in leadership. She generated over a billion impressions on Twitter in the first 12 hours. In three days she drove average daily trading volume of the SHE fund up 384%.
Brand:
State Street Global Advisors
Client:
State Street Global Advisors
Agency:
McCann New York
Language:
English
2018 SILVER
Granny's Secret
The case was a steep challenge – to introduce an expensive premium brand to an audience who had low understanding of the category, and who avoid any discussion because of social taboos and ultimately drive the sales but with a low budget. We discovered the core insight that Prevail’s products not only helped elderly people manage incontinence, they also gave them the gift of dignity. We produced a creative treatment featuring characters that mimicked our audience’s own lives. The campaign was extremely effective and had a huge impact on sales.
Brand:
Prevail
Client:
Prevail
Agency:
Hill+Knowlton Strategies
Language:
Mandarin
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
