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). 

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

2018 SILVER

It's time to talk about The Talk

Established in 2006, P&G’s “My Black Is Beautiful” platform was created to celebrate the beauty – inside and out – of African-American women. But as racial bias re-emerged as a divisive theme in the United States, the brand, a longtime advocate of improved lives for all, recognized the need to go beyond beauty. Through a film called “The Talk”, P&G succeeded in sparking a thoughtful, national conversation – one that went beyond shampoo and diapers to launch a new dialogue for the future we build together.

Brand: Procter & Gamble "My Black is Beautiful"
Client: Procter & Gamble
Agency: BBDO New York
Language: English

2018 BRONZE

Valentine's joy for the heartbroken

Jollibee is the Philippines’ leading fast food restaurant. Except on Valentine’s. Because Jollibee is not top-of-mind for a romantic meal. Neither is it associated with the season. So, how do we get Filipinos to visit Jollibee during Valentine’s? While everyone was celebrating romance, we found an irresistible reason for people to crave the comfort of fast food – heartbreak. The result? Jollibee’s best Valentine’s ever. Sales of featured products soared and store sales tripled.

Brand: Jollibee
Client: Jollibee Foods Corporation
Agency: McCann Worldgroup Philippines
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live