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). 

2015 GOLD

The World's Toughest Job

How do you get people to make their mom a Mother's Day card with an online resource like American Greetings Cardstore when only 50% of people even buy Mom a card? You shake the indifference out of them by making them see Mom differently: as the amazing professional she is. With 21M+ views, the earned media effort for #worldstoughestjob increased AG's Cardstore orders by 20%, userbase by 40% and met sales goals for the entire year, not just the Mother's Day period for which it was designed.

Brand: American Greetings
Client: American Greetings
Agency: Mullen Lowe
Language: English

2015 SILVER

If We Made It

Newcastle had lost relevance in a category with more players than ever. With a shoestring budget and a No Bollocks attitude, Newcastle wanted to become the most talked about beer brand in the country by hijacking Super Bowl conversation. How? By overhyping the Super Bowl ad we almost made, with teasers, trailers, focus groups, interviews with celebrities who wouldve starred, and an epic storyboard version of the ad we almost made. Two weeks, 10 million views, 600 media stories, 1.1 billion impressions and increases in awareness, consideration, trial and usage.

Brand: Newcastle Brown Ale
Client: Newcastle Brown Ale, Heineken USA
Agency: Droga5
Language: English

2015 BRONZE

The Built For It Trials

In the troubled economy, heavy equipment buyers were turning away from Cat's premium equipment to lower-priced, good-enough alternatives. Bombarding prospects with facts and figures as the entire industry does failed to distinguish Cat equipment. The industry had sucked the life from product demos, yet massive machines magnetically attract boys of all ages. So we turned our tons of machines into tons of fun, mashing up equipment quality and precision with unexpectedly playful trials. People talked, the media buzzed, and results signaled that the Built For It Trials reinvigorated the brand.

Brand: Cat
Client: Caterpillar
Agency: Ogilvy & Mather
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live