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). 

2014 GOLD

Dumb Ways to Die

How do you get young people to be safe around trains? Make it the dumbest way to die. Dumb Ways to Die is the rail safety campaign that became a cultural phenomenon, generating millions of hours of engagement with a message in a way that people least expected.

Brand: Metro Trains
Client: Metro Trains
Agency: McCann Erickson Melbourne
Language: English

2014 GOLD

Dove Real Beauty Sketches - Winning back Dove Love

Only 4% of women believe they are beautiful. How could Dove inspire to the other 96% to think differently? We discovered the barrier to her feeling beautiful had fundamentally changed, and launched Dove Real Beauty Sketches: a social experiment that introduced women to her inner critic, proving they were more beautiful than they thought. It won back Dove Love by lifting womens esteem; it returned Dove to culture, drove a significant ROI - in under 5 months, with a spend of less than $1M.

Brand: Dove
Client: Unilever
Agency: Ogilvy Brasil
Language: English

2014 SILVER

Say It With Bacon

Oscar Mayer wanted to drive consideration for its Original 16 oz. Bacon and prove to shoppers that Oscar Mayer provides the best bacon for your buck. So for Father's Day, Oscar Mayer decided to sell its bacon like the crown jewel it is by setting up an e-commerce "pop up" shop and allowing people to purchase premium bacon gifts for the men in their life. The result was a ton of buzz about Oscar Mayer bacon and an increase in Oscar Mayer sales during a category-wide decline.

Brand: Oscar Mayer
Client: Kraft Foods
Agency: 360i
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live