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 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

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

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live