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). 

2013 GOLD

The Great Paper Airplane Project

The Pima Air and Space Museum's Great Paper Airplane project is a story about how a little known museum in the Arizona desert created new relevance for their physical artifacts of aviation history by making a little history of their own. Instead of traditional advertising, the client and the agency hatched a scheme to teach applied lessons in math and science inherent to aviation through a paper airplane competition that led to the design, construction and flight of the largest known paper airplane in history.

Brand: Pima Air & Space Museum
Client: Pima Air & Space Museum
Agency: BBDO San Francisco
Language: English

2013 SILVER

Mezamashii Run Project

Mizuno had just 7% brand favorability, a running shoe that felt hard and stiff on the sales floor and 1% of the industry's ad spend to work with. But they knew that runners logging more than 20 miles a week would prefer Mizuno shoes if they could just TRY them instead of merely TRY THEM ON. When a word-of-mouth campaign called The Mezamashii Run Project put shoes on running feet, both favorability and store sales increased. And a sustainable community of fans who are now wear-testing Mizuno products was born.

Brand: Mizuno
Client: Mizuno
Agency: McKinney
Language: English

2013 SILVER

OREO Daily Twist

On March 6, 2012, OREO celebrated its 100th Birthday. After launching a very successful campaign, the brand was left with quite a challenge. OREO was at its highest awareness and sales levels ever, but this 100 year old cookie needed to become more modern and even more successful throughout the year. OREO launched a first of its kind social media campaign, which tapped into contemporary culture in real time, every day. This resulted in an onslaught of media coverage, consumer engagement, and exceeded YAG net revenue by 6.7%.

Brand: OREO
Client: Mondelez International
Agency: Draftfcb
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live