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).

FILTER BY:

PROGRAM

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

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