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). 

2022 GOLD

Iceman to Canton

To match their competitors’ presence during the NFL season, Coors Light parlayed a local budget into a big national story by leaning into Raiders fans’ long-running grievance. The brand did that by championing Tom “The Iceman” Flores, one of the most accomplished coaches in NFL. Despite Flores’ feats, he had endured two decades of exclusion from the Pro Football Hall of Fame. Earning national buzz, the campaign resulted in significant lifts in national recall, consideration, and penetration. And the Iceman finally made the Hall.

Brand: Coors Light
Client: Molson Coors
Agency: ALMA DDB.
Language: English

2022 GOLD

Who did it first?

In a time when fast food and McDonald’s aren’t fashionable, how could we improve McDonald’s badge value with Saudi youth? Through social listening, we discovered fashion icon Alexander Wang launched a new handbag, trending in KSA, that seemed to draw insp

Brand: McDonald's
Client: RICC McDonald's
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2022 SILVER

Cheese Confidently

Cello Cheese is a small artisan brand that needed to increase sales and expand its audience while competing against bigger budget brands in a crowded specialty cheese aisle. Our campaign hyper-focused on helping intimidated specialty cheese newbies to “Cheese Confidently.” By humorously translating verbose cheese connoisseur jargon into authentic guidance, our geo-targeted digital media plan and in-store presence achieved 4X our goal for unit sales lift, a 38% lift in units sold per store and a 130% increase in foot traffic from customers exposed to the campaign.

Brand: Cello Cheese
Client: Schuman Cheese
Agency: Partners + Napier
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live