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). 

2011 SILVER

James Ready Bar-Ter Night Campaign

James Ready is in the discount beer market, a highly competitive segment that's 40% of total beer sales in Ontario with over 40 different brands. So how could James Ready stand out during these tough economic times? To help their drinkers, and more specifically, poor university students, JR created the Campus Bar-Ter Night. Students were encouraged to spend their money on JR beer, collect the caps and trade them in for stuff they really needed. The program yielded a sales increase of 8.51% and market share growth of 31.01%.

Brand: James Ready Brewing Company
Client: James Ready Brewing Company
Agency: Leo Burnett USA
Language: English

2011 BRONZE

The Adventures of Clumpy and Crumbly

Scoop Away is a small brand with a solid product, but was having a tough time being heard over the big cats. So, we shined the spotlight on the litter box and two little guys most people were not expecting to hear from. The Adventures of Clumpy and Crumbly featured two litter box clumps engaging in a series of adventures that dramatized our product's performance and the competition's lack thereof. Our goal to increase brand awareness and traffic to the website was far exceeded thanks to a couple of characters.

Brand: Scoop Away
Client: The Clorox Company
Agency: DDB San Francisco
Language: English

2010 GOLD

Thirteen Reasons Why Viral Campaign

13 Reasons Why, a book on a difficult subject--teen suicide, had only $50,000 to compete in the competitive young adult books category. We needed quickly to gain word of mouth. To do this, we re-created the mysterious tapes, seeded a video on YouTube and blogs. This started a dialogue and user generated contents, wherein teens were creating their own video versions of the story. Within 3 months we were #3 on the New York Times Bestseller list.

Brand: Thirteen Reasons Why (Novel)
Client: Penguin
Agency: Grey
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live