Small Budgets - Products

Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran. 

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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

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

Ridiculously Thick Yogurt

The goal was to bring a ridiculously thick creative idea to life in ways that would establish Fage Total Greek yogurt's luxury position and in addition establish Fage as the dominant super-premium yogurt with a highly differentiated and relevant brand position.


Brand: FAGE Total
Client: FAGE Dairy USA
Agency: Ogilvy & Mather

2019_ru_2019_2503_hero_1 Lexus Lexus Instagram Hijack
2019_us_2019_e-3985-430_hero_1 Cascadian Farm Cascadian Farm: Good from the Ground Up
2019_co_2019_e-201-077_hero_1 Postobon - Sabores Postobon Nuestro Sabor No Tiene Raza.
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