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
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
2009 SILVER
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
Language:
English
2007 SILVER
Bodygroom
To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a budget to support traditional media, Philips Norelco needed a big viral idea to take body grooming from a private act to a public topic. To meet aggressive sales goals with a budget of less than $375,000, Philips Norelco had to take body grooming out of the closet.
Brand:
Philips Norelco
Client:
Philips DAP North America
Agency:
DDB New York
Language:
English
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
