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). 

2004 GOLD

Rheingold Beer

Rheingold Beer, once a powerhouse in its hometown of New York, had completely fallen off the map, enjoying distribution in only seven bars around the city. The agency was charged with returning the brand to its former position of importance and profitability. Our brand idea of "100% New York By Volume" energized the work with the unique raw energy of the city, beginning a brand revival, while triggering distribution in more than 2000 locations and a case sales increase of nearly 2500%.

Brand: Rheingold
Client: Rheingold Brewing Co.
Agency: Powell
Language: English

2003 GOLD

Fear of Prison

Retail sales of DVD/VHS is a cutthroat game. Titles that don't show consumer demand in the first three weeks of release get pulled off the shelves, never to be given another shot. Through a clear definition of two distinct audiences and a single compelling emotive creative strategy that appealed to both, this launch campaign for the release of HBO's OZ The Complete First Season demonstrated effectiveness beyond expectations. It managed to generate more sales in its first week than some of HBO's other more popular shows, and hence protect retail listings long-term.

Brand: HBO Video
Client: HBO Video
Agency: Venables, Bell & Partners
Language: English

2002 GOLD

Charisma Campaign

The " Charisma" campaign was created to significantly increase Heinz Tomato Ketchup's brand share and drive volume growth in a low involvement category, and to re-establish Heinz' leadership position. The campaign gave life to a brand that had none by creating a distinctive, multi-dimensional personality. Despite a low budget, the campaign achieves a significant increase in consumer involvement and drove brand share to a record high.

Brand: Heinz Tomato Ketchup
Client: H.J Heinz Company
Agency: Leo Burnett USA
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live