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).

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2022 BRONZE

World’s Smallest Billboards

Magiclean is a kitchen cleaner brand that entered China in 2021. To compete with giants like Mr.Muscle, we had to establish a disruptive positioning that would draw eyeballs and drive sales in a low involvement category dominated by legacy brands with deep pockets. We did this by talking about something that every competitor ignores: Germs. We created the world's smallest billboards warning germs of Magiclean's deadly efficiency. A small budget campaign with big results, including a 331% increase in unique visitors to our eCommerce store and sales up by 30%.

Brand: Magiclean
Client: Kao Commercial (Shanghai)
Agency: Ogilvy Shanghai
Language: English

2022 BRONZE

Offline Hour 2022

Pizza Hut wanted to show commitment to climate action through Earth Hour, not by focusing on the lights, but the internet, something much more fundamental to people and our business but also much more energy intensive than lights. By disconnecting from th

Brand: Pizza Hut
Client: Yum! Pizza Hut
Agency: M&C Saatchi UAE
Language: English

2022 BRONZE

Treat Fails

Oreo needed to increase popularity of Oreo cake mixes with Arab mums and get its mixes into more kitchens. We tapped into culture - a culture wreaked in ‘perfection’, even though Arab moms never said so, they craved the ‘freedom to fail’. And O

Brand: Oreo | Mondelēz International
Client: Mondelez International
Agency: Publicis Groupe - Saatchi & Saatchi Middle East
Language: English