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. 



Save our species

Brand: Lacoste
Client: Lacoste
Agency: Betc Paris

Granny's Secret

The case was a steep challenge – to introduce an expensive premium brand to an audience who had low understanding of the category, and who avoid any discussion because of social taboos and ultimately drive the sales but with a low budget. We discovered the core insight that Prevail’s products not only helped elderly people manage incontinence, they also gave them the gift of dignity. We produced a creative treatment featuring characters that mimicked our audience’s own lives. The campaign was extremely effective and had a huge impact on sales.

Brand: Prevail
Client: Prevail
Agency: Hill+Knowlton Strategies

It's time to talk about The Talk

Established in 2006, P&G’s “My Black Is Beautiful” platform was created to celebrate the beauty – inside and out – of African-American women. But as racial bias re-emerged as a divisive theme in the United States, the brand, a longtime advocate of improved lives for all, recognized the need to go beyond beauty. Through a film called “The Talk”, P&G succeeded in sparking a thoughtful, national conversation – one that went beyond shampoo and diapers to launch a new dialogue for the future we build together.

Brand: Procter & Gamble "My Black is Beautiful"
Client: Procter & Gamble
Agency: BBDO New York

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.
2019_do_2019_e-112-495_hero_1 Palacio del Cine Martina perdóname

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