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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2021 SILVER
The Doppelgänger
Burger King repackaged its previously obscure value items under one platform “the tough time meals”. The menu was then launched through a stripped-down campaign, produced at a low budget, using limited props, and a celebrity doppelganger cast, all packaged together in a hilarious, kitschy manner, with one key message: we are saving on everything, except the quality of our food. The message created lots of engagement with Burger King’s fans, so much so that the relaunch generated a whopping 1547% increase in sales compared to the same period of 2019.
Brand:
Burger King
Client:
Burger King
Agency:
Wunderman Thompson Riyadh
Language:
English
2020 GOLD
The Hairy Tale
“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene Leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.
Brand:
Pantene
Client:
Procter & Gamble
Agency:
Grey Tokyo
Language:
English
2020 SILVER
Twitter Bait
How to launch a new product with a $0 production budget? This is the challenge we, and Burger King, faced in Q1 2019. A historically slow quarter, the brand needed the launch of a new dessert product to be successful, but with little resources to offer in support. We got scrappy, identifying an opportunity to hijack a trending conversation with a contentious social media behavior bound to get people talking. Our target? Influencers, who have the highest reach potential. They took the bait, and the launch was an overwhelming success.
Brand:
Burger King
Client:
Restaurant Brands International
Agency:
MullenLowe U.S.
Language:
English
FINALISTS
Oreo
OREO Stacked at Stores to Stacked at Homes
Sound On
The Underwater Playlist
Clos du Bois
Long Live
