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). 

2019 SILVER

Durex Goes Incognito

Have you ever felt embarrassed buying a condom? You’re not alone.Most people do. And often, embarrassment is a reason not to buy.
Our campaign transformed the feeling that drives people away from traditional retail into reasons to visit our e-commerce page and buy online. Because no matter how embarrassed you may feel when you buy condoms, with souq.com, no one has to know.
The campaign drove record online sales on White Friday for Durex thanks to its generation of a record number of leads and a record conversion rate.

Brand: Durex
Client: Reckitt Benkiser
Agency: Havas Dubai
Language: English

2019 SILVER

As far as we go

In a world of “us” vs. “them”, even during Ramadan, Muslims celebrate Ramadan. The world doesn’t. 
Almosafer, a travel platform from Saudi Arabia, reignited the lost magic of Ramadan in the region, by seeing it through a little child’s story, and took that spirit to the world, encouraging people to travel meaningfully.
It defied the Ramadan marketing clichés, taking Ramadan to places that didn’t celebrate Ramadan.
It defined the category clichés, building emotional meaning in a category of rational persuasion.
And with low budgets, it overtook and beat leading competitors.

Brand: Almosafer
Client: Almosafer
Agency: FP7 McCann Dubai
Language: English

2019 SILVER

The Blank Edition

Due to political infighting, Lebanon remained without a government for 6 months, pushing the economy to the brink of collapse. Politicians used the press to placate the public with excuses while being paid to do nothing. An-Nahar, a historically activist newspaper decided to shock the growingly apathetic nation into demanding the democratically-elected government fulfill their obligations. We printed a completely blank paper and encouraged readers to take control of the headlines. The Blank Edition became the best selling of the newspaper's history, and soon after Lebanon finally got its government.

Brand: An-Nahar
Client: An-Nahar
Agency: Impact BBDO
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live