Small Budgets - Services

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). 

2018 BRONZE

Ash to Art

The Glasgow School of Art's (GSA) Mackintosh Library tragically burnt down in 2014. To engage major donors, we needed to make this tragedy one of national importance, resurrecting the GSA as a national centre for UK artists. We engaged the nation by holding an auction at Christie’s, selling new art created by 25 world famous artists from ash salvaged from the fire, beating our financial target by 200%+. The auction PR reached 42% of the UK population, engaged high net-worth individuals and paved the way for much needed major donations. 

Brand: Glasgow School of Art
Client: Glasgow School of Art
Agency: J. Walter Thompson
Language: English

2018 BRONZE

Blue Hen

Highmark Blue Cross Blue Shield Delaware needed to retain 60K+ state employees after a national insurer negotiated with the State of Delaware to take half of their business with a less expensive plan. By building on an insight that only Highmark Delaware could own, we connected with state employees on an emotional level by tapping into Delawareans’ deep Blue Hen pride. And despite cost and convenience disadvantages, the campaign achieved 97% of total retention goal in six weeks and delivered 3-to-1 ROI.

Brand: Highmark Blue Cross Blue Shield Delaware
Client: Highmark Health
Agency: Partners + Napier
Language: English

2018 BRONZE

Strands for Trans

This is the story of a movement called “Strands for Trans” started by a small NYC barbershop, Barba. On the budget of $10,000, it galvanized the LGBT community and other seekers of equality during Pride. by bringing attention to the discrimination transgender individuals can face when getting a haircut. Inspired by the colors of the trans flag, this campaign led barbershops and salons across the country to sign up as trans-friendly spaces in the first online registry. “Strands for Trans” fought discrimination with a small budget and a big heart.

Brand: Barba Men’s Grooming Boutique
Client: Barba Men’s Grooming Boutique
Agency: Terri & Sandy
Language: English

FINALISTS

Dosy Freedom

Business Iceland OutHorse Your Email

Navy Federal Credit Union (NFCU) Name Change