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). 

2014 SILVER

Trial by Timeline

The problem with a cause like Amnesty International in a place like New Zealand is that it feels distant from peoples lives. Very few people have been directly touched by Amnestys work. We wanted to make Amnesty International feel as real, and as close to home as some other charities do for New Zealanders. Trial by Timeline did just that. It took peoples Facebook timelines and showed them the crimes they had committed in other countries, just by living a normal life. And the results were astounding.

Brand: Protect The Human
Client: Amnesty International
Agency: Colenso BBDO/Proximity New Zealand
Language: English

2014 SILVER

Art Series

At the start of 2012, the average age of the audience for New York City Ballet (NYCB) was 56. To begin cultivating a younger audience, we created a new performance series that reinvented every aspect of the ballet-going experience except for the worldclass performance on stage. Through NYCB Art Series, we brought the average age of the audience down to 31 and 87% of tickets sold were to first-time NYCB ticket holders. In a post-event survey, 79% of attendees said they want to come back to NYCB again.

Brand: New York City Ballet
Client: New York City Ballet
Agency: DDB New York
Language: English

2013 SILVER

CCS PSA Campaign

The College for Creative Studies came to us with a vexing problem - information session attendance was the surest way to convert a potential student into an enrolled student. The challenge? Located in the heart of Detroit, CCS was having a tough time convincing parents and students to come check out their campus. Taking advantage of CCS' biggest disadvantage, their quirky location, we developed a quirky voice in a segment that takes itself very seriously, thereby driving up session attendance nearly 16% while increasing enrollments to record-setting levels.

Brand: College for Creative Studies
Client: College for Creative Studies
Agency: Team Detroit Inc.
Language: English

FINALISTS

Dosy Freedom

Business Iceland OutHorse Your Email

Navy Federal Credit Union (NFCU) Name Change