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).
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PROGRAM
2012 GOLD
Book Burning Party
Troy Public Library would close for good unless voters approved a tax increase. With little money, six weeks until the election, facing a well-organized anti-tax group whod managed to get two previous library-saving tax increases to fail, we had to be bold. We posed as a clandestine group who urged people to vote to close the library so they could have a book burning party. Public outcry over the idea drowned out the anti-tax opposition and created a ground swell of support for the library, which won by a landslide.
Brand:
Troy Public Library
Client:
Troy Public Library
Agency:
Leo Burnett/Arc Worldwide Detroit
Language:
English
2011 SILVER
ComEd Fine Art Fridges
ComEd, Chicagoland's utility company, offers a program where they'll come haul away and recycle customers old refrigerators and pay them $25 on top of it. The Appliance Recycling Program is a fantastic resource that wasn't getting the attention it deserved. Our challenge: energize an idle program using a small budget. Our goals: increase brand favorability, program participation and maximize the small budget. Using the power of art, we sparked new conversations around an idle program. We generated a 6% increase in brand favorability and a 35% increase in program participation.
Brand:
ComEd
Client:
ComEd
Agency:
Leo Burnett USA
Language:
English
2010 SILVER
I'm in
In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. All told, DPS could lose as many as 16,750 students for the 2009/2010 school year - and millions in funding. DPS needed city families to believe great things happen at DPS. They didn't need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding - necessary for financial viability.
Brand:
Detroit Public Schools
Client:
Detroit Public Schools
Agency:
Leo Burnett USA
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
Name Change
