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). 

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

2010 SILVER

H*Commerce

Over the years, 'hacking' has grown into a multi-billion dollar industry intent on stealing the identities and assets of anyone online. To help people understand the magnitude of this phenomenon, McAfee gave it name: H*Commerce. We brought it to life through a feature-length film that told the real life stories of hackers and their victims. The film was promoted and housed on Stophcommerce.com which included information on how to protect your digital life with McAfee products. In three months, brand awareness increased 150%, ultimately redefining a brand and the category.

Brand: McAfee
Client: McAfee
Agency: Tribal DDB
Language: English

2010 BRONZE

'We Each Have What It Takes to Make an Imprint'

Taking inspiration from Nelson Mandela, the most powerful icon against social injustice, we set out on an effort to create a self-sustaining and self-fulfilling movement of people globally that would carry on his vision for a better world. Faced with multiple barriers including limited time and budget, we orchestrated Mandela Day: a celebration of one individual's ability to make an impact. In just six weeks, we saw an outstanding response and incredible results, helping us to lay the foundation for a long-term mission and invoke change across the globe.

Brand: Mandela Day
Client: 46664 Ltd
Agency: Gotham Inc.
Language: English

FINALISTS

Dosy Freedom

Business Iceland OutHorse Your Email

Navy Federal Credit Union (NFCU) Name Change