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). 

2003 SILVER

How Much Reality Can You Handle?

To pursue its goal of being seen as the leading documentary film festival in the country, DoubleTake had to broaden its appeal to a more mainstream audience who consider documentaries to be preachy and boring. Complicating matters, the glut of "reality" TV shows misrepresented how entertaining the true reality of documentaries can be. By creating a campaign that showcased absurd and provocative real-life vignettes via documentary-style ads, DoubleTake was able to show that true reality is more compelling than anything brainstormed in a TV network boardroom -- increasing advanced sales of festival passes by 177% and helping position DoubleTake as the leading documentary film festival in the country.

Brand: DoubleTake Documentary Film Festival
Client: DoubleTake Documentary Film Festival
Agency: McKinney + Silver
Language: English

2003 BRONZE

Wayne Thiebaud

With this campaign, the Whitney was able to drive increased attendance to the Retrospective Exhibition of Wayne Thiebaud's painting, an under-recognized but highly talented artist, at a time when museum attendance in New York was way down, and the competitors had vastly increased their marketing spending. Attendance to this exhibition was up nearly 30% over the prior year, far exceeding the goal of an 8% increase.

Brand: Whitney Museum of American Art
Client: Whitney Museum of American Art
Agency: Bates USA
Language: English

2003 BRONZE

Stories

To grow the business, Maker's embarked on a new campaign in late 2001 designed to continue to attract Jack Daniels drinkers and to increase "share of stomach" among current consumers at the expense of Crown Royal. This would be accomplished with new creative designed to enhance the image of Maker's as a badge brand for people who are accomplished, and to broaden the usage occasions depicted in the advertising. Despite being out-spent 3-to-1 by both Jack and Crown Royal, Maker's Mark was able to increase sales 15% in a declining category and increase awareness dramatically. At the same time, according to tracking data, Maker's was able to greatly enhance the brand's image and intended consumption among key target audience.

Brand: Maker's Mark
Client: Maker's Mark Distillery, Inc.
Agency: Doe Anderson, Inc.
Language: English

FINALISTS

Dosy Freedom

Business Iceland OutHorse Your Email

Navy Federal Credit Union (NFCU) Name Change