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
2005 SILVER
THE NEW SCHOOL
The key to success lay in focusing in on a narrow but very appealing target and then hitting them between the eyes with an unarguable and aspirational wake-up call. The strategy of 'declaring war on inertia' helped the relatively new fund family of iShares to increase its cash flows by 280% and propel the brand to the number three slot in an otherwise very traditional industry.
Brand:
Barclays Global Investors
Client:
Barclays Global Investors
Agency:
Venables, Bell & Partners
Language:
English
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
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
Name Change
