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). 

2021 GOLD

Looks Like You Need to Let It Out

When the world went into collective lockdown, people were stuck with no escape from pent-up frustrations. The last thing anyone needed was a tourism campaign. So with their economy at stake, Iceland gave weary tourists something they did need— a place to take those emotions and let them out as cathartic primal screams, in Iceland’s own vast natural landscapes. By meeting people where they were emotionally we recaptured hearts and minds, leading to dramatic increases in consideration and intent by market, making Iceland people’s #1 desired destination.

Brand: Business Iceland
Client: Business Iceland
Agency: SS+K
Language: English

2021 SILVER

Stuck

In a challenging economy we needed to promote Dubai Science Park but it wasn’t top-of-mind of healthcare and scientific businesses. We discovered a key area of focus: Paralysis. It was unspoken of by companies. To reach businesses, we wanted to create mass awareness and media attention. We launched “STUCK”, making people feel the challenges facing people with paralysis and creating solutions to prevent and manage paralysis. With low budgets, through cross-channel engaging experiences, we enhanced public awareness of the challenges facing people with paralysis and attracted companies to create solutions.

Brand: Dubai Science Park
Client: Tecom Group - Dubai Science Park
Agency: McCann Health Middle East
Language: English

2021 SILVER

Stories of Mecca

During COVID-19, with travel halted how could Almosafer (a relatively smaller follower brand with low budgets) stay top-of-mind in Ramadan? With Mecca locked down there existed a heightened sense of “ummah” (metaphysical unity) accompanied by love and longing for Mecca. We created, “Stories of Mecca”: If people around the world couldn’t travel to Mecca their stories of Mecca could travel the world. With just $4000, we tapped into people’s memory libraries crowdsourcing stories of Mecca, worldwide and created a moving vertical story.

Brand: Almosafer
Client: Almosafer Travel & Tourism Company
Agency: FP7 McCann Riyadh
Language: English

FINALISTS

Dosy Freedom

Business Iceland OutHorse Your Email

Navy Federal Credit Union (NFCU) Name Change