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
2021 SILVER
Quarancuts Virtual Hair School
When Barba Men’s Grooming Boutique in NYC was forced to close due to the pandemic, owner Xavier Cruz lost 100% of his income overnight. Determined to stay relevant during quarantine, he found $5K for a campaign. Noticing photos of botched "home haircuts" flooding the Internet, we launched Quarancuts Virtual Hair School: Complimentary, one-on-one guided haircuts, by Cruz himself. Hosted on IGTV, the content series generated 2.4B press impressions, boosted website traffic by 823% and grew Instagram followers by 32%—all during the worst business climate of our lifetime.
Brand:
Barba Men’s Grooming Boutique
Client:
Barba Men’s Grooming Boutique
Agency:
Terri & Sandy
Language:
English
2021 BRONZE
Not For Lease
Small businesses account for 97.9% of Canadian businesses. Due to COVID-19, 50% are truly worried that they may have to close permanently. If Canadians are strongly on board with the ‘shop local’ movement, why are local businesses suffering? On Nov. 24, the second day of the new lockdown, “Roncy” residents woke up to more than 50 store/business windows covered in craft paper, with “For Lease” signs. This arresting display forced shoppers to viscerally experience the reality of the pandemic.
Brand:
Roncesvalles Village BIA
Client:
Roncesvalles BIA
Agency:
The Local Collective
Language:
English
2021 BRONZE
Casey House "HIV+ Episodes"
HIV stigma can destroy confidence, relationships, and careers, but the realities of the disease are invisible in media and entertainment. So, we did the unthinkable: Reimagined episodes of The Office and Friends that revealed the underrepresented realities of HIV stigma. Within 24 hours we got more than 200 stories and 200 million impressions. Completion rates of both films were 90%+ and the average viewer spent over 10 minutes on the site learning about stigma and transmission. 88% of viewers felt more empathy towards those with HIV after watching the episodes.
Brand:
Casey House "HIV+ Episodes"
Client:
Casey House
Agency:
Bensimon Byrne
Language:
English
FINALISTS
Dosy
Freedom
Business Iceland
OutHorse Your Email
Navy Federal Credit Union (NFCU)
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