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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2019 GOLD
The Most Viewed Billboard in the Middle East
We've all heard of photo bombs and video bombs. But, ever heard of a "TV Show Bomb"? Well, that's exactly what we did for Dubai Media City.
We discovered that every day, Dubai Media City’s plain white construction barriers were visible on a popular morning show, throughout each episode.
So, we converted a dull medium into a catchy new billboard and “TV Show Bombed” that popular morning show, generating branded content.
For “zero dollars” media budget, this billboard became the most-viewed billboard in the Middle East and generated high ROI.
Brand:
Dubai Media City
Client:
Dubai Media City
Agency:
FP7 McCann Dubai
Language:
English
2019 GOLD
Hijacking the #WhatTheFluffChallenge as a force for good
It was impossible to miss the #WhatTheFluffChallenge that swept the internet by storm in 2018. The confused reactions of perplexed, panicked pets as their owners disappear right before their eyes was shared millions of times over. But not all disappearing acts are acts. That’s what SPCA wanted to spotlight: that in the real world, thousands of pets are abandoned each year and that’s no laughing matter. We hijacked the meme by injecting an unexpectedly meaningful message and achieved $1.87m of earned media from zero media budget.
Brand:
SPCA - Society for the Prevention of Cruelty to Animals, Singapore
Client:
SPCA
Agency:
Iris Singapore
Language:
English
2019 GOLD
$450 million: Selling Da Vinci's Salvator Mundi
True artistic mastery will always command high prices, but appealing to emotion and ego can create a bidding war for the record books. In this case, the sale of “The Last Da Vinci”, or Salvator Mundi, for $450 million. The highest price ever paid for a piece of art.
Brand:
Christie’s
Client:
Christie's New York
Agency:
Droga5
Language:
English
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