Small Budgets

Local Efforts: $1 million or less

•      
  Regional Efforts: $2 million or less
•      
  ​National Efforts: $5 million or less

2021 GOLD

How the Rugby League World Cup 2021 (RLWC2021) sold tickets a year out from the tournament by offering hope for people to be together again

This paper is the ultimate sporting underdog story.
Representing an underfunded sport, with an underfunded media and production budget of £387k (during times of Covid), it will tell the story of how the Rugby League World Cup 2021 (RLWC2021) overcame a lack of interest in the sport to achieve £5.05m in ticket sales - a year out from the tournament beginning - to a largely new audience by focussing on the power and hope of togetherness.
Ultimately, it will show how the desire to be together again outweighed cynicism to the sport to deliver a campaign ROMI of 1,191%.

Brand: Rugby League World Cup 2021
Client: Rugby League World Cup 2021
Agency: McCann Manchester
Language: English

2021 GOLD

Getting the nation to 'Switch Off'

This paper is about how, in spite of the dual pressures of a reduced (and comparatively tiny) spend and competitive behemoths piling in on eve’s ‘sleep wellness’ positioning, eve was able to not only survive; but thrive.
This paper is not about incremental change or successful testing – it’s a story of how a (currently unprofitable) young brand had to spend radically more efficiently to maintain the brand, build trust, and grow quality perceptions, traffic and revenue.v How?
By claiming the higher ground
By finding new ways into proven channels
By building a highly efficient creative vehicle

Brand: eve Sleep
Client: eve sleep
Agency: Creature
Language: English

2019 GRAND

Project 84

Male suicide is the single biggest killer of men under 45.But how do you get people talking about an issue nobody wants to talk about?That was the question we set out to answer, when 84 haunting statues suddenly appeared on top of the ITV tower, one cold morning in March...

Brand: CALM
Client: C.A.L.M.
Agency: adam&eveDDB
Language: English

FINALISTS

Pink Lady® Pink Lady® Apples: Taking a Bite Out of 2020

OCO Opticians The Urban Eye Tests

Selleys The Unstoppable Selleys Storm