Small Budgets - Products

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). 



Thirteen Reasons Why Viral Campaign

13 Reasons Why, a book on a difficult subject--teen suicide, had only $50,000 to compete in the competitive young adult books category. We needed quickly to gain word of mouth. To do this, we re-created the mysterious tapes, seeded a video on YouTube and blogs. This started a dialogue and user generated contents, wherein teens were creating their own video versions of the story. Within 3 months we were #3 on the New York Times Bestseller list.

Brand: Thirteen Reasons Why (Novel)
Client: Penguin
Agency: Grey
Language: English

Ridiculously Thick Yogurt

The goal was to bring a ridiculously thick creative idea to life in ways that would establish Fage Total Greek yogurt's luxury position and in addition establish Fage as the dominant super-premium yogurt with a highly differentiated and relevant brand position.

Brand: FAGE Total
Client: FAGE Dairy USA
Agency: Ogilvy & Mather
Language: English


To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a budget to support traditional media, Philips Norelco needed a big viral idea to take body grooming from a private act to a public topic. To meet aggressive sales goals with a budget of less than $375,000, Philips Norelco had to take body grooming out of the closet.

Brand: Philips Norelco
Client: Philips DAP North America
Agency: DDB New York
Language: English

2023_ap_2023_ss-sp011_hero_1 Oreo OREO Stacked at Stores to Stacked at Homes
2023_mn_2023_e-4162-881_hero_1 Sound On The Underwater Playlist
2023_us_2023_e-8431-138_hero_1 Clos du Bois Long Live

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