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). 



Bragging Rights

Detroit City Football Club grew from a ragtag amateur club playing on high school fields to the hottest sports ticket in town. And they used that momentum to become a force in the community. After 8 years of grinding through various amateur leagues, the Club finally was ready to go pro in 2020 - then Covid hit. They needed to crowd fund $1.2 million in 4 months, during a recession, to stay alive. Our campaign achieved that in less than 5 days, by selling not just shares, but bragging rights.

Brand: Detroit City Football Club
Client: Detroit City Football Club
Agency: Lafayette American
Language: English

The Hairy Tale

“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE. Pantene Leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented influencer strategy in the brand’s history, the brand created not only national but also global conversations around the importance and beauty of being different. The work was featured 208 Japanese and 569 international media, earning 4.5 billion media impressions.

Brand: Pantene
Client: Procter & Gamble
Agency: Grey Tokyo
Language: English

Twitter Bait

How to launch a new product with a $0 production budget? This is the challenge we, and Burger King, faced in Q1 2019. A historically slow quarter, the brand needed the launch of a new dessert product to be successful, but with little resources to offer in support. We got scrappy, identifying an opportunity to hijack a trending conversation with a contentious social media behavior bound to get people talking. Our target? Influencers, who have the highest reach potential. They took the bait, and the launch was an overwhelming success.

Brand: Burger King
Client: Restaurant Brands International
Agency: MullenLowe U.S.
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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