Article

Inexpensive, Not Cheap

By Brett McKenzie on Jul 26, 2018

Six low-budget ad campaigns do more with less — and win Pencils along the way


Let's face it: not every advertising campaign has a multimillion dollar budget behind it. For every tropical film shoot in the Maldives featuring a Hollywood or sports celebrity, there are a thousand projects shot in some back office of the agency, starring Judith from Accounting.

But just because a project isn't expensive doesn't mean it isn't good. The following six campaigns have been recognized by The One Show over the years for proving that you don't necessarily need deep pockets to make deep insights.

 

 

Title

Fuck the Poor

Agency

Publicis London / London

Client

The Pilion Trust

Annual ID

150941A

Category

2015 Film: Public Service - Video / Non-Broadcast

 

 

When budgets are small, it's especially important to quickly get attention. Hats off to Publicis London, who certainly accomplishes that with this online video for local charity The Pillon Trust. The campaign, which won a Gold Pencil in 2015, hits you with its audacity before bringing home a somber message.

 

 

Title

"Encore"

Agency

Element 79 Partners / Chicago

Client

Chicago Music Exchange

Annual ID

05026T

Category

2005 Advertising: Consumer Television / Consumer Television Under $50,000 Budget

 

They've since shuttered their doors, but back in 2005 when this funny campaign for Chicago Music Exchange came out, Element 79 was one of the gems of the Windy City. This shoestring-budget work earned them a hallowed Gold Pencil. 

 

 

Title

Cops & Robbers

Agency

Ogilvy Malaysia / Kuala Lumpur

Client

Hot Wheels

Annual ID

11065T

Category

2011 Advertising: Consumer Television / Under $80K Budget - Single

 

This simple spot by Ogilvy Malaysia for Hot Wheels leaves a lot to the imagination. Thankfully we're talking about the imagination of a child. "Cops & Robbers" won a Silver Pencil in 2011.

 

 

Title

Facts First

Agency

Figliulo&Partners / New York + The Mill / New York + Heard City / New York + Future Perfect / New York

Client

CNN

Annual ID

OS_FI18163M

Category

2018 Film: Under 100K Budget

 

After months of sustained attacks from President Trump and his followers, CNN needed to re-establish its role as a trusted news provider. New York's Figliulo & Partners used a simple device to help the network push back against the claims of "fake news", and got some love from this year's One Show in the process.

 

 

Title

Date

Agency

Mullen / Wenham

Client

Boston Bruins

Annual ID

10063T

Category

2010 Advertising: Consumer Television / Under $80K Budget - Single

 

For those of you unfamiliar with ice hockey, the Boston Bruins and the Montreal Canadiens have an intense, decades-long rivalry. But will true love conquer all? Not if Boston-based Mullen can help it. The spot won a Silver Pencil for low budget films in May of 2011. The Bruins won the Stanley Cup a month and three days later, no doubt buoyed by Mullen's win.

 

Title

Unacceptable Acceptance Letters

Agency

Goodby Silverstein & Partners / San Francisco + PRETTYBIRD / Culver City + Cut + Run / San Francisco

Client

The Hunting Ground C/O Chain Camera Pictures

Annual ID

OS_FI17043B

Category

2017 Film: Under 100K Budget

 

We are closing out with a powerful campaign by Goodby Silverstein & Partners and PRETTYBIRD that tackles the horrors of on-campus sexual assault, and the less than stellar track record that some colleges and universties have in protecting their students. "Unacceptable Acceptance Letters"  was shot with everyday smartphones, showing that budget should never be an impediment to a powerful message.

 

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