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.
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.
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.
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.
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.
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.
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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