Big Brand Ideas and Trunk were recognised on the night for ‘Best Low Budget Campaign’ for an integrated pro-bono campaign for not-for-profit fundraiser ‘The C-Word’.
It’s ‘The C-word’ campaign resulted in a viral video which clocked up more than 12 million views and helped raise over £30,000 for 10-year-old Isabella Lyttle, who has high risk neuroblastoma, a form of cancer.
As her options for treatment in the UK were running out, the family’s plight was brought to the attention of Big Brand Ideas and Trunk through creative Twitter community, One Minute Briefs. The agencies created the hard-hitting ‘C-word’ video, with no budget, based around the idea that at 10-years-old, Isabella shouldn’t know the ‘C-word’.
The controversial content gained 12.1 million views, over 88,000 shares, including Unilad, Viral Thread and The Hook and sparked 23,000 comments. It also reached more than 430 million people through an extensive PR campaign which secured coverage in the likes of Daily Mirror, Daily Mail, Huffington Post, Channel 5 News and BBC Midlands Today.
Big Brand Ideas, Managing Director, Jon Butler, said: “To have our campaign recognised as one of the best in the North is incredible. The ‘The C-word’ campaign was a crucial part of Isabella’s fundraising efforts and we’re glad the judges were impressed with our creativity and results.
“The integration between ourselves and our content arm Trunk, shows that we have developed an award-winning business model too. We have the ability to combine content experts with marketing and engagement experts and this is what results in this type of high calibre campaign.”