CW: Will Derden | AD: Derrick Lam
Texas Creative 2022 Best In Show
THE ASK
Find a way to make effective ads for a company that spends no money on ads.
THE ANSWER
Cut corners, hire fake celebrities, spend the ABSOLUTE BARE MINIMUM on advertising to show our commitment to keeping our prices low. The less WE spend, the less YOU spend.
"DOLLAR TREE: DECENT ENOUGH"
CASE STUDY
PRINT
Why pay for real celebrities when you can hire normal people with the same name?
SOCIAL
DOLLAR TREE CELEBRITY CASTING CALL
Real celebrities are expensive, so we're creating our own.
Step 1: People share their lame claims to fame and a quote about Dollar Tree with #dollartreecelebrity.
Step 2: Audiences vote on which "auditions" they love the best.
Step 3: Winners are featured in our ads.
THIS COULD BE YOU!
PUBLICITY STUNT
Tesla sent a car to space...
We sent a dollar bill to Boise, Idaho on an economy class flight.
You know what they say: go big or go to Boise, Idaho.
RADIO
TV SPOT
