AME 2016 Award Win­ners


The In­ter­na­tional AME Awards for the World’s Best Ad­ver­tis­ing & Mar­ket­ing Ef­fec­tive­ness an­nounced early March its 2016 award-win­ners. AME’S Grand Jury eval­u­ated en­tries sub­mit­ted from 22 coun­tries world­wide and awarded a to­tal of one Grand Award, four Re­gional Plat­inum Awards among which one from the Mid­dle East, 29 Gold AME Awards, 30 Sil­ver AME Awards, 21 Bronze and 24 Fi­nal­ist Cer­tifi­cates.

Brands en­gaged con­sumers via a ro­bust va­ri­ety of tac­tics in­clud­ing cause/pub­lic aware­ness, ex­pe­ri­en­tial mar­ket­ing, tech­no­log­i­cal en­gage­ment, branded en­ter­tain­ment, and event and guerilla mar­ket­ing to boost brand aware­ness.

The multi-awarded Grabarz & Part­ner/ggh Lowe Ger­many’s cam­paign “Nazis Against Nazis - Ger­many's Most In­vol­un­tary Char­ity Walk” for ZDK Zen­trum Demokratis­che Kultur earned top hon­ours, tak­ing home both the 2016 AME Grand Awards and a AME Re­gional Plat­inum Award/europe. The Grand-win­ning cam­paign tricked par­tic­i­pants in a pro-neo-nazi march by turn­ing it into a char­ity walk to raise at­ten­tion and money for EXITDeutsch­land, an ini­tia­tive as­sist­ing neoNazis who want to leave the ex­treme right-wing move­ment. For ev­ery me­ter the neo-nazis marched, they do­nated 10 Eu­ros for their own opt-out, giv­ing them the choice to ei­ther do­nate or stop their own march. The cam­paign also earned four Gold AME Awards.

Through our chal­lenger think­ing, we are al­ways striv­ing to de­liver an un­fair share of at­ten­tion for our clients. To win the pres­ti­gious Grand and Re­gional Plat­inum AME Awards for our ‘Nazis Against Nazis’ cam­paign is tes­ta­ment to this fo­cus and a huge hon­our for the Mul­len­lowe Group. The suc­cess of this cam­paign, also demon­strates the strength of the col­lab­o­ra­tion be­tween GGH Mul­len­lowe and Grabarz & Part­ner, to get the best out of the idea.

Philipp Schwartz, Head of Strat­egy,

GGH Mul­len­lowe

A cam­paign that em­pow­ered ev­ery­day Egyp­tians by chang­ing their daily com­mutes to great achieve­ments. Mak­ing this cam­paign in it­self an achieve­ment crowned by our AME wins, what a pleas­ant sur­prise.

Hus­sam Moro, Pres­i­dent and CCO, Im­pact BBDO Cairo

Leo Bur­nett Mel­bourne was in the spot­light earn­ing the 2016 AME Re­gional Plat­inum Award/asi­aPa­cific for “#My­fam­i­ly­can” for client SPC. The cam­paign suc­cess­fully lever­aged a na­tional de­bate over con­tam­i­nated im­ported foods that caused a Hepati­tis out­break in Aus­tralia and fu­eled the na­tion’s grow­ing con­cern over the ori­gin of food by cre­at­ing a pack­ag­ing plat­form for SPC, Aus­tralia’s largest food pro­ces­sor. The agency ded­i­cated SPC’S iconic ad­ver­tis­ing real es­tate to Aus­tralian farm­ing fam­i­lies, con­vert­ing four mil­lion cans into an ed­u­ca­tional me­dia space. The re­sults: one mil­lion SPC Fam­ily Cans were sold in the first month alone—a 17% up­lift on the sales tar­get.

BBDO New York was cen­ter stage, earn­ing the 2016 AME Re­gional Plat­inum Award for “Vines in the Real World: Mak­ing the Dig­i­tal

Ana­log” for client Lowe’s Com­pa­nies. To launch Lowe’s two new Man­hat­tan stores, the agency con­nected with New York­ers via a store win­dow mar­ket­ing

cam­paign that al­lowed them to en­gage with their new re­tail neigh­bour. BBDO cre­ated ana­log ver­sions of pop­u­lar Lowe’s DIY dig­i­tal Vines and dis­played them in the win­dows of the Man­hat­tan stores. The cam­paign’s re­sults in­clude 34.4 mil­lion im­pres­sions in just three weeks, and in­creas­ing en­gage­ment by al­most 1300%. Im­pact BBDO Cairo earned the 2016 AME Re­gional Plat­inum Award for “Ev­ery­day Hero” for Sting, Pep­sico’s energy drink. Energy drink ad­ver­tise­ments are of­ten as­so­ci­ated with ex­treme sports ac­tiv­i­ties. The agency in­creased brand aware­ness with a cam­paign that as­so­ci­ated Sting with the ex­treme sport of ‘Ev­ery­day Egyp­tian Life’, since Life in Cairo with a pop­u­la­tion of nine mil­lion can be ex­haust­ing with traf­fic jams, pol­lu­tion power out­ages and more. This po­si­tion­ing, in less than a year, grew the Egyp­tian mar­ket of energy drinks by 1400%, and es­tab­lished Sting as the mar­ket leader of the cat­e­gory with over 60% mar­ket share. “Ev­ery­day Hero” also gar­nered a Gold AME Award.

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