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,
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.