TheÂ winners of The World's Best Advertising & Marketing EffectivenessÂ will be announced in March
BestMediaInfo Bureau | Delhi | February 15, 2013
TheÂ AME AwardsÂ for The World's Best Advertising & Marketing EffectivenessÂ has announced the Shortlist for the 2013 competition. TheÂ Grand Jury of interactive and multidisciplinary marketers, planners and creatives selected the Shortlist from entries submitted from 27 countries worldwide.
Two categories newly launched in 2013, Social Benefit and Branded Entertainment, exhibited an uptick in entries achieving Shortlist status with brands including CNN International, Volkswagen, Du Pont, Intel, Bench and Cornetto. Trends dominating the Shortlist include a robust number of entries employing celebrity interaction, interactive consumer participation, contests, green-themed and cause marketing. The case briefs also showed trends in advocacy-led strategy, brand reinvention and public responsibility.
âThe big theme this year seemed to be 'celebrity' â whether that meant employing actual celebrities in a campaign or creating a contest where the consumers or their ideas would be the star,â said Alisun Armstrong, Executive Director, AME Awards. âIt's an interesting shift from the community-building focus that prevailed in last year's competition, and just goes to show how a single trend can be translated into effective campaigns for an incredibly diverse field of brands.â
Celebrity-focused campaigns propelled multiple entries to the medal round: DDB Chicago âGED Pep Talk Centerâ for the Ad Council featured celebrities ranging from Christopher Lloyd to Terry Crewes; Metro Internationalâs âGlobal Guest Editorsâ included Lady Gaga, Karl Lagerfeld, and Sir Richard Branson; DDB Hong Kongâs âChinese New Year Campaign: Sharing the Blessings with One and Allâ for McDonaldâs featured comedic duo Soft Hard. Other shortlisted entries with famous faces: TBWA\Santiago Mangada Punoâs âBenchingko/Filmsâ for Bench starring Piolo Pascual and Coco Martin; OMD USAâs âIntel IdeaJamâ with Ashton Kutcher; and Abbott Mead Vickers BBDOâs âGoing from Good to Greatâ with British comics Stephen Fry and Jimmy Carr.
Strategic interactive consumer participation initiatives achieved stellar results for the following Shortlisted entries: Grey Worldwide GmbH âBreathe Happyâ for Febreze; Heimat Werbeagentur GmbH Germany âCNN Ecosphereâ; DDB Canada/Vancouver âCanada. Keep Exploringâ for the Canadian Tourism Commission; DDB âBleachable Momentsâ for Clorox Liquid Bleach; OMD Hong Kong âWyeth Learning Surprise Video Libraryâ; Spectacolor âDunk Tankâ; and Spinn Action Marketing Sweden âIs it a Chocolatewaferchocolate or a Waferchocolatechocolate?â for Kexchoklad.
Contest marketing helped gain brand awareness and provided a fast track to the medallist round: Fred & Farid Paris âKisser Castingâ for Martini; DDB Canada/Vancouver ââPass the Presentâ Facebook Promotionâ for Best Buy Canada; and Abbott Mead Vickers BBDO UK with both âGoing from Good to Greatâ for Pepsico and âEscape the Mapâ for client Mercedes Benz.
Entries in the Social Benefit categories concentrated on brand initiatives that contributed to the greater good including Green-themed âThe Donation Armyâ by Ogilvy Germany for OroVerde Rainforest Foundation; Heimat Werbeagentur GmbHâs âCNN Ecosphereâ; and TBWA\Santiago Mangada Punoâs campaign âKNOxOUT Project: EDSAâ for Boysen Knoxout.
Germany saw 32 entries with Shortlist status with campaigns based in social media: DDB Tribal Group GmbH âDonÂŽt Make Up and Drive,â for client Volkswagen; Serviceplan Gruppe GmbH & Co. kg âInternitĂ© pour ChalampĂ©. A French village wants to become Germanâ for client Kabel BW GmbH; and Heimat Berlin took fan rivalry to the next level with âGo All in for Your Team. Make Your Choiceâ for client Adidas.
The United States was recognised with 15 Shortlisted entries; the Philippines with 9; Hong Kong 7; England 5; Canada, and France each with 4; China and Sweden each with 2; and Denmark, Egypt, Japan, Malaysia, and UAE were each recognised with 1.Â To view the complete the AME Awards Shortlist please visit:Â http://www.ameawards.com/shortlist/2013/.Â The 2013 International AME Award medalists will be announced in March.