DDB Tribal, Germany earns AME Grand Award and Regional Platinum Award/Europe. DDB Canada and PHD China awarded AME Regional Platinum Awards
BestMediaInfo Bureau | Delhi | March 22, 2013
The InternationalÂ AME AwardsÂ for the Worldâ€™s Best Advertising and Marketing Effectiveness hasÂ announced the 2013 winners. TheÂ Grand JuryÂ presented the prestigious AME Grand Award and Regional Platinum Award/Europe to DDB Tribal Germany. DDB Canada, Vancouver/North America and PHD China/Asia-Pacific also earned AME Regional Platinum Awards.
The 2013 AME Grand Jury awarded 17 Gold AME Awards, 20 Silver, and 23 Bronze Awards to entries received from 27 countries worldwide. Celebrity-focused brand interaction was a huge trend, with campaigns employing actual celebrities or creating contests where the consumer or their ideas would be the star. Entries submitted in newly launched categories, including Social Benefit, Branded Entertainment, and Use of Discipline/Low-Budget also scored Gold Awards for multiple campaigns.
DDB Tribal Germany was honoured with the AME Grand Award and AME Regional Platinum Award/Europe for â€śDonâ€™t Make Up and Drive,â€ť for client Volkswagen AG. The campaign exposed women to the danger of applying make-up while driving by partnering with online make-up star Nikkie, whose tutorial is interrupted by a crash delivering an impactful, life-saving message. The campaignÂ mobilised community support toÂ persuade women that lifeâ€™s not worth risking, even for the most beautiful make-up, scoring 2 Gold AME Awards, as well as 1,364,000 views, thousands of re-tweets, blog posts, and world-wide PR.
â€śWe are as happy as we are proud to achieve the highest recognition for â€śDonÂ´t Make Up and Driveâ€ť not only at the most important creative shows but also at the most prestigious shows that judge effectiveness,â€ť said Eric Schoeffler, Chief Creative Officer, DDB Tribal, Germany. â€śWe are grateful to have the creative talent and a client that really motivates us to explore new forms of creativity. The AME means a lot to us.â€ť
The AME Grand Jury awarded two global agencies the AME Regional Platinum Award â€“ DDB Canada, Vancouver received the Platinum AME Award/North America for â€śCanada. Keep Exploringâ€ť created for the Canadian Tourism Commission. The campaign employed consumer participation and leveraged the power of peer-to-peer influence by presenting real journeys documented by fellow travelers. The marketing effort shifted perceptions amongst international travellers propelling Canada to the No. 1 country brand two years in a row, and reversed the decline in international visitation to Canada. The campaign also earned an AME Gold and Silver Award.
â€śIf you think the work's good, wait until you see the country,â€ť said Cosmo Campbell, Creative Director, DDB Canada, Vancouver.
PHD China earned the Platinum AME Award/Asia-Pacific for â€śDive Into Loveâ€ť for Cornetto. The campaign targeted young lovers in China, and was designed to help Chinese teens and young adults navigate modern love. The campaign employed a series of four 12-minute films focused on different aspects of love with Cornetto ice cream as the star, using product placement and branding woven into the story lines. The results: Cornetto doubled their sales over a two-year period, and the medium launch generated a total of 320 million video views, and over 2.8 million posts on Sina Weibo.
â€śI think it demonstrates the power of a great idea, well executed, that allowed us to build a meaningful connection between our brand and our target customers, ultimately delivering fantastic business results,â€ť said Mark Heap, CEO, PHD China.
Heimat Werbeagentur GmbH, Germany was honoured with the 2013 AME Green Award for â€śCNN Ecosphereâ€ť. CNN International created an interactive digital ecosystem based on Twitter where politically and environmentally active opinion leaders around the globe could take part in a worldwide debate on climate change during COP17. The motto: â€śPlant a thought, watch it growâ€ť. Every Tweet containing #COP17 was added to a visualised discussion on the Ecosphere microsite and became part of a worldwide debate on climate change. CNN Ecosphere gathered more than 227,000 tweets, generating more than 6.7 million unique media impressions around the globe. â€śCNN Ecosphereâ€ť also scored 2 AME Gold and 2 Silver Awards.
â€śInstead of bringing the Climate Change Conference to the world we brought the world to the Conference - with the power of a hashtag,â€ť commented Myles Lord, Creative Managing Director for Heimat Berlin.
This year, celebrity-focused campaign themes scored high. DDB Hong Kong â€śMcDonaldâ€™s Chinese New Year McGreetingâ€ť featuring comedic duo Soft Hard earned 2 Gold AME Awards and 3 Silver; DDB Chicagoâ€™s â€śGED Pep Talk Centerâ€ť for the Ad Council, featuring celebrities such as Christopher Lloyd and Terry Crews, was honoured with 3 Silver AME Awards; and Abbott Mead Vickers BBDOâ€™s â€śGoing from Good to Greatâ€ť for PepsiCo/Walkers, starring British comics Stephen Fry and Jimmy Carr, received a Silver AME.
To view 2013â€™s AME Award Winners:Â Â http://www.ameawards.com/winners/2013/