Germany leads with 33 shortlisted entries, followed by the USA, China and France
BestMediaInfo Bureau | Delhi | February 20, 2014
The AME AwardsÂ for the Worldâs Best Advertising & Marketing Effectiveness has announced the Shortlist for the 2014 competition. The Grand Jury members, comprising interactive and multi-disciplinary marketers, planners and creatives from all over the world, selected the Shortlist from entries submitted from 22 countries.
Worldwide since 1994, the AME Awards honours campaigns that successfully demonstrate groundbreaking solutions to challenging marketing problems.
Germany took the lead this year with 33 entries, and Heimat Berlin saw10 of their entries moving on to the medal round. The United States was honoured with 19 shortlisted entries; China with 11; and France with 10, with Fred & Farid Paris with 8 entries advancing. In addition, Australia moved ahead with 6; Philippines with 5; Japan 3; Brazil, Canada, Malaysia, and Sweden each saw 2 entries move forward; and Hong Kong, New Zealand, and United Arab Emirates were honoured with 1 each.
The 2014 Shortlist exhibited multiple trends this year including campaigns recruiting celebrities to promote brands, event marketing, cause marketing, and branded entertainment. Branded Entertainment, launched in 2013, saw the following Shortlisted brands take centerstage: Oreo, Mercedes-Benz, Durex, Cornetto, and Adobe.
Integrated/Mixed Media entries gained brand awareness with seven agencies entries shortlisted: Leo Burnett Worldwide Melbourne; PHD Network China; Fred & Farid Paris; Heimat Berlin; DDB Tribal Group GmbH Germany; Saatchi & Saatchi LA; and Starcom MediaVest Worldwide USA.
The newly launched Social Video category saw social-savvy brands driving engagement and moving on to the Shortlist: OMD USA, âJeff Gordon: Test Driveâ for Pepsi Max; Abby Norm Sweden, âPhotoshop LiveâStreet Retouch Prankâ for Adobe; and Marcus Thomas LLCÂ USA, âKrylon ColorMaster Challenge: 24 Projects in 24 Hoursâ for spray paint leader Krylon.
Celebrities were in the spotlight with campaigns enlisting star-power to promote brands: Lukas Lindemann Rosinski GmbH / Syzygy GmbH Germany âMercedes-Benz: MacGyver and the new Citanâ featured action hero MacGyver; PHD Network China âLove In Different Tenseâ recruited popular Chinese actors Chen BoLing and Ke ChenDong, and singer Fu XinBo for client Cornetto; and BBDO Chinaâs âGillette Shave Sexyâ plea for the return of wet shaving enlisted famous Japanese adult movie star Aoi Sora. Non-human âstarsâ were featured in Saatchi & Saatchi LAâs âTundra Endeavor,â a live event chronicling the Toyota Tundra towing of the 300,000-lb Space Shuttle Endeavour; and Heimat Berlinâs âHornbach Hammer,â which starred an old Soviet tank melted down to create a limited-edition hammer.
Event Marketing engaged consumer participation: Bartle Bogle Hegarty China âThe Digital Earth Hour â Reaching Millions of People in 1 Hourâ programmed a piece of code that digitally turned offÂ the âlightsâ on social sites in support of WWF China; Fred & Farid Paris âTaiChipHopâ combined Tai Chi and Hip Hop for French fitness brand Domyos; Saatchi & Saatchi Fallon Tokyo âGodiva Love & Hug Projectâ invited women to test their hug-power for Godiva; Jack Morton Worldwide USA âLEGO Star Wars Secrets to Revealâ unveiled a life-size Star Wars X-Wing in New York Cityâs Times Square; and Heimat Werbeagentur GmbH âAll Eyes on S4â for Swisscom designed an interactive billboard that challenged consumers to a staring contest.
Shortlisted entries championing worthy causes include: Leo Burnett Worldwide Melbourne âVolunteer to Promote Volunteeringâ for SEEK Volunteer enlisted media owners, with celebs and real people volunteering their media space; SapientNitro USA âTrafficking in Trafficâ for End It Movement, a campaign illustrating the horrors of sex trafficking; J Walter Thompson-Bridge Advertising Co., China âMissing Children,â a campaign for BAOBEIHUIJIA.COM âBaby Back Home,â featuring a face recognition app to aid in locating missing children; Grey DĂŒsseldorf GmbH Germany âLost Choirâ for International Children's Fund raised awareness for dying children worldwide with a choir performance; Agency59 âThe UnDeadingâ for Heart&Stroke Foundation created a record-breaking one-day CPR training challenge; and Serviceplan Germany âTroy Davis - I Am Aliveâ for client Alive created an online campaign to abolish the death penalty.
To view the complete the AME Awards Shortlist please visit: HERE