Germany Jung von Matt AG won AME Grand Award & Regional Platinum Award/Europe; Leo Burnett Manila earned 2015 Green Award
BestMediaInfo Bureau | Delhi | March 19, 2015
The international AME Awards for the World’s Best Advertising & Marketing Effectiveness competition have announced the 2015 winners.
The 2015 international AME Grand Jury, comprising interactive and multi-disciplinary marketers, planners, and creatives, awarded a total of 25 Gold AME Awards, 25 Silver, 26 Bronze, and 20 Finalist Certificates to entries submitted from 18 countries.
Brands employed cause marketing, new and existing technology, celebrity-driven engagement, and experiential marketing campaigns to boost brand recognition and consumer engagement. Award-winning campaigns successfully demonstrated groundbreaking solutions to challenging marketing problems.
Jung von Matt AG Germany won the AME Grand Award and AME Regional Platinum Award/Europe Award, along with an AME Gold Award for their campaign ‘Trojan Mailing’ for client DHL. ‘Trojan Mailing’ utilised guerrilla tactics to prank their competition into delivering with DHL branding. The oversised chilled thermo-sensitive boxes appeared black upon pickup and warmed up during the delivery process to reveal the slogan ‘DHL is Faster’.
Leo Burnett Manila earned the AME Regional Platinum Award/Asia-Pacific and the 2015 Green Award for ‘Aid Couture’. The campaign was also recognised with an AME Gold and AME Silver Award. The campaign addressed the issue that Red Cross warehouses were filled with clothing items inappropriate for everyday wear for hurricane victims. Clients Ariel and Downy, in partnership with Red Cross, sought to turn “trash into treasure”, transforming discarded clothing into life essentials through Aid Couture.
Spark44 USA earned the 2015 AME Regional Platinum Award/North America for ‘British Villains’ for successfully re-energising the Jaguar brand in the US by casting its newest sports car as a villain and playing off the insight that the best Hollywood villains are played by Brits. The integrated campaign encouraged audiences to embrace their dark side, #GoodToBeBad. ‘British Villains’ also earned an AME Gold Award.
Award-winning campaigns benefiting others or championing worthy causes were in the spotlight. ‘Lego Blind Art Project’ created by Serviceplan Group GmbH & co. kg earned three AME Gold Awards for client Lego. Serviceplan Group also earned two AME Silver Awards for ‘Life Time Clock’ for Fürs Leben - Für Organspende, creating a sense of urgency for organ donation. Critical Mass USA earned an AME Gold Award for ‘Sweeper’ United Nations Mine Action Service (UNMAS). Jung von Matt/sports GmbH earned both AME Gold and Bronze Awards for their entry ‘Give Blood. Give Power’ for the German Red Cross. Leo Burnett Melbourne was recognised with an AME Gold Award for ‘#SPCSunday’ for client SPC. The campaign mobilised a nation to help save an iconic Australian brand.
Award-winning entries employed both new technology and existing technology to recruit partners, reposition brands, and increase brand identity. These included: Beijing DDB Needham Advertising (Shanghai HuangPu Branch), which earned three AME Gold Awards for ‘I See Fries’ for client McDonalds. Serviceplan Group took home two Gold AME Awards for ‘The Game Report’, created for client Bytro Labs to engage clients via a computer game. ‘BMW Soundtree’ also earned a Silver AME Award. Hemiat Germany was awarded two Bronze AME Awards for ‘Urban Escape Plan’ for client Google Maps. Additional Bronze Award winners include: TBWA Hakuhodo’s Japan’3D on the Rocks’ for client Suntory Whisky; and OMD USA’s ‘The Bioreactive Concert’ for client Pepsi, which utilised integrated state-of-the-art wearable technology into the performance.
Celebrity focused initiatives were used to build brand awareness. Winning entries honoured with the AME Gold include: Spin Communications Malaysia’s ‘Art of OldTown’ for client OldTown White Coffee, the proprietors of the original white coffee recipe from Old Town Ipoh. Other entries earning AME Gold Awards include: Zulu Alpha Kilo’s ‘Kringl Proof of Santa App’ used an app to prove the existence of Santa Claus on behalf of client Kringl, and ‘British Villains’ for Jaguar, which featured celebrities Sir Ben Kinsley, Mark Strong, and Tom Hiddleston. Bronze AME Award winners utilising star-power include ‘Guitar Center Sessions’, created by Guitar Center for client GE.
Campaigns engaged consumers via experiential marketing, including two-time Gold AME Award winner: Ogilvy Germany for their ‘Mini Kiosk’ for Coca-Cola 0.15L. Gold AME Award winning Leo Burnett Melbourne’s ‘Slurpee Xpandinator’ for client Slurpee introduced a world-first invention – a clip-on device that fits on to any sized Slurpee Cup – expanding its volume by over a litre and multiplying the Slurpee experience for fans of the frozen drink. ‘Slurpee Xpandinator’ also earned a Silver AME Award.
Retailers aspiring to gain market share were centerstage, earning multiple Gold AME Awards. Jung von Matt AG earned two AME Gold Awards for ‘Edeka Supergeil’ for Rdeka, Germany’s leading premium supermarket chain. TBWA London earned a Gold AME Award for ‘Lidl Surprises’.