Leo Burnett Group Manila’s ‘McDonald’s Classroom’ and Inspire Activation Taiwan’s ‘Lonesome Hotel’ have both been shortlisted 4 times at the New York Festivals AME Awards.
Creative and effective work submitted from 23 countries worldwide were judged online by the 2022 AME Grand Jury. The five-region jury panels included global industry innovators and branding experts who selected entries advancing to the trophy round. View the 2022 shortlist here.
Shortlisted entries include top-scoring ground-breaking campaigns that elevated brand positioning, created engagement, and increased market share while delivering results that surpassed benchmarks.
Prominent brands and sponsors advanced. The UAE Government Media Office took the top slot worldwide with a record-breaking 34 entries shortlisted. Global brands and foundations advancing include Guinness, adidas, Allianz – Women’s Aid, Pepsi, Flutwein, McDonald’s, BURGER KING® Deutschland, Extra Gum, Sheba, Harry Rosen, Black Business & Professional Association, Fundaparkca Foundation, Kellogg’s Eggo, Intuit QuickBooks, Lexus, Maltesers, Pfaff Harley-Davidson, Dove/Mars Wrigley, Indeed, Wendy’s Canada, Heinz Ketchup, Mall of the Emirates, Tourism New Zealand, Campbell’s Co. of Canada, Hondao Senior Citizen’s Welfare Foundation, and Zalando.
Branded Content/Entertainment increased brand affinity and boosted engagement. Campaigns advancing include “The Warm Winter Livestream” the UAE Government Media Office partnered with gaming influencer and YouTube star Hassan Suleiman “AboFlah”, who lived in a glass box, opposite the Burj Khalifa to raise $10 million in aid for refugees. Energy BBDO’s humorous campaign “For When It’s Time: Extra Gum’s Pandemic Comeback” for Extra Gum dramatized just how epic our return to the world could be post Covid, and Starcom’s “The Show Next Door” for client Maker’s Mark created a six episode talk show running on the Roku Channel reminding viewers to take some time for themselves. View the 2022 Shortlist here.
Purpose Driven marketing aligned like-minded consumers with causes that championed social and environmental issues. Shortlisted entries include AMVBBDO’s “Hope Reef” for client Sheba, the campaign launched the world’s largest coral restoration program – a 10-year commitment starting with Hope Reef off Indonesia. “#flutwein – Our Worst Vintage” by Seven.One AdFactory / Creative House / White Rabbit Budapest / WallDecaux for Flutwein was Germany’s most successful crowdfunding campaign created to raise funds for locals affected by the Arh Valley’s catastrophic flood, that destroyed more than 50 wineries. Additional campaigns advancing include “The World’s Strongest Women” created by In the Company of Huskies for Allianz – Women’s Aid, Leo Burnett Manila’s “McDonald’s Classroom” for McDonald’s, UAE Government Media Office’s campaign “The Donation Plate” for 100 Million Meals Initiative, and “Parkinson´s Scale Films” by WINGS The Agency for Fundaparkca Foundation.
Outdoor/Out-of-Home effectively sparked engagement across a wide spectrum of environments. Shortlisted campaigns include “Liquid Billboard” by Havas Middle East for adidas Middle East. The agency transformed a traditional billboard into a 5-meter-high swimming pool for women to dive in and become the heroes of the campaign and adidas’ new inclusive swimwear line. “Better with Pepsi” by ALMA DDB for client Pepsi utilized paper artwork that uncovered Pepsi’s logo in the wrappers of the top burger chains. “Empty Plates” created by Saatchi & Saatchi MENA for the UAE Government Media Office orchestrated a stunt that targeted Dubai’s elite to use empty number auto plates and a VIP auction to fight world hunger. “Christmas Wildfire” created by MullenLowe MENA for Mall of the Emirates used a special-build digital carbon-neutral Christmas Tree which lit beautifully and burst into flames to raise awareness about climate change.
Social Equality campaigns shined a spotlight on inequality and helped brands be a catalyst for culture change while promoting DE&I. Shortlisted entries include Zulu Alpha Kilo‘s “The Micropedia of Microaggressions” for clients Black Business & Professional Association, Canadian Congress on Inclusive Diversity & Workplace Equity, Pride at Work, and the Diversity Institute launched the Micropedia, a judgement-free online tool that provides easy-to-digest information where people can unlearn their unconscious bias and make immediate changes in their daily interactions. Also advancing Wunderman Thompson’s “Vicious Circle (No Fixed Address)” for HSBC UK, Zulu Alpha Kilo’s “Tough Turban for Pfaff Harley-Davidson, and Anomaly GmbH’s “Zalando – Here to Stay” for Zalando. Multi-cultural campaigns advanced including ALMA DDB’s “Adios Cuadernito” for Inuit Quickbooks, and Marca Miami’s “Iconos” for client DishLATINO.
Agencies employed technology to build stronger brand connections, entertain, and create a personalized brand experience. Entries advancing include “David’s Unusables” created by Special Group for Motor Neurone Disease New Zealand, the campaign used Trade Me’s auction functionality in an innovative way to chart the ‘real-life’ digital decline of David Seymour. BBDO China’s “Dove Chocolate – Oddly Pleasurable” for Dove/Mars Wrigley used real-time neuroscience methodology to gather data to create a brand experience that triggers pleasurable feelings by generating dopamine. Zulu Alpha Kilo’s “Notes IPA” for SingleCut Beersmiths used augmented reality to craft a beer-drinking experience that could elevate your musical abilities.
Activation & Engagement increased brand awareness and inspired emotional connection. Entries advancing include Inspire Activation’s “Lonesome Hotel” for Hondao Senior Citizen’s Welfare Foundation, the campaign addressed public awareness and increased donations by modifying neglected seniors’ homes into “Lonesome Hotel” and turned seniors’ life dilemma stories into special services. MullenLowe MENA’s “An Invitation to the Future” for UAE Government Media Office used the real-life ‘Iron Man,’ jet-suit inventor Richard Browning, to fly across Dubai in his jet suit to gain attention for Dubai’s Museum of the Future. View the 2022 shortlist here.
Products and Services campaigns launched new products, engaged target audiences, and generated brand awareness. Shortlisted entries include Grabarz & Partner’s “The plant-based revolution by Burger King in Germany” for BURGER KING® Deutschland gave a glimpse into the future of Plant-based fast food at world’s first Burger King Plant-based pop-up restaurant. Entries also advancing include Havas New York’s “Keurig Makes Any Occasion the Perfect Coffee Occasion” for Keurig, Barbarian’s campaign “Fenty Eau De Parfum Ghost Stores Launch” for client Fenty Beauty, AMVBBDO’s “Black Shines Brightest” for client Guinness, McCann Canada’s “Wendy’s Phone” for Wendy’s Canada, “Ingrid makes Indeed the No. 1 job search brand in Germany” created by Grabarz & Partner for Indeed, and “Lexus IS: All-In On Obsession” created by Team One for Lexus.
Health & Wellness entries informed and engaged while delivering results. Shortlisted campaigns include “The Return Visit” created by Deloitte Digital Us for NYU Langone Health, AMVBBDO ‘s “The Invisible Opponent” for Campaign Against Living Miserably (CALM), Starcom’s “Winning the Switch Window” for client Novartis Kesimpta, ALMA DDB’s “CRM” for Tobacco Free Florida, and “Grown-up Problems” created by McCann Canada for client Kids Help Phone. View the 2022 shortlist here.
All entries submitted into the 2022 AME Awards were evaluated based on 4 criteria and weighted according to importance: results/effectiveness, idea, execution, and challenge/strategy/objective.
Since 1994, AME has honored innovative campaigns that demonstrate groundbreaking solutions to challenging marketing problems, proving that strategic planning and creative execution can produce extraordinary results.
To view all the AME Awards 2022 Shortlist, and for more information on the AME Awards visit: www.ameawards.com.