Leo Burnett Australia has won all of Australia’s medallions at this year’s NYF AME Awards. For every bachelor and bachelorette: How we shifted the narrative around the marriage equality plebiscite, the campaign for Australian Marriage Equality, scored 1 Gold in Civic/Social Education, 1 Silver in Public Relations, 1 Silver in TV & Cinema, 1 Bronze in Social Video and a Finalist Certificate in Low Budget.
The campaign showed what the ‘yes’ vote really means for same-sex couples by using real wedding footage crowd-sourced from same-sex couples. Results-estimated 58% of the voting public was reached (+33% above target), exceeding the objective by +132% , generated a global reach of 20M+, with the total TV reaching over 2 million people, achieved an estimated 15.3 million impressions across social media with 4.8 million social video views and coverage from over 100+ publishers and news outlets praising the idea. Australians voted 61.6% majority to legalise same-sex marriage shortly after.
There was a 20% increase in entries this year from 25 countries around the globe. 1 AME Best of Show (Grand Award) was awarded, 1 AME Green Award, 3 Regional Platinum Awards, 22 Gold AME Awards, 21 Silver AME Awards and 31 Bronze AME Awards.
Happiness / an FCB Alliance Belgium’s BlindMeters for OVK / PEVR (Parents of Road Victims) won the 2019 AME Best of Show (Grand Award) and the AME Regional Platinum Award-Europe. Over 5 million blind meters were typed onto the platform BlindMeters.com after just 24 hours. All National and Regional newspapers, news-sites and national TV-channels covered BlindMeters.com. The agency earned an additional Gold for BlindMeters and Behind the Numbers for OVK / PEVR.
Serviceplan Group Germany won 2 Gold AME Awards for Adoptify for Tierschutzverein Muenchen. Successful results include press coverage in over 80 countries, 70 million media impressions, earned media of 6.5 million Euros, a 340% increase in adoption enquiries and world-wide animal shelters adopting the campaign.
Heimat Werbeagentur won Gold for Share Your Buy for Share, a social food brand with the belief that everyone is willing to give if sharing is easy. With every Share product purchased, a portion of food, one day of drinking water or soap was donated to a person in need. A scan using a tracking code allowed consumers to see where their donations will go. More than 1 million products were sold in the first 4 weeks, the start-up ended with a total of over 6 million products sold in 2018. Media coverage and reach were over 200 million media impressions with over 14 million EUR earned media.
ADK Taiwan won the AME Regional Platinum Award-Asia Pacific for Rhythm of Love Wall for 7-Eleven Taiwan.
The interactive installation featured 12 pairs of realistic hands capable of creating 200,000 continuous rhythms to applaud donations encouraged consumer to donate spare change. Donations were also collected via the mobile website, with user-generated content transmitted back to the installation and heard in store. Donations raised were up 200%, resulting in a record-breaking high and with US$9,680,000 in media impressions.
McCann Health Japan won 3 AME Gold Awards for Washable Book for Save the Soap Project. ANGFA, a Japanese health and hygiene company was inspired to help take the Japanese sales of their germicidal soap and ‘gift’ the same amount to the children of Cambodia – where hand-washing is not a part of the culture. Results include 1.5 billion media impressions in 3 weeks and 18 times more bars of soap gifted that projected. Reprinting is in progress for roll-out into other developing countries and Washable Book is changing children’s futures, by changing their behaviour.
ADK Fortune India won AME Gold Award for #ShutThePhoneUp for client Manforce Condoms, the campaign informed people about the perils of filming their intimate moments. With 50 million+ views on social platforms, it became the biggest viral video of the year with extensive media coverage by over 50 online and offline publications and a 255% rise in the over-all YouTube subscriber base of the brand.
McCann New York and McCann Health New York won AME Regional Platinum Award-North America for #SuperSickMonday for client Mucinex.
#SuperSickMonday gave America’s biggest fake sick day a proper name. The campaign drove 2,520 media placements and generated 5X earned media impressions than the initial target with reach that included 1 billion+ paid and earned PR impressions, 65M YouTube impressions,61M+ Twitter Impressions, #12 trending on Twitter, and #2 trending on LinkedIn.
Publicis Sapient won the AME Green Award for Save the Food – Phase Two for the Ad Council that raised awareness about food waste. Using film, print and OOH pieces, along with a series of digital tools and content, the campaign helped people fight food waste. With 2.1 billion media impressions and US$86 million in donated media, Save the Food – Phase Two has been featured in major publications including New York Times, TIME Magazine, Mashable, USA Today, NPR, Huffington Post, National Geographic and The Guardian. 54% of Americans listed food waste as one of the country’s top three biggest problems and Congress introduced The Food Recovery Act earlier this year, a bill with over 12 measures aimed at reducing our food waste.
Zulu Alpha Kilo Canada won 2 AME Gold Awards for Reskinning Queen Street West for Consonant Skin Care. To launch the new flagship location in in Toronto’s trendy Queen West neighbourhood, the agency looked for media placements that were unexpected via guerilla takeovers and partnerships with local businesses to spread the word in the community. This resulted in strong opening day sales and higher non-sale opening day sales than the two previous store openings with 100% higher-than-average transactions and doubled projected coupon redemptions, 95% from new customers and an increase in new consumers.
Ketchum USA won 2 AME Gold Awards for #CoverTheProgress for Discover Puerto Rico.
In one year, 11,106,034,501 media impressions were generated declaring the Island open for tourism, the coverage alone generated 1 billion earned media and social impressions in a four-month span. Puerto Rico was named the #1 place to go in 2019 by The New York Times in its 52 Places to Go in 2019, on Januray 10.
AHLOT’s (A Higher Level Of Thought) Canada’s Cannabis Curation Committee campaign scored the AME Gold Award. AHLOT found a way around Canada’s strict restrictions for advertising cannabis and used a corporate recruiting approach. The winning campaign searched for 5 cannabis experts. Ads featured euphisms like, Do you dance with the devil’s lettuce?, showing a head of lettuce wearing red plastic horns targeting cannabis users about hiring at $50/hour. The target for the 4-week campaign was 3000 job applications to fill 5 positions, results were 24,301 applications and 70,245 new email addresses collected, in addition, 26,060,354 digital media impressions were generated without PR and news media coverage spiked with 198 pieces published on 6 continents.
View the entire 2019 AME Awards winner’s showcase here.
View the winner’s list by country here.