New York Festivals has announced the AME Awards 2021 winners. One best of Show (Grand Award), 5 Regional Platinum Awards, 1 Green Award, 28 Gold, 37 Silver, 23 Bronze and 33 Finalist Certificates were awarded.

Best of Show was won by AMVBBDO for #wombstories for Libresse. The campaign also won AME Regional Platinum – Europe and 3 Gold Awards.  

Regional Platinum winners are:

• Europe: AMVBBDO, #wombstories, for Libresse
• Asia Pacific: Special Group New Zealand, Meddle in the New Zealand Election, for Every Kiwi Vote Counts
• Latin America: McCann Lima’s, If you’re outdoors, you need to protect yourself, for League Against Cancer
• Middle East & Africa: The UAE Government Media Office & MullenLowe MENA, Double Moon, for the UAE
• Government Media Office
• North America: Starcom Trapped in Advertising for Pringles 

The AME Green Award was won by BBDO Germany, Eurythenes plasticus, for WWF Germany.

Europe

AMV BBDO’s #wombstories, achieved more than 100 million views spread to 132 countries.  In the UK, #wombstories achieved #1 share of social voice, a 200% increase in followers and trended online and built market share across the world – 8.1% (UK), 14.1% (Russia; highest share ever), 9.9% (Denmark).  The campaign helped to raise €7,000 in France for contraception projects, and £9,000 for Endometriosis UK.

Asia Pacific

Special Group New Zealand’s Meddle in the New Zealand Election, for Every Kiwi Vote Counts also won 2 Golds and Special Group won another Gold for Good Morning World for Tourism New Zealand).

Meddle in the New Zealand Election used strategic insights to mobilise overseas New Zealanders to vote in New Zealand’s 2020 national election. The aim was to overcome the barrier of overseas Kiwis believing their votes didn’t matter. In the campaign, Russian spokesperson, Viktor, encouraged overseas Kiwis to vote by Infiltrating their social networks and news feeds. The social-led campaign reached 1 in 2.5 overseas Kiwis in just 18 days. It achieved over 80 million earned global impressions, an ROI of 9.67:1 driving voter engagement and turnout – the highest turnout on record, with a 42% increase in overseas residents voting. The click-through to the NZ voting site from everykiwivotecounts.nz represented 67% of the additional overseas resident votes.


Latin America

McCann Lima’s If you’re outdoors, you need to protect yourself for League Against Cancer also won a Gold and McCann Lima won two more 2 Golds Awards for Delivery to Burger King and The most famous griller in Peru (Burger King).

As skin cancer diagnoses continued to climb in Lima, the agency negotiated with 55 brands with outdoor billboards and convinced every brand to agree to put sunscreen on the most viewed and expensive billboards in Peru located on the South Pan-American Highway, leading to the most visited beaches. The agency convinced prominent brands such as Coke, Pepsi, Nike, and Adidas. 55 big brands joined the cause and gave space on those billboards for the entire summer to draw attention to the League Against Cancer’s message. 100 km of highway were lined with the brand’s message worth $12 M in outdoor advertising and $7.8 M earned media, plus thousands of people sharing photos of their “sun-screened faces” on social media.


Middle East & Africa

UAE Government Media Office & MullenLowe MENA’s Double Moon also won 2 Gold Awards for Double Moon. MullenLowe MENA won an extra Gold for The World’s Tallest Donation Box for The Mohammed bin Rashid Al Maktoum Global Initiatives.

The Hope Probe’s Arrival on YouTube was the most-watched live stream ever in the UAE. The activation reached more than 82 million people, equivalent to more than 8 times the entire population of the UAE. With a single stunt executed over 5 days in just one location, the campaign achieved over USD 8.2 million in earned media, and more than 380 broadcast networks in over 50 countries covered the story.

North America

Starcom’s Trapped in Advertising for Pringles also won two Gold Awards; Starcom won another Gold for #danceAwesome for Samsung Galaxy A Series phone.

On Super Bowl Sunday, e-commerce sales grew +52%, a massive increase compared to the +23% seen the year prior. The co-branded Pringles Pickle Rick flavour became the #3 trending item on eBay. The Pringles partnership with Rick & Morty achieved more than 1.2 billion impressions, far exceeding the previous two Pringles Super Bowl campaigns. Pringles made several “best of” lists coming out of the big game—with the spot named the #1 liked Super Bowl campaign on YouTube. Pringles’ household penetration grew by $1.4 Million. And overall, Pringles grew +13% in GSV (gross sales volume) in 2020, a record for the brand.


AME Green Award

BBDO Germany’s environmental activism campaign, Eurythenes plasticus, got the world talking and taking action with a petition calling for a legally binding UN agreement to put an end to marine plastic pollution. The agency combined various ad formats to trigger action, including permanent museum exhibition partnerships to persuade people to support the cause. To highlight that the ocean plastic problem, a new deep-sea species was named – Eurythenes plasticus.

Results include 120K Petition signatures, €12 million in earned media value and thanks to the social conversation. Over 93 counties discussed plasticus online. The permanent museum exhibitions have welcomed more than 410,000 combined visitors to date and new partnerships requests continue to be supported. Eurythenes plasticus received a Guinness World Record as the first new species contaminated by plastic.

Australia won just two Awards:

Saatchi & Saatchi Australia, How One Letter Changed The Game, for Bank SA won Silver

Showpony, Reach for the Facts, for Return to Work SA, won Bronze

View the entire 2021 AME Awards winner’s showcase here.