New York Festivals AME Awards, celebrating effectiveness world-wide since 1994, has announced its 2024 winners.

In an exceptionally competitive year, the international Grand Jury assessed entries for work that delivered cutting-edge, results-driven campaigns. The panel awarded one AME Grand Award, three Regional Campaign of the Year Awards, nine Gold Towers, eight Silver, twelve Bronze, and twelve Finalist Certificates.

Major winners are:

2024 AME Grand Award (Best of Show) and Campaign of the Year – North America: OREO Codes by VML USA (Products & Services: Retail Stores & E-commerce)

VML USA’s OREO Codes campaign for Mondelez International OREO blended innovative technology with creative execution. The campaign also won multiple AME Gold Tower awards, highlighting the timeless combination of OREO and milk.

OREO Codes tackled the challenge of declining traffic in centre aisles, where packaged cookies are typically stocked, as more shoppers favoured perimeter sections. VML USA identified that milk carton barcodes resemble stacked OREO cookies and usedthis insight. Through OREOCodes.com, consumers could scan any milk carton’s barcode to unlock offers for both OREO and milk.

Outstanding Achievements: The campaign reversed the category unit sales decline at ABSCO, growing the cookie aisle by +22.3% (+27.7% in dollar sales). Reversed OREO unit sales decline at ABSCO, achieving +32.1% growth (+39.8% in dollar sales). Increased OREO cookie trips by +18.4% year-over-year. Boosted the number of OREO cookie buyers by +16.1% year-over-year.

“We couldn’t be prouder to receive this honour of Best of Show by AME for our OREO Codes campaign. This commerce-driven campaign was truly a team effort, and its creation wouldn’t have been possible without our fabulous client partners at Mondelez International, and the incredibly talented team here at VML,” stated Manuel Borde global chief creative officer, Commerce, VML USA

Campaign of the Year – Europe: Dove The Real Cost of Beauty by Ogilvy UK London (Best Use of Medium: Social Media & Social Video)

Ogilvy UK London’s emotionally charged three-minute film for Dove tells the story of a young girl who nearly lost her life to an eating disorder, aligning with the Kids Online Safety Act (KOSA) to raise awareness about the mental health crisis driven by social media. The campaign aimed to support the bill and gather signatures for a petition advocating for safer online spaces.

Impressive results: The film attracted over 69 million views and 11.1 billion impressions, making it Dove’s most shared film ever, with earned media in 190 outlets. The campaign more than doubled its goal for petition signatures, amassing over 100,000 in support of KOSA. “The Real Cost of Beauty” also earned four Gold Towers, one Silver, and two Bronze.

“The constant exposure to toxic beauty content online is having a heartbreaking impact on the mental and physical well-being of kids and teens. We are deeply indebted to Mary and the other voices in the film for allowing us to tell their stories because it’s critical that we come together as a society to create a safer, healthier online environment for younger generations. The magic happens when our agency capabilities and global network collaborate. The intensity of the experience brings back memories of Courage is Beautiful and Turn Your Back. These campaigns are timely and important, and I am so proud Cost of Beauty has made similar positive impact. Social content and filters might feel like a bit of fun, but they are potent tools that are destroying the self-esteem of millions of young girls,” commented Daniel Fisher, chief creative officer, Ogilvy UK London

Campaign of the Year – Middle East & Africa, Aurora50 Fixing the bAIs by MullenLowe MENA (Best Use of Discipline: Data)

Fixing the bAIs, created for Aurora50, a leading diversity, equity, and inclusion (DEI) impact agency, addressed biased datasets in AI that perpetuate gender stereotypes, undermining women’s representation and opportunities, and undoing years of workplace progress. Aurora50 developed a databank of inclusive images of women, removing gender metadata to prevent bias.

Standout Success: The campaign contributed to the passage of the EU’s AI Act, the first regulation deeming biased datasets unacceptable, adopted by 52 countries in the European Parliament. Recognised globally as a benchmark for tackling gender bias in AI, the campaign received praise from institutions like Ceimia and Mila and set a world record for the most pledges received for a gender equality workplace initiative in 24 hours. Fixing the bAIs also won a Gold Tower, two Silver, and a Bronze.

“We are incredibly honoured to have Fixing the bAIs recognised with the prestigious AME Campaign of the Year Award for the Middle East & Africa. This achievement is a testament to how real work, grounded in real data, can make a real difference. The campaign not only addresses pressing issues but also offers a robust solution, giving hope to underrepresented genders, races, colours, and ages in professional spaces,” stated Prerna Mehra, creative director & head of art and design, MullenLowe MENA.

The 2024 AME Grand Jury awarded Leo Burnett Middle East two Gold Towers for the innovative ProtecTasbih, the world’s first sanitising prayer beads. These 100% recyclable beads were distributed to 65,000 guests on SAUDIA Airlines’ flights and lounges en route to Mecca, with an additional 35,000 distributed across the city. The campaign also earned two Silver Towers and one Bronze.

Other standout agencies included Grabarz und Partner Werbeagentur GmbH, Ogilvy New York, Wieden+Kennedy London, and Saatchi & Saatchi Middle East.

Innovative work from leading agencies across six continents used cutting-edge tactics to enhance global brands and achieve impressive results. Gold, Silver, and Bronze-winning campaigns tackled critical issues such as sexism, gender bias, and the impact of social media on children, driving meaningful change. Brands harnessed technology and compelling storytelling to grow market share and strengthen loyalty. Top-scoring initiatives used social media and digital out-of-home (DOOH) advertising to educate and engage audiences, employed advanced design to positively impact health, and built deeper brand connections while expanding market presence.

View the 2024 AME Awards winners’ showcase here. The previously announced 2024 AME Greater China Awards winners are also displayed within the winners’ showcase.

The results from the AME Grand Jury sessions are compiled into an annual rankings brief, The AME Report. This creative ranking system, based on points awarded for winning entries, highlights the top-performing agencies and brands from this year’s competition.

Award-winning AME campaigns are prominently featured in the AME showcase on WARC.

Find more information about the AME Awards here.