Australia won two Gold, one Silver and two Bronze medallions at the AME Awards for the World’s Best Advertising & Marketing Effectiveness 2015.
They were:
AME Gold Medallion: promotions
Slurpee Xpandinator, Leo Burnett Melbourne, Slurpee
AME Gold Medallion: low-budget (<$100,000USD)
#SPCSunday, Leo Burnett Melbourne, SPC
AME Silver Medallion: beverages, non-alcoholic
Slurpee Xpandinator, Leo Burnett Melbourne, Slurpee
AME Bronze Medallion: Website
Turning “some day” into today – How Virgin Australia and Tourism Australia got Americans to visit Australia
Clemenger BBDO Sydney and OMD LA, Tourism Australia and Virgin Australia partnership
AME Bronze Medallion: sport & leisure
Turning “some day” into today – How Virgin Australia and Tourism Australia got Americans to visit Australia
Clemenger BBDO Sydney and OMD LA, Tourism Australia and Virgin Australia partnership
25 Gold AME Awards, 25 Silver, 26 Bronze, and 20 Finalist Certificates were handed out to entries submitted from 18 countries on 5 continents.
Award-winning campaigns provided groundbreaking solutions to challenging marketing problems. Brands used cause marketing, new and existing technology, celebrity-driven engagement, and experiential marketing campaigns to boost brand recognition and consumer engagement.
Jung von Matt Germany took out the top honour, AME Grand Award, and the AME Regional Platinum Award/Europe. It also won an AME Gold Award for Trojan Mailing for DHL.
Trojan Mailing used guerilla tactics to prank the competition into delivering with DHL branding. The oversized chilled thermo-sensitive boxes appeared black upon pickup and warmed up during the delivery process to reveal the slogan “DHL is Faster.”
The results: 4 million video views in the first days, number one topic on Twitter, top 10 videos on YouTube, almost 100k shares on Facebook with 5.350 Euro production costs for 5.3 million views and 10 years of playback on YouTube.
Peter Waibel, chief executive officer, Jung von Matt/Neckar commented, “The Trojan horse has inspired us since the very beginning of our agency. For us it’s not only a logo but also a guiding principle. A way to surprise and engage people, allowing them to become a part of the campaign. Applying this philosophy to our client DHL and making it tangible via the Trojan Mailing—without classical communication channels or big media spendings—is something that makes us very proud.”
Leo Burnett Manila earned the AME Regional Platinum Award/Asia-Pacific and the 2015 Green Award for Aid Couture. The campaign also won an AME Gold and AME Silver Award.
The campaign addressed the issue that Red Cross warehouses were filled with clothing items inappropriate for the everyday wear for hurricane victims. Clients Ariel and Downy, and partner the Red Cross, turned “trash into treasure”, transforming discarded clothing into life essentials through Aid Couture. Donated clothes were washed with Ariel and Downy, repurposed/styled by the country’s top fashion personalities, and sold in pop-up stores with price tags and receipts reflecting the life essential equivalent for each purchase.
The results: a real-time sales tracker on-site and online proved that Aid Couture raised almost Php 1.8 million (approximately US$ 40,000) from zero investment on donated clothes. And P&G earned a total media value of about Php 27 million pesos (approximately US$ 600,000) without any actual media money spent.
Spark44 USA earned the 2015 AME Regional Platinum Award/North America for British Villains. It also won an AME Gold Award.
The campaign re-energised the Jaguar brand in the United States 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.
Sales grew by 13%, outperforming the luxury competitive set (10%), and entire auto category (0.5%). The winning campaign surpassed social conversation and website goals, increasing total social mentions by 45% and unique visits to JaguarUSA.com by 102%.
“It takes a brave client to buy an idea like ‘It’s Good to be Bad’,” said Matt Page, creative director, Spark44. “So thank you to Jaguar, and thanks to the judges for this award. Everyone here at Spark44 is bursting with pride today.”
Award-winning campaigns benefiting others or championing worthy causes were in the spotlight:
LEGO. Blind Art Project created by Serviceplan Group won three AME Gold Awards. It raised awareness for children without sight, offering workshops that enabled blind children access to the world of art and sighted children access to the world of the blind.
Serviceplan Group also won two AME Silver Awards for Life Time Clock for Fürs Leben – Für Organspende by creating a sense of urgency for organ donation.
Critical Mass USA won an AME Gold Award for Sweeper for United Nations Mine Action Service (UNMAS). It enlisted support for UNMAS by creating a virtual minefield using proximity-based mobile technology making it possible for New Yorkers to experience the fear of living with land mines that millions face.
Jung von Matt/sports won both AME Gold and Bronze Awards for Give Blood. Give Power, for the German Red Cross. The blood donation campaign motivated Germany’s most famous football players to form a special team that helps sick children.
Leo Burnett Melbourne won an AME Gold Award for #SPCSunday for client SPC. The campaign mobilised a nation to help save an iconic Australian brand and resulting in a $22 million government rescue.
View the complete showcase of AME winners here.
