The winners for the 2022 New York Festivals effectiveness awards, the AME Awards have been announced. As well as the AME Best of Show (Grand Award), 4 Regional Platinum Awards, 1 Green Award, 25 Gold, 31 Silver, 39 Bronze and 30 Finalist Certificate Awards were given.
Europe:
Best of Show, the grand award, went to Seven.One AdFactory, Creative House, White Rabbit Budapest and WallDecaux with #flutwein – Our Worst Vintage for Flutwein. The campaign also won the AME Platinum – Europe and 3 Gold Tower Awards.
Flutwein (Flood Wine) was created by the catastrophic flood that destroyed more than 50 wineries in the Ahr Valley, Germany. 200.000 bottles of wine, soiled with mud and dirt, survived the disaster, and became the newly created #flutwein brand uniting over 50 independent wineries from the Ahrweiler region under one label. #flutwein bottles were available on the crowdfunding platform Startnext in exchange for a donation and became Germany’s most successful crowdfunding campaign. 100,000 euros were donated after the first day of the campaign. The goal of 1 million euros was reached on just one week. The value of the wine rose by 4500% and collected more than 4,4 million Euros. Flutwein reached twice the effectiveness of the most successful German crowdfunding campaign to date. Press coverage reached a total of over 800 million gross contacts.
Asia Pacific:
Special New Zealand earned the 2022 AME Platinum Award – Asia Pacific for David’s Unusables for Motor Neurone Disease New Zealand. The agency also earned 2 Golds for the campaign.
To increase awareness of the debilitating disease that causes muscle deterioration, Motor Neurone Disease, Special NZ used a media-led idea that charted the ‘real-life’ decline of David Seymour by selling items he could no longer use on NZ’s leading e-marketplace – Trade Me (a NZ version of Ebay). The TradeMe store, David’s Unusables, featured 33 items listed in a timeline relative to David’s physical deterioration and told the story of David’s loss. This auction also became a vehicle for storytelling. Results include 41 individual PR articles worth over $230,000 (USD) and 7.9 million impressions (duplicated reach).
Middle East & Africa:
Havas Middle East was awarded the AME Platinum Award – Middle East & Africa for Liquid Billboard for adidas. Liquid Billboard also earned 3 Gold Towers.
To launch adidas’ new inclusive line and inspire women to embrace water with confidence the agency designed and created the Liquid Billboard, the world’s first swimmable media space. The 5-metre high and 3-metre deep billboard doubled as a fully usable swimming pool capable of holding 11,500 gallons of water. The billboard invited women to dive in and become the heroes of the campaign and the new inclusive line. The activation sparked social conversations about making swimming more inclusive as a sport across 60 countries in 6 continents and earned organic PR in over 40 languages reaching 350+ million people with $6 million earned media. The campaign resulted in a 70% sell-through of the new inclusive line within 4 weeks.
North America:
Alma DDB USA’s Better With Pepsi won the AME Platinum – North America. The campaign also earned two additional Gold Towers.
Pepsi highlighted the unspoken cultural truth that for 30+ years, the top three US burger chains have denied consumers the opportunity to enjoy their burgers with Pepsi due to exclusivity deals with Coke. it did so with paper artwork that uncovered Pepsi’s logo in the wrappers of the top burger chains. The unforgettable campaign used just three key images. It achieved 3.6 billion impressions including OOH, Twitter, programmatic (TMZ, Radar Online, Perez Hilton), and print. 1.3MM Twitter engagements at an 11% engagement rate, 720% higher than the typical Pepsi trademark benchmark of 1.34%. The OOH drove 1.16M impressions across NYC, LA, Dublin OH, Miami and Chicago, with the New York Post print driving an additional 181K impressions and led to a 29% increase in brand consideration.
AME Green Award:
AMVBBDO UK earned the AME Green Award for Hope Reef for client Sheba, created with The Glue Society. The campaign also earned an AME Gold and 2 Silver.
Sheba restored the habitats that fish call home and launched the world’s largest coral restoration program. This 10-year commitment started with Hope Reef off Indonesia and has spread to five more countries. Sheba transformed the site of the dead coral into a new reef the size of two Olympic swimming pools, viewed from the air it spells out – HOPE. Sheba’s Hope Reef was given Historical Landmark status and became discoverable on Google Earth, Maps and StreetView. The reef is thriving with 70% coral coverage, +300% fish abundance.
1 million people have explored Hope Reef on Google Maps. Sheba’s Reef Star System has been adopted by 5 more countries. 20 million views on their YouTube channel have raised enough funds for a new crowdfunded reef. Global PR includes 2.5 billion earned impressions (BBC, Forbes, and National Geographic) and a 276% increase in positive social conversations about reef restoration. Brand awareness grew +17%, purchase intent by +14%.
The results of the AME Grand Jury are parsed in an annual rankings brief, The AME Report, a creative ranking system based on overall points earned for winning entries and provides an account of the highest-ranking agencies and brands within this year’s competition.
