The 2018 AME Grand Jury has chosen its World’s Best Advertising and Marketing Effectiveness winners.  1 AME Best of Show Award, 1 AME Green Award, 3 Regional Platinum Awards, 24 Gold AME Awards, 14 Silver AME Awards, 15 Bronze AME Awards and 27 Finalist Certificates were awarded.

Best in Show

Dentus Jayme Syfu was the triumphant agency, winning AME Best of Show Award, AME Regional Platinum Award/Asia Pacific, the AME Green Award for Dead Whale and two Gold awards for Greenpeace Philippines.

The Philippines agency mounted an installation of a 73-foot decomposing Dead Whale on the shores of one of the most polluted cities in the Philippines during the 2017 ASEAN Summit. The whale was created using plastic wastes collected from the ocean. It achieved more than 100 million impressions internationally and caught the attention of ASEAN leaders, who put coastal and marine protection in the proposal for the next Summit.

“With our country, the Philippines, being ranked in the world to be the third biggest contributor of plastic trash in our oceans, it is only high time to create this kind of awareness for this serious issue. And, we couldn’t be happier with the results today. More communities and cities are helping in reducing the use of plastics. Our government has even become so environmentally conscious that it has plans of closing our world-famous beaches for a major clean up. A massive installation like this definitely generated massive action,” stated Merlee Jayme, chairman & chief creative officer, Denstu Jayme Syfu.

Asia Pacific Gold winners:

Australia’s Tonic The Agency won 2 AME Gold Awards for Bring Cinema Home for LG Electronics.

The realistic pop-up LG Home Cinema in Sydney’s World Square achieved a 183% increase in sales of OLED TVs and a 315% increase in the sales of SUPER UHD TVs.

M&C Saatchi Australia won Gold with Migrant Banking for the CommBank, which made CommBank the first Australian company to target migrant communities through language in cinema.  The result was a 61% increase in brand awareness and a 51% increase in brand consideration for CommBank among Chinese and Indian audiences who had seen the campaign.

India’s Brave New World Communications won Gold for The Heart Of The Highway – The World’s First Talking Store for The Roadster Life Co. The campaign featured a talking store that reached out to shoppers using interactive in-store tech including custom software, digital façade, interactive and multiTaction touch screens, augmented reality green-screen, immersive VR and virtual shopping screens. Results included a 70% revenue spike in high-value apparel purchasing.

China’s It’s Really Teeboolang social campaign won Gold Award for Timberland. The iconic brand name was changed into a Chinese name, Teeboolang, which means unbreakable. The name becoming a buzzword. Timberland sales increased by 30% during Double 11 Shopping Festival. Within 40 minutes of the festival’s opening, all the yellow boots were sold out.  The video of It’s Really Teeboolang has been viewed more than 16 million times.

https://youtu.be/YyWwMSJMWSs

Dentsu One Bangkok won Gold for Clean Light Hand Soap for Zantiis Bangkok Treasures Co. Ltd. Zantiis created Clean Light Hand Soap, a soap bar that blinks for 20 seconds to make sure hands are washed for 20 seconds to help prevent disease. In the first week, 500 bars of the total 1,500 soaps were given away and a video clip demonstrating a proper way to clean hands within 20 seconds boosted the engage rate of Zantiis Facebook page up to 1700%.

PHD China received the AME Gold Award for Embrace the Extraordinary with OMO for client OMO. The campaign targeted millennial women, changing the way they see OMO from just a basic functional detergent brand to a modern and progressive brand encouraged young women to let go of the “fear of getting dirty” and to embrace surprises and possibilities for an extraordinary life. Market share of powder detergent increased from 1.84% to 4.61% in three months and liquid detergents increased from 3.03% share to 6.06% between April and July 2017.

North America Platinum: 

Zulu Alpha Kilo Canada won the 2018 AME Regional Platinum Award/North America for Common Ground for Harley-Davidson Canada. The agency created a “foreign exchange of bikers” – documented in a series that followed riders from different backgrounds on a trip across Canada. The series proved so popular that Discovery Channel picked it up for a primetime special. It achieved more than 47m impressions, surpassing goals by 235%; over 8.7m views, surpassing goals by 218%; over 415,000 engagements, and increased market share by 1.9% against the nearest competitor. The agency also earned a Gold Award for the entry and an additional 2 Gold Awards, one each for Story of Flash for Interac Association and A Balloon for Ben for Cineplex Entertainment.

North America Gold winners:

Team One Los Angeles won 2 AME Gold Awards. The first was for Inking Our Mark on Motorcycle Culture for Indian Motorcycles. The campaign regained market share using a brand-first lifestyle media partnership and the world’s first tattoo formulated from the burn-out carbon from Motocross legend Carey Hart’s Indian Motorcycle. The results include 82% new visitors and Indian went from 7th to 2nd most purchased motorcycle brand in the U.S. The agency also won Gold for Platforms of Expression for a Shareworthy Life for Lexis IS. The campaign became the most shared campaign in Lexus’ history, lowered the median buyer age for the brand, and generated the first month of positive YOY sales growth for IS in CY16.

Team One: Air-Ink gets a cousin, Indian Motorcycle tattoo ink

T-Mobile USA won Gold for Next Gen for T-Mobile by humanising and demystifying the mobile shopping experience. The Human Digital experience guides people through the purchase process and makes online shopping remarkably easy, resulting in 60% fewer clicks and 485% increase in web orders.

McCann Torre Lazur USA won Gold Award for The Orange Project, a youth-driven and youth-focused global awareness campaign to reduce the stigma of suicide and raise awareness for its prevention by collecting handwritten notes of encouragement and hope. With the help of more than 30 schools, 11 live events, and 10 companies, The Orange Project has a goal to break the Guinness World Record for the largest album of handwritten notes (20,000 out of 30,000 notes have been collected) and empowering adolescents to help save the lives of people just like them.

Europe Platinum:

Heimat Werbeagentur won the 2018 AME Regional Platinum Award/Europe for A New Way of Thinking for Free Democrats as well as a Gold award. Young people in Germany thought the FDP was a party for old people and unable to reflect the needs of the future generation. The agency’s social media election campaign reached young voters and bridged the gap between the Liberal party and the voters using PR stunts and special events – and a unique digital identity, The Always-on Party. The digital campaign resulted in FDP returning to the German parliament with the party’s highest rise ever in number of votes (5.9%), even while having the smallest campaign budget among the six major parties.

Europe Gold Winners:

Grabarz & Partner Germany won 3 Golds for Laughing Horses for Volkswagen.

Grabarz & Partner: The hilarious horse viral making VW’s trailer assist famous

Serviceplan Group Germany won two Golds. The first was for The Truth Unveiled for IPRAS WomenforWomen, an initiative that helps acid-attack victims with plastic-surgery. The agency collaborated with Asma, a woman who was scarred in an acid-attack as a child. On International Women’s Day, she hosted a special report, where for the first time an acid attack victim unveiled her scars on national news and appealed for help. Over 100,000,000 people witnessed the event. The second was for Give Bag for supermarket retailer, Penny. Customers saved 10 cents every time they brought their own Give-Bag bag and Penny donated 10 cents to local social organisations. The Give-Bag launch sold 600,000 bags within a few weeks. The clients saved over 70,000 € and spared the environment more than 1m disposable bags.

Radley Yeldar UK won Gold for The Data Dollar Store for Kaspersky Lab. The agency created a pop-up store to increase brand awareness among 21 to 35-year olds. Fans of artist, Ben Eine’s, work could take home merchandise such as one-off prints, t-shirts or mugs if they were willing to hand over private photos, emails or instant messaging conversations that would then be displayed on digital media screens for all of Old Street Station to see. The geo-targeted Facebook ad campaign generated a total of 2.4 million impressions – 1.86 million of which were organic, resulting in a cost per view of $0.01 – outperforming the target by 1,000%. The campaign achieved more than 330 million earned media impressions in outlets like Time Out, Huffington Post, the Evening Standard and Hello! Magazine.

View the complete 2018 AME Awards Winner’s Gallery here.