NYF has announced its AME Award winners.
AMV BBDO has won 2020 AME Best of Show (Grand Award) and the AME Regional Platinum – Europe for Viva La Vulva for Libresse.
With £0 media support, the film had over 5 million organic views, gained 96% positive comments on social media and just 5 weeks after the launch, Libresse gained market share reaching 33%.
The awards achieved a 21% increase over last year’s entries and awarded 1 AME Best of Show (Grand Award), 4 Regional AME Platinum Awards, 23 Gold AME Awards, 35 Silver AME Awards, 27 Bronze and 24 AME Finalist Certificate Awards.
Europe
AMV BBDO also won 2 Gold AME Awards for Guinness Clear. Why Guinness dared to tell everyone to drink water. The campaign, created for the brand’s multi-million-pound sponsorship of The Six Nations international rugby tournament, helped Guinness become the #1 beer brand associated with responsible drinking and provided the highest profit ROI of any Guinness rugby campaign in GB (8.2) and Ireland (21.25) and surpassing the targeted 5-7% to volume uplift across GB and Ireland.
AMV BBDO & Guinness Clear: The writing is on the wall for those who drink too much alcohol
Serviceplan Group Germany won an AME Gold Award for LIFEBOAT – The Experiment for Sea-Watch. The campaign aim was to regain awareness and media coverage for the crisis and rescue organisation Sea-watch. Journalists from Germany’s biggest newspaper were invited to participate in a simulation to create empathy about the refugee experience. It was picked up by all major German news-channels and international press from China to Canada. +1100 articles were published reaching half a billion people, tripling website traffic and increasing brand interaction by 310% all without spending a single euro in media.
Asia Pacific
Overman South Korea won the AME Regional Platinum Award – Asia Pacific for 100 Words Pain-ting for Save the Children. The campaign fought verbal abuse and increased Save the Children’s presence as a children’s rights NGO by featuring paintings created by children that illustrated hurtful words in an online exhibition and 31 offline exhibitions in 15 cities. The experiential campaign inspired change and garnered 45 million earned media impressions, a 1.55 million exhibition audience. A 5933% surge in site traffic saw the brand top of mind jump from 4th to 2nd raising the brand more than 200%. The campaign also 3 AME Gold Awards and 4 AME Silver Awards.
VMLY&R Sydney won AME Gold for McPickle: our most successful social moment, without spending a cent for McDonalds. A single video of McPickle was posted on Facebook and Instagram with zero media spend, showcasing an absurd number of pickles and stipulating that it was “available until yesterday”. The April Fool’s prank resulted in over 500 million impressions equivalent to more than $12 million of PR value and $4 million in advertising.
McCann Health China won AME Gold for Breath of Life for SmithGlaxoKline. COPD is one of the main causes of death in China, out of 100 million sufferers less than 15% get properly diagnosed. Collaborating with a Pulmonologist and a popular Chinese blowing-ink artist a patented COPD self-test awareness tool was created that was downloadable via WeChat. Registering 70% on the awareness tools alerts users to undergo a check-up. In the one-month pilot, 10,000 people used the mini program.
Middle East & Africa
FP7 McCann MENAT’s Blood Unity won the AME Regional Platinum Award – Middle East & Africa, for Donner Sang Compter (DSC), the Lebanese NGO that promotes voluntary blood donation. On the Day of Ashura, DSC arranged for Imams to talk about an alternative to commemorate the occasion and encourage more people to become donors, innovating a thousand-year-old ritual of bloodletting into one of blood-giving. Blood donations in Lebanon hit a national record with 655 blood units collected; 400% more than what is expected. Donated blood units saved 1,965 lives. The new ritual for Ashura received endorsement from religious and spiritual Shia Imams and set the foundation for the first National Blood Bank.
https://youtu.be/xIyMIjZgSLQ
FP7 McCann also won AME Gold Awards for The Ramadan campaign that didn’t launch in Ramadan for client Jawwy and The Astronomical Sale for Mastercard.
North America
UNICEF’s Backpack Graveyard received the AME Regional Platinum – North America for its campaign to bring global attention to children killed in conflict zones. Prior to the UN’s 74th General Assembly, UNICEF installed 3,758 backpacks all plotted on the UN lawn to resemble an Arlington cemetery type graveyard to bring attention to their senseless deaths. The installation achieved more than 400 media articles and broadcasts globally, over 300,000 engagements on social media and reached a combined audience of over 1.1 billion without any media spend.
Razorfish won 2 Gold AME Awards for Project #ShowUs for Dove. The campaign features 5,000+ photographs of women from 39 countries. Dove acted with Getty Images and Girlgaze to create Project #ShowUs, the world’s largest stock photo library created by women to shatter beauty stereotypes by showing women as they are, not as others believe they should be. 100,000+ women worldwide supported the collection and 1,300+ companies in 40+ countries have downloaded 15,000+ images from the collection.
https://youtu.be/7rM6BOdqORE
Zulu Alpha Kilo won Gold for Big in Japan for SingleCut Beersmiths. The Spotify-enabled beer featured QR codes designed as clues for classic rock songs in a name-that-tune game. Promoted social media assets gained the brand’s highest level of consumer engagement to date, resulting in four times the usual response level and the Spotify playlists received over 5,000 unique visits. Big in Japan IPA sold out within two weeks of the release. Zulu Alpha Kilo also won Gold AME Awards for #PauseToRemember for HomeEquityBank), #UnravelHate for Peace Collective, and Mix ‘N’ Match for KitchenAid Small Appliances.
Starcom’s Do What You Can’t Jimmy Fallon for Samsung Galaxy S10 won 2Gold AME Awards for its campaign, featuring The Tonight Show Starring Jimmy Fallon. Fallon visited his favourite places around New York with guest celebrities and musicians while shooting an entire episode on Samsung’s Galaxy S10+. The campaign achieved a 13% increase in Galaxy S10 phone orders during the broadcast on Monday, March 25, plus the days following saw a 31% higher order conversion rates than average and the episode was viewed 6 million+ times across platforms.
https://youtu.be/ti9P8wbGVwE
VMLY&R won AME Gold for The Runaway Pub for New Balance. A sponsorship of the London Marathon set out to establish New Balance as a true runners’ brand by opening a runners-only pub in the months leading up to the race where the only currency accepted was miles run. 279,000+ runners participated in the app challenges, nearly seven times the number of runners in the actual marathon and nearly ten times New Balance’s benchmark. More than 23,000 runners, over half the number in marathon, added The Runaway pub card to their wallet. VMLY&R also received an AME Gold for LaughTracker for Tennessee Tourism.
The results of the jury are combined 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.
To thank all the dedicated workers on the front line of the epidemic AME will be making a donation to Doctors Without Borders in the name of the 2020 Best of Show Winner, AMVBBDO & Libresse.
Find the complete list of 2020’s award-winning entries here.
