The 2016 AME Awards for advertising and marketing effectiveness were recently named, with a controversial yet innovative campaign from Germany winning top honors. “Nazis against Nazis – Germany’s most controversial charity walk” earned the AME Gold Medallion for the civic/social education category. It also won the 2016 AME Grand Trophy and Platinum Trophy.
Created by Grabarz & Partner/GGH Lowe for ZDK Zentrum Demokratische Kultur, the campaign addressed the right wing extremism that is still present in parts of Germany. The result saw Nazis marching involuntarily to raise funds that actually encouraged them to get out of Germany. For every meter the neo-Nazis marched, they actually donated 10 Euros to get them kicked out, resulting in them either donating or to stop marching. This campaign also won four gold AME Awards.
AME’s Grand Jury evaluated entries submitted from 22 countries worldwide and awarded a total of one Grand Award, four Regional Platinum Awards, 29 Gold AME Awards, 30 Silver AME Awards, 21 Bronze, and 24 Finalist Certificates.
Brands engaged consumers through the use of tactics including cause/public awareness, experiential marketing, technological engagement, branded entertainment, and event and guerrilla marketing to boost brand awareness.
BBDO New York earned the 2016 AME Regional Platinum Award for “Vines in the Real World: Making the Digital Analog” for client Lowe’s Companies, the second largest home improvement retailer in the US. To launch Lowe’s two new Manhattan stores, the agency connected with New Yorkers via a store window marketing campaign that allowed them to engage with their new retail neighbor. BBDO created analog versions of popular Lowe’s DIY digital Vines and displayed them in the windows of the Manhattan stores. The campaign’s results include 34.4 million impressions in just three weeks, and increasing engagement by almost 1300%.
Leo Burnett Melbourne was awarded the 2016 AME Regional Platinum Award/Asia-Pacific for “#MyFamilyCan” for SPC, Australia’s largest food processor. With a growing concern in the country on where food comes from, this campaign leveraged a national debate over contaminated imported foods that caused a Hepatitis outbreak in Australia and created a packaging platform for SPC. The agency dedicated SPC’s iconic advertising real estate to Australian farming families, converting 4 million cans into an educational media space. One million SPC Family Cans were sold in the first month alone—a 17% increase on the sales target.
Here’s the complete list of AME winners:
