Creative and effective works submitted by 23 countries around the world were judged online by AME 2022 grand jury. Juries from five regions included global industry innovators and branding experts who selected entries for the trophy round. Check out the 2022 shortlist: HERE.
Shortlisted entries include top-rated breakthrough campaigns that improved brand positioning, created engagement, and increased market share while delivering results that exceeded benchmarks.
Leading brands and sponsors have stepped forward. The UAE Government Media Office took first place worldwide with a record 34 shortlisted entries. Global brands and foundations making progress include Guinness, adidas, Allianz – Women’s Aid, Pepsi, Flutwein, McDonald’s, BURGER KING Deutschland, Extra Gum, Sheba, Harry Rosen, Black Business & Professional Association, Fundaparkca Foundation, Kellogg’s Eggo, Intuit QuickBooks, Lexus, Maltesers, Pfaff Harley-Davidson, Dove/Mars Wrigley, Indeed, Wendy’s Canada, Heinz Ketchup, Mall of the Emirates, Tourism New Zealand, Campbell’s Co. of Canada, Hondao Senior Citizen’s Welfare Foundation and Zalando.
Branded/entertainment content increased brand affinity and drove engagement. Ongoing campaigns include The Warm Winter Livestream’, the UAE government’s media office has partnered with gaming influencer and YouTube star Hassan Suleiman ‘AboFlah’, who lived in a glass box, in in front of the Burj Khalifa, to raise $10 million in aid for refugees. Energy BBDO’s comedy campaign “For When It’s Time: Extra Gum’s Pandemic Comeback” for Extra Gum dramatized how epic our return to the world could be after Covid, and Starcom’s “The Show Next Door” for the client Maker’s Mark created a six-episode talk show running on the Roku Channel reminding viewers to take time for themselves. Check out the 2022 shortlist: HERE.
Goal-oriented marketing aligned like-minded consumers with causes that championed social and environmental issues. Shortlisted entries include AMVBBDO’s ‘Hope Reef’ for client Sheba, the campaign launched the world’s largest coral restoration program – a 10-year commitment beginning with Hope Reef off the coast of Indonesia. ‘#flutwein – Our Worst Vintage’ by Seven.One AdFactory / Creative House / White Rabbit Budapest / WallDecaux for Flutwein was Germany’s most successful crowdfunding campaign created to raise money for residents affected by the catastrophic flood of the Arh Valley, which destroyed more than 50 wineries. . Other advanced campaigns include “The World’s Strongest Women” created by In the Company of Huskies for Allianz – Women’s Aid, “McDonald’s Classroom” by Leo Burnett Manila for McDonald’s, “The Donation Plate” campaign by the Government of United Arab Emirates for the 100 million meals initiative, and ‘Parkinson´s Scale Films’ by WINGS L’Agence for the Fundaparkca Foundation.
Outdoor/Out-of-Home effectively drove engagement in a wide range of environments. Shortlisted campaigns include “Liquid Billboard” by Havas Middle East for adidas Middle East. The agency has transformed a traditional billboard into a five-metre-high swimming pool in which women can dive and become the heroines of the campaign and of adidas’ new line of inclusive swimwear. “Better with Pepsi” by ALMA DDB for the Pepsi client used paper art that revealed the Pepsi logo in the packaging of major hamburger chains. ‘Empty Plates’ created by Saatchi & Saatchi MENA for the UAE Government Media Office orchestrated a stunt targeting Dubai’s elite to use empty license plates and a VIP auction to fight hunger in the world. “Christmas Wildfire” created by MullenLowe MENA for Mall of the Emirates used a specially constructed carbon neutral digital Christmas tree that beautifully lit up and burst into flames to raise awareness of climate change.
Social equality campaigns have brought inequality to light and helped brands be a catalyst for culture change while promoting DE&I. Shortlisted entries include Zulu Alpha Kilo’s “The Micropedia of Microaggressions” for Black Business & Professional Association clients, the Canadian Congress on Inclusive Diversity and Equity in the Workplace, Pride at Work, and the Diversity Institute launched the Micropedia, a non-judgmental online tool that provides easy-to-digest information where people can unlearn their unconscious biases and make immediate changes in their daily interactions. Also advancing Wunderman Thompson’s ‘Vicious Circle (No Fixed Address)’ for HSBC UK, Zulu Alpha Kilo’s ‘Tough Turban’ for Pfaff Harley-Davidson and Anomaly GmbH’s ‘Zalando – Here to Stay’ for Zalando. Multicultural campaigns advanced, including ALMA DDB’s “Adios Cuadernito” for Inuit Quickbooks and Marca Miami’s “Iconos” for client DishLATINO.
Agencies used technology to build stronger brand connections, entertain and create a personalized brand experience. Entries moving forward include ‘David’s Unusables’ created by Special Group for Motor Neurone Disease New Zealand, the campaign used Trade Me’s auction functionality in an innovative way to chart David Seymour’s ‘real life’ digital decline. “Dove Chocolate – Oddly Pleasurable” by BBDO China for Dove/Mars Wrigley used real-time neuroscience methodology to gather data to create a brand experience that triggers pleasurable feelings by generating dopamine. Zulu Alpha Kilo’s “Notes IPA” for SingleCut Beersmiths used augmented reality to create a beer drinking experience that could elevate your musical abilities.
Activation and engagement increased brand awareness and inspired emotional connection. Entries progressing include Inspire Activation’s ‘Lonesome Hotel’ for the Hondao Senior Citizen’s Welfare Foundation, the campaign aimed to raise awareness and increase donations by transforming neglected seniors’ homes into ‘Lonesome Hotel’ and transforming dilemma stories from the life of the elderly in special services. “An Invitation to the Future” by MullenLowe MENA for the UAE Government Media Office used the real “Iron Man”, the inventor of the jet suit Richard Browning, to fly over Dubai in his jet suit to attract attention to the Dubai Museum of the Future. Check out the 2022 shortlist: HERE.
Product and service campaigns launched new products, engaged target audiences and generated brand awareness. Shortlisted entries include Grabarz & Partner’s “Burger King’s Plant-Based Revolution in Germany” for BURGER KING Deutschland gave a glimpse into the future of plant-based fast food at the world’s first pop-up Burger King restaurant. Also progressing entries include Havas New York’s “Keurig Makes Any Occasion the Perfect Coffee Occasion” for Keurig, Barbarian’s “Fenty Eau De Parfum Ghost Stores Launch” campaign for client Fenty Beauty, “Black Shines Brightest” for ‘AMVBBDO for Guinness client, “Wendy’s by McCann Canada Phone” for Wendy’s Canada, “Ingrid makes Indeed the #1 job search brand in Germany” created by Grabarz & Partner for Indeed, and “Lexus IS : All-In On Obsession” created by Team One for Lexus.
Health and Wellness candidates are informed and engaged while delivering results. Shortlisted campaigns include “The Return Visit” created by Deloitte Digital Us for NYU Langone Health, “The Invisible Opponent” by AMVBBDO for Campaign Against Living Miserably (CALM), “Winning the Switch Window” by Starcom for Novartis client Kesimpta, “CRM” by ALMA DDB for Tobacco Free Florida and “Grown-up Problems” created by McCann Canada for client Kids Help Phone. Check out the 2022 shortlist: HERE.
All entries submitted for the AME Awards 2022 were evaluated based on four criteria and weighted according to their importance: results/effectiveness, idea, execution and challenge/strategy/goal.
Since 1994, AME has honored innovative campaigns that demonstrate breakthrough solutions to tough marketing problems, proving that strategic planning and creative execution can produce extraordinary results.
To see the full AME Awards 2022 shortlist and for more information on visit the AME Awards here.