2017 AME Awards releases winners: Serviceplan Germany/Korea wins top award + Regional Platinum Award goes to Dentsu Japan

The International AME Awards for the World’s Best Advertising & Marketing Effectiveness announced the 2017 award-winners.

AME’s Grand Jury comprised of interactive and multidisciplinary marketers, planners, and creatives evaluated entries submitted from 23 countries worldwide. The 2017 jury awarded 1 Grand Trophy, 3 Regional Platinum Awards, 1 AME Green Award, 25 Gold AME Awards, 32 Silver AME Awards, 30 Bronze AME Awards and 30 Finalist Certificates.      

Serviceplan Group Germany and Korea earned the prestigious AME Grand Award for “DOT – The first Braille Smartwatch” (technology) for DOT. The winning campaign showcased the benefits of the Smartwatch technology that will change the lives of millions of blind and vision impaired individuals by connecting them to the mobile internet for the first time ever. The Dot garnered support from prominent visually impaired personalities including athlete Henry Wanyoike, singer Andrea Bocelli and musician Stevie Wonder, as well as cooperation with companies such as Google, Uber , educational institutes and the 2018 Paralympic Games in Pyeongchang. The campaign also earned 3 Gold AME Awards.

Alex Schill, Global CCO, Serviceplan Group had this to say about the agency’s success. “To win the AME Grand Award is an amazing honor for the whole agency! And the final proof that creativity is not something nice to have, but that creativity can truly change the success of brands today. And if related to a social cause even can change the world we live in.”

Dentsu Japan received top honors earning the 2017 AME Regional Platinum Award/Asia-Pacific for “Second Life Toys” for Organ Transplant. The winning campaign successfully created awareness on behalf of organ transplant operations by communicating with parents to increase the potential number of organ donors. Utilizing toys, they designed a process that was a “pseudo organ transplant experience” and communicated the meaning of organ transplant both logically and intuitively. The results–the project appeared on 1200+ media worldwide. Volunteers enlisted from over 19 countries. People willing to offer their organs for transplant increased 30%. People stating to use their organs for transplant increased 9%. People who spoke about the topic with their families increased 8%.

“We’re thrilled to receive such a prestigious award. I’d like to dedicate this award to everyone who has supported us to enable this project. We really hope that this project has made some difference to the world. May there be more lives saved through organ transplant,” said Togo Kida, Creative Director and Suzuki Akira, Creative Director, Dentsu Japan.

TBWA Santiago Mangada Puno was recognized with the AME Green Award for “Dirty Watercolor” for client ABS CBN Foundation. To raise awareness for Manila’s polluted rivers and tributaries, the agency collaborated with artists to produce portraits of children and families living near the dead rivers using Dirty Water color, unique pigments created using water samples from Manila’s most polluted rivers. The finished art ran in an exhibit presented by ABS CBN Foundation attracting hundreds of visitors including the country’s top business leaders, artists, politicians, diplomats and patrons of the arts. The exhibit was featured on over a hundred websites, news programs and blogs around the world. All the artworks were sold, raising more than ₱1.3 Million. Without paid media support, the campaign generated 3.3 M views and 2.4 B potential reach within the 1-week campaign period amounting  to ₱6.1 M in media values. The winning campaign also took home 2 Gold AME Awards.

This is the first Green AME Award for the agency and ABS CBN Foundation. This award brings recognition to ABS CBN foundation’s efforts to rehabilitate Manila’s polluted rivers.  This also honors the untiring Filipino’s spirit and the emotions that color our lives despite difficulties,” said Bryan S. Siy, Executive Creative Director, TBWA\Santiago Mangada Puno. “Our agency’s philosophy is Creativity for Humanity.  Creativity is our purpose. It’s not measurable only by medals but more importantly, by the lives it has changed and the communities it has helped.   Thank you for this prestigious award.”

BBH China was recognized with a Gold AME for “Happiness without Borders” for Harbin Beer, promoting its core belief in being “Happy Together” celebrated the power of sportsmanship by looking past the brand’s traditional borders and audience during the Olympic season. The content film brought to life the spirit of unity cherished and celebrated with Harbin Bee, increasing brand affinity with over 3.7 million online views in 72 hours, 1.26 million WeChat views, and 60,000 Weibo shares, 15,000 comments.

To view the complete 2017 AME Award Winners Showcase visit here.