Philippines secures nine finalist spots with some of the most recognized campaigns by DDB Philippines, McCann Worldgroup and TBWASMP IN 2012
MANILA, FEBRUARY 15, 2013 – The AME Awards for The World’s Best Advertising & Marketing Effectiveness has announced the shortlist for the 2013 competition. The Grand Jury of interactive and multidisciplinary marketers, planners, and creatives selected the shortlist from entries submitted from 27 countries worldwide.
The Philippines will be represented by some of the most recognized local campaigns in 2012. This includes DDB’s launching campaign ‘Pacquiao Positive’ for Sting PowerPacq Energry Drink, which features world-renowned boxing champion Manny Pacquiao.
‘The OFW Project’, McCann Worldgroup Philippines’ poignant work for Coca-Cola, is vying for wins in three different categories.
TBWASantiago Mangada Puno has three campaigns included in the shortlist: ‘Benchingko Films’ for clothing brand Bench’s silver anniversary, starring top male celebrities Piolo Pascual and Coco Martin; ‘KNOxOUT Project: EDSA’ for Boysen, an urban renewal initiative for Boysen; and ‘ t of Life’, a short film for Energizer batteries.
You can view the complete shortlist at www.ameawards.com/shortlist/2013.
The Social Benefit and Branded Entertainment categories are only being introduced this year, but have exhibited an uptick in entries achieving shortlist status with brands including CNN International, Volkswagen, DuPont, Intel, Bench, and Cornetto. Trends dominating the shortlist include a robust number of entries employing celebrity interaction, interactive consumer participation, contests, green-themed, and cause marketing. The case briefs also showed trends in advocacy-led strategy, brand reinvention, and public responsibility.
“The big theme this year seemed to be ‘celebrity’—whether that meant employing actual celebrities in a campaign or creating a contest where the consumers or their ideas would be the star,” said Alisun Armstrong, executive director, AME Awards. “It’s an interesting shift from the community-building focus that prevailed in last year’s competition, and just goes to show how a single trend can be translated into effective campaigns for an incredibly diverse field of brands.”
Entries in the Social Benefit categories concentrated on brand initiatives that contributed to the greater good including Green-themed “The Donation Army” by Ogilvy Germany for OroVerde Rainforest Foundation; Heimat Werbeagentur GmbH’s “CNN Ecosphere”; and TBWASantiago Mangada Puno’s campaign “KNOxOUT Project: EDSA” for Boysen Knoxout.
Germany saw 32 entries with shortlist status with campaigns based in social media. The United States was recognized with 15 shortlisted entries; the Philippines with 9; Hong Kong 7; England 5; Canada, and France each with 4; China and Sweden each with 2; and Denmark, Egypt, Japan, Malaysia, and UAE were each recognized with 1.
The 2013 International AME Award medalists will be announced in March.
Sponsor
