NYF 2022 AME Awards Shortlist is out: The UAE Government Media Office takes top slot worldwide with 34 entries shortlisted
Posted on 2022 Aug,03  | By ArabAd's staff

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New York Festivals AME Awards announced the shortlist for the 2022 competition.

Creative and effective work submitted from 23 countries worldwide were judged online by the 2022 AME Grand Jury. The five-region jury panels included global industry innovators and branding experts who selected entries advancing to the trophy round. 

Shortlisted entries include top-scoring ground-breaking campaigns that elevated brand positioning, created engagement, and increased market share while delivering results that surpassed benchmarks.

The UAE took the lead with the most entries shortlisted overall.

The UAE Government Media Office took the top slot worldwide with a record-breaking 34 entries shortlisted. Khaled AlShehhi, Executive Director Marketing and Communication at the UAE Government Media Office, commented: “This is nothing short of a dream come true. It’s been my ambition to have my country’s immense creativity and innovative spirit recognized on the most prestigious stages and to lead the countries’ and brands’ shortlist ranking at the AME Awards is absolutely astounding. With 34 shortlisted entries, the UAE Government Media Office is not only the top brand worldwide, it is also breaking records. What’s more, the UAE also leads the pack with 34 shortlists, ahead of the USA, Canada and the UK. In this very competitive field, this is an awesome performance that will hopefully lead to many trophies. This is the result of an amazing collective work and confirms that we’re on the right path.”

Other shortlisted agencies from the UAE: Saatchi & Saatchi MEA has 11 entries shortlisted for their ‘Empty Plates’ campaign. 

MullenLowe MENA has 6 shortlisted entries for 2 campaigns: Christmas Wildfire and An Invitation to the Future. And Havas Middle East ends up having 3 shortlisted entries for its adidas’ Liquid Billboard.

Global brands and foundations advancing 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 Content/Entertainment increased brand affinity and boosted engagement. Campaigns advancing include UAE Government Media Office’s “The Warm Winter Livestream partnered with gaming influencer and YouTube star Hassan Suleiman "AboFlah", who lived in a glass box, opposite the Burj Khalifa to raise $10 million in aid for refugees. 

Energy BBDO’s humorous campaign “For When It’s Time: Extra Gum’s Pandemic Comeback” for Extra Gum dramatized just how epic our return to the world could be post Covid, and Starcom’s “The Show Next Door” for client Maker's Mark created a six episode talk show running on the Roku Channel reminding viewers to take some time for themselves. 

Purpose Driven marketing aligned like-minded consumers with causes that championed social and environmental issues. Shortlisted entries include “Hope Reef” AMVBBDO’s campaign for client Sheba launched the world’s largest coral restoration program - a 10 year commitment starting with Hope Reef off Indonesia. “#flutwein - Our Worst Vintage” by Seven.One AdFactory / Creative House for Flutwein was Germany’s most successful crowdfunding campaign created to raise funds for locals affected by the Arh Valley’s catastrophic flood, that destroyed more than 50 wineries.  

Additional campaigns advancing include “The World's Strongest Women” created by In the Company of Huskies for Allianz - Women's Aid, Leo Burnett Manila’s ‘McDonald’s Classroom” for McDonald’s, UAE Government Media Office’s campaign “The Donation Plate” for 100 Million Meals Initiative, and “Parkinson´s Scale Films” WINGS The Agency’s campaign for Fundaparkca Foundation.

Outdoor/Out-of-Home effectively sparked engagement across a wide spectrum of environments. Shortlisted campaigns include “Liquid Billboard” by Havas Middle East for adidas Middle East. The agency transformed a traditional billboard into a 5-meter high swimming pool for women to dive in and become the heroes of the campaign and adidas’ new inclusive swimwear line.

“Better with Pepsi” ALMA DDB’s campaign for client Pepsi utilized paper artwork that uncovered Pepsi’s logo in the wrappers of the top burger chains. 

“Empty Plates” created by Saatchi & Saatchi MEA for the UAE Government Media Office orchestrated a stunt number that targeted Dubai’s elite to use empty number auto plates and a VIP auction to fight world hunger. 

“Christmas Wildfire” created by MullenLowe MENA for Mall of the Emirates used a special-build digital carbon-neutral Christmas Tree which lit beautifully and burst into flames to raise awareness about climate change.

Social Equality campaigns shined a spotlight on inequality 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 clients Black Business & Professional Association, Canadian Congress on Inclusive Diversity & Workplace Equity, Pride at Work, and the Diversity Institute) launched the Micropedia, a judgement-free online tool that provides easy-to-digest information where people can unlearn their unconscious bias 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. Multi-cultural campaigns advanced including ALMA DDB’s “Adios Cuadernito” for Inuit Quickbooks and Marca Miami “Iconos” for client DishLATINO.

Agencies employed technology to build stronger brand connections, entertain, and create a personalized brand experience. Entries advancing include “David's Unusables” created by Special Group for Motor Neurone Disease New Zealand used Trade Me’s auction functionality in an innovative way to chart the ‘real-life’ digital-decline of David Seymour.

BBDO China’s “Dove Chocolate – Oddly Pleasurable” 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 craft a beer-drinking experience that could elevate your musical abilities.

Activation & Engagement increased brand awareness and inspired emotional connection. Entries advancing include Inspire Activation’s “Lonesome Hotel” for Hondao Senior Citizen's Welfare Foundation addressed public awareness and increased donations by modifying neglected seniors’ homes into “Lonesome Hotel and turned seniors’ life dilemma stories into special services. MullenLowe MENA’s “An Invitation to the Future” for UAE Government Media Office used the real-life ‘Iron Man,’ jet-suit inventor Richard Browning, to fly across Dubai in his jet suit to gain attention for the Dubai’s Museum of the Future. 

Products and Services campaigns launched new products, engaged target audiences, and generated brand awareness. Shortlisted entries include Grabarz and Partner’s “The plant-based revolution by Burger King in Germany” for BURGER KING Deutschland gave a glimpse into the future of Plant-based fast food at world’s first Burger King Plant-based pop-up restaurant. Entries also advancing include Havas New York’s “Keurig Makes Any Occasion the Perfect Coffee Occasion” for Keurig, Barbarian’s “Fenty Eau De Parfum Ghost Stores Launch” for client Fenty Beauty, AMVBBDO’s “Black Shines Brightest” for client Guinness, McCann Canada’s “Wendy’s Phone” for Wendy’s Canada, “Ingrid makes Indeed the No. 1 job search brand in Germany” by Grabarz and Partner for Indeed, and “Lexus IS: All-In On Obsession” created by Team One for Lexus.

Health & Wellness entries informed and engaged while delivering results. Shortlisted campaigns include “The Return Visit” created by Deloitte Digital Us for NYU Langone Health, AMVBBDO ‘s “The Invisible Opponent” for Campaign Against Living Miserably (CALM), Starcom’s “Winning the Switch Window” for client Novartis Kesimpta, ALMA DDB’s “CRM” for Tobacco Free Florida, and “Grown-up Problems” created by McCann Canada for Kids Help Phone. 

All entries submitted into the 2022 AME Awards were evaluated based on 4 criteria and weighted according to importance: results/effectiveness, idea, execution, and challenge/strategy/objective.

Since 1994, AME has honored innovative campaigns that demonstrate groundbreaking solutions to challenging marketing problems, proving that strategic planning and creative execution can produce extraordinary results.