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BBDO and Ogilvy dominate AMEs shortlist

'It's more fun in the Philippines' - one of 31 finalists for BBDO

‘It’s more fun in the Philippines’ – one of 31 finalists for BBDO

The Asian Marketing Effectiveness Awards – better known as the AMEs – looks set to be a two-horse race, with BBDO and Ogilvy with the most finalists.

BBDO, which topped the Gunn Report of the world’s most awarded agencies last year, is ahead with 31 shortlisted entries – 34 including finalists from below-the-line sibling Proximity.

The Omnicom network is followed by Ogilvy – named network of the year at Cannes in 2012 – with 26.

Lowe was next with ten finalists, then IPG sibling McCann with eight.

DDB has seven entries on the shortlist, followed by fellow Omnicom agency TBWA with six. Cheil and Leo Burnett both had five.

Australia is the region’s most shortlisted country, followed by China, India, Singapore, Thailand and Hong Kong.

Indonesia, an exciting growth market but hampered by a talent crunch, managed just one entry on the shortlist – a JWT campaign for Indosat.

The short list in full:

Campaign Title Entrant Company Advertiser Credit Country
A01. Beverages (non-alcoholic & alcoholic)
Kanu : The Smallest Café in the World Cheil worldwide Dongsuh Food South Korea
Giving Aussie Blokes Back Their National Icon Clemenger BBDO Melbourne Carlton & United Breweries Australia
Sorry About the Twigs, Folks Colenso BBDO/Proximity New Zealand DB Breweries New Zealand
The Wine Is Over Colenso BBDO/Proximity New Zealand DB Breweries New Zealand
Beyond the Wall Colenso BBDO/Proximity New Zealand Frucor Beverages New Zealand
Pacquiao Positive DDB Philippines Pepsico International Philippines
Tiger Thumb Wrestling Federation JWT Bangkok TAPT Thailand
How Behaving Like a Fashion Brand Has Grown Mount Franklin Lightly Sparkling by 69% McCann Coca Cola Amatil Australia
Campaign Title Entrant Company Advertiser Credit Country
A03. Home Furnishing, Appliances, Maintenance & Household Products
The 2012 IKEA Catalogue – A Roommate Worth Having 303Lowe IKEA Western Australia and South Australia Australia
Dip, Dab, Drop Lowe Asia Pacific Unilever Singapore
Campaign Title Entrant Company Advertiser Credit Country
A04. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
Let Love Rule Lowe Vietnam Unilever Vietnam
Campaign Title Entrant Company Advertiser Credit Country
A07. Cars & Automotive Services
After Dark Campaign Ogilvy Beijing Mercedes-Benz China China
Hover Car Proximity China Volkswagen Group China China
Campaign Title Entrant Company Advertiser Credit Country
A08. Travel, Entertainment, Leisure& Retail (Including E-Commerce & Restaurants)
Pizza Roulette Barnes, Catmur & Friends Hell Pizza New Zealand
It’s More Fun In The Philippines BBDO Guerrero Philippines Department of Tourism Philippines
I’m Amazing DDB Group Hong Kong McDonald’s Hong Kong SAR
Campaign Title Entrant Company Advertiser Credit Country
A09. Financial Services, Commercial Public Services, Business Products & Services
From Big Ticket Expense to Daily Essential BBH Asia Pacific NTUC Income Singapore
New Rules for Sponsorship, One Fan at a Time Clemenger BBDO Melbourne National Australia Bank Australia
How Brad Pitt’s Brother Helped Virgin Mobile Redefine Retention Marketing Havas Worldwide Sydney Virgin Mobile Australia Australia
Even Gods Can Feel Insecure JWT Mumbai Birla Sun Life Insurance India
DiGilympics Naga DDB DiGi Telecommunications Malaysia
Made for You Ogilvy & Mather Vodafone India India
Be the dad your dad never was Ogilvy & Mather IDBI Federal Life Insurance India
Driving Action Through One of the Most Powerful Emotions – Guilt Ogilvy & Mather Taiwan High Speed Rail Taiwan
Shift the Focus from the Agents Themselves to the Good Things They Do Ogilvy & Mather Thailand Thai Life Insurance Thailand
Go West – The Journey Of Terracotta Warrior To The U.S. Ogilvy Shanghai United Parcel Service General Services China
Virgin Mobile Fair Go Bro Starcom MediaVest Group Virgin Mobile Australia
Campaign Title Entrant Company Advertiser Credit Country
A11. Corporate Image & Information
Moving SingTel’s Image From a Traditional Telco to More Innovative Than Google, More Relevant Facebook BBDO Singapore SingTel Telecommunications Singapore
Prudential Corporation Asia, Cha-Ching Money Smart Kids Prudential Corporation Asia Prudential Corporation Asia Hong Kong SAR
Pump It Forward Vitamine Johnson & Johnson China China
Campaign Title Entrant Company Advertiser Credit Country
A12. Charities, Public Health & Safety & Public Awareness Messages
Dumb Ways to Die McCann Metro Trains Australia
“Smoking Kid” Inside Out Reflection: A Personal Message to the Smokers Ogilvy & Mather Thailand Thai Health Promotion Foundation Thailand
Old Parts For New Project ORBIS International Project ORBIS International Hong Kong SAR
Campaign Title Entrant Company Advertiser Credit Country
B01. Most Innovative Use of Media
Bedtime BBDO / Proximity Malaysia Johnson & Johnson Malaysia
World’s Youngest Job Applicant BBDOIndia Plan India India
Kanu : The Smallest Café in the World Cheil worldwide Dongsuh Food South Korea
New Rules for Sponsorship, One Fan at a Time Clemenger BBDO Melbourne National Australia Bank Australia
The Wine Is Over Colenso BBDO/Proximity New Zealand DB Breweries New Zealand
A Million Reasons to Believe in Thailand Initiative Coca-Cola Thailand
Volunteer to Promote Volunteering Leo Burnett Melbourne SEEK Volunteer Australia
Eat, Play, Love Maxus Hong Kong Maxim’s Caterers Hong Kong SAR
After Dark Campaign Ogilvy Beijing Mercedes-Benz (China) China
IKEA Sukima Gallery TBWA Hakuhodo IKEA Japan Japan
Boysen KNOxOUT Project EDSA TBWA Santiago Mangada Puno Pacific Paint (Boysen) Philippines Philippines
Campaign Title Entrant Company Advertiser Credit Country
B02. Most Effective Use of Branded Content
The “Everyday” Soldier – Or, How Gillette Leveraged its Brand Values to Ignite a Social Awakening BBDO India P&G India India
Dumb Ways to Die McCann Metro Trains Australia
Campaign Title Entrant Company Advertiser Credit Country
B03. Most Effective use of Sponsorship and Event Marketing
Grow an Apple Tree Alpha 245 Carlsberg Malaysia Malaysia
Thank You Mom – Because the Hardest Job in the World is the Best Job in the World BBDO India P&G India India
Moving SingTel’s Image From a Traditional Telco to More Innovative Than Google, More Relevant Facebook. BBDO Singapore SingTel Telecommunications Singapore
Kanu : The Smallest Café in the World Cheil worldwide Dongsuh Food South Korea
New Rules for Sponsorship, One Fan at a Time Clemenger BBDO Melbourne National Australia Bank Australia
I’m Amazing DDB Group Hong Kong McDonald’s Hong Kong SAR
Dreams Never Get Old Inspire Activation Hondao Senior Citizen’S Welfare Foundation and JT Tobacco International Taiwan Corp Taiwan
Turning an Event Sponsorship into a National Movement JWT Indosat Indonesia
Close Up White Now – Switch on Instant Beauty Lowe and Partners Thailand Unilever Thailand Thailand
Faster Than the Fastest Lowe Asia Pacific Unilever Singapore
Snowfalls Lowe Vietnam Unilever Vietnam Vietnam
Ben & Jerry’s Sundae Sessions Mindshare Ben & Jerry’s Australia
The Thrill Machine Ogilvy & Mather Mattel Toys (India) India
Smarter Cities Connect Ogilvy & Mather Singapore IBM Corporation Singapore
Castrol CRB Plus ‘Ayushman Bhava’ (Live Long) Ogilvy Action Castrol India India
IBM Japan Transformation Plan Ogilvy and Mather Japan IBM Japan Japan
Mizone the Cube OMD Danone China
Bonded by Cheers – Maemuki Relay TBWA Hakuhodo American Home Assurance Company Japan
Times of India Literary Carnival 2012 Times of India Times Red Cell – BCCL India
Portraits Wunderman Sydney Art Gallery Society NSW Australia
Campaign Title Entrant Company Advertiser Credit Country
B04. Most Effective Use of Public Relations
Shave Sexy BBDO China P&G China China
The “Everyday” Soldier – Or, How Gillette Leveraged its Brand Values to Ignite a Social Awakening BBDO India P&G India India
Kanu : The Smallest Café in the World Cheil worldwide Dongsuh Food South Korea
Giving Aussie Blokes Back Their National Icon Clemenger BBDO Melbourne Carlton & United Breweries Australia
Pacquiao Positive DDB Philippines Pepsico International Philippines
Turning Around A Tech Giant Edelman Singapore Hewlett Packard Singapore
A Million Reasons to Believe in Thailand Initiative Coca-Cola Thailand
Hidden Idols Lowe Vietnam Unilever Vietnam Vietnam
BenNaNa Brings Magical Fun Ogilvy Beijing Nestlé China China
Pambassador Ogilvy Public Relations Chengdu Municipal Government China
Fair Go Bro One Green Bean Virgin Mobile Australia Australia
Hover Car Proximity China Volkswagen Group China China
Bonded by Cheers – Maemuki Relay TBWA Hakuhodo American Home Assurance Company Japan
Hair for Hope The Leo Burnett Group Thailand Chulabhorn Hospital Thailand
Campaign Title Entrant Company Advertiser Credit Country
B05. Most Effective Use of Eco / Green Marketing
Boysen KNOxOUT Project EDSA TBWA Santiago Mangada Puno Pacific Paint (Boysen) Philippines Philippines
The Future of Japan” Project TBWA Hakuhodo TBWA Hakuhodo Japan
Campaign Title Entrant Company Advertiser Credit Country
B06. Most Effective Use of Social Media Marketing
National Night BBH Asia Pacific Perfetti Van Melle Singapore
New Rules for Sponsorship, One Fan at a Time Clemenger BBDO Melbourne National Australia Bank Australia
Boosted Inspiration series Droga5 Mondelez Australia
The Unleash Deadly Challenge iris Worldwide Singapore adidas Singapore
Volunteer to Promote Volunteering Leo Burnett Melbourne SEEK Volunteer Australia
Dumb Ways to Die McCann Metro Trains Australia
Mom’s Catered Banquet Dish McCann Taiwan Beer Taiwan
Pambassador Ogilvy & Mather Chengdu Municipal Government Hong Kong SAR
Hover Car Proximity China Volkswagen Group China China
Weight Loss is Network’s Gain – Welcome to the Million Kilo Challenge Starcom MediaVest Group Network Ten Australia
Campaign Title Entrant Company Advertiser Credit Country
B07. Most Effective Use of Digital Media
Beyond the Wall Colenso BBDO/Proximity New Zealand Frucor Beverages New Zealand
Volunteer to Promote Volunteering Leo Burnett Melbourne SEEK Volunteer Australia
Campaign Title Entrant Company Advertiser Credit Country
B08. Most Effective Use of Technology
Beyond the Wall Colenso BBDO/Proximity New Zealand Frucor Beverages New Zealand
Campaign Title Entrant Company Advertiser Credit Country
B09. Best Small Budget Marketing Campaign
World’s Youngest Job Applicant BBDOIndia Plan India India
“Smoking Kid” Inside Out Reflection: A Personal Message to the Smokers Ogilvy & Mather Thailand Thai Health Promotion Foundation Thailand
Shoe Dating Ogilvy Malaysia Heart and Sole Malaysia
Old Parts For New Project ORBIS International Project ORBIS International Hong Kong SAR
Camera Tastes The Food Before Mouth Does Vitamine Johnson & Johnson China China
Campaign Title Entrant Company Advertiser Credit Country
B11. Best Non-traditional Thinking / Non-advertising Idea
Dumb Ways to Die McCann Metro Trains Australia
Augmented Reality Mugs OgilvyAction Philips Taiwan
Campaign Title Entrant Company Advertiser Credit Country
B12. Best Marketing Campaign for Regional Brand Development
You’re Not You When You’re Hungry BBDO Mars Foods Hong Kong SAR
The ‘+’ Project by Philips OneVoice (Fleishman-Hillard) Philips Singapore
Campaign Title Entrant Company Advertiser Credit Country
B13. Best Marketing Campaign for National Brand Development
The “Everyday” Soldier – Or, How Gillette Leveraged its Brand Values to Ignite a Social Awakening BBDO India P&G India India
Levis Ballet DDB Group Korea Levi Strauss Korea South Korea
Dirty T-Shirt Tales Lowe Singapore Unilever Singapore
Go Wild Ogilvy Shanghai VF Asia China
Go West – The Journey Of Terracotta Warrior To The U.S. Ogilvy Shanghai United Parcel Service General Services China
Lee: Free Your Night Side Ogilvy Shanghai VF Group China China
The Smarter Way to Shop Ogilvy Shanghai Yihaodian China
Wyeth Learning Surprise Video Library OMD Hong Kong Wyeth Nutrition Hong Kong Hong Kong SAR
Dove Master Brand PHD Shanghai Unilever China
Cornetto Dive into Love PHD Shanghai Unilever China
adidas Originals wwwins Isobar adidas China
Free Lunch Y&R Guangzhou Arawana Rice China
Campaign Title Entrant Company Advertiser Credit Country
B14. Best Insights / Strategic Thinking
Shave Sexy BBDO China P&G China China
The “Everyday” Soldier – Or, How Gillette Leveraged its Brand Values to Ignite a Social Awakening BBDO India P&G India India
Kanu : The Smallest Café in the World Cheil worldwide Dongsuh Food South Korea
Chocolate’s Dysfunctional Family Clemenger BBDO Melbourne Mars Chocolate Australia Australia
New Rules for Sponsorship, One Fan at a Time Clemenger BBDO Melbourne National Australia Bank Australia
Giving the VB brand back to the people Clemenger BBDO Melbourne Carlton & United Breweries Australia
Sorry About the Twigs, Folks Colenso BBDO/Proximity New Zealand DB Breweries New Zealand
I’m Amazing DDB Group Hong Kong McDonald’s Hong Kong SAR
Shining out of the Shadow of Yesterday’s Success – Solvil et Titus McCann Worldgroup Hong Kong City Chain Hong Kong SAR
Gillette You Shave I Shave Mediacom P&G India
“Smoking Kid” Inside Out Reflection: A Personal Message to the Smokers Ogilvy & Mather Thailand Thai Health Promotion Foundation Thailand
Take a Chance Ogilvy & Mather Thailand Coca-Cola Thailand Thailand
Go West – The Journey Of Terracotta Warrior To The U.S. Ogilvy Shanghai United Parcel Service General Services China
Go Wild Ogilvy Shanghai VF Asia China
Campaign Title Entrant Company Advertiser Credit Country
B15. Best Sustained Success
Dip, Dab, Drop Lowe Asia Pacific Unilever Singapore
Lifebuoy Global Handwashing Day: Saving Lives Lowe Lintas & Partners Unilever India
Campaign Title Entrant Company Advertiser Credit Country
B16. Best Integrated Marketing Campaign
New Rules for Sponsorship, One Fan at a Time Clemenger BBDO Melbourne National Australia Bank Australia
A Million Reasons to Believe in Thailand Initiative Coca-Cola Thailand
Volunteer to Promote Volunteering Leo Burnett Melbourne SEEK Volunteer Australia
Dumb Ways to Die McCann Metro Trains Australia

The winners will be announced at the Festival of Asian Marketing Effectiveness, an event co-run by Cannes Lions and Campaign Asia-Pacific publisher Haymarket, in Shanghai on 9 May.

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