New Delhi — The New York Festivals AME Awards®, honoring marketing effectiveness globally since 1994, revealed its winners for 2025. This year’s competition saw a diverse range of entries from six continents, showcasing innovative campaigns that addressed significant social issues.
The victors were chosen by a Grand Jury made up of executives and strategic thinkers in the industry, who assessed submissions on their creativity and tangible results. The jury conferred several top honors, including the prestigious AME Grand Award (Best of Show), three Regional Campaign of the Year awards, and the inaugural AME WE Champion Campaign of the Year. Additional accolades included eleven Gold Towers, eleven Silver, twelve Bronze, and twelve Finalist Awards.
Winning campaigns tackled vital topics, from disability rights and gender bias to organ donor registration and immigrant advocacy. Various methods were utilized to reach audiences, such as artificial intelligence, audio branding, gamification, mobile applications, social media outreach, and the traditional Japanese art form of Kintsugi, which emphasizes resilience and beauty in imperfection.
Ogilvy UK’s “Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement” for Dove stood out this year, earning the AME Grand Award as well as recognition as the Regional Campaign of the Year for Europe and the inaugural AME WE Champion Campaign of the Year. This campaign notably focused on combating cultural expectations surrounding beauty, evolving into a comprehensive brand initiative. The jury praised it for demonstrating how sustained and consistent messaging enhances long-term effectiveness.
Another significant campaign came from VML Argentina, which presented “Absurd Promises” for ASDRA. This initiative highlighted a law requiring individuals with Down syndrome to annually renew their Disability Certificates. The campaign coincided with the 2023 presidential election and featured an AI tool called the Complexity Index, which analyzed candidates’ promises in real time. By publishing live updates on the platform X, it spurred public discourse and contributed to legal reforms positively impacting over two million individuals.
In the United States, VML USA’s “Napkin of Rights” for the Florida Immigrant Coalition (FLIC) offered crucial legal information on napkins found in local restaurants and food trucks, challenging fears incited by Florida’s anti-immigrant law SB 1718. This creative approach led to a 58% increase in calls to FLIC compared to the previous year, showcasing the effectiveness of innovative communication in advocacy.
The AME Awards continue to celebrate the intersection of creativity and impact in marketing, emphasizing the importance of brands in addressing pressing societal issues. With entries reflecting a commitment to social change, the awards serve as a platform for recognizing work that not only resonates with consumers but also fosters necessary dialogue on important topics.
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