Leo Burnett Melbourne dominates 2016 AME Awards with one Platinum and three Golds
Leo Burnett Melbourne has won a haul of awards at the 2016 AME Awards with the agency earning the 2016 AME Regional Platinum Award/Asia-Pacific for “#MyFamilyCan” for client SPC as well as three Gold Medallions.
Other Aussie agencies scoring medallions include Atomic 212° with two Silver for Double Robotics ‘Lucy the Robot’ and Showpony Advertising earning a Bronze for SA Health ‘Aboriginal Immunisation.
The ‘#MyFamilyCan’ campaign via Leo Burnett Melbourne successfully leveraged a national debate over contaminated imported foods that caused a Hepatitis outbreak in Australia and fueled the nation’s growing concern over the origin of food by creating a packaging platform for SPC, Australia’s largest food processor. The agency dedicated SPC’s iconic advertising real estate to Australian farming families, converting 4 million cans into an educational media space. The results: one million SPC Family Cans were sold in the first month alone–a 17% uplift on the sales target.
Says Ilona Janashvili, director of integrated strategy, Leo Burnett Melbourne: “It’s an amazing result and we celebrate our fearless and agile client SPC and their willingness to embrace change. SPC Family Can helped to align people’s values in wanting to support Australian farmers as well as their need for value. Our bold idea was to hero the local farmers on the packaging itself. This act genuinely connected to shoppers at their moment of truth and powerfully conveyed that their choice mattered. The Platinum AME is a testimony to a great relationship with SPC, which enabled a powerful idea that garnered the ultimate in effectiveness.”