Announcing The Smarties 2014
Global Shortlist

The MMA is proud to announce the 2014 Global Smarties™ Awards shortlist. The shortlist, which includes close to 100 campaigns from 30 countries, represents those who are blazing new trails exhibiting bravery and innovation across the sizzling and competitive mobile marketing ecosystem. The Global Smarties award winners will be announced at a ceremony on Wednesday, October 1, 2014, culminating the mobile marketing's flagship MMA SM2 Innovation Summit in New York City.

2011 Winning Creative

MARKETING STRATEGY AWARDS

Brand Awareness

Bank of America/Merrill Edge and Starcom Mediavest Group
“Face Retirement”

Mercedes-Benz USA and Razorfish
“Take the Wheel”

Unilever China Walls Cornetto (icecream) and PHD China
“Cornetto - Express love in 8 seconds”

KIA and MNET
“KIA "GAME ON"”

Hindustan Unilever and PHD India
“Kan Khajura Teshan”

Lead Generation / Direct Response / Conversion

OMO and Brandtone
“OMO Handwash campiagn”

WWF DENMARK & WWF TURKEY and 41? 29!
“#LastSelfie”

Mellow Mushroom and HelloWorld, Inc.
“The Coca-Cola Happiness Flag”

Mercedes-Benz USA and Razorfish
“Take the Wheel”

Product / Services Launch

Qol Devices, Inc. and R/GA
“Alvio”

NCAA Digital and Turner Sports
“2014 NCAA March Madness Live”

Mercedes-Benz USA and Razorfish
“Take the Wheel”

Ferrero Canada Ltd / TIC TAC and Noise Digital
“TIC TAC Flavour Faceoff”

Promotion

Virgin Mobile Australia and Starcom Australia in partnerships with OGB & Havas Worldwide
“Virgin Mobile Game of Phones”

Old Navy and A2G
“Tweet For Your Feet”

KIA and MNET
“KIA "GAME ON"”

WWF DENMARK & WWF TURKEY and 41? 29!
“#LastSelfie”

P&G/Pantene and Starcom Mediavest Group and Arc Worldwide
“Your Local Haircast”

Relationship Building / CRM

Samsung and Rosetta and PMK and BNC
“Owner's Hub”

Coca-Cola (Japan) Company,Limited. and DENTSU INC.
“My Favorite Cafe - GEORGIA Vending Machine App”

Hindustan Unilever and PHD India
“Kan Khajura Teshan”

DeVry Brasil and PorQueNão?
“DeVry Study Monitor”

Social Impact / Not for Profit

FamilyShare Network and Deseret Digital Media
“Evil Did Not Win”

PETA and Waterfall
“People for the Ethical Treatment of Animals”

WWF DENMARK & WWF TURKEY and 41? 29!
“#LastSelfie”

NAMI NYC Metro and JWT New York
“I Will Listen”

Wearables Impact on Marketing (NEW)

Rip Curl and VML Australia
“RIP CURL SEARCH GPS”

Trellie Inc. and Trellie Inc.
“Mom - Influencer Campaign”

Volvo Cars and Mobiento
“The Wearable Volvo”

Walgreens and Walgreens
“Balance Rewards”

Nike and R/GA New York
“Win the Hour”

CHANNEL/MEDIA STRATEGY AWARDS

Cross Media Integration

Proctor & Gamble Pantene and Arc Worldwide and Starcom Mediavest Group
“Pantene Weather Program”

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua - One Hundred Million Smiles”

Dunkin' Donuts and Hill Holliday
“#DunkinReplay”

Unilever / Dove and Mindshare
“Helping girls love their hair deep down to the “Cell-Fie””

Cross Mobile Integration

P&G/Pantene and Starcom Mediavest Group and Arc Worldwide
“Your Local Haircast”

Unilever/ Zhonghua (Oral Care) and PHD China
“Zhonghua - One Hundred Million Smiles”

Beats Music and R/GA London
“Beats Music”

Tastic and Yonder Media in partnership with MediaShop and Tag Promotions
“Tastic Red Pot Campaign”

Cross Screen Advertising

Sony Electronics and UM and Amazon Media Group
“SONY 4K ULTRA HD TV LAUNCH”

Samsung Electronics and Starcom Mediavest Group
“1st Cross Screen, Real-time Audience Experience App in Turkey powered by Samsung Galaxy S5”

The Lincoln Motor Company and Tremor Video
“Lincoln MKZ”

Unilever China Walls Cornetto (icecream) and PHD China
“Cornetto - Express love in 8 seconds”

In-App or Gaming Advertising

CIA App and CIAmedia GmbH
“Christina Gielstrup”

State Farm and Rovio / Angry Birds
“State Farm and Rovio- Native Mobile”

Nike and R/GA New York
“The Nike SB App”

Boehringer / Buscopan and SapientNitro
“Untie the Knots”

BENGAY® and Ansible
“BENGAY - CHAMPIONING MOVEMENT, IN THE MOMENT”

Messaging

Dove and Brandtone
“Dove, 'Dove 7 Day Challenge'”

Sony Music and Kik Interactive
“Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction”

DoSomething.org and Mobile Commons
“Mobile Commons & DoSomething.org Text with The President Campaign”

DoSomething.org and Mobile Commons
“Mobile Commons & DoSomething.org "Would You Rather" for Financial Education”

Mobile App

Bank of America/Merrill Edge and Starcom Mediavest Group
“Face Retirement”

Sports Revolution and Sports Revolution
“CelticLIVE App”

Samsung and Digital Solutions Group
“nMusic”

Microsoft
“JobLens Mobile App”

Mobile Search

MTG - Metalogenia and Mubiquo
“Mubiquo"

UPS and TMP Worldwide
“UPS Mobile Career Site”

TD Ameritrade and Adobe
“Leveraging Mobile to Drive Aquisitions”

Red Roof Inn and 360i
“Red Roof Inn Flight Cancellation Coup”

Mobile Website

Nike and Razorfish Hong Kong
“Nike Locker Room”

AT&T and TMP Worldwide
“AT&T Career Site”

Lincoln and Team Detroit
“Lincoln.com Mobile Site Redesign”

Toyota Corolla and Saatchi & Saatchi LA
“Corolla Style”

Unilever / Elidor (Sunsilk) and Manajans / JWT
“Catch Pink If You Can”

Native Advertising (NEW)

Hindustan Unilever and PHD India
“Kan Khajura Teshan”

Jeep Cherokee and The Weather Company
“Jeep Native Takeover on The Weather Channel App for iPhone”

Google Maps App and Essence
“Google Maps App QuizUp Campaign”

Lexus and Electronic Arts
“Lexus & Real Racing 3's Virtual Test Drive”

Tablet Campaign

Qol Devices, Inc. and R/GA
“Alvio”

Amoedo and Artplan
“Pipe Burst”

Lincoln and Team Detroit
“2013 MKZ/29HD Tablet Magazine Integration”

CIM - Women Integration Centre and Mood/TBWA
“The Touch-Scream Ad”

Use of Mobile Social Media

Audi and Huge
“Audi Takes Snapchat By Storm On Super Bowl Sunday”

Unilever Indonesia and Mindshare Indonesia and InMobi
“Citra Night Call”

The Coca-Cola Company and CI&T
“The Coca-Cola Happiness Flag”

Rexona and Mindshare Malaysia
“Rexona Move - The World's Longest Relay Race”

Old Navy and A2G
“Tweet For Your Feet”

ENABLING TECHNOLOGIES AWARDS

Innovation

P&G / Oral-B and iconmobile Group
“Oral-B Bluetooth-Connected Electric Toothbrush and Application”

KIA MOTORS AUSTRALIA and MNET MOBILE
“KIA "GAME ON"”

Ford and Amobee & Team Detroit (TDI)
“Bringing the Ford F-150 to Life in Innovative 3D Mobile Ad Experience”

JetBlue and Opera Mediaworks
“Air on the Side of Humanity”

Location Based

Little Caesars and Horizon Media for Little Caesars
“Little Caesars”

NEUTROGENA and Ansible
“SUN ACTIVATED ADVERTISING”

Virgin Mobile Australia and Starcom Australia in partnerships with OGB & Havas Worldwide
“Virgin Mobile Game of Phones”

Proctor & Gamble Pantene and Arc Worldwide and Starcom Mediavest Group
“Pantene Weather Program”

mCommerce

Kum & Go and Koupon Media
“Kum & Go's Deal of the Week”

Metal Mulisha and Reflektion
“Metal Mulisha Drives Sales and Improves Mobile Experience with Reflektion”

Sam's Club and Rockfish
“Sam's Club 2013 Holiday Mobile Web Initiative”

Mango and MUBIQUO
“MUBIQUO”

Video / Rich Media

Toyota Corolla and Saatchi & Saatchi LA
“Corolla Style”

Disney and 4D and AdColony
“Disney Infinity”

Nike and R/GA New York
“The Nike SB App”

Unilever China Walls Cornetto (icecream) and PHD China
“Cornetto - Express love in 8 seconds”