November 9, 2020
SMARTIES X Best in Show Awarded to Johnnie Walker and What’s Your Problem Brand Solutions for “The World’s Most Travelled Billboard and Preparation H and Revolution Digital for “Preparation H “Back There Care” Campaign wins North America Best in Show
Includes Incredible Work from Brands Pivoting as a result of Covid-19 and in Support of the Black Lives Matter Movement
New York – November 11, 2020 – Celebrating the talent and teams who, even in these uncertain times, have created innovative campaigns that drive business impact, the MMA today announced the winners for the 2020 SMARTIES X and SMARTIES North America Award Programs during the Smarties Unplugged Virtual event, November 10-11.
Launched for the first time in 2020, Smarties Unplugged Virtual delivered an inspiring combination of content, entertainment and experiences. Over the course of the two days, the MMA also announced and celebrated this year’s SMARTIES winners across 29 categories.
The winners were selected from among hundreds of submissions across more than 20 countries, and were initially evaluated by the SMARTIES Screening Council of over 100 marketing professionals at leading brands, agencies and technology enablers across the globe to determine the shortlist. These shortlisted campaigns were then reviewed in virtual jury sessions by the MMA’s independent jury, which is comprised by some of the best marketing minds in the industry led by jury president, Katrina Beach, Vice President of Digital Capabilities and Platform Migration, Barclays.
"It was an honor to serve as the jury president this year and am grateful for the engagement of our judging pane," said Katrina Beach. "The submissions were among the best in the marketing community and deserve to be rewarded for their innovation, creativity and success.”
“Even in these incredibly uncertain times, I am excited and impressed to see some really beautiful campaigns in the global submissions, as well as from North America and how even in the face of Covid-19, brands and their partners found appropriate and relevant ways to communicate their messaging as well as push the boundaries of creativity and effectiveness,” said Sheryl Daija, Chief Strategy Officer, MMA. “The jury definitely had their work cut out for them as they determined which campaigns were worthy of the SMARTIES X or SMARTIES North America gold, silver, and bronze awards as well as our most sought after Best In Show award.”
The campaigns that earned Best-in-Show honors are Johnnie Walker and What’s Your Problem Brand Solutions for “The World’s Most Travelled Billboard and Preparation H and Revolution Digital for “Preparation H “Back There Care” Campaign. The full list of categories and winners is included below.
2020 SMARTIES X Awards Winners:
Categories span across technology, media and marketing objectives and all campaigns have the X Factor, distinguishing these campaigns as amongst the most innovative and forward-thinking leaders in the marketing industry today
BEST-IN-SHOW:
Johnnie Walker and What’s Your Problem Brand Solutions for “The World’s Most Travelled Billboard”
MARKETING OBJECTIVE
Brand Awareness
- Gold: Johnnie Walker and What's Your Problem Brand Solutions for “The Worlds Most Travelled Billboard”
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
- Bronze: Doritos/Frito Lay and UPROXX for “Doritos x Illegal Civ”
- Bronze: Nivea and OMD Indonesia and AdColony for “Nivea #SentuhanIbu World of Imagination”
Lead Generation / Direct Response / Conversions
- Gold: Lifebuoy, Unilever and Mindshare India for “Delivering hygiene one meal at a time”
- Gold: ZaloPay and T&A Ogilvy for “ZaloPay Tet 2020”
- Bronze: DIMES and Reklamania Creative for “DIMES Milkshake Launch”
Product / Services Launch
- Gold: Fanta and Media Turkey for “Fanta Music Is Ours”
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
Promotion
- Gold: L’Oréal Paris and Mindshare China for “L’Oréal Paris Infallible Hotpot Challenge”
- Silver: Kotex, Kimberly Clark and Mindshare Russia for “Creating a Trusted Service for Girls and Overcoming Taboos”
Relationship Building / CRM
- Gold: Kotex, Kimberly Clark and Mindshare Russia for “Creating a Trusted Service for Girls and Overcoming Taboos”
- Silver: Nike and Mindshare China for “Nike Next%: Speed is Your Currency”
Social Impact / Not For Profit
- Gold: Dunkin' and Waze for “Dunkin' / Waze "Going Gold”
- Gold: Sinch and Edelman for “Text For Humanity”
- Silver: Google India and Toaster for “Be Unstoppable #WithALittleHelp from Google”
- Bronze: Lifebuoy, Unilever and Mindshare Vietnam for “COVID-19: How Vietnam Beat Rest of the World”
MEDIA
Cross Media
- Silver: Lifebuoy, Unilever and Mindshare Vietnam for “Delivering Hygiene One Meal at a Time”
- Gold: Coca-Cola Energy and Carat Turkey for “This Energy Is For You”
Cross Mobile Integration
- Silver: Nike and Mindshare China for “Nike Joyride: Getting Reluctant Runners Running”
- Bronze: Google APAC and Toaster for “Google Shopping Answers Made Easy”
- Bronze: Pond’s, Unilever and Mindshare Philippines for “Pond's Face Your Hesitations and #SeeWhatHappens”
Messaging
- Gold: Sinch and Edelman for “Text For Humanity”
Mobile Gaming, Gamification & E-Sports
- Gold: Nike and Mindshare China for “Nike Joyride: Getting Reluctant Runners Running”
- Silver: Clear Men, Unilever and Mindshare Vietnam for “Clear Men Swipes All: Hijacking League of Legends”
- Silver: Sparkling Ice and Tapjoy for “Sparkling Ice Uses Tapjoy Video-to-Playable Ads to Boost Brand Awareness”
Mobile App
- Bronze: Viettelpay and Dentsu Redder for “‘Make TẾT Easy Again" With Viettelpay, Challenge Accepted!”
Mobile Native
- Gold: Heineken and Vicinity Media & Dentsu Red Star for “When You Drive Never Drink”
- Silver: Dunkin' and Waze for Dunkin' / Waze "Going Gold"
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
Mobile Search
- Bronze: Akbank and Hype for “Axess - OK, Google. I'm Feeling Lucky.”
Mobile Social
- Gold: Chevrolet and Weber Shandwick for “Master Building The All-New Chevy Silverado”
- Silver: Kotex, Kimberly Clark and Mindshare Russia for “Creating a Trusted Service for Girls and Overcoming Taboos”
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
- Bronze: Chupa Chups and Dentsu One for “The Fun Stimulator Always-on-content Campaign (2019 - 2020)”
TECHNOLOGY
Data/Insights
- Gold: Lifebuoy, Unilever and Mindshare Vietnam for “Real-Time Infection Alert System”
- Silver: SuperNAN and Mindshare China for “Super Relatable SuperNAN”
- Bronze: McDonald’s and OMD for “The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year”
Digital Out-of-Home (DOOH)
- Gold: Lay's and OMD for “Lay's 4 Seasons Digital OOH”
- Silver: Volvo Cars Brazil and Verizon Media for “S60 Concept Store”
Innovation
- Gold: Nescafe and Mindshare China for “Nescafe: From Tianyi with Love”
- Silver: Pond’s, Unilever and Mindshare Philippines for “Pond's Face Your Hesitations and #SeeWhatHappens”
- Bronze: Paramount Pictures and Wavemaker for “Sonic the Hedgehog Speeds to Mobile Success”
Location Based Services or Targeting
- Gold: Blueair and Mindshare India for “Blueair Pollution Alert System”
- Gold: Lifebuoy, Unilever and Mindshare Vietnam for “Real-Time Infection Alert System”
- Bronze: Lay's and OMD for “Lay's 4 Seasons DOOH and Mobile Banners”
Machine Learning and AI
- Silver: Clear and T&A Ogilvy for “Toc Tien AI Influencer”
mCommerce
- Gold: Nike and Mindshare China for “Nike Next%: Speed is Your Currency”
- Silver: Sephora and Mobile Now Group for “Live Streaming on Ecommerce Mini Program”
- Bronze: Hindustan Unilever Limited and Mindshare India “Hindustan Unilever Limited”
- Bronze: Kotex, Kimberly Clark and Mindshare Russia for “Creating a Trusted Service for Girls and Overcoming Taboos”
Mobile Video
- Gold: Chevrolet and Weber Shandwick for “Master Building The All-New Chevy Silverado”
- Bronze: Dove, Mindshare Philippines and AdColony for “Dove Deo Dry Serum Mobile Campaign”
VR/AR/MR
- Silver: Amelia Island Convention and Visitors Bureau and Starmark for “Amelia Island "Moments" Campaign”
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
- Silver: Nescafe and Mindshare China for “Nescafe: From Tianyi with Love”
User Generated
- Gold: Pepsi and Mindshare India for “When Indian Youth practiced The New Normal With Swag”
- Silver: Google India and Toaster for “Be Unstoppable #WithALittleHelp from Google”
- Bronze: Lifebuoy, Unilever and Mindshare Vietnam for “COVID-19: How Vietnam Beat Rest of the World”
MULTICULTURAL
- Bronze: Gushers & Fruit by the Foot and Mindshare USA for “#BlackVoicesCreate”
COVID 19
Social Distancing
- Gold: Pepsi and Mindshare India for “Practicing The New Normal With Swag”
- Silver: Perfetti Van Melle India (Center fresh) and Creativeland Asia for “Center Fresh - Stay Fresh Behind the Mask”
- Bronze: Lifebuoy, Unilever and Mindshare Vietnam for “COVID-19: How Vietnam Beat Rest of the World”
Social Good
- Gold: Pepsi and Mindshare India for “A Fund Raising Initiative to Provide 2.5 Million Meals in India”
- Bronze: Biti's Hunter and Dentsu Redder for “Biti's Hunter Canvas of Pride”
Pivot Marketing
- Gold: Cadillac and Dentsu - Toronto & Detroit for “Cadillac Live”
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
- Silver: Perfetti Van Melle India (Center fresh) and Creativeland Asia for “Center Fresh - Stay Fresh Behind the Mask”
2020 North America SMARTIES Winners
Categories span across technology, media and marketing objectives.
BEST-IN-SHOW:
Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”
MARKETING OBJECTIVE
Brand Awareness
- Gold: Excedrin and Weber Shandwick for “Excedrin Take Two”
- Gold: Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”
- Silver: Emergen-C and Grey New York for “Emergen-C: Emerge Our Best Campaign”
Lead Generation / Direct Response / Conversions
- Gold: ChapStick and Revolution Digital for “Beauty Confessions" Quiz”
- Bronze: Goodwill, AdTheorent and The Ad Council for “AdTheorent and The Ad Council’s “Goodwill® Bring Good Home Mobile Advertising Campaign”
Product / Services Launch
- Gold: TUMS and Weber Shandwick for “TUMS or Dare”
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
- Silver: Pronamel Repair and Revolution Digital for “Building A Role For Toothpaste In Self-care”
Social Impact / Not For Profit
- Silver: Goodwill and AdTheorent and The Ad Council for “AdTheorent and The Ad Council’s “Goodwill® Bring Good Home Mobile Advertising Campaign”
MEDIA
Cross Media
- Gold: Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”
- Silver: Nicorette and Weber Shandwick for “The Taste Drive”
- Bronze: Emergen-C and Revolution Digital for “Emerge Your Best" Campaign”
Mobile Gaming, Gamification & E-Sports
- Bronze: El Dragón and Gameloft for Brands for “El Dragón”
- Bronze: Paramount Pictures and Wavemaker for “Sonic the Hedgehog Speeds to Mobile Success”
Mobile Native
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
Mobile Social
- Silver: Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”
- Bronze: OAK + FORT and DAC Group for “Mobile-First and Hyper-Local: A Strategy for All Seasons”
- Bronze: Gushers & Fruit by the Foot and Mindshare North America for “#BlackVoicesCreate”
- Bronze: LA Rams and Snap, Inc. for “AR Uniform Reveal”
- Bronze: Pronamel Repair and Revolution Digital for “Building A Role For Toothpaste In Self-care”
TECHNOLOGY
Data/Insights
- Gold: ChapStick and Revolution Digital for “Beauty Confessions" Quiz”
Innovation
- Silver: IBM Watson Advertising for “IBM Advertising Accelerator with Watson”
- Bronze: Goodwill, AdTheorent and The Ad Council for “AdTheorent and The Ad Council’s “Goodwill® Bring Good Home Mobile Advertising Campaign”
Location Based Services or Targeting
- Silver: No Kid Hungry and GroundTruth for “GroundTruth Sets the Table with Restaurant Incentives in Support of Dine for No Kid Hungry”
- Bronze: JBS AdapTable Meals and Avalanche Media Group for “AdTheorent and Avalanche Media Group’s “JBS Foods AdapTable Meals 2020 Mobile Advertising Campaign”
Machine Learning and AI
- Silver: IBM Watson Advertising for “IBM Advertising Accelerator with Watson”
- Bronze: Cerveza Victoria, Amplify.ai in partnership with the community and Spirable for “Cerveza Victoria Mother's Day Campaign”
Mobile Video
- Gold: Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”
- Bronze: UFC for “UFC & AdColony’s Knockout Mobile Campaign”
VR/AR/MR
- Gold: LA Rams and Snap, Inc. for “AR Uniform Reveal”
MULTICULTURAL
- Gold: Bank of America and Foundry 360 for “1 Billion Dollar Initiative for Racial Equality and Economic Mobility”
- Silver: Gushers & Fruit by the Foot and Mindshare North America for “#BlackVoicesCreate”
- Bronze: U by Kotex, Kimberly Clark and Mindshare North America for “Black Community PMP”
COVID 19
Social Distancing
- Bronze: Zynga for “#PlayApartTogether”
Social Good
- Gold: Bank of America and Foundry 360 for “Local Impact Initiative”
- Silver: Gushers & Fruit by the Foot and Mindshare North America for “#BlackVoicesCreate”
- Bronze: Zynga for “#PlayApartTogether”
Pivot Marketing
- Silver: LA Rams and Snap, Inc. for “AR Uniform Reveal”
- Silver: Amelia Island Convention and Visitors Bureau and Starmark for “Amelia Island "Moments" Campaign”
- Bronze: Zynga for “#PlayApartTogether”
About MMA
Comprised of over 800-member companies globally and 15 regional offices, the MMA is the only marketing trade association that, brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Led by CMO’s, the MMA helps marketers lead the imperative for marketing change – in ways that enable future breakthroughs while optimizing current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices, without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while also propelling business growth.
Members include 1-800-Flowers.com, Adobe, Allstate, Ally Financial, American Family Insurance, AT&T, Bank of America, Calvin Klein, Campbell’s, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, EY Facebook, Ford, General Motors Company, Google, Hilton Worldwide, IBM Watson, JPMorgan Chase, Kellogg Company, Kroger, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, Merck, MillerCoors, Monster, NBCU, Nike, Pandora, Petco, Pfizer, Salesforce, Samsung, Snap Inc., Spotify, Target Inc., The Coca-Cola Company, The Hershey Company, TikTok, T- Mobile, Twitter, Uber, Unilever, Verizon Media Group, Verizon, Visa, Walmart, Waze, Western Union and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information, visit www.mmaglobal.com.
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