MMA Announces 2020 SMARTIES X and North America Shortlist | MMA
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October 20, 2020

Includes Incredible Work from Brands Pivoting as a result of Covid-19 and in Support of the Black Lives Matter Movement

New York – October 20, 2020 – Celebrating the talented teams who, even in these uncertain times, have created innovative campaigns that drive business impact, the MMA today announced the shortlist for the 2020 SMARTIES X and North America Awards —the world’s largest mobile marketing awards program.

Selected from among hundreds of submissions across more than 20 countries, the shortlisted campaigns were evaluated by the SMARTIES Screening Council of over 100 marketing professionals at leading brands, agencies and technology enablers across the globe. These entries will now undergo review in virtual jury sessions by the MMA’s independent jury, which is comprised of the best marketing minds from global brands and agencies 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 panel" 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 ” said Sheryl Daija, Chief Strategy Officer, MMA. “Our jury definitely has their work cut out for them as they must determine which campaigns are 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 shortlist and the final selected winners will be honored this year at the MMA SMARTIES Unplugged Virtual, November 10-11. Launching for the first time in 2020, Smarties Unplugged Virtual will deliver an inspiring combination of content, entertainment and virtual experiences. Over the course of these two days, we’ll announce and celebrate this year’s winners across 29 categories. For more details and to register for SMARTIES Unplugged, please click here.

The shortlist for the 2020 MMA SMARTIES X and North America Awards includes:

SMARTIES X

MARKETING OBJECTIVE CATEGORIES

Brand Awareness

  • Clear Men, Unilever and Mindshare Vietnam for “Clear Men Swipes All: Hijacking League of Legends”
  • Gloob and Gameloft for brands for “Bugados no Gloob”
  • Johnnie Walker and What's Your Problem Brand Solutions for “The Worlds Most Travelled Billboard”
  • LA Rams and Snap, Inc. for “LA Rams AR Uniform Reveal”
  • Nivea, OMD Indonesia and AdColony Singapore Pte Ltd for “Nivea #SentuhanIbu World of Imagination”
  • Sparkling Ice and Tapjoy for “Sparkling Ice Uses Tapjoy Video-to-Playable Ads to Boost Brand Awareness”
  • Unionbank, OMD Phillipines and AdColony for “Bank the Way You Live by UnionBank”
  • UPROXX/ Sprite / Coca Cola and Uproxx for “Sprite Thirst For Yours”
  • UPROXX/Doritos/Frito Lay and Uproxx for “Doritos x Illegal Civ”

Lead Generation / Direct Response / Conversion

  • DIMES and Reklamania Creative for “DIMES Milkshake Launch”
  • Lifebuoy, Unilever and Mindshare India for “Delivering hygiene one meal at a time”
  • ZaloPay and T&A Ogilvy for “ZaloPay Tet 2020”

Product / Services Launch

  • Cornetto // Unilever and Medina Turgul DDB for “Unicornetto // My Fairy Tale”
  • Fanta and Carat Media Turkey for “Fanta Music Is Ours”
  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • Viettelpay and Dentsu Redder for “Make TeT Easy Again” with Viettelpay, Challenge Accepted!”

Promotion

  • Kotex, Kimberly Clark and Mindshare Russia for “Creating a trusted service for girls and overcoming taboos”
  • L’Oréal Paris and Mindshare China for “L’Oréal Paris Infallible Hotpot Challenge”

Relationship Building / CRM

  • Kotex, Kimberly Clark and Mindshare Russia for “Creating a trusted service for girls and overcoming taboos”
  • Nike and Mindshare China for “Nike Next%: Speed is Your Currency”

Social Impact / Not-for-Profit

  • Dunkin' and Waze for “Dunkin' / Waze "Going Gold"
  • Google India and Toaster for “Be Unstoppable #WithALittleHelp from Google”
  • Lifebuoy, Unilever and Mindshare Vietnam for “COVID-19: How Vietnam Beat Rest of the World”
  • OMO, Unilever and Mindshare Vietnam for “Pray for Kay”
  • Sinch and Edelman for “Text For Humanity”
  • WOW Holiday, WOW Media and Admicro for “Virtual WOW Marathon Hoi An - Stay Strong VietNam”

MEDIA CATEGORIES

Cross Media

  • Coca-Cola Energy and Carat Media Turkey for “Coke Energy - This Energy Is For You”
  • Gloob and Gameloft for brands for “Bugados no Gloob”
  • Lifebuoy, Unilever and Mindshare India for “Delivering hygiene one meal at a time”
  • Unilever Russia / Dove and Initiative Russia for “Dove #ShowUs Russia”

Cross Mobile Integration

  • Berocca and Carnival for “Berocca – Get Supercharged at 2PM”
  • Google APAC and Toaster for “Google Shopping Answers Made Easy”
  • Nike and Mindshare China for “Nike Joyride: Getting Reluctant Runners Running”
  • Pond’s Unilever and Mindshare Philippines for “Pond’s Face Your Hesitations and #SeeWhatHappens”

Messaging (Sponsored by Google)

  • Google and MSL for “Digital First for All: Advocating Diversity and Inclusivity at GDD 2019”
  • Sinch and Edelman for “Text For Humanity”

Mobile App

  • Approved and Havas Media Turkey for “Durex Extreme Launch Campaign”
  • Viettelpay and Dentsu Redder for “Make TeT Easy Again” with Viettelpay, Challenge Accepted!”

Mobile Gaming, Gamification & E-Sports

  • Akbank for “The Rising of New Generation T”
  • Clear Men, Unilever and Mindshare Vietnam for “Clear Men Swipes All: Hijacking League of Legends”
  • Nike and Mindshare China for “Nike Joyride: Getting Reluctant Runners Running”
  • Sparkling Ice and Tapjoy for “Sparkling Ice Uses Tapjoy Video-to-Playable Ads to Boost Brand Awareness”

Mobile Native

  • DIMES and Reklamania Creative for “DIMES Milkshake Launch”
  • Dunkin' Joy in Childhood Foundation and Waze for “Dunkin' x Waze Going Gold”
  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • Heineken, Vicinity Media and Dentsu Red Star for “Heineken - When You Drive Never Drink”

Mobile Search

  • Akbank and Hype for “Axess - OK, Google. I'm Feeling Lucky.”

Mobile Social

  • Chevrolet and Weber Shandwick for “Master Building The All-New Chevy Silverado”
  • Chupa Chups and Dentsu One for “Chupa Chups - The Fun Stimulator Always-on-content Campaign (2019 - 2020)”
  • Kotex, Kimberly Clark and Mindshare Russia for “Creating a trusted service for girls and overcoming taboos”
  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • OMO,Unilever and Mindshare Vietnam for “Pray for Kay”
  • ZaloPay and T&A Ogilvy for “ZaloPay Tet 2020”

TECHNOLOGY CATEGORIES

Data/Insights

  • Lifebuoy, Unilever and Mindshare Vietnam for “Real-Time Infection Alert System”
  • McDonald’s and OMD for “The Trade Desk and Gojek help OMD and McDonald’s Transform Offline Sales During the Lunar New Year”
  • SuperNAN and Mindshare China for “Super Relatable SuperNAN”

Digital Out-of-Home (DOOH)

  • Lay's and OMD for “Lay's 4 Seasons Digital OOH”
  • Volvo Cars Brazil and Verizon Media for “S60 Concept Store”

Innovation

  • Nescafe and Mindshare China for “Nescafe:From Tianyi with Love”
  • Pond’s, Unilever and Mindshare Philippines for “Pond’s Face Your Hesitations and #SeeWhatHappens”
  • Paramount Pictures and Wavemaker for “Sonic the Hedgehog Speeds to Mobile Success”

Location Based Servies or Targeting

  • Blueair and Mindshare India for “Blueair Pollution Alert System”
  • Lay's and OMD for “Lay's 4 Seasons DOOH and Mobile Banners”
  • Lifebuoy, Unilever and Mindshare Vietnam for “Real-Time Infection Alert System”

Machine Learning and AI

  • Clear and T&A Ogilvy for “Toc Tien AI Influencer”

mCommerce

  • Hindustan Unilever Limited and Mindshare India for “Hindustan Unilever Limited”
  • Kotex, Kimberly Clark and Mindshare Russia for “Creating a trusted service for girls and overcoming taboos”
  • Nike and Mindshare China for “Nike Next%: Speed is Your Currency”
  • Sephora and Mobile Now Group for "Live Streaming on Ecommerce Mini Program"

Mobile Video

  • Approved and Havas Media Turkey for “Durex Extreme Launch Campaign”
  • Chevrolet and Weber Shandwick for “Master Building The All-New Chevy Silverado”
  • Dove, Mindshare Philippines and AdColony Singapore Pte Ltd for “Dove Deo Dry Serum Mobile Campaign”

VR/AR/MR

  • Amelia Island Convention and Visitors Bureau and Starmark for “Amelia Island "Moments" Campaign”
  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • Nescafe and Mindshare China for “Nescafe: From Tianyi with Love”

User Generated

  • Google India and Toaster for “Be Unstoppable #WithALittleHelp from Google”
  • Lifebuoy, Unilever and Mindshare Vietnam for “COVID-19: How Vietnam Beat Rest of the World”
  • Pepsi and Mindshare India for “When Indian Youth practiced The New Normal With Swag”
  • Vsmart and Unblur Creative for “An appreciation like no others from Vsmart”

MULTICULTURAL CATEGORY

  • Biti’s Hunter and Dentsu Redder for “Biti’s Hunter Street – The First #ProudlyMadeInVietnam”
  • Gushers & Fruit by the Foot and Mindshare USA for “#BlackVoicesCreate”
  • U by Kotex, Kimberly Clark and Mindshare USA for “Black Community PMP”

COVID-19 CATEGORIES

Social Distancing

  • Durex and Dentsu MCGARRYBOWEN for “Durex - Safety Inside Out”
  • Lifebuoy, Unilever and Mindshare Vietnam for “COVID-19: How Vietnam Beat Rest of the World”
  • Nike and Mindshare China for “Nike Live Just Don't Quit”
  • Pepsi and Mindshare India for “Practicing The New Normal With Swag”
  • Perfetti Van Melle India and CreativeLand Asia for “Center Fresh-Stay Fresh Behind the Mask”
  • Zynga for “#PlayApartTogether”

Social Good

  • Bank of America and Foundry 360 for “Local Impact Initiative”
  • Biti’s Hunter and Dentsu Redder for “Biti’s Hunter Canvas of Pride
  • Nike and Mindshare China for “Nike Live Just Don't Quit”
  • Pepsi and Mindshare India for “A fund raising Initiative to provide 2.5 million meals In India”
  • World Travel and Tourism Council, MMGY Hills Balfour and Pensara for “Bringing the world #TogetherInTravel”

Pivot Marketing

  • Amelia Island Convention and Visitors Bureau and Starmark for “Amelia Island "Moments" Campaign”
  • Cadillac and Dentsu - Toronto & Detroit for “Cadillac Live”
  • LA Rams and Snap, Inc. for AR Uniform Reveal
  • Perfetti Van Melle India and CreativeLand Asia for “Center Fresh-Stay Fresh Behind the Mask”
  • Zynga for “#PlayApartTogether”

SMARTIES NORTH AMERICA

MARKETING OBJECTIVE CATEGORIES

Brand Awarenss

  • AT&T and Hearts & Science for “More For Your Riverdale Thing 2.0”
  • Excedrin and Weber Shandwick for “Excedrin Take Two”
  • Emergen-C and Grey New York for “Emergen-C: Emerge Our Best Campaign”
  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”

Lead Generation / Direct Response / Conversions

  • ChapStick and Revolution Digital for “ChapStick "Beauty Confessions" Quiz”
  • Goodwill and AdTheorent and The Ad Council for “AdTheorent and The Ad Council’s “Goodwill® Bring Good Home Mobile Advertising Campaign”

Product / Services Launch

  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • Pronamel and Weber Shandwick for “Pronamel Repair: Building A Role For Toothpaste In Self-care”
  • TUMS and Weber Shandwick for “TUMS or Dare”

Social Impact / Not-for-Profit

  • Goodwill and AdTheorent and The Ad Council for “AdTheorent and The Ad Council’s “Goodwill® Bring Good Home Mobile Advertising Campaign”

MEDIA CATEGORIES

Cross Media

  • Emergen-C and Revolution Digital for "Emerge Your Best" Campaign”
  • Nicorette and Weber Shandwick for “The Taste Drive”
  • Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”

Mobile Gaming, Gamification & E-Sports

  • Butterfinger and Mindshare North America for “Game Better With Butterfinger”
  • El Dragón and Gameloft for brands for “El Dragón”
  • Paramount Pictures and Wavemaker for “Sonic the Hedgehog Speeds to Mobile Success”

Mobile Native

  • LA Rams and Snap, Inc. for “AR Uniform Reveal”

Mobile Social

  • DAC Group for “Mobile-First and Hyper-Local: A Strategy for All Seasons”
  • Gushers & Fruit by the Foot, and Mindshare North America for “#BlackVoicesCreate”
  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”
  • Pronamel and Weber Shandwick for “Pronamel Repair: Building A Role For Toothpaste In Self-care”

TECHNOLOGY CATEGORIES

Data/Insights

  • ChapStick and Revolution Digital for “ChapStick "Beauty Confessions" Quiz”

Innovation

  • Goodwill and AdTheorent and The Ad Council for “AdTheorent and The Ad Council’s “Goodwill® Bring Good Home Mobile Advertising Campaign””
  • IBM Watson Advertising and IBM Watson Advertising for “IBM Advertising Accelerator with Watson”

Location Based Services or Targeting

  • JBS AdapTable Meals and AdTheorent and Avalanche Media Group for “AdTheorent and Avalanche Media Group’s “JBS Foods AdapTable Meals 2020 Mobile Advertising Campaign””
  • No Kid Hungry and GroundTruth for “GroundTruth Sets the Table with Restaurant Incentives in Support of Dine for No Kid Hungry”
  • STIHL, a leading producer of handheld power equipment and PowerChord, Inc. for “InMarket’s
  • Moments Platform Powers STIHL’s Breakthrough Moment”

Machine Learning and AI

  • Cerveza Victoria and Amplify.ai for “Cerveza Victoria Mother's Day”
  • IBM Watson Advertising and IBM Watson Advertising for “IBM Advertising Accelerator with Watson”

Mobile Video

  • Preparation H and Revolution Digital for “Preparation H "Back There Care" Campaign”
  • UFC for “UFC & AdColony’s Knockout Mobile Campaign”

VR/AR/MR

  • LA Rams and Snap, Inc. for “AR Uniform Reveal”

MULTICULTURAL CATEGORY

  • Bank of America and Foundry 360 for “1 Billion Dollar Initiative for Racial Equality and Economic Mobility”
  • Gushers & Fruit by the Foot and Mindshare North America for “#BlackVoicesCreate”
  • U by Kotex, Kimberly Clark and Mindshare North America for “Black Community PMP”

COVID-19 CATEGORIES

Social Distancing

  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • Zynga for “#PlayApartTogether”

Social Good

  • Gushers & Fruit by the Foot and Mindshare North America for “#BlackVoicesCreate”
  • Zynga for “#PlayApartTogether”

Pivot Marketing

  • Amelia Island Convention and Visitors Bureau and Starmark for “Amelia Island "Moments" Campaign”
  • LA Rams and Snap, Inc. for “AR Uniform Reveal”
  • Zynga for “#PlayApartTogether”

About the 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, Colgate Palmolive, 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, see www.mmaglobal.com.

Media Contact:

Sheryl Daija

[email protected]