MMA Announces 2021 SMARTIES X and North America Shortlist | MMA
September 29, 2021

Modern Marketing Leaders Compete for Prestigious Awards Honoring Innovation, Creativity and Success

New York – September 30, 2021 – Celebrating the talented teams who are leveraging the power of modern marketing to create innovative campaigns that drive business impact, the MMA today announced the shortlist for the 2021 SMARTIES X and North America Awards.

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 co-chairs, Danielle Koffer, Chief Client Officer, Mindshare and Amy Martin Ziegenfuss, SVP, Global Enterprise and  Brand Marketing, Hilton Worldwide.

“The circumstances of the past year accelerated digital innovation and adoption by several years, as well as altered consumer behaviors and media consumption.  The work submitted this year represented ingenuity, empathy and innovation, demonstrating how brands were forced to rethink how to engage with today’s consumers.” said Yasmin Melendez, Senior Director of Content Development, Global Events, MMA. “Our jury definitely has their work cut out for them to determine which campaigns are worthy of the 2021 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 9-10. Smarties Unplugged Virtual will share innovative and creative work designed to benefit consumers and their changing mindset as we transition to the next normal. Over the course of these two days, we’ll announce and celebrate this year’s winners across 23 categories. For more details and to register for SMARTIES Unplugged, please click here.

The shortlist for the 2021 MMA SMARTIES X and North America Awards includes:

SMARTIES X

MARKETING OBJECTIVE

Brand Activism

  • Google India, Toaster and Essence for “#GetTheFacts”
  • TIM and HavasPlus for “The Awareness Keyboard: Detecting Racism One Keyboard at the Time”
  • TikTok JAPAN for “TikTok TOHO Film Festival 2021 - Films for all of us”
  • Unilever / Lifebuoy and Mindshare Vietnam for “Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message”

Brand Experience

  • Ally and MediaCom for “Animal Crossing”
  • Bayer / Redoxon and Carnival for “REDOXON - TURN YOUR GUILTY PLEASURE INTO HEALTHY PLEASURE”
  • Boost and Mindshare for “Boost Stamina Meter - A new currency in town !”
  • Duolingo and Jotacom for “The Unignorable Notification”
  • Kotex and Mindshare Sweden for “SOS Button”
  • UltraTech Cement and Mindshare for “How UltraTech mirrored the success of onground activation to online”

Consumer Promotions

  • Lifebuoy and Mindshare Vietnam for “Safety4All - Love, Like Safety, Does Not Discriminate”
  • Unilever Food Solutions (UFS) and Mindshare China, UNITE, and Dentsu Mcgarrybowen China for “UFS' Killer Recipes”

Data/Insights

  • Excedrin by GSK Consumer Healthcare and Weber Shandwick, NY (IPG) for “Game Over for Headaches”
  • Oral-B and Starcom for “Oral-B iO ANZ Launch”
  • Oreo Vietnam and Publicis Vietnam & Indonesia, and Spark Foundry Vietnam for “Oreo - Stay Playful”
  • Tadım and Neodigital for “How to increase online sales with an "Experience Management Platform"!”

Lead Generation

  • Lifebuoy and Mindshare Vietnam for “Safety4All - Love, Like Safety, Does Not Discriminate”
  • Procter & Gamble / Gillette and i2mago for “Gillette Razor - Your Honor of King Equipment”

Product / Service Launch

  • Ally and MediaCom for “r/bank”
  • Kotex and Mindshare Sweden for “SOS Button”
  • Lifebuoy and Mindshare Vietnam for “Safety4All - Love, Like Safety, Does Not Discriminate”
  • Pepsi Zero Calories and Mindshare Vietnam for “Pepsi X Rapviet – The Hip to the Hop Launch

Social Impact / Not-For-Profit

  • Google Search and Toaster for “Be Kind to Your Mind”
  • L'Enfant Bleu and Havas Sports & Entertainment for “Undercover Avatar”
  • Unilever / Lifebuoy and Mindshare Vietnam for “Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message”
  • Unilever / Lifebuoy and Mindshare Vietnam for “Every Prayer Starts with a Clean Pair of Hands”
  • Unilever / Lux and Mindshare APAC for “Lux #Unstoppable China - Brand Purpose Campaign”

MEDIA CHANNEL

Contextual / Native Advertising

  • Clear, Mindshare China, Shanghai Chiyang Culture Media, and UNITE China for "From Battle to Bottle: Clear China's eSports Breakthrough"
  • Lipton and Magna for “Lipton Stay At Home”
  • Unilever / Clear Men and Mindshare Vietnam for “Hijacking Live Game with Real-Time Prediction”

Cross Channel Integration

  • M&M's and MediaCom for “M&M’s at the Oscars”
  • MAGGI and Ogilvy Vietnam for “Maggi – Cook Your Difference to Spice Up Tet”
  • Rexona and Magna for “Rexona Move More”
  • VinFast and Pencil Group / Hakuhodo / Aurora for “VinFast VF e34 launching: Vietnam's biggest pre-order campaign of all-time”

Cross Mobile Integration

  • Clear and Mindshare China and UNITE China for “From Battle to Bottle: Clear's eSports Breakthrough”
  • UltraTech Cement and Mindshare for “How UltraTech leveraged multiple mobile channels to establish itself as a Home Building Companion”
  • Unilever / Clear Men and Mindshare Vietnam for “Hijacking Live Game with Real-Time Prediction”

Gaming / Gamification & E-Sports

  • Ally and MediaCom for “Animal Crossing”
  • Excedrin by GSK Consumer Healthcare and Weber Shandwick, NY (IPG) for “Game Over for Headaches”
  • 7-Eleven / Slurpee Plus Guarana and PHD Media, AdColony and Anzu for “7-Eleven Slurpee’s In-Game Mobile Strategy Delivers More Than Brainfreeze”
  • Kenneth Cole and Zynga for “High Heels! Pride Collection”

Mobile App (includes mCommerce Solutions)

  • Depositions.com and Starmark for “Depositions.com Mobile App”
  • Pepsi and Mindshare Vietnam for “Pepsi Online Store – Conversational Commerce”

Social Media Marketing

  • Chinsu Chili and Dentsu Redder for “How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020”
  • Cricbuzz and WATConsult for “Cricbuzz: #AbCricketBuzzega”
  • QQ Star Milk and Mindshare China for “QQ Star Milk x Discovery's Kenyan Safari”
  • Samsung, Digitas and Starcom for “Make Everyday & Everywhere Epic”
  • Unilever / Clear Hair and Mindshare Indonesia for “Clear Headsmart: Easing Soccer Fans' Anxiety with AI”

Social Messaging / Chat Apps / Text Messaging

  • Isbank and Carat for “Personal Assistant Maxi - WhatsApp Integration"
  • Kotex and Mindshare Sweden for “SOS Button”

TECHNOLOGY CHANNEL

Audio / Sonic Branding

  • Castrol and Mindshare China for “Castrol: Protect the Protector”
  • KangShiFu Ice Tea and Mindshare China for “KangShiFu's Chinese New Year Karaoke Reunion”

Connected Devices / The Internet of Things

  • Alfamart and Gojek for “Programmatic DOOH Campaign to Boost Retail Sales”
  • Gomart and Gojek for “Emak Jago (Champion Mom) on GoScreen”
  • Nautilus and Mindshare China for “Nautilus: Lighting Up Guangzhou”
  • Yili and Mindshare China for “Yili x Xiaomi's Smart Vending Machine”

Digital Out-of-Home (DOOH)

  • Duolingo and Jotacom for “The Unignorable Notification”
  • Fiat and People for “Fiat Egea Cross 3D”
  • Nautilus and Mindshare China for “Nautilus: Lighting Up Guangzhou”

Innovation

  • KFC and Mindshare China for “KFC: The Growth of Colonel KI”
  • L'Enfant Bleu and Havas Sports & Entertainment for “Undercover Avatar”
  • Nautilus and Mindshare China for “Nautilus: Lighting Up Guangzhou”
  • Pepsi Black and Mindshare China for “Pepsi Black’s Virtual Band Experience”

Location Targeting

  • Domex and Mindshare for “Domex Disinfection Alert System”
  • Kotex and Mindshare Sweden for “SOS Button”

Machine Learning and AI

  • Dove and T&A Ogilvy Vietnam for “DOVE HAIR REWIND WOMEN'S DAY”
  • GS SHOP and NHN AD for “MOLOCO Dynamic Creative Optimization Achieves 4000% ROAS”
  • PEPSI and MINDSHARE VIETNAM for “PEPSI ONLINE STORE - CONVERSATIONAL COMMERCE”
  • Unilever / Lipton and Mindshare Vietnam for “5 LIPTON CUPS THAT WILL MAKE YOUR DAY”

User Generated / Influencer Marketing

  • FACEBOOK INDIA ONLINE SERVICES PVT. LTD. and Mindshare India for “Moving business outcomes with creators on Instagram”
  • KangShiFu Ice Tea and Mindshare China for “KangShiFu's Chinese New Year Karaoke Reunion”
  • QQ Star Milk and Mindshare China for “QQ Star Milk x Discovery's Kenyan Safari”
  • Samsung and Starcom for “#danceAwesome”
  • TikTok JAPAN for “TikTok TOHO Film Festival 2021 - Films for all of us”

Video Advertising

  • Uber and MediaCom for “Move what Matters”

XR Technology – (AR/VR/MR)

  • Dove and Mindshare for “Dove #CheckYourself”
  • One Plus and Tyroo Technologies | Snapchat for “ONEPLUS DIWALI BALCONY CAMPAIGN”
  • QQ Star Milk and Mindshare China for “QQ Star Milk x Discovery's Kenyan Safari”

 


 

SMARTIES NORTH AMERICA

Brand Activism

  • AT&T and Hearts & Science for “Forces of Change”

Brand Experience

  • AT&T Business and Hearts & Science for “AT&T Business x Washington Post Partnership”
  • State Farm and OMD for “State Farm + IBM Watson Advertising Conversations”

Consumer Promotions

  • Play+ and Starmark for “Play+ NCAA Basketball Playoffs Promotion”

Data/Insights

  • Ocean Spray and InMarket for “Ocean Spray Makes A Splash Leveraging InMarket’s Moments”

Lead Generation

  • Charter Schools USA and Starmark for “Charter Schools Enrollment Lead Gen Campaign”

Multicultural

  • HBO Max and Hearts & Science for “Lovecraft Country”
  • P&G and Courageous Studios for “They Will See You”

Product / Service Launch

  • BMO Financial Group and UM Canada for “BMO Eclipse VISA Infinite Card Launch - Flipping the Script for Millennials”
  • Hewlett-Packard (HP) and HP for “HP Colorizer: Print, Play & Learn”

Small Budget, Big Impact Campaign

  • Cricket Wireless and Hearts & Science for “If You Know You Know”
  • Hewlett-Packard (HP) and HP for “HP Colorizer: Print, Play & Learn”
  • Mondelēz International, VMLY&R Commerce, and Verve for "Verve Group Empowers Mondelēz International to Drive Strong User Engagement For NBA Campaign at Target"

Social Impact / Not-For-Profit

  • Ad Council, American Immigration Council and Pereira O'Dell for “AdTheorent and The Ad Council "Belonging Begins With Us" Digital Advertising Campaign”
  • Ad Council / Brady and McKinney for “End Family Fire - No Extra Life”
  • Kenneth Cole and Zynga for “High Heels! Pride Collection”

Contextual / Native Advertising

  • Dole and Mobiclicks for “Dole ‘Quaran-tensions’ & ‘Normal-ish’”
  • State Farm and OMD for “State Farm + IBM Watson Advertising Conversations”

Cross Channel Integration

  • AT&T and Hearts & Science for “AT&T x E! - Red Carpet Integrations”
  • Pringles and Starcom for “Dippable Baconator”

Cross Mobile Integration

  • BMO Financial Group and UM Canada for “BMO Eclipse VISA Infinite Card Launch - Flipping the Script for Millennials”

Gaming / Gamification & E-Sports

  • Ally and MediaCom for “Animal Crossing”
  • Hard Rock International and yellowHEAD for “yellowHEAD & Hard Rock International Hit the Right Chords With Snapchat Audiences”
  • The Biden/Harris 2020 Presidential Campaign and The Bully Pulpit for “The Biden Campaign Gamifies Democracy & Sees a Record-Breaking 9% CTR”
  • Kenneth Cole and Zynga for “High Heels! Pride Collection”

Mobile App (includes mCommerce Solutions)

  • Depositions.com and Starmark for “Depositions.com Mobile App”

Social Media Marketing

  • Little Caesars and McKinney for “#UnlockPretzelCrust”

Innovation

  • State Farm and OMD for “State Farm + IBM Watson Advertising Conversations”
  • Voltaren and Weber Shandwick for “The First Arthritis-Friendly Website”

Location Targeting

  • Ocean Spray and InMarket for “Ocean Spray Makes A Splash Leveraging InMarket’s Moments”

Machine Learning and AI

  • Aeroplan and AdTheorent for “AdTheorent's Air Canada 2020 Aeroplan TD Co-Brand Campaign”
  • Dole and Mobiclicks for “Dole ‘Quaran-tensions’ & ‘Normal-ish’”
  • State Farm and OMD for “State Farm + IBM Watson Advertising Conversations”

Video Advertising

  • Ad Council, American Immigration Council and Pereira O'Dell for “AdTheorent and The Ad Council "Belonging Begins With Us" Digital Advertising Campaign”
  • Genesis and Canvas Worldwide LA for “Genesis Young Luxury”
  • Moose Toys and PowerPhyl Media Solutions for “Moose Toys/AdColony Spins Success for Collins Key"
  • Kenneth Cole and Zynga for “High Heels! Pride Collection”

XR Technology – (AR/VR/MR)

  • Starmark for “Starmark VR Company Meeting”
  • USGA and Deloitte Digital for “USGA AR App”