MMA EMEA Smarties jury delivers its verdict on the creativity, innovation, and impact of this year’s entries | MMA
November 18, 2021

London – November 18th, 2021 – MMA EMEA today announced the shortlist for the 2021 MMA EMEA Smarties Awards, rewarding the most effective and innovative campaigns across the region, driving business impact.

The entries will be evaluated by 20 senior marketers comprising this year’s jury, chaired by Jacqueline Burchell, EVP of Marketing, PZ Cussons.

“It continues to amaze me how each year the marketers, agencies and solutions providers across our industry continue to show their ingenuity and business nous to deliver effective and engaging campaigns,” commented Chris Babayode, MMA’s MD EMEA. “ I thought last year’s crop, in very difficult circumstances, were of high creative quality, but this new bunch, have raised the bar yet again.”

The shortlist and the final selected winners will be honoured at this year’s Celebration of Talent taking place on December 14thin Istanbul, Turkey and we hope to stream it on our MMA EMEA Smarties platform. Over the course of the evening, we will announce and celebrate this year’s winners across all 23 categories along with our “Best in Show.” Further details and how to register will be published shortly.

The shortlist for the 2021 MMA EMEA Smarties Awards includes and can be found here:

MARKETING OBJECTIVE

Brand Experience

  • Algida Max and Standby Creative Group 
    Let's Play with Max Stage
  • Yumos and Wunderman Thompson Turkey 
    Yumos Survivor
  • Dove and Mindshare Sweden / Atomic Digital Design 
    Dove #CheckYourself
  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • Canesten and Bayer PLC / Brook, Thompson Brand Partners, MediaCom, Mind+Matter 
    Canesten Brand Purpose in Action
  • Yumos and Wunderman Thompson Turkey 
    Yumoş Detergent Integrated Campaign
  • Yumos and Wunderman Thompson Turkey 
    Yumos Building
  • Kotex and Mindshare Russia 
    SOS Button

Lead Generation / Direct Response / Conversions

  • Tinkies and Hellosquare 
    Facebook Flavoured Tinkies
  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • AXA SİGORTA and WAVEMAKER 
    AXA - Performance Booster
  • Algida and Standby Creative Group / Mindshare Turkey 
    Algida'yla Tatlıya Bağla! - End It Up with Algida!
  • Trendyol and newton.ddc 
    Pre-Marketing by Trendyol

Product / Services Launch

  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • Tinkies and Hellosquare 
    Facebook Flavoured Tinkies
  • DenizBank and AdXclusive / AdColony / AdColony 
    DenizBank DenizKartım // 3 Medium Project
  • Disney and AdColony / Publicis Denmark 
    Disney // Disney Luca // Mobile Video Campaign // AdColony
  • Arçelik and -99 design studio 
    Arçelik Website - www.arcelik.com.tr
  • Kotex and Mindshare Russia 
    SOS Button
  • Türkiye İş Bankası and Publicis İstanbul / Türkiye İş Bankası 
    Geleceğe Orman

Consumer Promotions

  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • Yumos and Wunderman Thompson Turkey 
    Yumos Survivor
  • Domino's Pizza and Arena Media Spain 
    Domino's Most Awakened: Rewarding Late Night NBA Fans... the Next Day
  • The Coca-Cola Company and Carat / Goodroll 
    Coca-Cola Promo & Deezer Collab 2020
  • Türkiye İş Bankası and Türkiye İş Bankası / VMLY&R İstanbul 
    Maxi New Year Drawing Campaign

Data/Insights

  • Tinkies and Hellosquare 
    Facebook Flavoured Tinkies
  • Tadım and Neodigital / Etcetera 
    How to increase online sales with an "Experience Management Platform"!
  • Algida and Standby Creative Group / Mindshare Turkey 
    Algida'yla Tatlıya Bağla! - End It Up with Algida!
  • Poundland and Bind 
    Mobile ads, footfall & LTV 
  • The Coca-Cola Company Turkey and newton.ddc / Carat Turkey, Starcom Pakistan, Universal McCann MENA 
    Turn Up Your Customized Summer
  • The Coca-Cola Company and Carat / OGILVY 
    Coca-Cola Teleport- Coca-Cola Summer, Break your slumps with AR
  • Sanofi and Mindshare / Mindshare Turkey 
    Pharmaton #DahaFazlaSen
  • Pepsi and OMD Turkey 
    Pepsi UCL

Gender Equality in Advertising

  • Türkiye İş Bankası and Türkiye İş Bankası / VMLY&R İstanbul 
    İş Asset Management Women Equity Fund

MEDIA CHANNEL

Gaming / Gamification & E-Sports

  • L'Enfant Bleu and Havas Sports & Entertainment 
    Undercover Avatar
  • Yumos and Wunderman Thompson Turkey 
    Yumos Survivor
  • Fast & Furious 9 and MSIX 
    FAST & FURIOUS 9 - LVP GAMING
  • Skechers and MINDSHARE SPAIN 
    Skechers x JGOLDCROWN
  • Unilever and Mindshare Turkey 
    Boom Boom - Boom Mate
  • Mastercard and Nabulu / Nays 
    Collina Surprise on Twitch from Mastercard

Mobile App

  • Kinder and Gameloft 
    Applaydu
  • Kotex and Mindshare Russia 
    SOS Button
  • Yapı Kredi and Yapı Kredi 
    Yapı Kredi Mobile
  • The Coca-Cola Company and Carat / Wunderman 
    The Coca-Cola Company - Daha Daha

Social Media Marketing

  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • Kotex and Mindshare Russia 
    SOS Button
  • Dove and Mindshare Sweden / Atomic Digital Design 
    Dove #CheckYourself
  • Mentadent and Mindshare 
    40th Month of dental prevention by Mentadent – Mentadent Hub
  • Bulldog and Mindshare Spain 
    Bulldog 360
  • Migros Ticaret A.Ş. and Ingage Dijital Pazarlama / Revolvia 
    Migros - Facebook Target Tracking AR Ad
  • Pepsi and OMD Turkey 
    Pepsi UCL

Mobile Search

  • Trendyol and newton.ddc 
    Pre-Marketing by Trendyol

Social Messaging / Chat Apps / Text Messaging

  • Kotex and Mindshare Russia 
    SOS Button
  • Türkiye İş Bankası and Türkiye İş Bankası / VMLY&R İstanbul 
    Maxi-Click to WhatsApp Ad Model

Social Commerce

  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • Tadım and Neodigital / Etcetera 
    How to increase online sales with an "Experience Management Platform"!

TECHNOLOGY CHANNEL

Innovation

  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • Yumos and Wunderman Thompson Turkey 
    Yumos Survivor
  • L'Enfant Bleu and Havas Sports & Entertainment 
    Undercover Avatar
  • Amazon Prime Video and AdColony / Initiative 
    Amazon Prime Video //Without Remorse // Norway // AdColony
  • Samsung and AdColony / Publicis Media Denmark 
    Samsung // Samsung Galaxy Ecosystem // Denmark // AdColony
  • Meta UK and Meta UK 
    Connecting Kylie Minogue to Fans with Augmented Reality
  • Nespresso and PATH GmbH / YOC Mobile Advertising GmbH 
    High-impact what else? The mobile campaign of Nespresso Vertuo Next
  • Ruffles and OMD Turkey 
    Ruffles Messi Messages

Location Based Services or Targeting

  • Kotex and Mindshare Russia 
    SOS Button
  • The Coca-Cola Company and Carat / OGILVY 
    Coca-Cola Spotify- Coca-Cola Summer, Absconders’ Playlist
  • Finish and Havas Turkey 
    Hayrats, the Waterless Fountains by Finish

Video Advertising

  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • Amazon Prime Video and AdColony / Initiative 
    Amazon Prime Video //Without Remorse // Norway // AdColony
  • Samsung and AdColony / Publicis Media Denmark 
    Samsung // Samsung Galaxy Ecosystem // Denmark // AdColony
  • Extra and AdColony / PHD Media 
    Extra Middag Mobile Video Execution with AdColony
  • Algida and Standby Creative Group / Mindshare Turkey 
    Algida'yla Tatlıya Bağla! - End It Up with Algida!
  • Hasbro Nordic and AdColony / Mediacom Denmark 
    Hasbro Nordic // NERF ELITE + NERF ULTRA // Denmark // AdColony
  • Doritos and OMD Turkey 
    Doritos Risk 5.0

User Generated / Influencer Marketing

  • DİMES Smoothie & DİMES Milkshake and Reklamania Creative / Cats & Dogs / DİMES 
    DİMES Battle | Smoothie x Milkshake
  • Yumos and Wunderman Thompson Turkey 
    Yumos Building
  • Canesten and Bayer PLC / Mind+Matter, MediaCom 
    Canescool-it Influencer Campaign
  • Mastercard and Nabulu / Nays 
    Collina Surprise on Twitch from Mastercard
  • Unilever and Mindshare Turkey 
    Boom Boom - Boom Mate
  • Doritos and OMD Turkey 
    Doritos FIB
  • Pepsi and OMD Turkey 
    Pepsi UCL
  • Unilever and Mindshare Turkey 
    Big Bold - Go Big or Go Home

BUSINESS TRANSFORMATION 2021

Social Responsibility

  • Algida Max and Standby Creative Group 
    Let's Play with Max Stage
  • ARZUM and WAVEMAKER / TBWA 
    ARZUM’S MOST BEAUTIFUL STORY

Technology Innovation

  • Arçelik and -99 design studio 
    Arçelik Website - www.arcelik.com.tr
  • L'Enfant Bleu and Havas Sports & Entertainment 
    Undercover Avatar
  • Yumos and Wunderman Thompson Turkey 
    Yumos Survivor
  • Cebimdeki Danisman and ING Turkey 
    Remote Advice (Cebimdeki Danisman)
  • Ruffles and OMD Turkey 
    Ruffles Messi Messages
  • Unilever and Mindshare Turkey 
    Boom Boom - Boom Mate

Inclusivity (during the pandemic)

  • Algida Max and Standby Creative Group 
    Let's Play with Max Stage
  • adidas and Wunderman Thompson Turkey 
    adidas - Besiktas Fantography
  • The Coca-Cola Company and Carat / Wunderman 
    The Coca-Cola Company - Daha Daha
  • Yumos and Wunderman Thompson Turkey 
    Yumos Building

Customer Experience

  • Yumos and Wunderman Thompson Turkey 
    Yumos Survivor
  • adidas and Wunderman Thompson Turkey 
    adidas - Besiktas Fantography
  • Yapı Kredi and Yapı Kredi Bank 
    MyCar+
  • Doritos and OMD Turkey 
    Doritos FIB
  • Cebimdeki Danisman and ING Turkey 
    Remote Advice (Cebimdeki Danisman)
  • Arçelik and -99 design studio 
    Arçelik Website - www.arcelik.com.tr
  • PUMA and Havas Sports & Entertainment 
    PUMA Alonzo's Virtual Music Tour on GTA
  • Tadım and Neodigital / Etcetera 
    How to increase online sales with an "Experience Management Platform"!

eCommerce (pivoting during the pandemic)

  • Pandora and Meta Northern Europe
    Thinking outside the Box: How Pandora Jewellery Unlocked Sales Efficiency by adopting branding strategies
  • Arçelik and -99 design studio 
    Arçelik Website - www.arcelik.com.tr
  • HUAWEI TURKEY and WAVEMAKER TURKEY 
    HOW WAS HUAWEI ABLE TO TURN THE TIME SPENT AT HOME INTO AN OPPORTUNITY?