Presenting The Smarties APAC 2024 Winners

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SIWO: Turning Speechless India into Playful India

APAC Best In Show

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

SIWO: Turning Speechless India into Playful India

Credits

Shekhar Banerjee, Chief Client Officer, Wavemaker

Naina Shewakramani, General Manager, Wavemaker

Rachana Mhetre, Client Leader, Wavemaker

Monika Solanki, Business Director - Strategy, Wavemaker

Chintan Thakker, Director of Innovation - IMC, Wavemaker

Hitesh Sachanandani, Business Group Head - IMC, Wavemaker

Nikita Shah, Business Manager – IMC, Wavemaker

Mayank Bharadwaj, Group Head – Strategy, Wavemaker

Rupesh Shah, Activations Lead, Wavemaker

Dhanraj Shettigar, Associate Director - Investment, Wavemaker

Dhara Shah, Sr. Investment Director, Wavemaker

Sudhir Kota, Business Manager – Investment, Wavemaker

Kashish Davda, Business Manager - Content, Wavemaker

Prathik Shetty, Group Head - Owned & Earned Experiences, Wavemaker

Vipul Vaidya, Senior Manager - Performance Marketing, Wavemaker

Viraj Bhanage, Manager - Performance Marketing, Wavemaker

Punit Thakker, Associate Business Director - Planning, Wavemaker

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Purpose Driven Marketing

APAC – Brand Purpose / Activism

The Brand Purpose/Activism category recognises campaigns that harness the power of brand platforms to champion social causes or address significant societal issues. This category emphasizes the role of brands in contributing to the greater good, covering a wide range of initiatives from environmental sustainability to social, political, and economic activism. It underscores the importance of leveraging brand influence and reach to make a meaningful impact on society.

Gold Winner

Kotex fights back period and blood stigmas

Kimberly Clark and Mindshare Vietnam for

Kotex fights back period and blood stigmas

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Gold Winner

Castrol Pragati Ki Paathshaala

Castrol India and Mindshare India for

Castrol Pragati Ki Paathshaala

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Gold Winner

Kinh Do: One Extra Seat this Tet

Mondelez Kinh Do Vietnam and Publicis Vietnam for

Kinh Do: One Extra Seat this Tet

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Bronze Winner

Always, FairPrice: 50 Years of Purpose

FairPrice Group and FairPrice Group for

Always, FairPrice: 50 Years of Purpose

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Purpose Driven Marketing

APAC – Social Impact Marketing

The Social Impact Marketing category honors campaigns that leverage marketing to drive significant social change, focusing on initiatives that contribute to public service, social responsibility, and positive shifts in societal attitudes or behaviours. It recognizes efforts that go beyond conventional marketing to make a meaningful difference in the world.

Gold Winner

Castrol Pragati Ki Paathshaala

Castrol India and Mindshare India for

Castrol Pragati Ki Paathshaala

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Silver Winner

Income Protection: Fallin' Apart

Income Insurance and BBH Singapore for

Income Protection: Fallin' Apart

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Bronze Winner

Supporters Who Listen, Support Better

Health Promotion Board and Publicis Singapore for

Supporters Who Listen, Support Better

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Purpose Driven Marketing

APAC – Diversity  &  Inclusion

The Diversity & Inclusion category recognizes campaigns focused on promoting understanding, reducing inequalities, and elevating underrepresented voices, showcasing the power of marketing in fostering a more inclusive society.

Gold Winner

POWERFUL WORDPLAY THAT AWAKE EMPATHY FOR MECHANIC

SHELL Vietnam and Purpose.Ant / SHELL Vietnam for

POWERFUL WORDPLAY THAT AWAKE EMPATHY FOR MECHANIC

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Silver Winner

Kinh Do: One Extra Seat this Tet

Mondelez Kinh Do Vietnam and Publicis Vietnam for

Kinh Do: One Extra Seat this Tet

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Bronze Winner

#WomenWelcome - Inclusive Rides, Empowered Lives

Grab and Grab for

#WomenWelcome - Inclusive Rides, Empowered Lives

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Marketing Impact

APAC – Brand Experience

The Brand Experience category honors campaigns that create immersive, memorable brand interactions, leveraging innovative strategies and technology to foster deep consumer connections and brand loyalty. Campaigns that redefine the interaction between brands and consumers, setting new standards for how brands engage, inspire, and connect with their audiences creating a 360-customer experience.

Gold Winner

Taste the Future with Coca-Cola Creations Y3000

The Coca-Cola Company and EssenceMediacom China for

Taste the Future with Coca-Cola Creations Y3000

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Silver Winner

Icon Meets Icon: How A Single Fry Boosted Business

Gerbang Alaf Sdn. Bhd. and Leo Burnett Malaysia for

Icon Meets Icon: How A Single Fry Boosted Business

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Bronze Winner

SIWO: Turning Speechless India into Playful India

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

SIWO: Turning Speechless India into Playful India

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Bronze Winner

P/S turns brushing into a Metaverse journey

Unilever and Mindshare Vietnam / MullenLowe Mishra Vietnam & Mini World Vietnam for

P/S turns brushing into a Metaverse journey

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Marketing Impact

APAC – Instant Impact / Promotion

The Instant Impact/Promotion category aims to recognize campaigns that not only creatively engage consumers but also drive immediate business results, showcasing the power of promotions in today’s competitive market. Campaigns that deliver business impact/results through creative and effective promotional tactics, driving consumer engagement and sales.

Gold Winner

VinFast Vietnam - VF 3 - The 1ST Car Pre-Order on Livestream

VINFAST VF 3 and Ogilvy Vietnam for

VinFast Vietnam - VF 3 - The 1ST Car Pre-Order on Livestream

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Silver Winner

McDonald's The McGriddles Breakfast Drop

McDonald's Singapore and Leo Burnett Singapore for

McDonald's The McGriddles Breakfast Drop

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Bronze Winner

4th Umpire

Britannia Industries Limited and Schbang / Britannia for

4th Umpire

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Marketing Impact

APAC – Customer Journey Marketing - Lead Generation / CRM

The Customer Journey Marketing - Lead Generation/CRM Category is tailored for campaigns that have significantly enhanced the business by strategically leveraging marketing technology to nurture customer relationships and generate leads. Campaigns that have seamlessly integrated technology to map out and improve the customer journey, driving sales, loyalty, and retention.

Gold Winner

ROCKSTAR BRO-CODE

Suntory PepsiCo Vietnam Beverage and Zenith / Publicis Media / Publicis Media for

ROCKSTAR BRO-CODE

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Silver Winner

How ABBOTT Boosted Lifetime Value with Insights

Abbott Vietnam and Abbott Vietnam for

How ABBOTT Boosted Lifetime Value with Insights

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Bronze Winner

Samsung Unites CRM and Media Drove Sales Growth

Samsung Electronics Singapore and Starcom Media / Digitas Singapore for

Samsung Unites CRM and Media Drove Sales Growth

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Marketing Impact

APAC – Product and / or Service Launch

The Product and/or Service Launch category celebrates marketing campaigns that have successfully introduced or reintroduced products or services to the market. This category recognizes the crucial role of strategic marketing in making a launch effective, highlights campaigns that have managed to capture consumer interest, generate buzz, and ultimately drive sales and market share growth from the outset.

Gold Winner

McDonald's The McGriddles Breakfast Drop

McDonald's Singapore and Leo Burnett Singapore for

McDonald's The McGriddles Breakfast Drop

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Gold Winner

Singtel Live From the Underground

Singtel and Leo Burnett Singapore for

Singtel Live From the Underground

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Bronze Winner

VPBANK APPLE PAY: Pay in a beat win all segments

VPBANK and Saatchi & Saatchi Vietnam for

VPBANK APPLE PAY: Pay in a beat win all segments

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Marketing Impact

APAC – Real Time Marketing

The Real Time Marketing category celebrates campaigns that excel in leveraging current data and trends for timely and relevant marketing executions, demonstrating agility and strategic innovation. Campaigns are designed to leverage up-to-the-minute data and trends to deliver content that resonates with the current moment. It recognizes the agility and creativity of brands in using real-time information to craft marketing messages that are highly relevant, engaging, and effective in achieving business objectives.

Gold Winner

Heineken Silver: Enjoy the Smoothness

Heineken Vietnam and Leo Burnett Vietnam for

Heineken Silver: Enjoy the Smoothness

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Silver Winner

Asking China to Slow Down and Taste the Sweetness

The Coca-Cola Company and EssenceMediacom China for

Asking China to Slow Down and Taste the Sweetness

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Bronze Winner

How Cadbury 5 Star 'Erased' Valentine's day

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

How Cadbury 5 Star 'Erased' Valentine's day

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Marketing Impact

APAC – Small Budget, Big Impact

The Small Budget, Big Impact category recognizes campaigns that achieve significant marketing success with limited financial resources, with a budget from $5k to $25k, highlighting the power of creativity and strategic efficiency.

Gold Winner

Grab’s ‘Find Me Here’ Benches

Grab Vietnam and Grab Vietnam for

Grab’s ‘Find Me Here’ Benches

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Silver Winner

National Library Board (NLB) - Playbrary

National Library Board and LePub APAC for

National Library Board (NLB) - Playbrary

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Impact Media

APAC – Omnichannel Marketing

The Omnichannel Marketing category honors campaigns that achieve a seamless customer experience across multiple channels, showcasing strategic coherence and integration. It celebrates the strategic and tactical prowess of using various media touchpoints including TV, print, radio, outdoor, PR, direct marketing, and digital platforms to craft a coherent brand story that engages consumers at multiple levels of their journey.

Gold Winner

Nostalgia & Newness at The Wonderful Grocery Store

The Coca-Cola Company and EssenceMediacom China for

Nostalgia & Newness at The Wonderful Grocery Store

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Gold Winner

SAMSUNG GALAXY Z5 – Join the Flip Side

Samsung Vietnam and Starcom Vietnam for

SAMSUNG GALAXY Z5 – Join the Flip Side

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Bronze Winner

SIWO: Turning Speechless India into Playful India

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

SIWO: Turning Speechless India into Playful India

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Bronze Winner

Icon Meets Icon: How A Single Fry Boosted Business

Gerbang Alaf Sdn. Bhd. and Leo Burnett Malaysia for

Icon Meets Icon: How A Single Fry Boosted Business

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Bronze Winner

Maggi: So Much More To Give

Nestlé Vietnam and Publicis Vietnam for

Maggi: So Much More To Give

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Impact Media

APAC – Cross Digital Media Marketing

The Cross Digital Media Marketing category celebrates campaigns that harness the diversity of digital platforms to create an engaging, integrated, and impactful brand experience, showcasing the power of a comprehensive digital strategy. The category recognizes the importance of a unified digital strategy that spans various applications and devices (minimum of 3), including desktop, mobile, wearables, digital installations etc. Campaigns should emphasize the ability of brands to navigate the complexities of the digital landscape to develop meaningful consumer engagements that drive business impact.

Gold Winner

Coca-Cola No Sugar – Diehards Assemble!

The Coca-Cola Company and EssenceMediacom China for

Coca-Cola No Sugar – Diehards Assemble!

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Gold Winner

Oreo Pokémon Catch ‘Em All!

Mondelez International and Wavemaker Indonesia for

Oreo Pokémon Catch ‘Em All!

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Bronze Winner

Arena Breakout & GrabAds: Blurring game & reality

Tencent Games, Morefun Studios Games and GrabAds for

Arena Breakout & GrabAds: Blurring game & reality

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Bronze Winner

Huggies Skin Perfect: Growth in a Declining Market

Kimberly Clark and Mindshare Vietnam / Phibious for

Huggies Skin Perfect: Growth in a Declining Market

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Impact Media

APAC – Social Media Marketing

The Social Media Marketing category is dedicated to recognizing outstanding campaigns that utilize social media platforms to achieve marketing objectives. This category celebrates the strategic use of social networks, messaging apps, and text messaging services to engage audiences, drive sales, enhance brand visibility, and foster meaningful connections with communities or consumers emphasizing strategic engagement and innovative content to drive business results.

Gold Winner

SIWO: Turning Speechless India into Playful India

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

SIWO: Turning Speechless India into Playful India

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Gold Winner

1982 Sprite: A Meme Come True

The Coca-Cola Company and EssenceMediacom China for

1982 Sprite: A Meme Come True

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Bronze Winner

Pepsi Zero Sugar Lime OOH Hijack

PepsiCo Philippines and BBDO Guerrero for

Pepsi Zero Sugar Lime OOH Hijack

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Impact Media

APAC – Creator / Influencer / Celebrity Marketing

The Creator/Influencer/Celebrity Marketing category celebrates campaigns that effectively leverage personalities to enhance brand engagement and achieve marketing objectives through authentic and persuasive collaborations. Campaigns that utilize creators, influencers, or celebrities in a strategic manner to reach and engage target audiences. Showcase creative integration of personalities into the brand narrative, resulting in enhanced consumer interaction and engagement.

Gold Winner

Oreo Bola Mat Bol (Oreo says don't jinx it)

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

Oreo Bola Mat Bol (Oreo says don't jinx it)

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Silver Winner

Dulux’s Dual IPs & Idols Amid Economic Slowdown

AkzoNobel and EssenceMediacom China for

Dulux’s Dual IPs & Idols Amid Economic Slowdown

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Silver Winner

Kotex fights back period and blood stigmas

Kimberly Clark and Mindshare Vietnam for

Kotex fights back period and blood stigmas

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Impact Media

APAC – Gaming, Gamification & E-Sports

The Gaming, Gamification & E-Sports category recognizes campaigns that creatively integrate gaming and e-sports to engage audiences and achieve marketing objectives, leveraging interactive and immersive experiences. Campaigns that leverage mainstream gaming applications, gamification in campaigns, or e-sports activities as a significant component of the marketing strategy & how the brand is integrated into the gaming environment is used to engage consumers.

Gold Winner

Arena Breakout & GrabAds: Blurring game & reality

Tencent Games, Morefun Studios Games and GrabAds for

Arena Breakout & GrabAds: Blurring game & reality

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Silver Winner

Turning Gameplay into Foreplay

RB & Manon and Mindshare China for

Turning Gameplay into Foreplay

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Silver Winner

P/S turns brushing into a Metaverse journey

Unilever and Mindshare Vietnam / MullenLowe Mishra Vietnam & Mini World Vietnam for

P/S turns brushing into a Metaverse journey

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Bronze Winner

National Library Board (NLB) - Playbrary

National Library Board and LePub APAC for

National Library Board (NLB) - Playbrary

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Emerging Tech Marketing

APAC – Data Insights / Contextual Marketing

The Data Insights/Contextual Marketing category celebrates campaigns that effectively utilize data analytics and technology to deliver personalized marketing experiences. It recognizes the strategic use of customer data, insights, and contextual information to tailor marketing messages and offers that resonate with the individual preferences and behaviors of the target audience. This category underscores the importance of data-driven decision-making in crafting marketing strategies that are not only relevant but also highly engaging and effective in meeting business objectives.

Gold Winner

La Vie’s Journey to Regeneration Partner

Nestlé/La Vie and WPP OpenMind/Ogilvy for

La Vie’s Journey to Regeneration Partner

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Bronze Winner

Gravity in the kitchen, Success on FOTILE

FOTILE and Wavemaker China for

Gravity in the kitchen, Success on FOTILE

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Bronze Winner

How ABBOTT Boosted Lifetime Value with Insights

Abbott Vietnam and Abbott Vietnam for

How ABBOTT Boosted Lifetime Value with Insights

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Bronze Winner

Heineken Silver: Enjoy the Smoothness

Heineken Vietnam and Leo Burnett Vietnam for

Heineken Silver: Enjoy the Smoothness

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Emerging Tech Marketing

APAC – Programmatic

The Programmatic category is dedicated to improving targeting, efficiency, and effectiveness in digital advertising. This category acknowledges campaigns that leverage programmatic advertising technology for targeted, efficient ad placements, optimizing digital advertising effectiveness and ROI.

Gold Winner

The Beast

Sumsub and Crowd for

The Beast

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Silver Winner

Vaseline: Building Trust in a Data-Driven World

Unilever and Mindshare Indonesia for

Vaseline: Building Trust in a Data-Driven World

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Bronze Winner

McDonald’s Connected TV Success Story in Malaysia

McDonald’s and mediasmart powered by affle for

McDonald’s Connected TV Success Story in Malaysia

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Emerging Tech Marketing

APAC – Connected TV

This category celebrates the most effective and innovative campaigns on Connected TV platforms leveraging the unique capabilities such as targeted advertising, interactive content, and integration with other digital platforms creating compelling viewer experiences that drive engagement and measurable business outcomes. Campaigns showcasing strategic use of CTV to reach and engage a specific audience, the creative execution of the campaign with linkage between the creative use of technology and positive business results.

Gold Winner

CROSSING THE "T"s IN CTV

VIACOM18 MEDIA PVT LTD and GROUPM MEDIA INDIA PVT LTD for

CROSSING THE "T"s IN CTV

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Silver Winner

Far EasTone Telecommunications’ CTV campaign

Far EasTone Telecommunications and The Trade Desk for

Far EasTone Telecommunications’ CTV campaign

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Bronze Winner

Teh Botol Sosro: Impact on Every Screen

Teh Botol Sosro and mediasmart powered by affle for

Teh Botol Sosro: Impact on Every Screen

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Emerging Tech Marketing

APAC – WEB 3.0 Technologies Marketing

The Web 3.0 Technologies Marketing category includes Audio/Voice/Sonic/Spatial/AR/VR/NFT/Metaverse Tech recognizing campaigns that innovatively employ emerging technologies to craft immersive and interactive brand experiences, pushing the boundaries of consumer engagement. This category highlights campaigns that not only capture the imagination of consumers but also deepen their engagement with the brand through cutting-edge technological interactions.

Gold Winner

#MyBirthdaySong a Personalized AI Symphony

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

#MyBirthdaySong a Personalized AI Symphony

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Gold Winner

1947% more history

Britannia Industries and Talented Webco / Britannia Industries for

1947% more history

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Silver Winner

STING NEO HUNTING ADVENTURE

Suntory PepsiCo Vietnam Beverage and Zenith / Publicis Media / Publicis Media for

STING NEO HUNTING ADVENTURE

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E-commerce marketing

APAC – Integrated Ecommerce Innovation & Live Streaming

The Integrated Ecommerce Innovation and Live Streaming category recognizes campaigns that excel in leveraging integrated 360 degrees digital strategies including live video content into e-commerce platform to enhance the ecommerce experience, masterfully combine various digital tools and strategies to revolutionize the ecommerce experience, driving substantial business growth and enhancing customer engagement.

Gold Winner

1982 Sprite: A Meme Come True

The Coca-Cola Company and EssenceMediacom China for

1982 Sprite: A Meme Come True

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Silver Winner

GrabFood Promantic, Beyond Love is the Discount!

Grab Thailand and Spa-Hakuhodo / Grab Thailand for

GrabFood Promantic, Beyond Love is the Discount!

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Silver Winner

Heineken Silver: Enjoy the Smoothness

Heineken Vietnam and Leo Burnett Vietnam for

Heineken Silver: Enjoy the Smoothness

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Bronze Winner

LEGO launches lifted market share by 53% @23X RoI

LEGO Group and Amazon Ads for

LEGO launches lifted market share by 53% @23X RoI

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E-commerce marketing

APAC – O2O / New Retail / Innovative & New Tech Sales Channels

The O2O (Online to Offline)/New Retail/Innovative & New Tech Sales Channels category celebrates campaigns that effectively bridge the gap between online and offline worlds, creating seamless consumer experiences that enhance engagement and sales through innovative retail strategies and technologies. This category recognizes the forward-thinking integration of digital and physical retail elements, utilizing new technologies and platforms to revolutionize the shopping experience, driving both online engagement and offline foot traffic.

Gold Winner

Grab’s ‘Find Me Here’ Benches

Grab Vietnam and Grab Vietnam for

Grab’s ‘Find Me Here’ Benches

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Silver Winner

ROCKSTAR BRO-CODE

Suntory PepsiCo Vietnam Beverage and Zenith / Publicis Media / Publicis Media for

ROCKSTAR BRO-CODE

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Silver Winner

Travel Bravely 2.0 - No one knows Vietnam like Grab

Grab Vietnam and Grab Vietnam for

Travel Bravely 2.0 - No one knows Vietnam like Grab

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Bronze Winner

Skittles Thematic Campaign: Jump into the Rainbow

Mars Wrigley and EssenceMediacom China for

Skittles Thematic Campaign: Jump into the Rainbow

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Creative

APAC – Customer (CX) / User Experience (UX) & Design

The Customer Experience (CX)/User Experience (UX) & Design category celebrates campaigns that excel in creating superior customer and user experiences through innovative and thoughtful design, significantly enhancing user satisfaction and engagement.

Gold Winner

Personalizing Celebrations with AI #MyBirthdaySong

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

Personalizing Celebrations with AI #MyBirthdaySong

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Gold Winner

Grab’s ‘Find Me Here’ Benches

Grab Vietnam and Grab Vietnam for

Grab’s ‘Find Me Here’ Benches

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Silver Winner

LET AI TAKE YOU HOME THIS TẾT

Suntory PepsiCo Vietnam Beverage and Zenith / Publicis Media / KI Saigon for

LET AI TAKE YOU HOME THIS TẾT

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Bronze Winner

Hunting the haunting

The Walt Disney Company and Zenith Taiwan / Digitas Taiwan for

Hunting the haunting

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Creative

APAC – Personalization

The Personalization category recognizes campaigns that achieve excellence in delivering highly customized content to consumers, leveraging data and technology to enhance engagement and drive business results.

Gold Winner

SIWO: Turning Speechless India into Playful India

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

SIWO: Turning Speechless India into Playful India

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Gold Winner

Personalizing Celebrations with AI #MyBirthdaySong

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

Personalizing Celebrations with AI #MyBirthdaySong

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Bronze Winner

LAY'S SMILE IS THE NEW YEAR FORTUNE

Pepsico Food Vietnam Company/Lay's and Zenith / Publicis Media / Publicis Media for

LAY'S SMILE IS THE NEW YEAR FORTUNE

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Bronze Winner

Gravity in the kitchen, Success on FOTILE

FOTILE and Wavemaker China for

Gravity in the kitchen, Success on FOTILE

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Creative

APAC – Short or Long Form Video

The Short or Long Form Video category acknowledges campaigns that leverage video content to captivate audiences, utilizing creative storytelling and high production quality to achieve significant engagement and business outcomes. Highlight campaigns that leverage the power of video to convey compelling messages, drive consumer engagement, and enhance brand identity across digital and traditional platforms.

Gold Winner

GOMO TikTok Hijack

Singtel Telecommunications and Singtel Telecommunications for

GOMO TikTok Hijack

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Gold Winner

Income Travel Insurance: Trapped

Income Insurance and BBH Singapore / Income Insurance for

Income Travel Insurance: Trapped

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Silver Winner

Google Search - Dhoondege Toh Milega

Google India and Toaster India for

Google Search - Dhoondege Toh Milega

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Bronze Winner

How Cadbury 5 Star 'Erased' Valentine's day

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

How Cadbury 5 Star 'Erased' Valentine's day

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Bronze Winner

Cadbury Silk Story of Us

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

Cadbury Silk Story of Us

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AI Marketing

APAC – AI-Powered Audience Engagement

The AI-Powered Audience Engagement category celebrates marketing campaigns that utilize artificial intelligence to significantly enhance audience engagement. This award recognizes efforts that employ AI technologies to analyze behaviors, predict preferences, automate interactions, and personalize communications at scale. It showcases how AI can be a critical tool in understanding and connecting with audiences more deeply and effectively, leading to increased engagement, satisfaction, and loyalty.

Gold Winner

SIWO: Turning Speechless India into Playful India

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

SIWO: Turning Speechless India into Playful India

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Gold Winner

Free Calls to Santa powered by GenerativeAI

Telstra and OMD Create for

Free Calls to Santa powered by GenerativeAI

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Silver Winner

Cadbury Silk Story of Us

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

Cadbury Silk Story of Us

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Bronze Winner

Bosch Dish-rupting AI Renovation

BSH Home Appliances (Vietnam) and Carnival for

Bosch Dish-rupting AI Renovation

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AI Marketing

APAC – Innovative Use of AI in Advertising

The category Innovative Use of AI in Advertising, recognizes campaigns that innovatively integrate artificial intelligence (AI) to revolutionize advertising strategies, enhancing targeting, personalization, and overall campaign effectiveness using Predictive and/or Generative AI. The campaigns showcasing how AI has been used to transform traditional practices. like New product or Customer offering development like customer servcies to enhance targeting accuracy and personalize experiences in creative ways integrating advertising content and strategies, enhancing the overall consumer experience.

Gold Winner

Personalizing Celebrations with AI #MyBirthdaySong

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

Personalizing Celebrations with AI #MyBirthdaySong

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Silver Winner

National Library Board (NLB) - Playbrary

National Library Board and LePub APAC for

National Library Board (NLB) - Playbrary

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Silver Winner

SIWO: Turning Speechless India into Playful India

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

SIWO: Turning Speechless India into Playful India

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Bronze Winner

La Vie uses AI in E2E journey to GET users fast

Nestle/ La Vie and WPP OpenMind/Ogilvy/Unikon/Magenest / La Vie for

La Vie uses AI in E2E journey to GET users fast

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AI Marketing

APAC – AI-Driven Creative Excellence

The AI-Driven Creative Excellence category recognizes campaigns that outstandingly integrate artificial intelligence with creative strategies, enhancing advertising effectiveness and delivering innovative marketing solutions. This category celebrates outstanding achievements in the creative use of AI tools—including image and video generation, voice synthesis, multilingual translation, and real-time streaming—to enhance the adaptability and impact of marketing campaigns. Recognizing entries that not only optimize costs but also tailor content dynamically for diverse audiences, this award spotlights pioneers who seamlessly integrate AI to drive engagement and deliver measurable business outcomes.

Gold Winner

Oreo Lucky Twist

Mondelez International and Leo Burnett Indonesia for

Oreo Lucky Twist

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Silver Winner

SIWO: Turning Speechless India into Playful India

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

SIWO: Turning Speechless India into Playful India

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Bronze Winner

Taste the Future with Coca-Cola Creations Y3000

The Coca-Cola Company and EssenceMediacom China for

Taste the Future with Coca-Cola Creations Y3000

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Bronze Winner

Galaxy Tab S9: Saving Tranh Hang Trong Art

Samsung Vietnam and Leo Burnett Vietnam for

Galaxy Tab S9: Saving Tranh Hang Trong Art

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2024 Smarties APAC Industry Award Winners

Specialist Agency of the Year

MSL Vietnam

Digital Agency of the Year

Publicis Chemistry Singapore

Publisher of the Year

Grab

Creative Agency of the Year

Leo Burnett India

Media Agency of the Year

Wavemaker India

Most Resilient Brand of the Year

Coca-Cola

Agency Network of the Year

Wavemaker

Holding Agency Company of the Year

WPP

Brand of the Year

Oreo

Advertiser of the Year

Mondelēz International