Presenting The Smarties Vietnam 2021 Winners
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Vietnam Best In Show
Heineken and Leo Burnett Vietnam for
Heineken Sleek Music In A Can
Credits
Anna Bizon, Marketing Director, Heineken Vietnam
Hoang Nguyen, Marketing Manager, Heineken Vietnam
Vy Ho, Brand Manager, Heineken Vietnam
Nhan Vo, Assistant Brand Manager, Heineken Vietnam
Chi Nguyen, Brand Manager, Heineken Vietnam
Kiet Nguyen, Senior Brand Manager, Heineken Vietnam
Tuan Pham, Brand Manager, Heineken Vietnam
Kate Bayona-Garcia, Groupe Managing Director | Communications, Publicis Groupe
Paolo Garcia, Groupe Executive Creative Director, Leo Burnett Vietnam
Chandu Rajapreyar, Creative Director, Leo Burnett Vietnam
Yen Dang, Associate Creative Director, Leo Burnett Vietnam
Daniel Tingcungco, Senior Art Director, Leo Burnett Vietnam
Kit Nguyen Huynh, Art Director, Leo Burnett Vietnam
Ha Vy Nguyen, Senior Copywriter, Leo Burnett Vietnam
Luan Truong, Graphic Designer, Leo Burnett Vietnam
Kris Constantoulas, Chief Strategy Officer, Leo Burnett Vietnam
Katie Huynh, Integrated Planning Director, Leo Burnett Vietnam
Hieu Nguyen, Client Service Director, Leo Burnett Vietnam
Anh Nguyen, Account Director, Leo Burnett Vietnam
Tisdale Van An Le, Senior Account Manager, Leo Burnett Vietnam
Hau Ngo, Account Assistant, Leo Burnett Vietnam
Melissa Caranto, General Manager | Social & Influence, MSL Vietnam
Abby Le, Account Manager, MSL Vietnam
Tan Tran, Digital Manager, MSL Vietnam
Trang Chu, Strategy & Integration Director, Leo Burnett Vietnam
Ngoc Dao, Social Media Associate Lead, MSL Vietnam
Vu Chung, Creative Lead, MSL Vietnam
Duyen Phan, Copywriter, MSL Vietnam
Si Dang, Designer, MSL Vietnam
Mai Luu, Social Media Executive, MSL Vietnam
Julian Brzoska, General Manager | Data & Technology, Digitas Vietnam
Nguyen Vo, Technical Director, Digitas Vietnam
Quan Do, Digital Producer, Digitas Vietnam
Truong Nguyen, UXUI Lead, Digitas Vietnam
Stuart Howe, General Manager | Content Production, Prodigious Vietnam
Mai Nguyen, Producer, Prodigious Vietnam
Xuan Dinh, Art Director, Prodigious Vietnam
Linh Dao, Account Manager, Metub
Thao Nguyen, Account Executive, Metub
Hung Ha, Senior Copywriter, Metub
Huynh Trung, Senior Creative Director, Metub
Trang Bui, Content Writer, Metub
Binh Do, Art Director, Metub
Thuan Huynh, Graphic Designer, Metub
Thiet Tran, Motion Graphic Designer, Metub
Nhung Nguyen, Director, Galaxy Communications
Tan Huynh, Senior Account Manager, Galaxy Communications
Son Hoang, Account Supervisor, Galaxy Communications
Vuong Nguyen, Account Executive, Galaxy Communications
Dat Vo, Account Executive, Galaxy Communications
Marketing Objectives Channel
Vietnam – Brand Awareness / Experience
Campaign created for brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections.
Gold Winner
Maybelline New York and Circus Digital/ Tiktok/ Starcom / Circus Digital for
Mấy bé lì - The journey to inspire GenZ
Watch Video | CreditsSilver Winner
BITI'S HUNTER and DENTSU REDDER / CARAT for
BITI'S HUNTER STREET HANOI LAUNCH - HOW BITI'S HUNTER INTRODUCED A NEW PERSPECTIVE TO HANOI'S OVER-EXPLOITED PRIDE
Watch Video | CreditsBronze Winner
HEAD & SHOULDERS and DENTSU REDDER / MEDIACOM for
HOW HEAD & SHOULDERS TURNED BRAND'S BIGGEST DISADVANTAGE INTO ADVANTAGE - MAKING THEMSELVES A NATIONAL SWEETHEART
Watch Video | Credits
Marketing Objectives Channel
Vietnam – Consumer Promotions
Campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising to support the sales and marketing of a product or service. Includes demos, coupons, rebates, exhibitions/trade shows, and games. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers)
Gold Winner
Heineken and Leo Burnett Vietnam / Digitas, MSL, Prodigious, Metub, Galaxy Communications for
Heineken Sleek Music In A Can
Watch Video | CreditsSilver Winner
Golden Digital - Vizeum/ Abbott and Golden Digital for
ABBOTT GROW TET CAMPAIGN 2021: FOR A TOGETHER GROWN-UP TET
Watch Video | Credits
Marketing Objectives Channel
Vietnam – Lead Generation
Campaigns that generated prospects and leads resulting in increased sales, conversions, trial, purchase intent or loyalty and retention. This can also include relationship building and CRM campaigns.
Gold Winner
Heineken Vietnam Brewery Limited (HVBL) and Dentsu Services Vietnam / Hakuhodo / Dentsu Redstar/Hakuhodo/ICON/Yeah 1 for
TIGER COLLABORATION LABORATORY: BY GEN Z, FOR GEN Z
Watch Video | CreditsSilver Winner
Vietnam International Commercial Joint Stock Bank and ZEE agency / VIB for
VIB - Online Plus 2in1 campaign
Watch Video | Credits
Marketing Objectives Channel
Vietnam – Product / Service Launch
Work that launched or re-launched a product or service to address the unaddressed needs of customers, remain competitive and achieved growth and measurable success. Be specific as to what made this launch effective. Ex: product/service innovation, change in packaging, design, technology, operation change, etc.
Gold Winner
Heineken and Leo Burnett Vietnam / Digitas, MSL, Prodigious, Metub, Galaxy Communications for
Heineken Sleek Music In A Can
Watch Video | CreditsSilver Winner
BITI'S HUNTER and DENTSU REDDER / CARAT for
BITI'S HUNTER STREET HANOI LAUNCH - HOW BITI'S HUNTER INTRODUCED A NEW PERSPECTIVE TO HANOI'S OVER-EXPLOITED PRIDE
Watch Video | CreditsSilver Winner
Heineken Vietnam Brewery Limited (HVBL) and Dentsu Services Vietnam / Hakuhodo / Dentsu Redstar/Hakuhodo/ICON/Yeah 1 for
TIGER COLLABORATION LABORATORY: BY GEN Z, FOR GEN Z
Watch Video | CreditsBronze Winner
VinFast and Pencil Group / Hakuhodo / Aurora / Aurora / Pmax / KC / VinFast for
VinFast VF e34 launching: Vietnam's biggest pre-order campaign of all-time
Watch Video | CreditsMarketing Objectives Channel
Vietnam – Social Impact / Not-For-Profit
Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors. Show how your approach added value to your customers and benefitted your organization.
Silver Winner
Grab and Mindshare Vietnam for
GrabMart Wet market_Digitalize the least digital
Watch Video | Credits
Media Channel
Vietnam – Cross Channel Integration
Campaign utilizes mobile as a core strategy, along with one or more separate channels to round out the campaign. This could include: TV, print, radio, outdoor, PR, direct marketing, etc.
Gold Winner
HONDA and DENTSU REDDER / PINETECH MEDIA for
HOW HONDA MV WON MILLIONS OF HEARTS ACROSS GENERATIONS & CHAMPIONED YOUTUBE TET TRENDING IN VIETNAM IN TET.
Watch Video | CreditsSilver Winner
Heineken Vietnam Brewery Limited (HVBL) and Dentsu Red Star / Lava / Dentsu Services Vietnam for
HEINEKEN: MUSIC IN A CAN
Watch Video | CreditsBronze Winner
BECK’S ICE and The Purpose Group / Adtima / Adtima for
ARE YOU READY TO HUNT THE GOLD?
Watch Video | CreditsMedia Channel
Vietnam – Cross Mobile Integration
Campaigns which integrate a minimum of 3 mobile applications or mediums (i.e., apps, mobile web, messaging, video, display, search, etc.). Submissions for this category should hit the above marks and be strategically customized for each experience.
Gold Winner
Heineken Vietnam Brewery Limited (HVBL) and Dentsu Services Vietnam / Hakuhodo / Dentsu Redstar/Hakuhodo/ICON/Yeah 1 for
TIGER COLLABORATION LABORATORY: BY GEN Z, FOR GEN Z
Watch Video | CreditsSilver Winner
PROSPAN and DENTSU REDDER for
PROSPAN “DISCOVER THE WORLD OF COUGH”
Watch Video | CreditsBronze Winner
Coca-Cola and Mediacom / Carnival for
“Share a Coke, Share a Lyric”
Watch Video | CreditsMedia Channel
Vietnam – Gaming / Gamification & E-Sports
Gaming apps, gamification applications or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. Please be specific in describing how the brand is positioned in the gaming environment. If you have a branded gaming app, please submit to the Mobile App category.
Silver Winner
Castrol POWER1 ULTIMATE and Mindshare Vietnam for
Castrol’s Ultimate Victory in eSports
View Case Study | CreditsMedia Channel
Vietnam – Mobile App (includes mCommerce Solutions)
Any application that provides information, entertainment, utility, or commerce for the customer. The mobile app can be part of a broader marketing strategy or a stand-alone brand experience. Category also includes in-app purchasing, mobile banking apps, mobile commerce apps, loyalty apps, etc.
Silver Winner
MB Bank and ACCESSTRADE VIET NAM / ACCESSTRADE VIETNAM for
MB Bank - Mobile App Marketing Campaign
Watch Video | CreditsBronze Winner
AB InBev and Adtima for
One-Stop Solution For Interrelation With Retailers
Watch Video | CreditsBronze Winner
FE CREDIT and PMAX for
FE CREDIT & PMAX - CREATIVE OPTIMIZATION WITH DATA ANALYTICS
Watch Video | CreditsMedia Channel
Vietnam – Social Media Marketing
Creative social activity which uses social platforms to impact business objectives and/or to enhance relationships with a brand, community, or consumer. Includes social trends (emojis, memes, hashtags, GIF’s etc.) to leverage brand communication with an audience or community.
Gold Winner
Calcium Corbiere and Mindshare Vietnam / Innity Vietnam for
Calcium Corbiere unites pregnant TikTokers
Watch Video | CreditsSilver Winner
Maybelline New York and Circus Digital/ Tiktok/ Starcom / Circus Digital for
Mấy bé lì - The journey to inspire GenZ
Watch Video | CreditsBronze Winner
Heineken and Leo Burnett Vietnam / Digitas, MSL, Prodigious, Metub, Galaxy Communications for
Heineken Sleek Music In A Can
Watch Video | CreditsMedia Channel
Vietnam – User Generated / Influencer Marketing
Content related to a brand created by consumers or influencers and shared through social media to increase brand engagement, sales, create buzz about a product or service, and boost website conversions, etc. Content could be images, videos, text, audio, etc.
Gold Winner
HEAD & SHOULDERS and DENTSU REDDER / MEDIACOM for
HOW HEAD & SHOULDERS TURNED BRAND'S BIGGEST DISADVANTAGE INTO ADVANTAGE - MAKING THEMSELVES A NATIONAL SWEETHEART
Watch Video | CreditsSilver Winner
Maybelline New York and Circus Digital/ Tiktok/ Starcom / Circus Digital for
Mấy bé lì - The journey to inspire GenZ
Watch Video | CreditsTechnology Channel
Vietnam – Programmatic and Machine Learning
A campaign that demonstrates how the use of a programmatic / RTB platform improved the targeting and increased the efficiency and effectiveness in buying, selling and creating a mobile advertising solution. As well as campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc.
Gold Winner
Ford Everest and Mindshare Vietnam for
An Everest Adventure with AI
Watch Video | CreditsSilver Winner
Ford Ranger and Mindshare Vietnam for
LIVE THE RANGER LIFE: Data beats COVID
Watch Video | CreditsBronze Winner
Nestlé Acti-V and Adtima for
When AI in active and drive promotion outperformance
Watch Video | CreditsTechnology Channel
Vietnam – Innovation
Innovative and transformative ideas, devices, methods, or unique marketing concept that push the boundaries of modern marketing, resulting in significant business impact for a brand. Includes new or groundbreaking techniques or an unconventional/creative use of existing technology.
Gold Winner
Vo Lam Truyen Ky 1 Mobile and Innity Vietnam for
Real Ambassador X Virtual Experience – Bringing Reality into Game Marketing
Watch Video | CreditsSilver Winner
Digital / Absolut/ Pernod Ricard and DSquare for
DSquare - Pernod Ricard - Absolut Elyx
Watch Video | CreditsSilver Winner
Bayer / Redoxon and Carnival / Mediacom for
REDOXON - TURN YOUR GUILTY PLEASURE INTO HEALTHY PLEASURE
Watch Video | CreditsBronze Winner
Heineken and Leo Burnett Vietnam / Digitas, MSL, Prodigious, Metub, Galaxy Communications for
Heineken Sleek Music In A Can
Watch Video | CreditsTechnology Channel
Vietnam – Location Targeting
Use of GPS, geolocation and/or proximity technologies to connect to customers with the most relevant message when and where they are most likely to act. This category can include one-off executions or longer-term campaigns but must include specifics on impact against your marketing goals.
Bronze Winner
Bia Việt and Phibious VN / Redstar for
BIA VIỆT - A REFRESHING CAMPAIGN THAT FULFILLS TẾT IN 23 PROVINCES AT A TIME
Watch Video | CreditsTechnology Channel
Vietnam – Video Advertising
Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. Includes 360° video, shoppable video, personalized video, etc.
Silver Winner
Castrol and Mindshare Vietnam / Ogilvy Vietnam for
Castrol Live Life Exhilarated
View Case Study | CreditsBronze Winner
HONDA and DENTSU REDDER / PINETECH MEDIA for
HOW HONDA MV WON MILLIONS OF HEARTS ACROSS GENERATIONS & CHAMPIONED YOUTUBE TET TRENDING IN VIETNAM IN TET.
Watch Video | CreditsBronze Winner
Antibio Pro and Carnival / Mediacom for
Antibio Pro - Claymation Superheroes
Watch Video | CreditsCreative Awards
Vietnam – Best Brand Experience in Mobile Rich Media
This is a category that awards a mobile creative that embodies a brand’s philosophy and identity and creates an immersive and interactive experience keeping the brand at the core. It makes a user engage with a brand on the whole and creates top level recall and recognition in the user’s mind.
Gold Winner
Heineken and Leo Burnett Vietnam / Digitas, MSL, Prodigious, Metub, Galaxy Communications for
Heineken Sleek Music In A Can
Watch Video | CreditsCreative Awards
Vietnam – Most Engaging Mobile Creative
This is a category that awards a mobile creative on its post click performance. It measures the engagement levels of the user after the first point of interaction and how engaged a person remained as the ad progressed. It takes into consideration how long the user remained on the ad and whether they shared the experience forward on social media.
Gold Winner
PROSPAN and DENTSU REDDER for
PROSPAN “DISCOVER THE WORLD OF COUGH”
Watch Video | CreditsSilver Winner
Antibio Pro and Carnival / Mediacom for
Antibio Pro - Claymation Superheroes
Watch Video | CreditsBronze Winner
BITI'S HUNTER and DENTSU REDDER / CARAT for
BITI'S HUNTER STREET HANOI LAUNCH - HOW BITI'S HUNTER INTRODUCED A NEW PERSPECTIVE TO HANOI'S OVER-EXPLOITED PRIDE
Watch Video | CreditsCreative Awards
Vietnam – Best Data Driven Display Creative
Intelligent use of data insights for scaled personalization of creatives to drive campaign and business objectives. Data insights could be based on audiences, context or from offline input (e.g. pollution API)
Gold Winner
FE CREDIT and PMAX for
FE CREDIT & PMAX - CREATIVE OPTIMIZATION WITH DATA ANALYTICS
Watch Video | CreditsBronze Winner
P&G and Mediacom Vietnam for
DIGITAL TRANSFORMATION WITH PAMPERS
Watch Video | CreditsBronze Winner
Nan Optipro Kid RTD and Bates CHI & Partners for
Successful launch of NAN Optiro Kid RTD based on data signals & contextual creatives approach
Watch Video | Credits2021 Smarties Vietnam Industry Award Winners
Brand of the Year
Heineken
Marketer Of The Year
Heineken Vietnam Brewery Limited
Media Agency Of The Year
Mindshare Vietnam
Creative Agency of the Year
Dentsu Redder
Publisher of the Year
Tiktok