2017 Winners Gallery

  • Global
  • North America
  • EMEA
  • APAC
  • LATAM
  • Turkey
  • S. Africa
  • India
  • UK
  • Vietnam
  • Spain
  • MENA
  • Indonesia

Presenting The Smarties North America 2017 Winners

← Swipe to scroll through the gallery →
Dear Media

North America Best In Show

Unilever/Dove and SapientRazorfish for

Dear Media

Credits

John Antoniello, Group Creative Director, SapientRazorfish
Gabi McKenzie, Senior Account Director, SapientRazorfish
Nathan Jacroux, Senior Director, Social & Content Marketing, SapientRazorfish
Toby Magrath, Creative Director, SapientRazorfish
Michael Emerson, Associate Creative Director, SapientRazorfish
Rachel Bradshaw, Account Planner, SapientRazorfish
Ella Chinitz, GVP Data Science, SapientRazorfish
Scott Welch, East Production Lead, SapientRazorfish
Sonal Heda, Senior Project Manager, SapientRazorfish
Patti Kim, Client Partner, SapientRazorfish
Jen Berry, VP, Client Partner, SapientRazorfish
Thomas Dudon, Senior Art Director, SapientRazorfish
Otavio Barbon, Senior Copywriter, SapientRazorfish
Dotan Limon, Analytics Director, SapientRazorfish
Mike Prieto, Program Manager, SapientRazorfish
Shaazia Patel, Senior CI Analyst, SapientRazorfish
Kevin Roberts, Associate QA Manager, SapientRazorfish
Mike Low, QA Director, SapientRazorfish
Holly Shussler, Production Coordinator, SapientRazorfish
Chris McNally, Managing Director, SapientRazorfish

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Marketing Objective

North America – Brand Awareness

Brand growth, development and enrichment. These components are critical to a successful brand awareness campaign as well as establishing brand recognition and familiarity with your customers.

Bronze Winner

matcha LOVE "Stay Grounded" Campaign
ITO EN / matcha LOVE and Deep Focus for

matcha LOVE "Stay Grounded" Campaign

Watch Video | Credits

Bronze Winner

Plum Organics: Do Your Part(ner)
Plum Organics and Something Massive for

Plum Organics: Do Your Part(ner)

Watch Video | Credits
Marketing Objective

North America – Lead Generation / Direct Response / Conversions

A great lead generation campaign will expertly use mobile to directly impact sales, conversions, trial or purchase intent. It can also be quite powerful prior to any transaction(s) if the mobile campaign attracts a good amount of prospective customers that are primed for future engagement and sales.

Bronze Winner

Instant Advocacy Seal Slaughter Campaign
PETA and PETA for

Instant Advocacy Seal Slaughter Campaign

Watch Video | Credits

Bronze Winner

Upgrade your Phone with Firefox
Mozilla- Firefox and Fetch for

Upgrade your Phone with Firefox

Watch Video | Credits
Marketing Objective

North America – Product / Services Launch

Your campaign launched or re-launched a product or service with mobile at the heart, delivering measurable success.

Bronze Winner

Kia NiroBot
Kia Motors of America and Ansible for

Kia NiroBot

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Bronze Winner

T-Mobile Tuesdays
T-Mobile and The Marketing Store for

T-Mobile Tuesdays

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Marketing Objective

North America – Promotion

A promotion can range from contests and coupons to special offers, sweepstakes and POS/Merchandising. Demos, coupons, exhibitions/trade shows, games, special offers (and more) are also fair game for this category.

Bronze Winner

T-Mobile Tuesdays
T-Mobile and The Marketing Store for

T-Mobile Tuesdays

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Marketing Objective

North America – Relationship Building / CRM

Keeping the customers you have is already tough. Increasing their loyalty is another thing altogether. But that’s what CRM is all about - building and managing customer relationships. This category is for the best examples of how mobile can be the cornerstone to those relationships.

Silver Winner

Influencing the In-Store Influencers
Linksys and POSSIBLE for

Influencing the In-Store Influencers

Watch Video | Credits

Silver Winner

T-Mobile Tuesdays
T-Mobile and The Marketing Store for

T-Mobile Tuesdays

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Bronze Winner

Burrito A Friend
Chipotle and Vibes for

Burrito A Friend

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Bronze Winner

MyQuit
Wunderman Health / GSK and Wunderman Health for

MyQuit

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Marketing Objective

North America – Social Impact / Not For Profit

Driving social change - from the palm of your hand. Or your tablet. Or some other mobile device. The point is, campaigns for not-for-profits or government agencies are now more powerful than ever because mobile makes them accessible to everyone. This category is for best in class campaigns that create significant social change or deliver against a public service.

Gold Winner

Dear Media
Unilever/Dove and SapientRazorfish for

Dear Media

Watch Video | Credits

Silver Winner

Pop Your Bubble
The KIND Foundation and Edible (a Daniel J Edelman Agency) for

Pop Your Bubble

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Bronze Winner

Daily Action
Daily Action and Revolution Messaging for

Daily Action

View Case Study | Credits
Media

North America – Cross Media

This category 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

Dear Media
Unilever/Dove and SapientRazorfish for

Dear Media

Watch Video | Credits

Bronze Winner

#FunnyCauseItstru Social Clapback
truTV and truTV / Movement Strategies for

#FunnyCauseItstru Social Clapback

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Media

North America – Cross Mobile Integration

This category is for campaigns integrating a minimum of 3 mobile applications or mediums (i.e. apps, mobile web, messaging, video, display, search, etc.). We looked for campaigns that hit the above marks, and are strategically customized for each experience.

Silver Winner

Waze Order Ahead, Featuring Dunkin’ Donuts On The Go Mobile Ordering
Dunkin' Donuts and Trilia Media for

Waze Order Ahead, Featuring Dunkin’ Donuts On The Go Mobile Ordering

Watch Video | Credits
Media

North America – Messaging

This category focuses on the use of SMS/MMS to brilliantly bring a marketing campaign to life. Examples could include (but are not limited to): activation of marketing programs, customer acquisition, engagement and conversion.

Bronze Winner

Rose, The Cosmopolitan of Las Vegas Chatbot
The Cosmopolitan of Las Vegas and R/GA Chicago for

Rose, The Cosmopolitan of Las Vegas Chatbot

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Media

North America – Mobile App

Any application that provides information, entertainment, productivity or utility for the customer. Mobile App can be part of a broader marketing strategy or a stand-alone brand experience. Both short-term apps for a specific moment in time as well as longer term apps are eligible for this category.

Silver Winner

T-Mobile Tuesdays
T-Mobile and The Marketing Store for

T-Mobile Tuesdays

Watch Video | Credits

Bronze Winner

AT&T and Conan in NYC: Catch Conan App
AT&T and Turner Entertainment Networks for

AT&T and Conan in NYC: Catch Conan App

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Media

North America – Mobile Native

An ad that follows the natural form and function of the user experience in which it is placed can be especially impactful. This category celebrates the best examples of native mobile - both display and video.

Silver Winner

Coors Light Snapchat Mt. Everest Live Story
Coors Light and 72 and Sunny and Initiative for

Coors Light Snapchat Mt. Everest Live Story

Watch Video | Credits
Media

North America – Mobile Social

Social can include networks (think Facebook, Snapchat, Instagram, etc.), person-to-person (i.e. Skype, Facebook Messenger, Whatsapp etc.). Of course, all work must be focused on the mobile platform.

Gold Winner

Ask For A Raise
The Muse, Ladies Get Paid, PayScale, Reply.ai and R/GA for

Ask For A Raise

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Silver Winner

Pop Your Bubble
The KIND Foundation and Edible (a Daniel J Edelman Agency) for

Pop Your Bubble

Watch Video | Credits

Bronze Winner

The Debate Headache
GSK Consumer Healthcare, Excedrin and Weber Shandwick for

The Debate Headache

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Bronze Winner

Dove Snapchat Hack
Unilever/Dove Canada and Mindshare Canada for

Dove Snapchat Hack

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Technology

North America – Innovation

For this category, innovation in mobile marketing can come from two different places: Groundbreaking/new technologies or an unconventional/creative use of existing technology.

Gold Winner

Blink: A Language of Love Through Light
Ronald McDonald House Charities (RMHC) and SapientRazorfish for

Blink: A Language of Love Through Light

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Silver Winner

Pop Your Bubble
The KIND Foundation and Edible (a Daniel J Edelman Agency) for

Pop Your Bubble

Watch Video | Credits

Bronze Winner

Patrón Cocktail Lab — the intelligent cocktail recommendation platform
The Patrón Spirits Company and SapientRazorfish for

Patrón Cocktail Lab — the intelligent cocktail recommendation platform

Watch Video | Credits
Technology

North America – Location Based Services or Targeting

Connecting to customers with the most relevant message when and where they are most likely to act with location based targeting is a marketer’s dream. Easier said than done? This category can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.

Gold Winner

Influencing the In-Store Influencers
Linksys and POSSIBLE for

Influencing the In-Store Influencers

Watch Video | Credits

Silver Winner

Waze Order Ahead, Featuring Dunkin’ Donuts On The Go Mobile Ordering
Dunkin' Donuts and Trilia Media for

Waze Order Ahead, Featuring Dunkin’ Donuts On The Go Mobile Ordering

Watch Video | Credits

Bronze Winner

24 Hour Fitness: Out-of-Home Advertising & Mobile Work Better Together: Mobile Amplification Campaign
24 Hour Fitness and Clear Channel Outdoor for

24 Hour Fitness: Out-of-Home Advertising & Mobile Work Better Together: Mobile Amplification Campaign

Watch Video | Credits

Bronze Winner

Colonial Williamsburg Explorer iOS & Android Mobile Application
Colonial Williamsburg Foundation and Second Story at SapientRazorfish for

Colonial Williamsburg Explorer iOS & Android Mobile Application

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Technology

North America – Mobile Payments / Commerce

Transactions via mobile have become much easier to navigate, more beautiful in their design, and way more trustworthy. This category exhibits the best examples of mobile commerce that can be an app and/or native mobile capabilities.

Silver Winner

Frictionless Mobile Credit
Alliance Data and Alliance Data for

Frictionless Mobile Credit

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Technology

North America – Mobile Video

Mobile is quickly ascending as the dominant screen for video consumption. It’s nuanced and intimate and is proven to yield impressive results as the most effective storytelling platform, despite the small screen. The formula for success is far more complicated than a 30 second spot but also offers greater opportunities.

Silver Winner

Disney’s Moana Instant-Play™ Mobile Video Ad with Dynamic End Card
Disney and AdColony for

Disney’s Moana Instant-Play™ Mobile Video Ad with Dynamic End Card

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Technology

North America – 360 Degree Video

It’s hard to argue with the immersive power of 360 video to engage viewers. Because the medium is already captivating by nature, we are looking for the most creative uses for this category.

Silver Winner

AT&T and Conan Comic Con 2016
AT&T and Turner Enterainment Networks for

AT&T and Conan Comic Con 2016

Watch Video | Credits
Technology

North America – Mobile Audio

Any campaign that demonstrates how the experience of audio techniques, be it music, voice or other sound (audio advertising), was used in a mobile environment to create consumer demand and engagement.

Silver Winner

Patrón Cocktail Lab — the intelligent cocktail recommendation platform
The Patrón Spirits Company and SapientRazorfish for

Patrón Cocktail Lab — the intelligent cocktail recommendation platform

Watch Video | Credits
Technology

North America – The Internet of Things - Products in the Market

By definition, The Internet of Things is composed of any technology, device or wearable that sends and receives data via the mobile driven internet. For this category, we are looking for products that are out in the market right now.

Bronze Winner

Smart Coasters Help Brewery Boost Website Conversions
Coronado Brewing Company and Thin Film Electronics for

Smart Coasters Help Brewery Boost Website Conversions

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Technology

North America – The Internet of Things - Products in Prototype/Incubator Stage

By definition, The Internet of Things is composed of any technology, device or wearable that sends and receives data via the mobile driven internet. For this category, we are looking for products that exist as a prototype or are in an incubator stage.

Bronze Winner

Cognitive Education Platform
TD Ameritrade and Havas New York for

Cognitive Education Platform

Watch Video | Credits

Bronze Winner

Crowne Plaza Echo
IHG and IHG for

Crowne Plaza Echo

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    Marketing Objective

  • Brand Awareness
  • Lead Generation / Direct Response / Conversions
  • Product / Services Launch
  • Promotion
  • Relationship Building / CRM
  • Social Impact / Not For Profit

    • Media

  • Cross Media
  • Cross Mobile Integration
  • Messaging
  • Mobile App
  • Mobile Native
  • Mobile Social

    • Technology

  • Innovation
  • Location Based Services or Targeting
  • Mobile Payments / Commerce
  • Mobile Video
  • 360 Degree Video
  • Mobile Audio
  • The Internet of Things - Products in the Market
  • The Internet of Things - Products in Prototype/Incubator Stage