Presenting The Smarties Smarties X 2019 Winners
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Smarties X Best In Show
GUD and Wunderman Thompson Brazil for
Rescue Dogz
Credits
Ricardo John, CEO/CCO,
Rodrigo Da Matta, ECD,
Cassio Moron, ECD,
Micael Moran, Art Director,
Rafael Miessi, Copywriter,
Dandara Hahn, Ilustrator,
Alexander Marks, 3D Artist & Design,
Marcus Prado, Motion Designer,
Regis Fernandez, Photographer,
Maisa Delago, Head of Production,
Caroline Pivato, Agency Producer,
Felipe Giacon, Head of Business,
Suelen Vizzotto, Account Director,
Bianca Lopes, Account Executive,
Larissa Paiva, Account Assistant,
Ariane Luz, Account Intern,
Denise Frasseto, Project Maneger,
Stella Lopes, Head of Planning,
Daniela Ryfer, Planner,
Bruno Pirim, Planner,
Rafael Basso, Planner,
Giovanna Venturelli, Heand of Media,
Stella Lopes, Media Director,
Maria Fernanda Galetti, Media,
Kellvyn Rios, Media,
Natalia Rapetti, Media,
Darlan Deziderio, Media,
Muniz Junior, Editor/Motion, Freelancer
Daniela Furlan, Photographer, Freelancer
Apollo , Producer, A9 Audio
Douglas Couto, Producer, A9 Audio
Andre Minnassian, Executive Producer, Play It Again
Pauliana Reis, Production Coordination, Play It Again
Pedro Minnassian, Production Coordination, Play It Again
Caio Torrezan, Musical Producer, Play It Again
Rafael ThÃÂ(c)mes, Musical Producer, Play It Again
Bernardo Tartaglia, SFX, Play It Again
Phil Miler, Voice Over, Play It Again
Renata Schincariol, Account Executive, A9 Audio
Dani Freitas, Voice Over, A9 Audio
Katabelle Johnson, Voice Over, A9 Audio
Marketing Objective
Smarties X – 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. Please showcase how your campaign has achieved any or all of these components.
Gold Winner
Shell Advance and Mediacom Vietnam / Click Media for
Shell Advance Forever Outriders
Watch Video | CreditsSilver Winner
Biti's / Biti's Kid and Dentsu Redder for
Bitis Smart - A shoe can make kids smarter!
Watch Video | CreditsSilver Winner
Nike and Mindshare China for
Nike World Cup: Daring Teenage Footballers to be Their Best!
Watch Video | CreditsMarketing Objective
Smarties X – 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. Please showcase how your campaign has achieved either (or both).
Gold Winner
Meesho and Affle / Meesho In Association With Affle for
When Women Joined Hands To Break Social Shackles
Watch Video | Credits
Marketing Objective
Smarties X – Product / Services Launch
Your campaign launched or re-launched a product or service with mobile at the heart, delivering measurable success. Please be specific as to what made this launch effective, along with the role mobile played in the process.
Marketing Objective
Smarties X – 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. Please be very specific in demonstrating how your campaign specifically changed buyer behavior.
Silver Winner
Chipotle and Vibes for
Chipotle Freeting: A Multichannel Mobile Approach
Watch Video | CreditsBronze Winner
Coca-Cola BR and WMcCann / Ogilvy /David / The Coca-Cola Company for
Coke and the Chinese food battle
Watch Video | CreditsMarketing Objective
Smarties X – 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
McDonald's and The Marketing Store for
McDonald's Trick. Treat. Win! Campaign
Watch Video | CreditsMarketing Objective
Smarties X – 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.
Media
Smarties X – 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.
Silver Winner
Samsung Galaxy S10+ and Starcom for
Do What You Can't Jimmy Fallon
Watch Video | CreditsSilver Winner
Unilever / Wall's and Mindshare Indonesia for
Wall’s Gold Spirit
Watch Video | CreditsBronze Winner
Arcos Dorados Comércio de Alimentos Ltda and DPZ&T / McDonald's for
FriesList
Watch Video | CreditsMedia
Smarties X – 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 are looking for campaigns that hit the above marks, and are strategically customized for each experience.
Silver Winner
Anmum - Fonterra Indonesia and Mediacom Indonesia for
ANMUM INDONESIA - MUM TO MUM AMBASSADOR
Watch Video | CreditsBronze Winner
Arcos Dorados Comércio de Alimentos Ltda and DPZ&T / McDonald's for
FriesList
Watch Video | CreditsMedia
Smarties X – Mobile 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
MTN DEW® AMP® GAME FUEL® / Mountain Dew and OMD and Zero Code for
MTN DEW® AMP® GAME FUEL® Launch
Watch Video | CreditsMedia
Smarties X – Messaging
This category focuses on the use of SMS/MMS and messaging platforms such as WhatsApp, Facebook Messenger, WeChat, Line etc., 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.
Silver Winner
P/S and Mindshare Vietnam for
The Adventure with King Leo and Friends
Watch Video | CreditsBronze Winner
Stage Stores and Vibes for
Stage Stores' 90s-Themed Back-To-School Mobile Campaign
Watch Video | CreditsMedia
Smarties X – 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.
Media
Smarties X – 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.
Bronze Winner
Google and Toaster for
Google - Easy Questions Don't Always Have Easy Answers
Watch Video | CreditsMedia
Smarties X – Mobile Search
Current research indicates that 4 out of 10 people conduct their searches exclusively on mobile during a typical day. This category showcases the ever-important campaigns that have search at their core.
Silver Winner
MINI Canada and Media Experts for
Hijacking High Gas Prices for High Returns
Watch Video | Credits
Media
Smarties X – 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.
Silver Winner
Suntory Pepsico Vietnam/ Mirinda and Dentsu Redder for
MIRINDA – LAUGH THE GRUDGE AWAY FOR TET
Watch Video | Credits
Bronze Winner
Knorr and Ogilvy Philippines for
Knorr Recipe Pal: Bringing Back The Cooking Habit of Filipinos
Watch Video | CreditsMedia
Smarties X – Mobile Website
A website designed specifically for the smaller screen that is both thoughtful and delivers an enhanced user experience - no matter the objective. From products and brands to companies and services, we are looking for the best in mobile web that is not an app.
Media
Smarties X – Out of Home
Out-of-home (OOH) advertising or outdoor advertising, also known as out-of-home media or outdoor media, is advertising that reaches the consumers while they are outside their homes.
Bronze Winner
Paramount Pictures: Dora The Lost City of Gold and Lightbox OOH Video Network for
Pack Your Adventure with Dora
Watch Video | CreditsTechnology
Smarties X – 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. Due to its exploratory nature, this category will have less weight on results than the others - that doesn’t mean though that you shouldn’t include the impact to your current business or potential shifts it will create for your future marketing efforts.
Gold Winner
Biti's / Biti's Kid and Dentsu Redder for
Bitis Smart - A shoe can make kids smarter!
Watch Video | Credits
Silver Winner
KFC and Mindshare China for
The First Colonel to Conquer e-Sports
Watch Video | CreditsTechnology
Smarties X – 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.
Silver Winner
Aldi and Havas Denmark / Havas Media Group for
ALDI Creating retail-traffic through intelligent GPS data customer mapping
Watch Video | CreditsBronze Winner
Google and Toaster for
Google - Easy Questions Don't Always Have Easy Answers
Watch Video | CreditsTechnology
Smarties X – 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.
Bronze Winner
Denizbank/fastPay and FCBRAM / DenizBank A.Ş. for
Top Up and Keep Moving!
Watch Video | Credits
Technology
Smarties X – 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. Show us your best in class, most impactful mobile video campaigns!
Silver Winner
GSK and Wunderman Thompson for
Abreva - Reaching a Younger Audience through Mobile Video
Watch Video | CreditsSilver Winner
Samsung Galaxy S9 and R/GA / The Dodo for
The Dodo x Samsung Slow-Mo
Watch Video | CreditsTechnology
Smarties X – Voice
Campaigns that effectively utilized voice assistant devices, such as Alexa and Google Home.
Technology
Smarties X – VR/AR
Technologies such as virtual reality and computer generated content in combination with live video have pushed the boundaries of creativity in mobile. This category flaunts the most immersive and/or interactive brand experiences using this technology. Due to its nascent stage, this category will have less weight on results than the others. However, that doesn’t mean you should exclude the impact to your current business or potential shifts it will create for your future marketing efforts. 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.
Gold Winner
P/S and Mindshare Vietnam for
The Adventure with King Leo and Friends
Watch Video | CreditsSilver Winner
Nestlé Smoovlatté and Mindshare China for
Nestlé Smoovlatté: Nescafe – From Tianyi With Love.
Watch Video | CreditsBronze Winner
Miami International Airport / Florida Power & Light Services and Starmark for
FlyGreen MIA Energy Efficiency Initiative
Watch Video | CreditsTechnology
Smarties X – 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
Doritos and OMD Turkey / AdColony for
Doritos Cool & Hot 360 Interactive Video
Watch Video | CreditsTechnology
Smarties X – 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.
Technology
Smarties X – 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. To increase your chances to win a Smarties, please submit the actual product. Due to its nascent stage, this category will have less weight on results than the others. However, that doesn’t mean you should exclude the impact to your current business or potential shifts it will create for your future marketing efforts.
Gold Winner
Arcos Dorados Comércio de Alimentos Ltda and DPZ&T / McDonald's for
FriesList
Watch Video | Credits
2019 Smarties Smarties X Industry Award Winners
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Marketer of the Year
PepsiCo
Innovator to Watch
KFC
Media Company of the Year
Spotify
Media Agency of the Year
Mindshare
Creative Agency of the Year
Wunderman Thompson Brazil