• Smarties X
  • North America
  • EMEA
  • APAC
  • Turkey
  • India
  • Vietnam
  • MENA
  • Indonesia

Presenting The Smarties Smarties X 2020 Winners

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The Worlds Most Travelled Billboard

Smarties X Best In Show

Johnnie Walker and Whats Your Problem Brand Solutions for

The Worlds Most Travelled Billboard

Credits

Abhishek Shahabadi, VP and Portfolio Head : Premium & Luxury brands, Diageo India
Khushboo Benani, Content, Influencer Marketing and Brand Advocacy Head, Diageo India
Naganand K, Marketing Lead, Diageo India
Tejas Mehta, COO, Whats Your Problem Brand Solutions
Ruchita Zambra, Group Creative Director, Whats Your Problem Brand Solutions
Amit Akali, Managing Partner & Creative Head, Whats Your Problem Brand Solutions
Mitul Desai, Account Director, Whats Your Problem Brand Solutions
Vipul Salvi, Creative Consultant, Consultant
Tanuj Khanna, Creative Director, Whats Your Problem Brand Solutions
Dipti Rode, Creative Director, Whats Your Problem Brand Solutions
Prakhar Deogirikar, Creative Director, Whats Your Problem Brand Solutions
Yash Bendkhale, Creative Director, Whats Your Problem Brand Solutions
Shalini Shankar, Vice President, Laqshya Media Ltd.
Falgun Busa, Films Head, Whats Your Problem Brand Solutions

Watch Video

Marketing Objective

Smarties X – Brand Awareness

Campaign created for brand growth, development, and enrichment, as well as establishing brand recognition and familiarity with targeted customers. Showcase how your campaign has achieved any or all of these components.

Gold Winner

The Worlds Most Travelled Billboard
Johnnie Walker and Whats Your Problem Brand Solutions for

The Worlds Most Travelled Billboard

Watch Video | Credits

Silver Winner

LA Rams AR Uniform Reveal
LA Rams and Snap, Inc. for

LA Rams AR Uniform Reveal

Watch Video | Credits

Bronze Winner

Nivea #SentuhanIbu World of Imagination
Nivea and AdColony Singapore Pte Ltd for

Nivea #SentuhanIbu World of Imagination

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Bronze Winner

Doritos x Illegal Civ
Doritos/Frito Lay and Uproxx for

Doritos x Illegal Civ

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Marketing Objective

Smarties X – Lead Generation / Direct Response / Conversions

Campaigns which use mobile to directly impact sales, conversions, trial, purchase intent or generated customers for future engagement and sales. Showcase how your submission has achieved either or both.

Gold Winner

Delivering hygiene one meal at a time
Lifebuoy, Unilever and Mindshare India / Mindshare for

Delivering hygiene one meal at a time

Watch Video | Credits

Gold Winner

ZaloPay Tet 2020
ZaloPay and T&A Ogilvy for

ZaloPay Tet 2020

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Bronze Winner

DIMES Milkshake Launch
DIMES and Reklamania Creative / DIMES for

DIMES Milkshake Launch

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Marketing Objective

Smarties X – Product / Services Launch

Work that launched or re-launched a product or service with mobile at the heart, delivering measurable success. Be specific as to what made this launch effective, along with the role mobile played in the process.

Gold Winner

Fanta Music Is Ours
Fanta and Carat Turkey for

Fanta Music Is Ours

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Silver Winner

LA Rams AR Uniform Reveal
LA Rams and Snap, Inc. for

LA Rams AR Uniform Reveal

Watch Video | Credits
Marketing Objective

Smarties X – Promotion

Campaign ranging from contests and coupons to special offers, sweepstakes and POS/Merchandising. Includes demos, coupons, exhibitions/trade shows, and games. Be very specific in demonstrating how your campaign specifically changed buyer behavior.

Gold Winner

L’Oréal Paris Infallible Hotpot Challenge
L’Oréal Paris and Mindshare China / Mindshare for

L’Oréal Paris Infallible Hotpot Challenge

Watch Video | Credits

Silver Winner

Creating a trusted service for girls and overcoming taboos
Kotex, Kimberly Clark and Mindshare Russia / Mindshare for

Creating a trusted service for girls and overcoming taboos

Watch Video | Credits
Marketing Objective

Smarties X – Relationship Building / CRM

Campaigns that build and manage customer relationships. Demonstrate how the campaign has increased customer loyalty and/or led to customer retention.

Gold Winner

Creating a trusted service for girls and overcoming taboos
Kotex, Kimberly Clark and Mindshare Russia / Mindshare for

Creating a trusted service for girls and overcoming taboos

Watch Video | Credits

Silver Winner

Nike Next%: Speed is Your Currency
Nike and Mindshare China / Mindshare for

Nike Next%: Speed is Your Currency

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Marketing Objective

Smarties X – 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.

Gold Winner

Dunkin' / Waze "Going Gold"
Dunkin' and Waze for

Dunkin' / Waze "Going Gold"

Watch Video | Credits

Gold Winner

Text For Humanity
Sinch and Edelman / Sinch for

Text For Humanity

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Silver Winner

Be Unstoppable #WithALittleHelp from Google
Google India and Toaster for

Be Unstoppable #WithALittleHelp from Google

Watch Video | Credits

Bronze Winner

COVID-19: How Vietnam Beat Rest of the World
Lifebuoy, Unilever and Mindshare Vietnam for

COVID-19: How Vietnam Beat Rest of the World

Watch Video | Credits
Media

Smarties X – Cross Media

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

Coke Energy - This Energy Is For You
Coca-Cola Energy and Carat Turkey / Carat Media Turkey for

Coke Energy - This Energy Is For You

Watch Video | Credits

Silver Winner

Delivering hygiene one meal at a time
Lifebuoy, Unilever and Mindshare India / Mindshare for

Delivering hygiene one meal at a time

Watch Video | Credits
Media

Smarties X – 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.

Silver Winner

Nike Joyride: Getting Reluctant Runners Running
Nike and Mindshare China / Mindshare for

Nike Joyride: Getting Reluctant Runners Running

Watch Video | Credits

Silver Winner

Berocca - Get Supercharged At 2pm
Berocca and Carnival for

Berocca - Get Supercharged At 2pm

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Bronze Winner

Google Shopping Answers Made Easy
Google APAC and Toaster for

Google Shopping Answers Made Easy

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Bronze Winner

Pond’s Face Your Hesitations and #SeeWhatHappens
Pond’s and Mindshare Philippines for

Pond’s Face Your Hesitations and #SeeWhatHappens

Watch Video | Credits
Media

Smarties X – Messaging

(Sponsored by Google) - This category focuses on the use of chatbots, live agents, SMS/MMS, RCS and business messaging platforms such as Google's Business Messages, Apple's Business Chat, WhatsApp, Facebook Messenger, WeChat, Line etc., to brilliantly bring a marketing campaign to life. Examples could include (but are not limited to): customer service, activation of marketing programs, customer acquisition, engagement and conversion.​

Gold Winner

Text For Humanity
Sinch and Edelman / Sinch for

Text For Humanity

Watch Video | Credits
Media

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.

Gold Winner

Nike Joyride: Getting Reluctant Runners Running
Nike and Mindshare China / Mindshare for

Nike Joyride: Getting Reluctant Runners Running

Watch Video | Credits

Silver Winner

Clear Men Swipes All: Hijacking League of Legends
Clear Men and Mindshare Vietnam for

Clear Men Swipes All: Hijacking League of Legends

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Silver Winner

Sparkling Ice Uses Tapjoy Video-to-Playable Ads to Boost Brand Awareness
Sparkling Ice and Tapjoy for

Sparkling Ice Uses Tapjoy Video-to-Playable Ads to Boost Brand Awareness

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Media

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. Includes short-term apps for a specific moment in time as well as longer term apps.

Bronze Winner

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!
ViettelPay and Dentsu Redder for

‘Make Tết Easy Again' With ViettelPay. Challenge Accepted!

Watch Video | Credits
Media

Smarties X – Mobile Native

An ad that follows the natural form and function of the user experience in which it is placed. Submissions can include either or both display and video.

Gold Winner

Heineken - When You Drive Never Drink
Vicinity Media and Vicinity Media & Dentsu Red Star / Vicinity Media for

Heineken - When You Drive Never Drink

Watch Video | Credits

Silver Winner

LA Rams AR Uniform Reveal
LA Rams and Snap, Inc. for

LA Rams AR Uniform Reveal

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Silver Winner

Dunkin' x Waze Going Gold
Dunkin' Joy in Childhood Foundation and Waze for

Dunkin' x Waze Going Gold

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Media

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.

Bronze Winner

Axess - OK, Google. I'm Feeling Lucky.
Akbank and Hype / Akbank for

Axess - OK, Google. I'm Feeling Lucky.

Watch Video | Credits
Media

Smarties X – Mobile Social

Campaign which uses social platforms to impact business objectives and/or enhance relationships with a brand, community or consumer. Includes emojis, memes, hashtags, etc.

Gold Winner

Master Building The All-New Chevy Silverado
Chevrolet and Weber Shandwick / General Motors for

Master Building The All-New Chevy Silverado

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Silver Winner

LA Rams AR Uniform Reveal
LA Rams and Snap, Inc. for

LA Rams AR Uniform Reveal

Watch Video | Credits

Silver Winner

Creating a trusted service for girls and overcoming taboos
Kotex, Kimberly Clark and Mindshare Russia / Mindshare for

Creating a trusted service for girls and overcoming taboos

Watch Video | Credits

Bronze Winner

Chupa Chups - The Fun Stimulator Always-on-content Campaign (2019 - 2020)
Chupa Chups and Dentsu One for

Chupa Chups - The Fun Stimulator Always-on-content Campaign (2019 - 2020)

Watch Video | Credits
Technology

Smarties X – Data/Insights

Use of customer data that played an integral role in the development and execution of a campaign to target, engage or develop a meaningful relationship with a specific audience or community. Detail the role that data had within the campaign strategy in achieving the brand and business goals.

Gold Winner

Real-Time Infection Alert System
Lifebuoy, Unilever and Mindshare Vietnam for

Real-Time Infection Alert System

Watch Video | Credits

Silver Winner

Super Relatable SuperNAN
SuperNAN and Mindshare China / Mindshare for

Super Relatable SuperNAN

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Bronze Winner

The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year
McDonald’s and OMD / The Trade Desk for

The Trade Desk and Gojek help OMD and McDonald’s transform offline sales during the Lunar New Year

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Technology

Smarties X – Digital Out-of-Home (DOOH)

Digital out of home advertising is the integration of offline out-of-home advertising with digital elements. This includes any out-of-home (OOH) display, digital billboard or digital signage that can change its advertising content remotely using addressable electronic, LED, and screen technology but excludes TV advertising and radio advertising. It does not include vinyl or static billboards, bus shelters or other static displays or panels

Gold Winner

Lay's 4 Seasons Digital OOH
Lay's and OMD for

Lay's 4 Seasons Digital OOH

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Silver Winner

S60 Concept Store
Volvo Cars Brazil and Verizon Media for

S60 Concept Store

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Technology

Smarties X – Innovation

Mobile advertising, applications, or sites that explore new ideas, devices, or methods in their execution and push the boundaries of the discipline. Includes new or groundbreaking techniques or an unconventional/creative use of existing technology. Include the impact to your current business or potential shifts it will create for your future marketing efforts.

Gold Winner

Nescafe: From Tianyi with Love
Nescafe and Mindshare China / Mindshare for

Nescafe: From Tianyi with Love

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Silver Winner

Pond’s Face Your Hesitations and #SeeWhatHappens
Pond’s and Mindshare Philippines for

Pond’s Face Your Hesitations and #SeeWhatHappens

Watch Video | Credits

Bronze Winner

Sonic the Hedgehog Speeds to Mobile Success
Paramount Pictures and Wavemaker / AdColony for

Sonic the Hedgehog Speeds to Mobile Success

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Technology

Smarties X – Location Based Services or Targeting

Use of GPS, geolocation and/or proximity technologies. It could be a targeted campaign for a location-specific audience (based on proximity), or contextual targeting based on history and customer behavior. Campaign can include one-off executions or longer term campaigns but must include specifics on impact against your marketing goals.

Gold Winner

Real-Time Infection Alert System
Lifebuoy, Unilever and Mindshare Vietnam for

Real-Time Infection Alert System

Watch Video | Credits

Gold Winner

Blueair Pollution Alert System
Blueair and Mindshare India / Mindshare for

Blueair Pollution Alert System

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Bronze Winner

Lay's 4 Seasons DOOH and Mobile Banners
Lay's and OMD for

Lay's 4 Seasons DOOH and Mobile Banners

Watch Video | Credits
Technology

Smarties X – Machine Learning and AI

Campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc.

Silver Winner

Toc Tien AI Influencer
Clear and T&A Ogilvy for

Toc Tien AI Influencer

View Case Study | Credits
Technology

Smarties X – mCommerce

Mobile commerce solutions improving or enhancing the customer buying experience, creating increased engagement and commercial success. Includes in-app purchasing, mobile banking, virtual marketplace apps (i.e. Amazon mobile app), or a digital wallet such as Apple Pay, Android Pay and Samsung Pay.

Gold Winner

Nike Next%: Speed is Your Currency
Nike and Mindshare China / Mindshare for

Nike Next%: Speed is Your Currency

Watch Video | Credits

Silver Winner

Live Streaming on Ecommerce Mini Program
Sephora and Mobile Now Group for

Live Streaming on Ecommerce Mini Program

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Bronze Winner

Creating a trusted service for girls and overcoming taboos
Kotex, Kimberly Clark and Mindshare Russia / Mindshare for

Creating a trusted service for girls and overcoming taboos

Watch Video | Credits

Bronze Winner

Hindustan Unilever Limited
Hindustan Unilever Limited and Mindshare / GroupM for

Hindustan Unilever Limited

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Technology

Smarties X – Mobile Video

Campaigns demonstrating how video advertising was used in a mobile environment to create consumer demand and engagement. Includes mobile-based 360° video experiences that provide an immersive experience for the viewer.

Gold Winner

Master Building The All-New Chevy Silverado
Chevrolet and Weber Shandwick / General Motors for

Master Building The All-New Chevy Silverado

Watch Video | Credits

Bronze Winner

Dove Deo Dry Serum Mobile Campaign
Dove and AdColony Singapore Pte Ltd for

Dove Deo Dry Serum Mobile Campaign

Watch Video | Credits
Technology

Smarties X – VR/AR/MR

Augmented, Virtual, and Mixed Reality technology using mobile platforms and/or devices to enhance the visual experience of a brand, product, service, or message. Include the impact to your current business or potential shifts it will create for your future marketing efforts.

Silver Winner

Amelia Island "Moments" Campaign
Amelia Island Convention and Visitors Bureau and Starmark for

Amelia Island "Moments" Campaign

Watch Video | Credits

Silver Winner

LA Rams AR Uniform Reveal
LA Rams and Snap, Inc. for

LA Rams AR Uniform Reveal

Watch Video | Credits

Silver Winner

Nescafe: From Tianyi with Love
Nescafe and Mindshare China / Mindshare for

Nescafe: From Tianyi with Love

Watch Video | Credits
Technology

Smarties X – User Generated

UGC is the term used to describe any form of content such as video, blogs, discussion form posts, digital images, audio files, and other forms of media that was created by consumers or end-users of an online system or service and is publicly available to others consumers and end-users.

Gold Winner

When Indian Youth practiced The New Normal With Swag
Pepsi and Mindshare India / Mindshare for

When Indian Youth practiced The New Normal With Swag

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Silver Winner

Be Unstoppable #WithALittleHelp from Google
Google India and Toaster for

Be Unstoppable #WithALittleHelp from Google

Watch Video | Credits

Bronze Winner

COVID-19: How Vietnam Beat Rest of the World
Lifebuoy, Unilever and Mindshare Vietnam for

COVID-19: How Vietnam Beat Rest of the World

Watch Video | Credits
Multicultural

Smarties X – Multicultural

Multicultural campaigns that represent and demonstrate authentic diversity and inclusion of underrepresented groups

Bronze Winner

#BlackVoicesCreate
Gushers & Fruit by the Foot and Mindshare North America / Mindshare for

#BlackVoicesCreate

Watch Video | Credits
COVID-19 Categories

Smarties X – Social Distancing

Providing lighthearted, informative and encouraging content to consumers looking for support.

Gold Winner

Practicing The New Normal With Swag
Pepsi and Mindshare India / Mindshare for

Practicing The New Normal With Swag

Watch Video | Credits

Silver Winner

Center Fresh-Stay Fresh Behind the Mask
Perfetti Van Melle India (Center fresh) and Creativeland Asia / Perfetti Van Melle India (Center Fresh) for

Center Fresh-Stay Fresh Behind the Mask

Watch Video | Credits

Bronze Winner

COVID-19: How Vietnam Beat Rest of the World
Lifebuoy, Unilever and Mindshare Vietnam for

COVID-19: How Vietnam Beat Rest of the World

Watch Video | Credits
COVID-19 Categories

Smarties X – Social Good

Giving back through campaigns.

Gold Winner

A fund raising Initiative to provide 2.5 million meals In India
Pepsi and Mindshare India / Mindshare for

A fund raising Initiative to provide 2.5 million meals In India

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Bronze Winner

Biti's Hunter Canvas Of Pride
Biti's Hunter and Dentsu Redder for

Biti's Hunter Canvas Of Pride

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COVID-19 Categories

Smarties X – Pivot Marketing

Pivoting to help with current needs – Estee Lauder making sanitzer, etc.

Gold Winner

Cadillac Live
Cadillac and Dentsu Dentsu - Toronto & Detroit / Dentsu Aegis Network: Toronto & Detroit for

Cadillac Live

Watch Video | Credits

Silver Winner

LA Rams AR Uniform Reveal
LA Rams and Snap, Inc. for

LA Rams AR Uniform Reveal

Watch Video | Credits

Silver Winner

Center Fresh-Stay Fresh Behind the Mask
Perfetti Van Melle India (Center fresh) and Creativeland Asia / Perfetti Van Melle India (Center Fresh) for

Center Fresh-Stay Fresh Behind the Mask

Watch Video | Credits

    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 Gaming, Gamification & E-Sports
  • Mobile App
  • Mobile Native
  • Mobile Search
  • Mobile Social

    • Technology

  • Data/Insights
  • Digital Out-of-Home (DOOH)
  • Innovation
  • Location Based Services or Targeting
  • Machine Learning and AI
  • mCommerce
  • Mobile Video
  • VR/AR/MR
  • User Generated

    • Multicultural

  • Multicultural

    • Creative Awards

  • Social Distancing
  • Social Good
  • Pivot Marketing