Presenting The Smarties North America 2021 Winners

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End Family Fire - No Extra Life

North America Best In Show

Ad Council / Brady and McKinney for

End Family Fire - No Extra Life

Credits

Jonathan Cude, Chief Creative Officer, McKinney

Jenny Nicholson, Executive Director, Brand Experience, McKinney

Alex Shulhafer, Group Creative Director, McKinney

Tyler Wriston, Associate Creative Director, McKinney

Robert George, Associate Creative Director, McKinney

Jade Song, Art Director, McKinney

Chase Condrone, Copywriter, McKinney

Melanie Wallace, Account Supervisor, McKinney

Jaclyn Campbell, Account Manager, McKinney

Elide Marks, Project Manager, McKinney

CJ Franzitta, Group Strategy Director, McKinney

Brian LoPiccolo, Director, Data Strategy, McKinney

Brianna Calderon-Roman, Data Strategist, McKinney

Kara O'Halloran, Senior Integrated Producer, McKinney

Carolyn Petty, Senior Print Producer, McKinney

Maggie Baker, Digital Producer, McKinney

Miriam Hughes, Business Affairs Manager, McKinney

Will Knowles, Developer, McKinney

Alec Kunkel, Creative Technologist, McKinney

Michelle Hillman, Chief Campaign Development Officer, Ad Council

Rowena Patrick, SVP, Group Campaign Director, Ad Council

Allie Baum, Campaign Director, Ad Council

Katie McGee, Assistant Campaign Manager, Ad Council

Laura Hiersteiner, Director, Media Strategy, Ad Council

Regan Hill, VP, Strategy & Evaluation, Ad Council

Catherine Yarovoi, Campaign Analyst, Ad Council

Margaret Files, VP, Marketing & Communications, Ad Council

Jillian Earley, Manager, Special Events, Ad Council

Allison Greenwald, Digital Product Manager, Ad Council

Kris Brown, President, Brady

Cordy Galligan, VP, Communications, Brady

Priscilla Natkins, Consultant, Brady

Kyleanne Hunter, Asst. Professor of Military & Strategic Studies, USAFA, Brady

Sophia Young, Research Associate, Brady

Elizabeth Charash, Partnerships Manager, Brady

Bettina Lanyi, Director of Partnerships, Brady

Renee Davidson, Digital Strategy Director, Brady

Liam Sullivan, Press Secretary, Brady

Jeremy Lapine, UX Product Manager, Brady

Jaime Bellemare, Creative Director, Brady

Matt Harron, Communications Production Associate, Brady

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Marketing Objectives Channel

North America – Brand Experience

Campaign created for brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections.

Bronze Winner

State Farm + IBM Watson Advertising Conversations

State Farm and OMD / IBM Watson Advertising for

State Farm + IBM Watson Advertising Conversations

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Marketing Objectives Channel

North America – Brand Activism

Campaigns that use the brands’ platform to promote a cause or social issue to benefit society and give back for the greater good. This can include social, political, economic and/or environmental campaigns addressing a new program or expanding on an existing program.

Gold Winner

Forces of Change

AT&T and Hearts & Science / Courageous Studios / Courageous Studios for

Forces of Change

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Marketing Objectives Channel

North America – 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)

Silver Winner

Play+ NCAA Basketball Playoffs Promotion

Play+ and Starmark for

Play+ NCAA Basketball Playoffs Promotion

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Marketing Objectives Channel

North America – 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.

Silver Winner

Charter Schools Enrollment Lead Gen Campaign

Charter Schools USA and Starmark for

Charter Schools Enrollment Lead Gen Campaign

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Marketing Objectives Channel

North America – Multicultural

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

Gold Winner

They Will See You

P&G and Courageous Studios for

They Will See You

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Silver Winner

Lovecraft Country

HBO Max and Hearts & Science for

Lovecraft Country

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Marketing Objectives Channel

North America – 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.

Silver Winner

BMO Eclipse VISA Infinite Card Launch - Flipping the Script for Millennials

BMO Financial Group and UM Canada / Reprise; FCB for

BMO Eclipse VISA Infinite Card Launch - Flipping the Script for Millennials

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Marketing Objectives Channel

North America – 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

End Family Fire - No Extra Life

Ad Council / Brady and McKinney for

End Family Fire - No Extra Life

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Bronze Winner

High Heels! Pride Collection

Kenneth Cole and Zynga for

High Heels! Pride Collection

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Media Channel

North America – Contextual / Native Advertising

Advertising on a website which allows your brand to fit into – and not disrupt – the audience experience. The ads follow the natural form and function of the user experience in which it is placed or is relevant to the page’s content. Includes in-game, in-video, behavioral advertising, or native advertising.

Bronze Winner

State Farm + IBM Watson Advertising Conversations

State Farm and OMD / IBM Watson Advertising for

State Farm + IBM Watson Advertising Conversations

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Media Channel

North America – 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

Dippable Baconator

Pringles and Starcom / Grey for

Dippable Baconator

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Bronze Winner

AT&T x E! - Red Carpet Integrations

AT&T and Hearts & Science / BBDO for

AT&T x E! - Red Carpet Integrations

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Media Channel

North America – 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.

Bronze Winner

BMO Eclipse VISA Infinite Card Launch - Flipping the Script for Millennials

BMO Financial Group and UM Canada / Reprise; FCB for

BMO Eclipse VISA Infinite Card Launch - Flipping the Script for Millennials

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Media Channel

North America – 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

Animal Crossing

Ally and MediaCom / Anomaly for

Animal Crossing

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Bronze Winner

High Heels! Pride Collection

Kenneth Cole and Zynga for

High Heels! Pride Collection

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Media Channel

North America – 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

Depositions.com Mobile App

Depositions.com and Starmark for

Depositions.com Mobile App

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Media Channel

North America – 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

#UnlockPretzelCrust

Little Caesars and McKinney for

#UnlockPretzelCrust

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Technology Channel

North America – 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

The First Arthritis-Friendly Website

Voltaren and Weber Shandwick / Publicis for

The First Arthritis-Friendly Website

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Technology Channel

North America – Machine Learning and AI

Campaigns using creative applications of mobile-based intelligent technology. This can include, but not limited to work that uses AI in creative, dynamic content optimization (DCO), conversational marketing, chat-bots, facial recognition, etc.

Silver Winner

Dole ‘Quaran-tensions’ & ‘Normal-ish’

Dole and Mobiclicks / Spark Foundry for

Dole ‘Quaran-tensions’ & ‘Normal-ish’

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Bronze Winner

State Farm + IBM Watson Advertising Conversations

State Farm and OMD / IBM Watson Advertising for

State Farm + IBM Watson Advertising Conversations

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Technology Channel

North America – 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

Moose Toys and AdColony Spin the Wheel of Success for Collins Key

Moose Toys and PowerPhyl Media Solutions / AdColony for

Moose Toys and AdColony Spin the Wheel of Success for Collins Key

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Technology Channel

North America – XR Technology – (AR/VR/MR)

Work that uses technology to enhance the visual experience of a brand, product, service, or message. Includes augmented reality, virtual reality, and mixed reality. Can be a stand-alone experience, or an extended reality which combines all three technologies.

Gold Winner

USGA AR App

USGA and Deloitte Digital / N/A for

USGA AR App

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Silver Winner

Starmark VR Company Meeting

Starmark and Starmark for

Starmark VR Company Meeting

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