Presenting The Smarties APAC 2021 Winners
← Swipe to scroll through the gallery →
APAC Best In Show
Unilever Food Solutions (UFS) and Mindshare China for
UFS' Killer Recipe 2021
Credits
Stephanie Ju, Senior Manager, Unilever
Sabrina Li, Assistant Manager, Unilever
Helen Cai, Supervisor, Unilever
Debbie Dong, Supervisor, Unilever
Vera Chow, Manager, Unilever
Jacque He, Managing Director, Unite
Ada Li, General Manager, Unite
John Dawson, Partner, Unite
Nicholas Short, Marketing Lead, Mindshare
Cecelia Yang, Senior Director, Unite
April Wang, Associate Director, Unite
Alina Yang, Associate Director, Unite
Annie Chen, Manager, Unite
Kaixin Luo, Associate, Unite
Si Yang Zou, Traffic Manager, Dentsu MCGARRYBOWEN
Andrew Shee, Senior Creative Director, dentsunext
Sure Liu, Group Managing Director, Dentsu MCGARRYBOWEN
Eleanor Liu, Senior Account Director, Dentsu MCGARRYBOWEN
Kazuki Tsuburaku, Chief Creative Officer, Dentsu MCGARRYBOWEN
Lin Zhang, Group Creative Director, Dentsu MCGARRYBOWEN
Yu Bai, Creative Director, Dentsu MCGARRYBOWEN
Diyang Shi, Senior Copy Writer, Dentsu MCGARRYBOWEN
Nian Kang, Senior Designer, Dentsu MCGARRYBOWEN
Marketing Objectives Channel
APAC – 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
L'Oréal Paris and TBWA\ Group Vietnam / Starcom for
L'Oréal Paris - Chính Nữ Campaign - Brand Awareness
Watch Video | CreditsSilver Winner
Durex and Dentsu McGarryBowen for
Love Worry-free With Durex Jeans
Watch Video | Credits
Bronze Winner
Bayer / Redoxon and Carnival / Mediacom for
REDOXON - TURN YOUR GUILTY PLEASURE INTO HEALTHY PLEASURE
Watch Video | CreditsMarketing Objectives Channel
APAC – 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
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts for
Every Prayer Starts with a Clean Pair of Hands
Watch Video | CreditsGold Winner
Unilever Food Solutions (UFS) and Mindshare China / UNITE China, and Dentsu Mcgarrybowen China for
UFS' Killer Recipe 2021
Watch Video | Credits
Bronze Winner
Burger King Indonesia and Mediacom Indonesia for
Burger King hijacks BTS X McD Collaboration!
Watch Video | CreditsMarketing Objectives Channel
APAC – Data/Insights
Use of customer data, analytics, and technology, that play an integral role in the development and execution of a campaign to 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 (targeting, engaging, customer loyalty, retention, etc.).
Gold Winner
Ford Everest and Mindshare Vietnam for
An Everest Adventure with AI
Watch Video | CreditsSilver Winner
Hindustan Unilever Limited / Boost and Mindshare India / Disney+ Hotstar for
Boost Stamina Meter - A new currency in town!
Watch Video | CreditsBronze Winner
Ford Ranger and Mindshare Vietnam for
LIVE THE RANGER LIFE: Data beats COVID
Watch Video | CreditsMarketing Objectives Channel
APAC – 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
Unilever Food Solutions (UFS) and Mindshare China / UNITE China, and Dentsu Mcgarrybowen China for
UFS' Killer Recipe 2021
Watch Video | CreditsSilver Winner
Baby Dove and Mindshare Philippines for
The Baby Dove #RealMomsVillage Chatbot: A Data-Driven Campaign Recognizing Moms' Needs
Watch Video | CreditsSilver Winner
Procter & Gamble / Gillette and i2mago / Procter & Gamble for
Gillette Razor - Your Honor of King Equipment
Watch Video | CreditsBronze Winner
Unilever and Mindshare Philippines / InMobi for
U-Win: Connecting with consumers through unique value exchange
Watch Video | Credits
Marketing Objectives Channel
APAC – 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
Bayer / Redoxon and Carnival / Mediacom for
REDOXON - TURN YOUR GUILTY PLEASURE INTO HEALTHY PLEASURE
Watch Video | CreditsGold Winner
THE COFFEE HOUSE and THE PURPOSE GROUP / CHILDREN OF, LUCIDigital, MOVING PIXELS STUDIO for
THE MYSTERIOUS ADVENTURE TO SAVE THE MOON
Watch Video | CreditsBronze Winner
Maybelline New York and Circus Digital/ Tiktok/ Starcom / Circus Digital for
Mấy bé lì - The journey to inspire GenZ
Watch Video | CreditsMarketing Objectives Channel
APAC – 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
Burger King and Mediacom for
Sunyi Bersuara-Voice of the silent Campaign by BurgerKing
Watch Video | Credits
Silver Winner
Unilever / Lifebuoy and Mindshare Vietnam / Biz Eyes, Creative Hunts for
How Vietnam Contained Covid-19
View Case Study | CreditsMedia Channel
APAC – 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.
Silver Winner
QQ Star Milk and Mindshare China / Neo China for
QQ Star Milk x Discovery's Kenyan Safari
Watch Video | CreditsSilver Winner
L'Oréal Paris and TBWA\ Group Vietnam / Starcom for
L'Oréal Paris - Chính Nữ Campaign - Cross Channel Integration
Watch Video | CreditsSilver Winner
UltraTech Cement and Mindshare India for
How UltraTech leveraged multiple channels to establish itself as a Home Building Companion
Watch Video | CreditsBronze Winner
Unilever / Lux and Mindshare APAC / Wunderman Thompson for
Lux #Unstoppable China - Brand Purpose Campaign
Watch Video | CreditsMedia Channel
APAC – 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
Vo Lam Truyen Ky 1 Mobile and Innity Vietnam for
Vo Lam Truyen Ky 1 Mobile Conquering the Mobile World
Watch Video | CreditsGold Winner
UltraTech Cement and Mindshare India for
How UltraTech leveraged multiple mobile channels to establish itself as a Home Building Companion
Watch Video | CreditsSilver Winner
Garnier and PT. L'OREAL INDONESIA / M&C SAATCHI / WAVEMAKER for
Garnier #GreenBeauty
Watch Video | CreditsBronze Winner
L'Oréal Indonesia and Wavemaker Indonesia / M&C Saatchi, InMobi for
L'Oréal Paris #StandUp against street harassment
Watch Video | CreditsMedia Channel
APAC – 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
Clear and Mindshare China / Shanghai Chiyang Culture Media, UNITE China for
From Battle to Bottle: Clear China's eSports Breakthrough
Watch Video | CreditsSilver Winner
Pepsi Black and Mindshare China for
Pepsi Black’s Virtual Band Experience
Watch Video | CreditsMedia Channel
APAC – 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
Panasonic nanoeX and HAKUHODO / Grab for
“Anti-Virus Mobility” by Panasonic, HAKUHODO, Grab
Watch Video | CreditsSilver Winner
McDonald's and OMD Indonesia / Omnicom Media Group / Grab for
GrabAds x McDonald's Indonesia
Watch Video | CreditsBronze Winner
Eskinol and Mindshare Philippines / ABS-CBN Corporation for
Be The Star: First Ever Online Celebrity Search with Eskinol Naturals
Watch Video | CreditsMedia Channel
APAC – 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
Swift Foods Philippines and NuWorks Interactive Labs, Inc. for
SUKI TO SOUK-E
Watch Video | CreditsSilver Winner
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts for
Every Prayer Starts with a Clean Pair of Hands
Watch Video | CreditsBronze Winner
Samsung and Starcom Taiwan / Digitas for
Make everyday & everywhere epic
Watch Video | CreditsMedia Channel
APAC – Best use of Branded Content
This is a category that awards the best usage of branded content within original web series or programs with mobile at the heart, delivering measurable success or creating an impact.
Gold Winner
UltraTech Cement and Mindshare India for
Baat Ghar Ki - The Wikipedia of home building
Watch Video | CreditsSilver 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 | CreditsBronze Winner
Hindustan Unilever Limited / Boost and Mindshare India / Disney+ Hotstar for
Boost Stamina Meter - A new currency in town!
Watch Video | CreditsBronze Winner
Pepsi Zero Calories and MINDSHARE VIETNAM for
PEPSI X RAPVIET – THE HIP TO THE HOP LAUNCH
Watch Video | CreditsTechnology Channel
APAC – 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.
Silver Winner
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts for
Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message
Watch Video | CreditsBronze Winner
Ford Ranger and Mindshare Vietnam for
LIVE THE RANGER LIFE: Data beats COVID
Watch Video | CreditsTechnology Channel
APAC – Mobile Audio / Voice
Campaigns that used voice recognition technology, audio identities, or other audio advertising to create consumer demand and engagement, enhance the consumer experience, or reinforce your brand identity. Includes audio logos, audio branding, voice assistant devices, such as Alexa, Google Home, and audio platforms Pandora, Spotify, YouTube, etc.
Gold Winner
KangShiFu Ice Tea and Mindshare China for
KangShiFu's Chinese New Year Karaoke Reunion
Watch Video | CreditsSilver Winner
Cadbury 5 Star and Wavemaker India / Ogilvy India for
Ok Google, Eat a 5 Star
Watch Video | CreditsBronze Winner
Kia India and Innocean Worldwide / InMobi for
Kia Sonet Revs up with Interactive Voice Ads
Watch Video | CreditsTechnology Channel
APAC – Connected Devices / The Internet of Things
Any technology, device or wearable that sends and receives data via mobile-driven internet to engage customers or enhance the experience. Includes hardware, software, wearables, smart watches, digital health products, smart TV’s, appliances, etc. Products can be in the market, exist as a prototype or in an incubator stage.
Gold Winner
Yili and Mindshare China for
Yili x Xiaomi's Smart Vending Machine
Watch Video | CreditsSilver Winner
Nautilus and Mindshare China for
Nautilus: Lighting Up Guangzhou
Watch Video | CreditsTechnology Channel
APAC – 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.
Bronze Winner
Hindustan Unilever Limited / Boost and Mindshare India / Disney+ Hotstar for
Boost Stamina Meter - A new currency in town!
Watch Video | CreditsTechnology Channel
APAC – 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.
Gold Winner
Cadbury Celebrations and Wavemaker India / Ogilvy India for
Not Just A Cadbury Ad
Watch Video | CreditsSilver Winner
Swiggy and N/A / Affle's RevX Programmatic Platform for
Swiggy - Delivering happiness at your doorstep!
Watch Video | Credits
Technology Channel
APAC – 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.
Gold Winner
Antibio Pro and Carnival / Mediacom for
Antibio Pro - Claymation Superheroes
Watch Video | CreditsSilver Winner
CHINSU CHILI and DENTSU REDDER / iProspect for
How a brand in a low-involvement category breaks the ‘commodity’ curse by hijacking one of the biggest youth trends in 2020
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 | CreditsBronze Winner
Cadbury Celebrations and Wavemaker India / Ogilvy India for
Not Just A Cadbury Ad
Watch Video | CreditsTechnology Channel
APAC – 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
QQ Star Milk and Mindshare China / Neo China for
QQ Star Milk x Discovery's Kenyan Safari
Watch Video | CreditsGold Winner
Heineken and Leo Burnett Vietnam / Digitas, MSL, Prodigious, Metub, Galaxy Communications for
Heineken Sleek Music In A Can
Watch Video | CreditsCreative Awards
APAC – 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.
Silver Winner
Bliblimart and Wavemaker Indonesia / AdColony for
Bliblimart m-Select Campaign Takes Grocery Shopping from Bricks to Clicks
Watch Video | CreditsBronze Winner
Ford Everest and Mindshare Vietnam for
An Everest Adventure with AI
Watch Video | Credits
Creative Awards
APAC – 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
Coca-Cola and Starcom Indonesia / AdColony for
Mobile Augmented Reality Dials Up Brand Love for Coca-Cola
Watch Video | CreditsSilver Winner
Ford Everest and Mindshare Vietnam for
An Everest Adventure with AI
Watch Video | CreditsBronze Winner
Whisper and NA / Flipkart Ads for
Whisper - Keep Girls In School
Watch Video | CreditsCreative Awards
APAC – 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
Oreo and Leo Burnett Indonesia / Spark Foundry for
Oreo Interests Hack
Watch Video | CreditsSilver Winner
Hindustan Unilever Limited /Domex and Mindshare India for
Domex Disinfection Alert System
Watch Video | CreditsBronze Winner
Lifebuoy and Mindshare Vietnam / BizEyes, Creative Hunts for
Covid-19 Hyper Alert System - Lifebuoy ft. Ministry of Health & 5K Message
Watch Video | Credits2021 Smarties APAC Industry Award Winners
Brands of the Year
Lifebuoy
UltraTech Cement
Marketer of the Year
Unilever
Media Agency of the Year
Mindshare China
Creative Agency
of The Year
Carnival
Network Agency
of The Year
Mindshare
Technology Enabling
Company of The Year
Publisher of The Year
GrabAds