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

Presenting The Smarties Smarties X Global 2022 Winners

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Adopt a Mod

Smarties X Global Best In Show

La Societé Protectrice des Animaux (SPA) and Havas Play for

Adopt a Mod

Credits

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Marketing Impact

Smarties X Global – Brand Experience

Communicating your brand and positioning it in the market is core to business success. Campaigns that showcase excellent marketing strategies bridging the gap between the brand and the consumer, brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections, either in single or multimedia platforms that created a 360-customer experience.

Gold Winner

Dove Detox Your Feed
Dove and Mindshare for

Dove Detox Your Feed

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Silver Winner

Dove Stop The Beauty Test 2.0
Dove and Mindshare India for

Dove Stop The Beauty Test 2.0

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Bronze Winner

All the usefulness for me, TikTok
TikTok Korea and SM C&C / TikTok Korea for

All the usefulness for me, TikTok

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Bronze Winner

Silent Hit
TIM and BETC Havas for

Silent Hit

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Marketing Impact

Smarties X Global – Instant Impact

Best and most effective use of a promotion, either standalone or part of an integrated multi-media – new technologies campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising. The entry might be a prize draw, a competition, a demo, a coupon, a rebate, a giveaway, a reward scheme, an experiential or an instant win campaign to support the sales and business impact of marketing a product or service directed at either the customer, sales staff, or distribution channel members.

Gold Winner

Heineken Silver’s The eKoin
Heineken and Leo Burnett / MSL, Digitas / Publicis Groupe for

Heineken Silver’s The eKoin

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Silver Winner

Lay’s: Find Your Flavour
Pepsico / Lay's and Mindshare China for

Lay’s: Find Your Flavour

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Bronze Winner

STING UP – WHERE I DON’T LIVE
STING RED and MINDSHARE VIETNAM for

STING UP – WHERE I DON’T LIVE

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Marketing Impact

Smarties X Global – Lead Generation

Campaigns using strategic application of marketing technology that generated prospects & leads resulting in increased sales, conversions, trial, purchase intent or loyalty and retention. Campaigns showcasing example, use of third-party platforms (CRM, CMS, payments systems etc.) to improve retention and efficiency while delivering ROI results & business impact.

Gold Winner

Employing Local Digital Advertising at Scale to Grow a Multinational Business
Dogtopia and Reshift Media for

Employing Local Digital Advertising at Scale to Grow a Multinational Business

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Bronze Winner

Making protein a routine during the lockdown
Horlicks Protein Plus and Mindshare India for

Making protein a routine during the lockdown

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Marketing Impact

Smarties X Global – 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. Transformative approaches to customer insight to shape the marketing strategies in their campaigns that seeks to recognise innovative brand activity rooted in data-driven customer insight to solve a problem but also contributed to the business impact including ROI demonstrating elements such as segmentation or targeting to improve the end user's experience with a brand, product or service.

Gold Winner

Thumbstopping Beauty Biases
Dove and Mindshare India / Mindshare India for

Thumbstopping Beauty Biases

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Silver Winner

Magnum - Director Mix/Coda
Magnum and PHD Turkey / Standby for

Magnum - Director Mix/Coda

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Marketing Impact

Smarties X Global – Product / Service Launch

Campaign showcasing an effective customer focused product or service launch. Work that launched or re-launched a product or service highlighting impact your launch had on consumer perception, increase in sales etc. achieved growth and measurable success. Innovation/creativity, clear strategic thinking, effectiveness and tangible results are key points to be shared.

Gold Winner

How Real Local Pride Beats Fake News
BIA Saigon (SABECO) and Ogilvy Vietnam / Ogilvy for

How Real Local Pride Beats Fake News

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Silver Winner

Yumoş Sıkılıyor
Yumoş - Unilever and Wunderman Thompson Turkey / Wunderman Thompson / Unilever for

Yumoş Sıkılıyor

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Silver Winner

Redoxon - Healthy Treat with a Tasty Twist
Redoxon and Mediacom / Carnival for

Redoxon - Healthy Treat with a Tasty Twist

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Marketing Impact

Smarties X Global – Customer Life-Cycle Marketing

Building trust and loyalty and always ensuring the customer experience is paramount. Campaigns putting customer first in providing best in class consumer experience while building relationships with customers in pursuit of brand growth & success having a significant impact on the business as a result.

Gold Winner

Heineken Silver’s The eKoin
Heineken and Leo Burnett / MSL, Digitas / Publicis Groupe for

Heineken Silver’s The eKoin

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Silver Winner

KFC: Colonel KI's Collector Cards
Yum China / KFC and Mindshare China for

KFC: Colonel KI's Collector Cards

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Bronze Winner

Redoxon - Healthy Treat with a Tasty Twist
Redoxon and Mediacom / Carnival for

Redoxon - Healthy Treat with a Tasty Twist

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Purpose Driven Marketing

Smarties X Global – Social Impact Marketing

We believe that marketing can change the world. This award is a recognition to modern-day marketing that drives forward socially responsible marketing that creates significant social change and/or deliver against a public service while demonstrating real impact and creativity & translates into a compelling call-to action to effect positive social change. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors.

Gold Winner

Reluctant Shanty
Australians for UNCHR and BMF Australia / Finch for

Reluctant Shanty

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Gold Winner

Adopt a Mod
La Societé Protectrice des Animaux (SPA) and Havas Play for

Adopt a Mod

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Silver Winner

Helpline on the Cover
Laisha and Havas Tel Aviv for

Helpline on the Cover

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Bronze Winner

Raw: Emotions Unite Us
International Paralympic Committee and Meta / Storyhunter / PHORIA for

Raw: Emotions Unite Us

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Purpose Driven Marketing

Smarties X Global – Brand Purpose/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, sustainability, economic and/or environmental campaigns addressing a new program or expanding on an existing program.

Gold Winner

Reluctant Shanty
Australians for UNCHR and BMF Australia / Finch for

Reluctant Shanty

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Silver Winner

Dove Stop The Beauty Test 2.0
Dove and Mindshare India for

Dove Stop The Beauty Test 2.0

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Silver Winner

Helpline on the Cover
Laisha and Havas Tel Aviv for

Helpline on the Cover

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Bronze Winner

Dove Detox Your Feed
Dove and Mindshare for

Dove Detox Your Feed

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Purpose Driven Marketing

Smarties X Global – Diversity & Inclusion

Describe creative work or strategy specifically directed to this community and any relevant cultural differences. Campaigns or marketing programs raising the audience’s appreciation by providing the means and opportunities to reduce inequality based on age, sex, sexuality, disability, race, ethnicity, origin, religion or economic (e.g., contractual workers, people with disabilities, small farmers, etc.) and consciousness for the sublime— (painting, sculpture, architecture, music, literature, history, etc.) -in order to uplift the lives of people and society at large.

Gold Winner

Ancestry / A Dream Delivered: The Lost Letters of Hawkins Wilson
Ancestry and OMD / The Content Collective for

Ancestry / A Dream Delivered: The Lost Letters of Hawkins Wilson

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Silver Winner

Game Stamina Ka - Breaking Gender Barriers in Gaming
Boost and Mindshare India for

Game Stamina Ka - Breaking Gender Barriers in Gaming

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Impact Media

Smarties X Global – Cross Platform - All Media

Campaigns utilizing digital as core strategy, that demonstrate strategic and tactical thinking in the use of multiple media touchpoints (TV, print, radio, outdoor, PR, direct marketing, etc) to deliver a compelling, business impact while delivering key messages. Media strategy highlighting how the channels came together to deliver outstanding results.

Gold Winner

Tantir Rong
Sunlight and Mindshare India for

Tantir Rong

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Silver Winner

KFC: Colonel KI's Collector Cards
Yum China / KFC and Mindshare China for

KFC: Colonel KI's Collector Cards

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Silver Winner

Demystifying Stock Trading through Cricket
Upstox and Mindshare India for

Demystifying Stock Trading through Cricket

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Bronze Winner

Ensure Gold 2022 TET Campaign
ENSURE GOLD VIETNAM and Hakuhodo & Saigon Advertising Co., Ltd. / Spark Foundry for

Ensure Gold 2022 TET Campaign

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Bronze Winner

Ghar Ek Mauka Ek
UltraTech Cement and Mindshare India / GroupM for

Ghar Ek Mauka Ek

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Impact Media

Smarties X Global – Cross Platform - Digital Only

Cross platform digital campaign integrating a minimum of 3 applications or mediums that enhances a brand experience. Showcase the various digital platforms and devices used to develop and amplify meaningful consumer engagement and business impact. This may include but is not limited to desktop, mobile, wearable technology, outdoor installations, billboards, retail experiences etc. Submissions for this category should hit the above marks and be strategically customized for each experience while delivering ROI.

Silver Winner

Game Stamina Ka - Breaking Gender Barriers in Gaming
Boost and Mindshare India for

Game Stamina Ka - Breaking Gender Barriers in Gaming

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Bronze Winner

Ghar Ek Mauka Ek
UltraTech Cement and Mindshare India / GroupM for

Ghar Ek Mauka Ek

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Impact Media

Smarties X Global – 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 and the desired results for the business derived from the campaign.

Gold Winner

Adopt a Mod
La Societé Protectrice des Animaux (SPA) and Havas Play for

Adopt a Mod

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Silver Winner

Game Stamina Ka - Breaking Gender Barriers in Gaming
Boost and Mindshare India for

Game Stamina Ka - Breaking Gender Barriers in Gaming

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Impact Media

Smarties X Global – 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.

Silver Winner

Peacemaker
HBO Max and Hearts & Science / Twitter Next for

Peacemaker

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Bronze Winner

The Family Man Season 2
Amazon Prime Video India and SoCheers for

The Family Man Season 2

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Impact Media

Smarties X Global – Creator / Influencer Marketing

Content related to a brand created by consumers or influencers and shared through social media to increase brand engagement, sales, create buzz about a product or service, and boost website conversions, etc. Content could be images, videos, text, audio, etc. Campaign showcasing the business impact and ROI achievements.

Gold Winner

Heineken Silver’s The eKoin
Heineken and Leo Burnett / MSL, Digitas / Publicis Groupe for

Heineken Silver’s The eKoin

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Silver Winner

Singapore is NOT
TikTok and TikTok for

Singapore is NOT

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Silver Winner

#IniStyleKita
TikTok and The Chariot Agency (Petaling Jaya) / TikTok for

#IniStyleKita

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Bronze Winner

MẤY BÉ LÌ 2.0 - TRANSFORMING MULTIPLE SHADES OF DARING
MAYBELLINE NEW YORK and XYZ SAIGON / CIRCUS DIGITAL for

MẤY BÉ LÌ 2.0 - TRANSFORMING MULTIPLE SHADES OF DARING

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Impact Media

Smarties X Global – Social Messaging / Chat Apps / Text Messaging

Work that uses social messaging apps (e.g. Facebook Messenger, WeChat, Viber) and text messaging (SMS/MMS, RCS) to communicate to a targeted audience to market, inform or help customers.

Gold Winner

Thumbstopping Beauty Biases
Dove and Mindshare India for

Thumbstopping Beauty Biases

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Bronze Winner

Aanandam Aarambam - Happiness starts with a Cup of Bru
BRU and Mindshare India / Disney+ Hotstar for

Aanandam Aarambam - Happiness starts with a Cup of Bru

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Experience Technology

Smarties X Global – Audio / Voice / Sonic Branding

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.

Silver Winner

Strengthening brand's value using karaoke ad units
Blibli and Wavemaker Indonesia / YMT for

Strengthening brand's value using karaoke ad units

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Bronze Winner

Pepsi - My Music My Way
Pepsi and MindshareWorld / Alta Media / Mindshare Vietnam for

Pepsi - My Music My Way

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Experience Technology

Smarties X Global – XR Technology – (AR/VR/MR)

Use of existing or new technology to execute or support a media campaign. Use of new technology to enhance the visual experience of a brand, product, service, or message including, but not limited to AI, AR, VR, robotics, gadgets and electronics, wearable and interactive technology etc. Can be a stand-alone experience, or an extended reality which combines all three technologies.

Gold Winner

NAverse
Narcotiques Anonymes and Havas Play for

NAverse

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Bronze Winner

LUX Botanicals - Change for the better
LUX Botanicals and T&A Ogilvy Vietnam / Fision, Motix, 1989s for

LUX Botanicals - Change for the better

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Experience Technology

Smarties X Global – Experimental / Innovation Technology

Innovative campaign enhancing branded experience that makes use of experimental technology in an innovative way that wows consumers, helps drive deeper engagement for fans and delivers an unforgettable digital or physical experience for the customer.  An application of technology that is genuinely innovative or ground-breaking technique or an unconventional/creative use of existing technology, resulting in significant business impact for a brand.

Gold Winner

Thumbstopping Beauty Biases
Dove and Mindshare India for

Thumbstopping Beauty Biases

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Silver Winner

Aquafina | RE-Birth on a Ramp
AQUAFINA and Mindshare Vietnam for

Aquafina | RE-Birth on a Ramp

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Experience Technology

Smarties X Global – Geo Targeting

Use of GPS, geolocation and/or proximity technologies. Brands and tech providers giving their consumers an engaging, personalised and targeted brand experience using proximity technology or location-based data or contextual targeting. Campaign must include specifics on business impact against your marketing goals.

Silver Winner

Bia Saigon Lager Tet 2022 Campaign
Bia Saigon and Mediacom for

Bia Saigon Lager Tet 2022 Campaign

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Bronze Winner

Changing Algida Ice Creams as the Weather Changes
Algida and PHD Turkey for

Changing Algida Ice Creams as the Weather Changes

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Web 3.0

Smarties X Global – The Internet of Innovation / Connected Intelligent Devices

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

Dot Go
Dot Incorporation and Mediaplus Germany / Hyperinteractive GmbH for

Dot Go

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Web 3.0

Smarties X Global – Spatial Technology

Campaigns using immersive large- or small-scale digital experiences and events which are set up to engage with consumers driving engagement. This may include but is not limited to VR/AR, multi-screen and multi-dimensional experiences. Any brand experience or activation leveraging a space or using a more permanent spatial feature to drive customer engagement. This may include but is not limited to art exhibitions, fairs, trade shows, signage. Please share business results.

Gold Winner

Neverending Chase
Ultima and Havas Media Italy / Havas for

Neverending Chase

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Silver Winner

Heineken Silver’s The eKoin
Heineken and Leo Burnett / MSL, Digitas / Publicis Groupe for

Heineken Silver’s The eKoin

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Bronze Winner

NAverse
Narcotiques Anonymes and Havas Play for

NAverse

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Web 3.0

Smarties X Global – Real Time Marketing

Campaigns showcasing the most successful and engaging creative and media execution based on real-time information and platform delivering on the brand's objectives. Campaigns that include new age technology solution in an immediate and meaningful way delivered for achieving desired business results and business impact.

Gold Winner

#ไอติมโคนทุบ Smashed Vanilla Cone Organic Trend Picked Up by McDonald’s Thailand
McDonald’s and OMD / TikTok Pte. Ltd. for

#ไอติมโคนทุบ Smashed Vanilla Cone Organic Trend Picked Up by McDonald’s Thailand

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Silver Winner

Neverending Chase
Ultima and Havas Media Italy / Havas for

Neverending Chase

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Bronze Winner

UNILEVER’s B2B app reaches a new SHIKHAR(Peak) !!!
SHIKHAR and Mindshare India for

UNILEVER’s B2B app reaches a new SHIKHAR(Peak) !!!

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Web 3.0

Smarties X Global – Metaverse

Marketers that are building first party communities and experiences for customers powered by WEB3.0 dynamics and fueling marketing opportunities with NFTs or inside the “metaverse” with in-game innovation, meta real estate etc. and including partnerships and collaborations with creators to leverage their audience and bring innovation, impact and communication power to the brand are forging the next iteration of marketing. The move to WEB3.0 also means more privacy and less ability to reach customers in the ways we commonly do now. Advertising and marketing are changing in the near future with cookies not being available; marketers embracing WEB3.0 are boldly going where no brands have gone before and shaping the future of our industry in the process.

Gold Winner

Raw: Emotions Unite Us
International Paralympic Committee and Meta / Storyhunter / PHORIA for

Raw: Emotions Unite Us

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Bronze Winner

Campbell's NFT
Campbell's Condensed and MSL Group / Spark Foundry for

Campbell's NFT

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E-commerce marketing

Smarties X Global – Integrated Ecommerce Innovation

Campaigns showcasing best use of 360 Ecommerce highlighting (including live streaming) marketing & advertising strategies, creatives and online experiences & activations on e-commerce platform to carry out innovative marketing / sales methods to achieve marketing purposes and business results. Please share quantifiable results demonstrating how campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.

Silver Winner

KOC Vietnam: The first show about KOC's career
Admicro and Athena CM Agency by Admicro / Wow Media & Kenh14.vn for

KOC Vietnam: The first show about KOC's career

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Silver Winner

Summer Up Mood Up
Pampers and Mediacom for

Summer Up Mood Up

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Bronze Winner

Dove ''Hair Care Day'' First Time In Livestream Shopping
Dove and Pik Creative for

Dove ''Hair Care Day'' First Time In Livestream Shopping

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E-commerce marketing

Smarties X Global – O2O / New Retail / Innovative Sales Channels

Campaigns showcasing best use of new technologies in O2O, thru integration and innovation of online and offline channels and data providing users with better participation and buying experience. Highlight marketing & advertising strategies, creatives capturing consumers attention, targeted, and engaged audience(s) and encouraged transactions. Please share quantifiable results demonstrating how the influencers used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.

Gold Winner

Street Configurator
Volvo and Hogarth Brazil / FamousGrey for

Street Configurator

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Bronze Winner

Recruiting the next generation of Coke drinkers at scale enabled by Grivy
Coca-Cola and WPP - MediaCom / Publicis Media - Starcom / Grivy for

Recruiting the next generation of Coke drinkers at scale enabled by Grivy

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E-commerce marketing

Smarties X Global – Social / Influencer Commerce

Campaigns showcasing the best use of social platform/influencers highlighting new community sales models & advertising strategies, creatives capturing consumers attention, interaction and engagement that encourage transactions. Please share quantifiable results demonstrating how the influencers used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.

Gold Winner

Lay’s: Find Your Flavour
Pepsico / Lay's and Mindshare China for

Lay’s: Find Your Flavour

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Silver Winner

KangShiFu: Powerful Without Sugar
MasterKong / KangShiFu and Mindshare China for

KangShiFu: Powerful Without Sugar

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Creative

Smarties X Global – Customer Experience (CX)

Award that focuses on a campaign/brand that provides a truly outstanding customer experience on a platform, or integrated platforms/omni-channel approach achieving best B2C or B2B results. Creative solutions to brand challenges that have a tangible impact on customer experience.

Bronze Winner

Nescafé Tarot Ca phe
Nestle Nescafe and Publicis Worldwide / Zenith, Digitas / Publicis Groupe for

Nescafé Tarot Ca phe

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Creative

Smarties X Global – User Experience (UX) & Design

Design practice focused on the emotional and behavioural response to a digital product or service with relevant, seamless and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability.

Gold Winner

Dot Go
Dot Incorporation and Mediaplus Germany / Hyperinteractive GmbH for

Dot Go

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Silver Winner

Heineken Silver’s The eKoin
Heineken and Leo Burnett / MSL, Digitas / Publicis Groupe for

Heineken Silver’s The eKoin

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Bronze Winner

UX Design for Allianz'ım Mobile App
Allianz Türkiye and Ting / Allianz Türkiye for

UX Design for Allianz'ım Mobile App

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Creative

Smarties X Global – Personalization

Campaign perfecting the consumer journey & creating personalised marketing reflecting best use of data, analytics, AI and automation in creating personalised content at scale for brands and campaigns to effect more business outcomes and enhanced ROI.

Gold Winner

Reviews of Hope
Google Search and Toaster Singapore for

Reviews of Hope

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Silver Winner

Nescafé Tarot Ca phe
Nestle Nescafe and Publicis Worldwide / Zenith, Digitas / Publicis Groupe for

Nescafé Tarot Ca phe

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Bronze Winner

Keeping Festive Stories Virtually Alive
Mondelez Kinh Do Mooncake and Publicis Groupe / Publicis WW, Spark Foundry, Digitas, MSL, Prodigious for

Keeping Festive Stories Virtually Alive

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Creative

Smarties X Global – Short or Long Form Video

Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. The creative use of digital footage or online video to create or enhance a brand experience or activation. Including, but not limited to, mobile-based VR and 360° video experiences, shoppable video, personalized video, etc. driving effective business results and engagement.

Gold Winner

Vim Black
Vim and Mindshare India / Lowe Lintas / Mindshare- Group M for

Vim Black

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Silver Winner

Head and Shoulders - 100 Names, 1 Solution
Head and Shoulder and Mediacom for

Head and Shoulders - 100 Names, 1 Solution

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Bronze Winner

How Maybelline turns audience into consumers through videos on TikTok
Maybelline and TikTok Indonesia / Wavemaker for

How Maybelline turns audience into consumers through videos on TikTok

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    Marketing Impact

  • Brand Experience
  • Instant Impact
  • Lead Generation
  • Data Insights
  • Product / Service Launch
  • Customer Life-Cycle Marketing
  • Purpose Driven Marketing

  • Social Impact Marketing
  • Brand Purpose/Activism
  • Diversity & Inclusion
  • Impact Media

  • Cross Platform - All Media
  • Cross Platform - Digital Only
  • Gaming, Gamification & E-Sports
  • Social Media Marketing
  • Creator / Influencer Marketing
  • Social Messaging / Chat Apps / Text Messaging
  • Experience Technology

  • Audio / Voice / Sonic Branding
  • XR Technology – (AR/VR/MR)
  • Experimental / Innovation Technology
  • Geo Targeting
  • Web 3.0

  • The Internet of Innovation / Connected Intelligent Devices
  • Spatial Technology
  • Real Time Marketing
  • Metaverse
  • E-commerce marketing

  • Integrated Ecommerce Innovation
  • O2O / New Retail / Innovative Sales Channels
  • Social / Influencer Commerce
  • Creative

  • Customer Experience (CX)
  • User Experience (UX) & Design
  • Personalization
  • Short or Long Form Video