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

Presenting The Smarties North America 2022 Winners

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Subway Eat Fresh Refresh

North America Best In Show

Subway and dentsu for

Subway Eat Fresh Refresh

Credits

Dentsu Creative ,
Carat ,
UEG Worldwide ,
Jack Morton ,
Subway ,

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Marketing Impact

North America – 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.

Silver Winner

Invesco QQQ's "How Not to Suck at Money"
Invesco QQQ and 160over90 / Crossmedia for

Invesco QQQ's "How Not to Suck at Money"

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Bronze Winner

Bringing Back the E*TRADE Baby, Super Bowl 56
E*TRADE from Morgan Stanley and MullenLowe / Mediahub / E*TRADE for

Bringing Back the E*TRADE Baby, Super Bowl 56

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Marketing Impact

North America – 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.

Silver Winner

Pays To Be Friends With SHOWTIME
SHOWTIME and Movement Strategy for

Pays To Be Friends With SHOWTIME

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Marketing Impact

North America – 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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Marketing Impact

North America – 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.

Silver Winner

Whirlpool Shopper
Whirlpool Shopper and Digitas / Spark Media for

Whirlpool Shopper

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Marketing Impact

North America – 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

Subway Eat Fresh Refresh
Subway and dentsu for

Subway Eat Fresh Refresh

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Bronze Winner

Can’t Stop Banking™
Bank of America and GroupeConnect / Leo Burnett, Digitas Boston, Starcom, Lopez Negrete Communications, TPN Retail, Enterprise Creative Solutions for

Can’t Stop Banking™

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Purpose Driven Marketing

North America – 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

Dove Detox Your Feed
Dove and Mindshare for

Dove Detox Your Feed

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Bronze Winner

The Love Connection
AT&T Mobility and Hearts & Science / ATTN: for

The Love Connection

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Bronze Winner

The Ecopreneurs
Salesforce and Fortune Brand Studio / Brand New World Studios / Salesforce for

The Ecopreneurs

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Purpose Driven Marketing

North America – 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.

Silver Winner

The Love Connection
AT&T Mobility and Hearts & Science / ATTN: for

The Love Connection

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Impact Media

North America – 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.

Silver Winner

KAWSPuffs
Reeses Puffs and General Mills for

KAWSPuffs

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Bronze Winner

Can’t Stop Banking™
Bank of America and GroupeConnect / Leo Burnett, Digitas Boston, Starcom, Lopez Negrete Communications, TPN Retail, Enterprise Creative Solutions for

Can’t Stop Banking™

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Impact Media

North America – 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.

Bronze Winner

AdTheorent and JBS Foods "AdapTable Meals Digital Advertising Campaign"
AdapTable Meals and Avalanche Media / AdTheorent for

AdTheorent and JBS Foods "AdapTable Meals Digital Advertising Campaign"

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Bronze Winner

#LoveNotes
YouTube and Toaster for

#LoveNotes

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Impact Media

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 and the desired results for the business derived from the campaign.

Bronze Winner

KAWSPuffs
Reeses Puffs and General Mills for

KAWSPuffs

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Impact Media

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

McDonald's Menu Hacks
McDonald's and Influential for

McDonald's Menu Hacks

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Silver Winner

Thirst Trap
Clé de Peau Beauté and Whalar / HAUS OF SÔS for

Thirst Trap

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Bronze Winner

Yellowjackets Builds A Social Hit
SHOWTIME and Movement Strategy for

Yellowjackets Builds A Social Hit

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Bronze Winner

Peacemaker
HBO Max and Hearts & Science / Twitter Next for

Peacemaker

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Impact Media

North America – 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

Thirst Trap
Clé de Peau Beauté and Whalar / HAUS OF SÔS for

Thirst Trap

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Experience Technology

North America – 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.

Bronze Winner

KAWSPuffs
Reeses Puffs and General Mills for

KAWSPuffs

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Experience Technology

North America – 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.

Bronze Winner

AdTheorent and JBS Foods "AdapTable Meals Digital Advertising Campaign"
AdapTable Meals and Avalanche Media / AdTheorent for

AdTheorent and JBS Foods "AdapTable Meals Digital Advertising Campaign"

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Web 3.0

North America – 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.

Bronze Winner

VR Takes Boggy Creek To Travel Planners Worldwide
Boggy Creek Airboat Adventures and Starmark for

VR Takes Boggy Creek To Travel Planners Worldwide

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Bronze Winner

Degree Metathon
Degree and Mindshare for

Degree Metathon

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Creative

North America – 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

Reverse Selfie
Dove and Mindshare for

Reverse Selfie

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Bronze Winner

CNBC News Brand Studio & Salesforce's THE SHIFT
CNBC/Salesforce and NBC News Brand Studio for

CNBC News Brand Studio & Salesforce's THE SHIFT

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    Marketing Impact

  • Brand Experience
  • Instant Impact
  • Lead Generation
  • Data Insights
  • Product / Service Launch
  • Purpose Driven 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
  • Experience Technology

  • XR Technology – (AR/VR/MR)
  • Geo Targeting
  • Web 3.0

  • Metaverse
  • Creative

  • Short or Long Form Video