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Presenting The Smarties APAC 2022 Winners

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Heineken Silver’s The eKoin

APAC Best In Show

Heineken and Leo Burnett / Publicis Groupe for

Heineken Silver’s The eKoin

Credits

Rajeev Sathyesh, Director Brand, Heineken
Anna Bizon, Marketing Director, Heineken
Jorrit Tuinhof, Sales & Trade Marketing Director, Heineken
Hoang Nguyen, Marketing Manager, Heineken
Pearly Lim Mei Sze, Global Heineken Digital Development Manager, Heineken
Han Nguyen, Senior Brand Manager, Heineken
Yun Xuan, Regional Assistant Marketing Manager, Heineken
Tanya Lubis, Communication Manager, Heineken
Vu Pham, Brand Manager, Heineken
Anh Lam, Assistant Brand Manager, Heineken
Thinh Dang, Brand Manager, Heineken
Hanh Nguyen, Senior Media Manager, Heineken
Thu Bui, Assistant Media Manager, Heineken
Thao Nguyen, Media Executive, Heineken
Kate Bayona-Garcia, Chief Executive Officer, Publicis Groupe
Anish Kotian, Groupe Managing Director | Communications, Publicis Groupe
Paolo Garcia, Chief Creative Officer, Publicis Groupe
Chandu Rajapreyar, Executive Creative Director, Publicis Groupe
Ariel Santillan, Associate Creative Director, Publicis Groupe
Nghi Vo, Senior Copywriter, Publicis Groupe
Kris Constantoulas, Chief Strategy Officer, Publicis Groupe
Tim Denley, Strategy Director, Publicis Groupe
Nhien Truong, Planner, Publicis Groupe
Tuan Thanh Vu, Account Director, Publicis Groupe
Thi Kim Yen Phung Vo, Senior Account Manager, Publicis Groupe
Tracy Thu Tran, Senior Account Manager, Publicis Groupe
Huong Le, Senior Account Executive, Publicis Groupe
Le Ngoc Tram Tran, Account Executive, Publicis Groupe
Ngoc Van Anh Pham, Account Assistant, Publicis Groupe
Nhi Vo, Account Assistant, Publicis Groupe
Thao Tran, Senior Traffic Controller, Publicis Groupe
Chawalai Chuanchuen, Head of Creative Operations, Publicis Groupe
Melissa Caranto, General Manager of MSL, Publicis Groupe
Danh (Katie) Huynh, Planning Director, Publicis Groupe
Nhu Nguyen, Account Executive, Publicis Groupe
Phuong Mach, Senior Account Executive, Publicis Groupe
Karl Fajardo, Head of Creative, Publicis Groupe
Thuong (Tess) Tran, Account Lead, Publicis Groupe
Si Dang, Editor, Publicis Groupe
Nhu (Tin) Truong, Senior Designer, Publicis Groupe
Huu Huy Nguyen, Senior Designer, Publicis Groupe
Duyen Phan, Senior Copywriter, Publicis Groupe
Vi Nguyen, Junior Copywriter, Publicis Groupe
Phuong Tran, Traffic Executive, Publicis Groupe
Ly Pham, Associate Lead, Social & Digital, Publicis Groupe
Huyen Tran Nguyen, Social Media Manager, Publicis Groupe
Hao Do, Senior Social Media Executive, Publicis Groupe
Julian Brzoska, General Manager, Publicis Groupe
Nguyen Vo, Technical Director, Publicis Groupe
Hung Tran, Project Director, Publicis Groupe
Tuan Anh Nguyen, Data Analytics Manager, Publicis Groupe
Cuong Luong, Technical Project Manager, Publicis Groupe
Nha Nguyen, UX Consultant, Publicis Groupe
Thi Vo, CRM Operator, Publicis Groupe
Minh Duc Ho, Technical Executive, Publicis Groupe
Mai Do, Head of Client Service, Icon Media
Suong Nguyen, Business Director, Icon Media
Jessie Nguyen, Account Director, Icon Media
Anh Mai, Account Manager, Icon Media
Thy Nguyen, Account Manager, Icon Media
Huong Nguyen, Account Executive, Icon Media
Hieu Nguyen, Art Director, Icon Media
Lam Nguyen, Senior Designer, Icon Media
Jimmy Nguyen, Creative Director, Icon Media
Tran Le, Associate Creative Director, Icon Media
Ven Do, Concept Developer, Icon Media
Allie Nguyen, Creative Planner, Icon Media
Nhan Ngo, Content Writer, Icon Media
Thanh Tan Huynh, Account Director, Galaxy Communications
Khoa Thy Nguyen, Account Manager, Galaxy Communications
Thanh Quang Vuong Nguyen, Account Executive, Galaxy Communications

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Shah Rukh Khan My Ad

APAC Best In Show

Cadbury Celebrations and Wavemaker India for

Shah Rukh Khan My Ad

Credits

Shekhar Banerjee, Chief Client Officer, Wavemaker
Vishal Jacob, Chief Transformation Officer, Wavemaker
Sairam Ranganathan, National head for Digital services, Wavemaker
Brajesh Dwivedi, General Manager, GroupM
Harsh Desireddy, Client Partner, Wavemaker
Pratik Dawda, Business Director, Wavemaker
Monika Solanki, Business Group Head, Wavemaker
Shreya Bhave, Business Executive- Digital, Wavemaker
Smit Trivedi, Executive - Digital, Wavemaker
Sabera Kapasi, Data & Client Lead, Wavemaker
Carlton Jacob, Business Manager, Wavemaker
Apeksha Dhuri, Delivery Leader, GroupM
Rahul Tiwarekar, Associate Director-Biddable, GroupM
Harshad Gawde, Manager-Programmatic, GroupM
Chintan Thakker, Director of Innovation - IMC, Wavemaker
Aniket Ghanwatkar, Group Head - content, Wavemaker
Sukesh Nayak, Chief Creative Officer, Ogilvy
Kainaz Karmarkar, Chief Creative Officer, Ogilvy
Harshad Rajadhyaksha, Chief Creative Officer, Ogilvy
Prakash Nair, President & Head of Office (Gurugram), Ogilvy
Ganapathy Balagopalan, Head of Strategic Planning, Ogilvy

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Marketing Impact

APAC – 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

McDonald's Pahlawan - Toys that build a nation
McDonald's and Leo Burnett Indonesia / Digitas, OMD for

McDonald's Pahlawan - Toys that build a nation

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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

GRAB - NEVER MISS A MEAL 3.0
GRAB and GRAB for

GRAB - NEVER MISS A MEAL 3.0

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Marketing Impact

APAC – 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

Instant sales impact and real time shopper insights for Nestlé Milo enabled by Grivy
MILO and Dentsu / Grivy for

Instant sales impact and real time shopper insights for Nestlé Milo enabled by Grivy

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Bronze Winner

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

STING UP – WHERE I DON’T LIVE

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Marketing Impact

APAC – 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

Siri-ously in need of a holiday?
The Whitsundays and Wavemaker Australia for

Siri-ously in need of a holiday?

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Silver Winner

ENSURE GOLD 2022 TET CAMPAIGN – An emotional journey to recruit new users
ENSURE GOLD VIETNAM and Hakuhodo & Saigon Advertising Co., Ltd. / Spark Foundry for

ENSURE GOLD 2022 TET CAMPAIGN – An emotional journey to recruit new users

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Bronze Winner

Lifebuoy - Safe Ticket Home
Unilever Vietnam / Lifebuoy and Mindshare / Mindshare Vietnam for

Lifebuoy - Safe Ticket Home

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Marketing Impact

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. 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

Lifebuoy - Safe Ticket Home
Unilever Vietnam / Lifebuoy and Mindshare / Mindshare Vietnam for

Lifebuoy - Safe Ticket Home

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Silver Winner

Reviews of Hope
Google Search and Toaster Singapore for

Reviews of Hope

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Bronze Winner

Wyeth Bonakid Pre-School 3+Leverages InMobi for Commerce to Grow In-store Purchases
Nestle Philippines / Wyeth Nutrition and OpenMind / InMobi for

Wyeth Bonakid Pre-School 3+Leverages InMobi for Commerce to Grow In-store Purchases

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Bronze Winner

Cambodia Better Factories “Su Su Together” – Braving through the pandemic
ILO and ADA for

Cambodia Better Factories “Su Su Together” – Braving through the pandemic

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Marketing Impact

APAC – 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

100+ cities: 1 hour Intercity Gifting via Grab
Grab and M&C Saatchi Performance for

100+ cities: 1 hour Intercity Gifting via Grab

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Silver Winner

# SEARCH FOR CHANGE | BOLNE SE SAB HOGA
GOOGLE INDIA and Lowe Lintas for

# SEARCH FOR CHANGE | BOLNE SE SAB HOGA

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Bronze Winner

How Mirinda Salted Lemon Soda Boosted Brand Awareness and Engagement with Fun through Gamification
Mirinda and Mindshare Thailand / Group M / Digital Turbine for

How Mirinda Salted Lemon Soda Boosted Brand Awareness and Engagement with Fun through Gamification

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Marketing Impact

APAC – 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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Silver Winner

GAMERCE: HOW STING MADE A PIONEERING ECOMMERCE STRIDE THROUGH GAMING
STING and MINDSHARE VIETNAM for

GAMERCE: HOW STING MADE A PIONEERING ECOMMERCE STRIDE THROUGH GAMING

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Purpose Driven Marketing

APAC – 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

Banh mi - Job Mobility Centers
Viec Lam Tot and Cho Tot for

Banh mi - Job Mobility Centers

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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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Silver Winner

Aquafina - Turning Plastic Pollution into Fashion
Aquafina and Mindshare Vietnam / Admicro Vietnam for

Aquafina - Turning Plastic Pollution into Fashion

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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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Purpose Driven Marketing

APAC – 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.

Silver Winner

Breeze: Empowering Young Filipino Changemakers to Get Dirty for Good
Breeze Philippines and Mindshare Philippines for

Breeze: Empowering Young Filipino Changemakers to Get Dirty for Good

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Bronze Winner

McDonald's Pahlawan - Toys that build a nation
McDonald's and Leo Burnett Indonesia / Digitas, OMD for

McDonald's Pahlawan - Toys that build a nation

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Purpose Driven Marketing

APAC – 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

# SEARCH FOR CHANGE | BOLNE SE SAB HOGA
GOOGLE INDIA and Lowe Lintas for

# SEARCH FOR CHANGE | BOLNE SE SAB HOGA

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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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Bronze Winner

Cadbury Dairy Milk- #GoodLuckGirls
Cadbury Dairy Milk and Wavemaker India / Ogilvy India for

Cadbury Dairy Milk- #GoodLuckGirls

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Impact Media

APAC – 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

# SEARCH FOR CHANGE | BOLNE SE SAB HOGA
GOOGLE INDIA and Lowe Lintas for

# SEARCH FOR CHANGE | BOLNE SE SAB HOGA

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Bronze 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 – An integrated powerful awakening call for caregivers
ENSURE GOLD VIETNAM and Hakuhodo & Saigon Advertising Co., Ltd. / Spark Foundry for

ENSURE GOLD 2022 TET CAMPAIGN – An integrated powerful awakening call for caregivers

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Impact Media

APAC – 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.

Gold Winner

GAMERCE: HOW STING MADE A PIONEERING ECOMMERCE STRIDE THROUGH GAMING
STING and MINDSHARE VIETNAM for

GAMERCE: HOW STING MADE A PIONEERING ECOMMERCE STRIDE THROUGH GAMING

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Bronze Winner

ENSURE GOLD 2022 TET CAMPAIGN – An integrated powerful awakening call for caregivers
ENSURE GOLD VIETNAM and Hakuhodo & Saigon Advertising Co., Ltd. / Spark Foundry for

ENSURE GOLD 2022 TET CAMPAIGN – An integrated powerful awakening call for caregivers

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Bronze Winner

Cookieclipse
Cadbury Chocobakes Cookies and Wavemaker India / Ogilvy India for

Cookieclipse

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Impact Media

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

Gold 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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Silver Winner

BWS Levels Up Delivery Business to Legendary Heights with Gamification
BWS and Digital Turbine / Dentsu for

BWS Levels Up Delivery Business to Legendary Heights with Gamification

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Impact Media

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.

Silver Winner

The Family Man Job Hunt
Amazon Prime Video India and SoCheers for

The Family Man Job Hunt

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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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Bronze Winner

#GameStaminaKa - A movement against gender norms in Cricket
Boost and Mindshare India for

#GameStaminaKa - A movement against gender norms in Cricket

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Impact Media

APAC – 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

#SearchForChange Campaign
Google Voice Search and Toaster India for

#SearchForChange Campaign

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Bronze Winner

#JimBeamBecause
Jim Beam and Toaster for

#JimBeamBecause

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Experience Technology

APAC – Programmatic

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 digital/mobile advertising solution. As well as campaigns using creative applications of mobile-based intelligent technology. Includes AI, chat-bots, facial recognition, etc. delivering business results maximising the use of automated media solutions to create memorable campaigns.

Gold Winner

Shah Rukh Khan My Ad
Cadbury Celebrations and Wavemaker India / Ogilvy India for

Shah Rukh Khan My Ad

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Silver Winner

Perk Disclaimers
Cadbury Perk and Wavemaker India / Ogilvy India for

Perk Disclaimers

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Experience Technology

APAC – 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.

Gold Winner

Siri-ously in need of a holiday?
The Whitsundays and Wavemaker Australia for

Siri-ously in need of a holiday?

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Silver Winner

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

Strengthening brand's unique value using karaoke ad units

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Experience Technology

APAC – 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

Shah Rukh Khan My Ad
Cadbury Celebrations and Wavemaker India / Ogilvy India for

Shah Rukh Khan My Ad

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Silver Winner

CHUCKIE Snack N' Play: Breaking market share records through first-in-the-category AR Edutainment filters
Nestlé CHUCKIE and NuWorks Interactive Labs, Inc. for

CHUCKIE Snack N' Play: Breaking market share records through first-in-the-category AR Edutainment filters

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Bronze Winner

My First Rakhi
Cadbury Celebrations and Wavemaker India / Ogilvy India for

My First Rakhi

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Experience Technology

APAC – 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

Shah Rukh Khan My Ad
Cadbury Celebrations and Wavemaker India / Ogilvy India for

Shah Rukh Khan My Ad

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Silver Winner

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

Keeping Festive Stories Virtually Alive

Watch Video | Credits

Bronze Winner

100+ cities: 1 hour Intercity Gifting via Grab
Grab and M&C Saatchi Performance for

100+ cities: 1 hour Intercity Gifting via Grab

Watch Video | Credits
Experience Technology

APAC – 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.

Gold Winner

Shah Rukh Khan My Ad
Cadbury Celebrations and Wavemaker India / Ogilvy India for

Shah Rukh Khan My Ad

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Bronze Winner

#SwiggyHasItAll
Swiggy and M&C Saatchi / Swiggy In Association with Affle's MAAS Platform for

#SwiggyHasItAll

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Web 3.0

APAC – 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

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

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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Web 3.0

APAC – 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

Shah Rukh Khan My Ad
Cadbury Celebrations and Wavemaker India / Ogilvy India for

Shah Rukh Khan My Ad

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Silver Winner

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

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

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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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Web 3.0

APAC – Metaverse

The move to Web 3.0 means more privacy and less ability to reach customers the way we do now. Advertising and marketing are changing in the near future with cookies not being available. Campaigns that are building first party communities and experiences for customers (likely inside the metaverse) and finding advertising opportunities inside metaverse (games, meta real estate etc.) including partnerships and collaborations with creators to leverage their audience and bring innovation, impact and communication power to the brand.

Bronze Winner

POND'S x Cosmo PinkLab: Creating Fun and Beautiful Transformations
Pond's Philippines and Mindshare Philippines for

POND'S x Cosmo PinkLab: Creating Fun and Beautiful Transformations

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E-commerce marketing

APAC – 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

GAMERCE: HOW STING MADE A PIONEERING ECOMMERCE STRIDE THROUGH GAMING
STING and MINDSHARE VIETNAM for

GAMERCE: HOW STING MADE A PIONEERING ECOMMERCE STRIDE THROUGH GAMING

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Bronze Winner

THE 1ST EVER ECOMMERCE CAMPAIGN TAILORED FOR GEN Z THE SPIRITUAL FOLLOWERS
Bitis' Hunter and Dentsu Redder for

THE 1ST EVER ECOMMERCE CAMPAIGN TAILORED FOR GEN Z THE SPIRITUAL FOLLOWERS

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E-commerce marketing

APAC – 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

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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E-commerce marketing

APAC – 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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Creative

APAC – 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.

Gold Winner

Silk Secret Messages
Cadbury Silk and Wavemaker India / Ogilvy India for

Silk Secret Messages

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Silver Winner

#GameStaminaKa - India's Next Gen breaking Gender Barriers
Boost and Mindshare India for

#GameStaminaKa - India's Next Gen breaking Gender Barriers

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Bronze Winner

AQUAFINA - TURNING PLASTIC POLLUTION INTO FASHION
AQUAFINA and Mindshare Vietnam / Admicro Vietnam for

AQUAFINA - TURNING PLASTIC POLLUTION INTO FASHION

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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

APAC – 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

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

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

Nescafé Tarot Ca phe

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Creative

APAC – 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

Shah Rukh Khan My Ad
Cadbury Celebrations and Wavemaker India / Ogilvy India for

Shah Rukh Khan My Ad

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Silver Winner

Silk Secret Messages
Cadbury Silk and Wavemaker India / Ogilvy India for

Silk Secret Messages

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Bronze Winner

Grab: Millions of firsts, Millions of Personalised Impact Reports
Grab and M&C Saatchi Performance for

Grab: Millions of firsts, Millions of Personalised Impact Reports

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Bronze Winner

Reviews of Hope
Google Search and Toaster Singapore for

Reviews of Hope

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Creative

APAC – 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

Perk Disclaimers
Cadbury Perk and Wavemaker India / Ogilvy India for

Perk Disclaimers

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Silver Winner

# SEARCH FOR CHANGE | BOLNE SE SAB HOGA
GOOGLE INDIA and Lowe Lintas for

# SEARCH FOR CHANGE | BOLNE SE SAB HOGA

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Bronze Winner

Let Your Night Side Rule
Samsung Mobile Experience and Cheil Vietnam for

Let Your Night Side Rule

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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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2022 Smarties APAC Industry Award Winners

Brand of the Year

Cadbury Celebrations

Advertiser of the Year

Mondelez International, Inc.

Media Agency of the Year

Wavemaker India

Publisher of The Year

Grab

Enabling Technology Company of the Year

Rephrase.ai

Creative Agency
of the Year

Publicis Groupe Vietnam

Agency of the
Year APAC

Mindshare

Most Resilient
Brand of the Year

Lifebuoy

    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
  • Experience Technology

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

  • 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
  • Industry Awards

  • Brand of the Year
  • Advertiser of the Year
  • Media Agency of the Year
  • Publisher of the Year
  • Enabling Technology Company of the Year
  • Creative Agency of the Year
  • Agency of the Year APAC
  • Most Resilient Brand of the Year