Presenting The Smarties Germany 2023 Winners
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Germany Best In Show
Hinz&Kunzt / Hamburger Kunsthalle and MEDIAPLUS for
The Homeless Gallery
Credits
Lara Von Kroge, Account Director, Philipp und Keuntje
Sophie Koopmann, Trainee, Philipp und Keuntje
Maike Stein, Intern, Philipp und Keuntje
Pia Mingenbach, Intern, Philipp und Keuntje
David Casula, Apprentice Tour Realisation, Philipp und Keuntje
Nina Wulf, Junior Project Manager Social&Website, Philipp und Keuntje
Chiara Schlueter, Trainee, Philipp und Keuntje
Janna Gox, Secretary, Philipp und Keuntje
Swantje Roll, Werkstudentin Support Case, Philipp und Keuntje
Diether Kerner, Chief Creative Officer / CCO PUK, Philipp und Keuntje
Jonas Keller, Executive Creative Director, Philipp und Keuntje
Haiko Meyer, Support Senior Text, Philipp und Keuntje
Paul Gruener, Support Senior Art Director, Philipp und Keuntje
Cornelius Hafenmeister, Support Senior Art Director, Philipp und Keuntje
Lukas Bausch, Support Senior Text, Philipp und Keuntje
Katharina Kiriakou, Support Senior Art Director, Philipp und Keuntje
Ashraf Al Khateeb, Support Junior Art Director, Philipp und Keuntje
David Porzelt, Head of Mediaplanning, Philipp und Keuntje
Sascha Jeide, Senior Producer Print, Philipp und Keuntje
Mareike Doerries, Senior Reinzeichnerin, Philipp und Keuntje
Ponke Herrmann, Senior Reinzeichnerin, Philipp und Keuntje
Dirk Maevers, Programming, Philipp und Keuntje
David Schubert, Programming, Philipp und Keuntje
Diana Scarfo, Senior Producer/in, Philipp und Keuntje
Jay Moss, Philipp und Keuntje
Gero Kleist, Philipp und Keuntje
Oscar Na, Philipp und Keuntje
Fabio Henning, Junior Editor, Philipp und Keuntje
Vincent Schoenborn, Social and Community Management, Philipp und Keuntje
Christina Winkelhaus, Junior Copywriter, Philipp und Keuntje
Jessica Philipp, Creative Director Art, Philipp und Keuntje
Philip Bolland, Executive Creative Director, Philipp und Keuntje
David Morales, Executive Creative Director, Philipp und Keuntje
Anna Schorpp, Junior Art Director, Philipp und Keuntje
Maren Janowsky, Junior Art Director, Philipp und Keuntje
Stefanie Vogl, Senior Graphic Designer, Philipp und Keuntje
Jasmin Weber, Junior Art Director, Philipp und Keuntje
Insa Von Zeppelin, Social Media Strategist, Philipp und Keuntje
Sebastian Lier, CEO Mantikor, MANTIKOR
Falk Poetz, Managing Creative Director Mantikor, MANTIKOR
Claus Karcheter, Senior Text, MANTIKOR
Lena-Kasmira Schueler, Junior Creative, MANTIKOR
Peter Stahmer, Creative Strategist, MANTIKOR
Kay Reiser, Sales, MANTIKOR
Kaan Dalgic, Photographer, MANTIKOR
Niklas Diesch, Editor/Animation, MANTIKOR
Judith Rieder, Creative Producer, MANTIKOR
Eduard Ebel, Director of Photography, MANTIKOR
Raik Lingner, Drone Operator, MANTIKOR
Sabrina Wasseh, Trainee, FORK
Louis Sternberg, Senior Account Executive, fischer Appelt relations GmbH
Thomas Kleinrahm, VIP Management, fischer Appelt relations GmbH
Brita Markhoff, Account Executive PR, fischer Appelt relations GmbH
Alessa Linneweber, Account Executive, fischer Appelt relations GmbH
Manuel Stark, Senior Social Strategist, fischer Appelt relations GmbH
Lilli Zimdars, Award Manager/in, fischer Appelt relations GmbH
Maike Kemper, Award Manager/in, fischer Appelt relations GmbH
Esther Cogho, Team Leader Event, fisherAppelt Event GmbH
Jennifer Jennifer Bandholz, Director, fisherAppelt Event GmbH
Vanessa Volker, Projekt Assistantin Event, fisherAppelt Event GmbH
Jan Kruse, CEO, Ligalux
Lennart Metze, Trainee, Ligalux
Katrin Joppig, Business Director, SQUAD
Lina Vilanek, Intern Influencer Relations, SQUAD
Alina Fackler, Account Executive | Influencer Relations, SQUAD
Nataliya Khodan, Assistent Influencer Marketing, SQUAD
Franziska Przymusinski, Account Director, SQUAD
Carla Schultz, Account Director, SQUAD
Dr. Oliver Scherenberg, Attorney, Scherenberg Legal & Licensing
Maximilian Florian Schoengen, General Manager Global Creative Lead, Mediaplus Germany
Lukas Pachoinig, Director Creative Media, Mediaplus Germany
Sabrina Duchow, Director Creative Media & Awards, Mediaplus Germany
Victoria Wissmann, Senior Client Consultant & Creative Media Manager, Mediaplus Germany
Hanna Pehmoeller, Digital Media Planner, Mediaplus Germany
Timo Hahn, Head of Sales, Stroeer
Elisa Schlegelmilch, Expert Account Management, Stroeer
Jan Werner, Audio Producer, Hastings
Oscar Meixner, Audio Engineer, Hastings
Andreas Ederhof, Recording Engineer, Hastings
Jan Finck Barboza, Composer, HOOKED Music GmbH
Steffen Graef, Composer, HOOKED Music GmbH
Jonathan Dr. T. Mall, KI Content Production Consultant, neuroflash / AI
Julia Schlocker, Neuroflash Marketing Managerin, neuroflash / AI
Henrik Roth, Neuroflash CMO & Co-Founder, neuroflash / AI
Peter Kabel, KI Consultant, AI Consultants
Benjamin Bertram, KI Consultant, AI Consultants
Johannes Ehrenwert, brandneo GmbH
Sebastian Galla, brandneo GmbH
Anna Gundlach, Studio Gundlach / Giovanni Mafrici Photography
Kai-Uwe Gundlach, Photographer, Studio Gundlach / Giovanni Mafrici Photography
Felix Engelhardt, Assistant, Studio Gundlach / Giovanni Mafrici Photography
Tibor Czekay, working student, Studio Gundlach / Giovanni Mafrici Photography
Dmitrij Leltschuk, Studio Gundlach / Giovanni Mafrici Photography
Jan Paersch, Studio Gundlach / Giovanni Mafrici Photography
Giovanni Mafrici, Photographer, Studio Gundlach / Giovanni Mafrici Photography
Joerg Koshorst, Managing Director, Promi
Florian Kuenstler, Singer / Songwriter / Music Artist, Promi
Sina Fuhrmann, Events, Hamburger Kunsthalle
Marejke Fries, Events, Hamburger Kunsthalle
Mira Forte, Press, Hamburger Kunsthalle
Julia Schmid, Press, Hamburger Kunsthalle
Martina Gschwilm, Website, Social Media, Hamburger Kunsthalle
Lea Ziegler, Website, Social Media, Hamburger Kunsthalle
Gesa Huget, Fundraising, Hamburger Kunsthalle
Sonia Mahnkopf, Fundraising, Hamburger Kunsthalle
Andrea Weniger, Relations, Hamburger Kunsthalle
Anja Gebauer, Relations, Hamburger Kunsthalle
Prof. Dr. Alexander Klar, CEO, Hamburger Kunsthalle
Joern Sturm, CEO, Hinz&Kunzt GmbH
Gabriele Koch, Fundraising, Hinz&Kunzt GmbH
Annette Woywode, Hinz&Kunzt GmbH
Sybille Arendt, Public Relations, Hinz&Kunzt GmbH
Richard Edel, Interview und KI, Hinz&Kuenztler*innen / Protagonisten
Silvia Zahn, Interview und KI, Hinz&Kuenztler*innen / Protagonisten
Juergen Jobsen, Interview und KI, Hinz&Kuenztler*innen / Protagonisten
Peter Konken, Interview und KI, Hinz&Kuenztler*innen / Protagonisten
Reiner Ruemke, Interview und KI, Hinz&Kuenztler*innen / Protagonisten
Joerg Petersen, Interview und KI, Hinz&Kuenztler*innen / Protagonisten
Chris S., Interview, Hinz&Kuenztler*innen / Protagonisten
Gerrit Keitel, Interview, Kandidat, Hinz&Kuenztler*innen / Protagonisten
Jens Cormann, Interview, Hinz&Kuenztler*innen / Protagonisten
Klaus Wallat, Momentaufnahme und Foto, Interview, Hinz&Kuenztler*innen / Protagonisten
Thomas Merkel, Momentaufnahme und Foto, Interview, Hinz&Kuenztler*innen / Protagonisten
Dennis Gibbisch, Momentaufnahme und Foto, Kandidat, Hinz&Kuenztler*innen / Protagonisten
Janina Marach, Momentaufnahme und Foto, Hinz&Kuenztler*innen / Protagonisten
Andreas Jaeger, Text & Bild, Hinz&Kuenztler*innen / Protagonisten
Uwe Dierks, Text & Bild, Hinz&Kuenztler*innen / Protagonisten
Joerg Wettstaedt, Text & Bild, Hinz&Kuenztler*innen / Protagonisten
Marc Heidemann, Text & Bild, Hinz&Kuenztler*innen / Protagonisten
Peter Reinhard, Text & Bild, Hinz&Kuenztler*innen / Protagonisten
Purpose Driven Marketing
Germany – Brand Purpose / Activism
Campaigns that use the brand's platform to promote a cause or social issue, including sustainability, to benefit society and give back for the greater good. This can include social, political, corporate sustainability, economic, and/or environmental campaigns for brands, products, services, or initiatives addressing a new program or expanding on an existing one. Example: campaigns focused on giving back to society and promoting social responsibility through a brand's influence and reach.
Gold Winner
Hinz&Kunzt / Hamburger Kunsthalle and MEDIAPLUS / Philipp und Keuntje / Mantikor for
The Homeless Gallery
Watch Video | CreditsSilver Winner
Junge Helden e.V. and Universal McCann Deutschland / McCann Germany for
Opt.Ink. Get Inked. Give Life. The organ donation tattoo.
Watch Video | CreditsBronze Winner
Deutsche Telekom and Mindshare GmbH for
You're the Voice! Your voice, your power against hate speech
Watch Video | CreditsPurpose Driven Marketing
Germany – 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
Junge Helden e.V. and Universal McCann Deutschland / McCann Germany for
Opt.Ink. Get Inked. Give Life. The organ donation tattoo.
Watch Video | CreditsGold Winner
AHR - A wineregion needs Help for Rebuilding e.V. and Seven.One AdFactory / Creative House for
#flutwein - our worst vintage
Watch Video | CreditsSilver Winner
Hinz&Kunzt / Hamburger Kunsthalle and MEDIAPLUS / Philipp und Keuntje / Mantikor for
The Homeless Gallery
Watch Video | CreditsBronze Winner
Deutsche Telekom AG and Mindshare GmbH for
Dt. Telekom and partners are utilizing the power of media to generate donations for the earthquake victims in Turkey & Syria
Watch Video | CreditsPurpose Driven Marketing
Germany – Diversity & Inclusion
Campaigns or marketing programs raising the audience’s appreciation by providing the means and opportunities to reduce inequality based on age, sex, sexual orientation, disability, race, ethnicity, origin, religion or economic status (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. Describe creative work or strategy specifically directed to these communities and any relevant cultural differences.
Bronze Winner
Deutsche Telekom and Mindshare GmbH for
You're the Voice! Your voice, your power against hate speech
Watch Video | CreditsPurpose Driven Marketing
Germany – Sustainability
Award that focuses on all aspects of sustainability for a campaign that promotes a brand, product or initiative. It can include corporate sustainibility initiatives as well.
Bronze Winner
Grundig Global and Ingage Media / The Or for
Grundig EcoAnxiety Campaign
Watch Video | CreditsMarketing Impact
Germany – 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. Additionally, campaigns may incorporate new-age technological solutions to achieve desired business results and make a significant impact on the business.
Silver Winner
Sony Music and KOSMOS Verlag / Freiberger Lebensmittel for
"Die drei ???" Pizza
View Case Study | Credits
Bronze Winner
ARTE Deutschland TV GmbH and Universal McCann Deutschland for
360° ARTE: Holistic Approach to Growth Against the Trend
Watch Video | CreditsMarketing Impact
Germany – Instant Impact / Promotion
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, 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
Miles and More GmbH and TRACK GmbH for
Turning Data into Value - Challenge Accepted!
Watch Video | CreditsSilver Winner
Sony Music and KOSMOS Verlag / Freiberger Lebensmittel for
"Die drei ???" Pizza
View Case Study | CreditsMarketing Impact
Germany – Customer Journey Marketing - Lead Generation / CRM
Campaigns that have a significant impact on the business by strategically applying marketing technology, including third-party platforms such as CRM, CMS, and payment systems. Entries should demonstrate how the use of these platforms generated prospects and leads, resulting in increased sales, conversions, purchase intent, or loyalty and retention, while delivering measurable ROI results and business impact. Successful campaigns should showcase the potential of these platforms to deliver tangible results, and how they were used to provide the best possible experience for customers while driving brand growth and success.
Gold Winner
McDonald’s Germany LLC and TRACK GmbH for
MyMcDonald’s. My own Golden Arches in my pocket.
Watch Video | CreditsBronze Winner
Beiersdorf and Rossmann and Carat Deutschland GmbH / The Trade Desk / Dentsu Germany GmbH for
How Beiersdorf, Rossmann, The Trade Desk und Carat using the Power of Data
Watch Video | CreditsMarketing Impact
Germany – Product and / or Service Launch
Campaigns showcasing an effective customer focused product or service launch. Work that launched, or re-launched, a product or service highlighting the 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.
Silver Winner
Sony Music and KOSMOS Verlag / Freiberger Lebensmittel for
"Die drei ???" Pizza
View Case Study | Credits
Impact Media
Germany – Cross Digital Media Marketing
Truly digital campaigns are now the main stay of many marketing and advertising strategies and are driving most of the spends 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, (digital) 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
ARTE Deutschland TV GmbH and Universal McCann Deutschland for
360° ARTE: Holistic Approach to Growth Against the Trend
Watch Video | CreditsImpact Media
Germany – Social Media Marketing
This category aims to recognize outstanding marketing and advertising campaigns that utilize one or multiple social platforms to reach a targeted audience, impact business objectives, and enhance relationships with brands, communities, or consumers. Successful strategies that have effectively communicated with target audiences through social messaging apps and text messaging (SMS/MMS, RCS) to drive sales, engagement, leads, or even foot traffic will be highly considered. The submission should demonstrate how client objectives were met and a significant return on investment (ROI) was achieved through the strategies.
Bronze Winner
Spotify GmbH and Universal McCann Deutschland / Departd for
Spotify takes over TikTok
Watch Video | CreditsImpact Media
Germany – Creator / Influencer / Celebrity Marketing
Campaigns showcasing the best use of social platform/influencers highlighting new community sales models & advertising strategies, creatives capturing consumer attention, interaction and engagement that encourage transactions. Content related to a brand created by consumers, the creator economy - showcase how your brand has used a creator to create special content for your campaign with mostly seamless experience, and shared through social media to increase brand engagement, sales, create buzz about a product or service. Share quantifiable results demonstrating how the influencers used in the campaign successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Bronze Winner
Annemarie Börlind and Wavemaker Germany for
Golden X-Mas with ANNEMARIE BÖRLIND x NOVALANALOVE
Watch Video | CreditsBronze Winner
Spotify GmbH and Universal McCann Deutschland / Departd for
Spotify takes over TikTok
Watch Video | CreditsBronze Winner
L'Oréal and Wavemaker Germany for
How L’Oréal Paris Revitalift won the Vitamin C game with Advocacy
Watch Video | CreditsEmerging Tech Marketing
Germany – Performance Marketing
This category recognises a campaign where brand and performance have combined to drive success for a brand. It could be a focus on using integrated creative strategies to drive lower CPA, sharing data to fuel returns or working together in a collaborative manner. Whether it’s affiliate marketing working with paid search, paid social working with display advertising, or another combination of results-based marketing, we’re rewarding a company or team that has combined two or more activities for great results.
Emerging Tech Marketing
Germany – 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 brand identity. Includes audio logos, audio branding, voice assistant devices, such as Alexa, Google Home, and audio platforms like Pandora, Spotify, YouTube, etc., or activation leveraging a space or using a more permanent spatial feature. Campaigns and/or individual measures that demonstrate a special effort and/or excellent interpretation of existing data. This includes excellently developed and implemented insights as well as exceptionally executed segmentations, the acquisition and/or enrichment of data and specific knowledge about the addressees, the granting of permissions, etc.
Emerging Tech Marketing
Germany – Experimental / Innovation Technology
Campaigns that enhance a branded experience by using experimental and innovative technology or applications including the use of Web 3.0 to create immersive large-scale or small-scale digital experiences and events in a way that impresses consumers and drives deeper engagement for fans, ultimately delivering an unforgettable digital or physical experience. Seeking campaigns that showcase creative use of media, highlighting innovative ways of using new or existing technology or applications that are genuinely groundbreaking or innovative to engage with consumers and drive engagement. Examples could include art exhibitions, fairs, trade shows, and signage. Submissions should also include quantifiable business results.
Gold Winner
Hinz&Kunzt / Hamburger Kunsthalle and MEDIAPLUS / Philipp und Keuntje / Mantikor for
The Homeless Gallery
Watch Video | CreditsBronze Winner
Bayer Vital GmbH and Essencemediacom for
Pioneering a high-value customers targeting approach using AI driven technologies
Watch Video | CreditsE-commerce marketing
Germany – O2O / New Retail / Innovative & New Tech Sales Channels
This award celebrates the best use of new technologies in O2O marketing, where online and offline channels and data are integrated and innovated to provide users with better participation and buying experience. The campaign should demonstrate how it used media creatively and strategically to connect with consumers and achieve the desired results / business impact. The campaign should also highlight how it used influencers or celebrities to drive brand experience / purpose, traffic, and transactions. The campaign should share quantifiable results that show the effectiveness and ROI of the O2O marketing strategy. Highlight marketing & advertising strategies, creatives capturing consumers attention, targeted and engaged audience(s), and encouraged transactions.
Bronze Winner
Beiersdorf and Rossmann and Carat Deutschland GmbH / The Trade Desk / Dentsu Germany GmbH for
How Beiersdorf, Rossmann, The Trade Desk und Carat using the Power of Data
Watch Video | CreditsE-commerce marketing
Germany – Social / Influencer Commerce
Campaigns showcasing best use of social platform / influencers or celebrities highlighting new community sales models & advertising strategies, creatives capturing consumers attention, interaction and engagement that encourage transactions. Pls share quantifiable results demonstrating how the influencers or celebrities used in the campaign successfully drove brand experience / purpose, traffic, resulting in business impact and ROI
Bronze Winner
L'Oréal and Wavemaker Germany for
How L’Oréal Paris Revitalift won the Vitamin C game with Advocacy
Watch Video | CreditsCreative
Germany – Customer (CX) / User Experience (UX) & Design
This award focuses on a campaign/brand that provides a truly outstanding customer experience and/or user experience on a platform, or integrated platforms/omni-channel showcasing 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 achieving best B2C or B2B results.
Creative
Germany – Personalisation
Campaigns that perfect the consumer journey and create 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
Miles and More GmbH and TRACK GmbH for
Turning Data into Value - Challenge Accepted!
Watch Video | CreditsBronze Winner
Kentucky Fried Chicken and Wavemaker Germany / Butter for
CTV meets DCO: Bringing Personalisation to the big Screen
Watch Video | Credits
2023 Smarties Germany Industry Award Winners
Media Agency of the Year
PHD Media
Advertising Agency of the Year
Track GmbH
Advertiser of the Year
Unilever