Presenting The Smarties KSA Winners
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KSA Best In Show
PepsiCo AMESA and Science & Sunshine for
The Lay's Heist
Credits
Nadine Ghossoub, Chief Executive Officer, Science & Sunshine
Ash Chagla, Chief Creative Officer, Science & Sunshine
Wael Baytamouni, Associate Creative Director, Science & Sunshine
Andre Marchesi, Associate Creative Director, Science & Sunshine
Nicolas Garcia, Associate Creative Director, Science & Sunshine
Raja Rizkallah, Creative Director, Science & Sunshine
Steven Khoury, Account Director, Science & Sunshine
Moussa El Fakih, Account Manager, Science & Sunshine
Tariq Al Hindi, Account Executive, Science & Sunshine
Nareena Mehra, Chief Strategy Officer, Science & Sunshine
Adela Fataliyeva, Art Director, Science & Sunshine
Isha Sharma, Copywriter, Science & Sunshine
Katrina Patrenko, Associate Creative Director, Science & Sunshine
Nora Alhemaid, Copywriter, Science & Sunshine
Ahmed Umrethwala, Digital Designer, Science & Sunshine
Joumana Haddad, Agency Producer, Science & Sunshine
Sohair SharafElDin, Senior Marketing Manager - Snacks, PC, PepsiCo AMESA
Mahmoud Hassan, Senior Marketing Manager Content & Creative, PepsiCo AMESA
Cynthia Abdulkarim, Head of Partner Marketing, Middle East & Africa, Netflix
Manzoor Karimuddin, Marketing Director, Pepsico Saudi Arabia
Anfal Al Duhilan, Senior Marketing Manager, Pepsico Saudi Arabia
Omar Munshi, Assistant Brand Manager, Pepsico Saudi Arabia
Saleh Ghazal, Chief Executive Office, OMD MENA
Saleh Agha, Managing Director, OMD UAE
Hossam Sherif, Business Unit Director, OMD UAE
Nour El Dakdouki, Associate Director, OMD UAE
Sherif Rehan, Social Media Manager, OMD UAE
Layal Moukahal, Executive Producer, Film Pudding
Indiana Hamparsoum, Producer, Film Pudding
KSA Best In Show
Qiddiya Investment Company and EssenceMediacom for
Qiddiya Global Launch
Credits
Shadir Ashraf, Media Director, Essencemediacom
Joseph Elbcherrawy, Business Director, Essencemediacom
Alia Arnous, Media Manager, Essencemediacom
Safwan Kanj, Managing Director, Essencemediacom
Purpose Driven Marketing
KSA – 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.
Bronze Winner
Veyron Marketing and Veyron Marketing for
NDF Brand Film Launch Campaign
Watch Video | CreditsBronze Winner
stc and UM MENAT for
Hitting Media Targets & Reducing Carbon Emissions
Watch Video | CreditsPurpose Driven Marketing
KSA – 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.
Bronze Winner
Safari Group and MEmob+ for
Chuck E Cheese, Where A Kid Can Be A Kid
Watch Video | CreditsBronze Winner
Veyron Marketing and Veyron Marketing for
Monsha'at BIBAN23 Forum Campaign
Watch Video | CreditsPurpose Driven Marketing
KSA – 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
Veyron Marketing and Veyron Marketing for
NDF Brand Film Launch Campaign
Watch Video | CreditsPurpose Driven Marketing
KSA – 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
stc and UM MENAT for
Hitting Media Targets & Reducing Carbon Emissions
Watch Video | CreditsMarketing Impact
KSA – 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
Qiddiya Investment Company and EssenceMediacom for
Qiddiya Global Launch
Watch Video | CreditsSilver Winner
Almarai and Spark Foundry KSA for
The Non-Sponsored Sponsorship of Ramadan
Watch Video | CreditsBronze Winner
stc and UM MENAT for
Strength of 5G in the deepest parts of Saudi Arabia
Watch Video | Credits
Marketing Impact
KSA – 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.
Marketing Impact
KSA – 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.
Silver Winner
Veyron Marketing and Veyron Marketing for
Monsha'at BIBAN23 Forum Campaign
Watch Video | CreditsBronze Winner
Ounass and Ounass in association with ArabyAds for
The Gifting Gala Got Bigger
Watch Video | CreditsBronze Winner
Saudi German Health and Saudi German Health for
Elevating Lives with Personalized Weight Loss Solutions
Watch Video | CreditsMarketing Impact
KSA – 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
Abdul Latif Jameel Motors and Mediaplus Middle East / Smartifai for
Toyota's journey to redefine the automotive narrative!
Watch Video | CreditsSilver Winner
Sony and Smartifai for
Supply Chain Hurdles to Record Sales: PS5's Secret Formula!
Watch Video | Credits
Marketing Impact
KSA – Real Time Marketing
Campaigns showcasing the most successful and engaging creative and media execution based on real-time information and platforms delivering on the brand's objectives. Campaigns that include new age technology solutions in an immediate and meaningful way delivered for achieving desired business results and business impact. 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 marketing goals.
Silver Winner
Almarai and Spark Foundry KSA for
The Non-Sponsored Sponsorship of Ramadan
Watch Video | CreditsSilver Winner
Sony and Smartifai for
Supply Chain Hurdles to Record Sales: PS5's Secret Formula!
Watch Video | CreditsBronze Winner
Saudi Esports Federation and Smartifai for
Gamers8: Rewriting History in the World of Esports
Watch Video | CreditsBronze Winner
AlMajdouie Group and MEmob+ for
Changan, Experience The Difference!
Watch Video | CreditsMarketing Impact
KSA – Co-branded Marketing
Success of a co-branded campaign out of a partnership driven on innovation/tech adoption among any of the following: an agency, media owner, brand or ad technology owner, and even brand to brand collaboration showcasing key busines impact metrics hinged on collaboration as a key element to the success of the campaign.
Marketing Impact
KSA – Small Budget, Big Impact
The campaigns should demonstrate how they maximized the impact of their limited resources and delivered measurable outcomes. The budget range for this category is from $5k to $25k. Entries should include a clear description of the campaign objectives, strategy, execution, and results, as well as evidence of the budget spent.
Silver Winner
Mobily and PHD for
Driving Connectivity for Hajj & Umrah Visitors
Watch Video | CreditsImpact Media
KSA – Omnichannel Marketing
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
Qiddiya Investment Company and EssenceMediacom for
Qiddiya Global Launch
Watch Video | CreditsBronze Winner
Veyron Marketing and Veyron Marketing for
Monsha'at BIBAN23 Forum Campaign
Watch Video | CreditsImpact Media
KSA – 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.
Gold Winner
Qiddiya Investment Company and EssenceMediacom for
Qiddiya Global Launch
Watch Video | CreditsSilver Winner
Mobily and PHD for
Driving Connectivity for Hajj & Umrah Visitors
Watch Video | CreditsBronze Winner
Saudi Exports Development Authority and Veyron Marketing for
Saudi Made Exhibition
Watch Video | CreditsImpact Media
KSA – 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.
Silver Winner
Mondelez International and Publicis Groupe - Spark Foundry Middle East for
Sweet Success with TikTok Trends
Watch Video | CreditsImpact Media
KSA – 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.
Silver Winner
Mondelez International and Publicis Groupe - Spark Foundry Middle East for
ChatGPT to ChefGPT
Watch Video | CreditsImpact Media
KSA – Gaming, Gamification & E-Sports
Campaigns showcasing interactive storytelling as a main stay of the campaign and mainstream gaming apps, gamification applications, in campaign/app gaming or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. 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
Saudi Esports Federation and Smartifai for
Gamers8: Rewriting History in the World of Esports
Watch Video | Credits
Silver Winner
Sony and Smartifai for
Supply Chain Hurdles to Record Sales: PS5's Secret Formula!
Watch Video | CreditsBronze Winner
Spark Foundry and InMobi for
L’usine Brownie Leaves You Speechless!
Watch Video | CreditsImpact Media
KSA – Social Messaging / Chat Apps / Text Messaging
Campaigns that demonstrate the innovative and creative use of social messaging apps and text messaging (SMS/MMS, RCS) to communicate to a targeted audience to market, inform or help customers in pursuit of brand growth & success having a significant impact on the business as a results.
Silver Winner
Jawwy Mobile by stc and UM MENAT for
Chatbots, dynamic creatives, and media innovation
Watch Video | CreditsEmerging Tech Marketing
KSA – Data Insights / Contextual Marketing
Use of customer data, analytics, and technology, that play an integral role in the development and execution of a meaningful relationship with a specific audience. Show the most successful and engaging media and creative execution based on real-time information and/or data insights and platform to shape the marketing strategies delivering on the brand's objectives rooted in data-driven customer insight contributing significantly to the business impact including ROI demonstrating elements, such as segmentation or real time targeting, to improve the end user's experience.
Gold Winner
Almarai and Spark Foundry KSA for
The Non-Sponsored Sponsorship of Ramadan
Watch Video | CreditsGold Winner
Sony and Smartifai for
Supply Chain Hurdles to Record Sales: PS5's Secret Formula!
Watch Video | CreditsSilver Winner
Abdul Latif Jameel Motors and Mediaplus Middle East / Smartifai for
Toyota's journey to redefine the automotive narrative!
Watch Video | CreditsSilver Winner
Qiddiya Investment Company and EssenceMediacom for
Qiddiya Global Launch
Watch Video | CreditsBronze Winner
Saudi Tourism Authority (STA) and Promofix GCC for
STA X Promofix: Igniting a 64% Surge in Saudi Tourism Intent
Watch Video | CreditsBronze Winner
Saudi Esports Federation and Smartifai for
Gamers8: Rewriting History in the World of Esports
Watch Video | CreditsEmerging Tech Marketing
KSA – Programmatic
A campaign that demonstrates how the use of a programmatic/RTB platform improved targeting and increased the efficiency and effectiveness in buying, selling, and creating a digital/mobile advertising solution. Entries can include 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.
Silver Winner
Almarai and Blis MENA for
Game On: Luisine Cream Cheese Sandwich's Gamification Strategy for Category Expansion and Dominance
Watch Video | CreditsSilver Winner
Jawwy Mobile by stc and UM MENAT for
Chatbots, dynamic creatives, and media innovation
Watch Video | CreditsBronze Winner
IHG and Yahoo & IHG in Association with ArabyAds for
The New Wave Of Tourism With CTV
Watch Video | CreditsEmerging Tech Marketing
KSA – 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.
Silver Winner
Veyron Marketing and Veyron Marketing for
Monsha'at BIBAN23 Forum Campaign
Watch Video | Credits
Emerging Tech Marketing
KSA – 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.
Silver Winner
Spark Foundry and InMobi for
L’usine Brownie Leaves You Speechless!
Watch Video | CreditsEmerging Tech Marketing
KSA – 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.
Silver Winner
Abdul Latif Jameel Motors and Mediaplus Middle East / Smartifai for
Toyota's journey to redefine the automotive narrative!
Watch Video | CreditsBronze Winner
IHG and Yahoo & IHG in Association with ArabyAds for
The New Wave Of Tourism With CTV
Watch Video | CreditsBronze Winner
Ounass and Ounass in association with ArabyAds for
The Gifting Gala Got Bigger
Watch Video | CreditsEmerging Tech Marketing
KSA – Spatial / AR / VR / NFT / Metaverse Tech
Moving to Web 3.0 means more privacy and less ability to reach customers the way we do now. Campaigns that are building communities and experiences for customers (including metaverse) and finding advertising opportunities including partnerships and collaborations with creators to leverage their audience and bring innovation, impact and communication power to the brand through use of new technology like NFT 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 new Web 3.0 technologies.
Silver Winner
stc and UM MENAT for
Strength of 5G in the deepest parts of Saudi Arabia
Watch Video | CreditsEmerging Tech Marketing
KSA – Contextual and 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
Sony and Smartifai for
Supply Chain Hurdles to Record Sales: PS5's Secret Formula!
Watch Video | CreditsSilver Winner
Saudi Esports Federation and Smartifai for
Gamers8: Rewriting History in the World of Esports
Watch Video | CreditsSilver Winner
Abdul Latif Jameel Motors and Mediaplus Middle East / Smartifai for
Toyota's journey to redefine the automotive narrative!
Watch Video | CreditsBronze Winner
Almarai and Blis MENA for
Game On: Luisine Cream Cheese Sandwich's Gamification Strategy for Category Expansion and Dominance
Watch Video | CreditsBronze Winner
Saudi Tourism Authority (STA) and Promofix GCC for
STA X Promofix: Igniting a 64% Surge in Saudi Tourism Intent
Watch Video | CreditsEmerging Tech Marketing
KSA – Digital Out-of-Home (DOOH)
Digital out of home advertising is the integration of offline out-of-home advertising with digital elements. This includes any out-of-home (OOH) display, digital billboard or digital signage that can change its advertising content remotely using addressable electronic, LED, and screen technology but excludes TV advertising and radio advertising. It does not include vinyl or static billboards, bus shelters or other static displays or panels.
Gold Winner
Qiddiya Investment Company and EssenceMediacom for
Qiddiya Global Launch
Watch Video | CreditsE-commerce marketing
KSA – Integrated Ecommerce Innovation
Campaigns showcasing best use of 360 E-commerce highlighting marketing & advertising strategies, creatives and online experiences & activations on an ecommerce platform to carry out innovative marketing/sales methods to achieve marketing purposes and business results. Please share quantifiable results demonstrating how the campaign and any influencers or celebrities used, successfully drove brand experience/ purpose, traffic, resulting in business impact and ROI.
Bronze Winner
Ounass and Ounass in association with ArabyAds for
The Gifting Gala Got Bigger
Watch Video | CreditsCreative
KSA – 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.
Silver Winner
Abdul Latif Jameel Motors and Mediaplus Middle East / Smartifai for
Toyota's journey to redefine the automotive narrative!
Watch Video | CreditsSilver Winner
Almarai and Blis MENA for
Game On: Luisine Cream Cheese Sandwich's Gamification Strategy for Category Expansion and Dominance
Watch Video | CreditsBronze Winner
Ounass and Ounass in association with ArabyAds for
The Gifting Gala Got Bigger
Watch Video | CreditsBronze Winner
Iffco and Ad Scholars in association with Initiative MENA / Ad Scholars Marketing Management for
Igloo- Back to School
Watch Video | CreditsCreative
KSA – 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.
Silver Winner
Jawwy Mobile by stc and UM MENAT for
Chatbots, dynamic creatives, and media innovation
Watch Video | CreditsSilver Winner
Spark Foundry and InMobi for
L’usine Brownie Leaves You Speechless!
Watch Video | CreditsBronze Winner
Ounass and Ounass in association with ArabyAds for
The Gifting Gala Got Bigger
Watch Video | CreditsCreative
KSA – 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.
Silver Winner
Mondelez International and Publicis Groupe - Spark Foundry Middle East for
Sweet Success with TikTok Trends
Watch Video | CreditsSilver Winner
Mondelez International and Publicis Groupe - Spark Foundry Middle East for
ChatGPT to ChefGPT
Watch Video | CreditsBronze Winner
Veyron Marketing and Veyron Marketing for
NDF Brand Film Launch Campaign
Watch Video | CreditsBronze Winner
Veyron Marketing and Veyron Marketing for
KFSH&RC - Saudi National Day '23 Campaign
Watch Video | CreditsSmarties KSA Industry Award Winners
Advertiser of the Year
Almarai
Advertiser of the Year
Aramco
Creative Agency of the Year
Publicis Groupe - Leo Burnett Middle East
Media Agency of the Year
Publicis Groupe - Spark Foundry Middle East
Tech Provider of the Year
Smartifai
Marketing Platform of the Year
ArabyAds