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  • MEA
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  • DACH
  • China
  • Thailand
  • Brazil
  • Hispanic LATAM
  • Philippines
  • Sub-Saharan Africa

Presenting The Smarties Hispanic LATAM 2024 Winners

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Enterogermina: Pequeños Testamentos

Hispanic LATAM Best In Show

Opella, Unidad de Consumer Health de Sanofi and PHD México for

Enterogermina: Pequeños Testamentos

Credits

Salvador Camarena, Director de Marketing, Opella, Unidad de Consumer Health de Sanofi
Gabriela Arroyo, Zone Brand Lead Enterogermina Mexico, Opella, Unidad de Consumer Health de Sanofi
Jessica Velasco, Brand Manager, Opella, Unidad de Consumer Health de Sanofi
Oscar Corro, Media Head, Opella, Unidad de Consumer Health de Sanofi
Patricia Iturbe, Media Efficiency & Agencies Relationship Manager, Opella, Unidad de Consumer Health de Sanofi
Fernanda Campos, Managing Director, PHD México
Carlos Echeverria, Chief Strategy Officer, PHD México
Erika González, Account Director, PHD México
Daniela Castañeda, Digital Director, PHD México
Karemi Gómez, Strategist, PHD México
Osiris Xolalpa, Digital Manager, PHD México
Leticia Crispin, Offline Manager, PHD México
Laura Bautista, Media Planner, PHD México
Tania Duran, Media Manager, Opella, Unidad de Consumer Health de Sanofi
Luis González, Chief Creative Officer, McCann Worldgroup México
Carolina Hernández, Director de Cuentas, McCann Worldgroup México
Omar Ayala, Director Creativo, McCann Worldgroup México
Estefania Ortiz, Directora de Cuentas, McCann Worldgroup México
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Tranquilo Campeón

Hispanic LATAM Best In Show

YPF and Isla República / YPF for

Tranquilo Campeón

Credits

Rodrigo Grau, Partner/CCO, Isla
Ariel Serkin, Partner/CCO, Isla
Mariano Serkin, Partner/CSO, Isla
Rodrigo Greco, ECD, Isla
Mariano Gamba, ECD, Isla
Patricio Ramirez Isla, Creative Director, Isla
Ignacio Jimenez, Creative Director, Isla
Manuela Sorzana, Account Director, Isla
Berenice Sotelo, Producer, Isla
Victoria Clucellas, Managing Director, Isla
Agustina Pelfini, Marketing Director, YPF
Leandro Carusso, Marketing, YPF
Matías Kyska, Marketing, YPF
María Zicari, Marketing, YPF
Agostina Gimenez, Marketing, YPF
Alan Trajtenberg, Producer, YPF
Fran Colombatti, Director, Landia
Adrián D'Amario, Executive Producer, Landia
Diego Dutil, Executive Producer, Landia
Victoria Martin, Producer, Landia
Felipe Hoya, Director Assistant, Landia
Ignacio Perez Elgorriaga, Creative Assistant, Landia
Juan Maglione, DOP, Landia
Juan Escolar, Production Manager, Landia
Nestor Paradiso, Grip, Landia
Ariel Enriquez, Props, Landia
Andrea Sarno, Post Coordinator, Landia
Vane Ferrario, Editor, Landia
Ale Lescano, Color, Landia
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Promesas Absurdas

Hispanic LATAM Best In Show

ASDRA and VML Argentina for

Promesas Absurdas

Credits

Rafael Quijano, CCO Argentina, VML
Dario Gonzalez, CCO Argentina, VML
Sofia Cursach, General Creative Director, VML
Antonella Frangi, Art Director, VML
Jeremias Buchelli, Copywriter, VML
Fernando Rossini, Head of art, VML
Solana Viton, Art lead, VML
Axel Marinsek, Martech Manager, VML
Charly Coletta, Marketing Science Analyst, VML
Graciela Giacomini, Marketing Science Analyst, VML
Sofia Leiva, Data Enginier, VML
Josefina Espil, Head of production, VML
Marcelo Fontao, Head of production, VML
Leandro Ramirez, Editor/Animator, VML
Delfina Scalise, Creative Operations Lead, VML
Eliana Kaplan, Chief Growth Officer, VML
Carolina Graziano, Growth Director, VML
Silvina Coto, Head of Content & Comms Strategy, VML
Victora Cole, CEO Argentina, VML
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Purpose Driven Marketing

Hispanic LATAM – Brand Purpose / Activism

The Brand Purpose/Activism category recognises campaigns that harness the power of brand platforms to champion social causes or address significant societal issues. This category emphasizes the role of brands in contributing to the greater good, covering a wide range of initiatives from environmental sustainability to social, political, and economic activism. It underscores the importance of leveraging brand influence and reach to make a meaningful impact on society.

Gold Winner

Promesas Absurdas
ASDRA and VML Argentina for

Promesas Absurdas

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Gold Winner

Sharenting, el musical
Telefónica Argentina and VML Argentina / Movistar Argentina for

Sharenting, el musical

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Purpose Driven Marketing

Hispanic LATAM – Social Impact Marketing

The Social Impact Marketing category honors campaigns that leverage marketing to drive significant social change, focusing on initiatives that contribute to public service, social responsibility, and positive shifts in societal attitudes or behaviours. It recognizes efforts that go beyond conventional marketing to make a meaningful difference in the world.

Gold Winner

Enterogermina: Pequeños Testamentos
Opella, Unidad de Consumer Health de Sanofi and PHD México for

Enterogermina: Pequeños Testamentos

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Gold Winner

Sharenting, el musical
Telefónica Argentina and VML Argentina / Movistar Argentina for

Sharenting, el musical

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Bronze Winner

Succession
HSBC and David for

Succession

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Bronze Winner

ENFRENTEMOS LA IRRITACIÓN
Unilever and VML Argentina for

ENFRENTEMOS LA IRRITACIÓN

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Purpose Driven Marketing

Hispanic LATAM – Diversity  &  Inclusion

The Diversity & Inclusion category recognizes campaigns focused on promoting understanding, reducing inequalities, and elevating underrepresented voices, showcasing the power of marketing in fostering a more inclusive society.

Gold Winner

Promesas Absurdas
ASDRA and VML Argentina for

Promesas Absurdas

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Marketing Impact

Hispanic LATAM – Brand Experience

The Brand Experience category honors campaigns that create immersive, memorable brand interactions, leveraging innovative strategies and technology to foster deep consumer connections and brand loyalty. Campaigns that redefine the interaction between brands and consumers, setting new standards for how brands engage, inspire, and connect with their audiences creating a 360-customer experience.

Silver Winner

In the Zone
Adidas + MercadoLibre and Media.Monks for

In the Zone

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Silver Winner

Message in a Playlist
Mondelez and Digitas Buenos Aires / Mondelez for

Message in a Playlist

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Silver Winner

RecetOreo - A.R.I
Mondelez and Digitas Buenos Aires / Mondelez for

RecetOreo - A.R.I

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Bronze Winner

Netflix & Chill
Netflix and Isla República for

Netflix & Chill

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Bronze Winner

Leche
Pepsico Foods and Isla República for

Leche

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Marketing Impact

Hispanic LATAM – Instant Impact / Promotion

The Instant Impact/Promotion category aims to recognize campaigns that not only creatively engage consumers but also drive immediate business results, showcasing the power of promotions in today’s competitive market. Campaigns that deliver business impact/results through creative and effective promotional tactics, driving consumer engagement and sales.

Gold Winner

YOY – Recarga de Transporte
Industrial and Commercial Bank of China (Argentina) S.A.U. and Industrial and Commercial Bank of China (Argentina) S.A.U. for

YOY – Recarga de Transporte

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Silver Winner

In the Zone
Adidas + MercadoLibre and Media.Monks for

In the Zone

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Bronze Winner

Lo gratis se disfruta más
Cervecería y Maltería Quilmes and draftLine BUE for

Lo gratis se disfruta más

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Bronze Winner

Tranquilo Campeón
YPF and Isla República / YPF for

Tranquilo Campeón

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Bronze Winner

Hot sale
MODO and Play Digital S.A. for

Hot sale

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Marketing Impact

Hispanic LATAM – Customer Journey Marketing - Lead Generation / CRM

The Customer Journey Marketing - Lead Generation/CRM Category is tailored for campaigns that have significantly enhanced the business by strategically leveraging marketing technology to nurture customer relationships and generate leads. Campaigns that have seamlessly integrated technology to map out and improve the customer journey, driving sales, loyalty, and retention.

Silver Winner

Message in a Playlist
Mondelez and Digitas Buenos Aires / Mondelez for

Message in a Playlist

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Marketing Impact

Hispanic LATAM – Product and / or Service Launch

The Product and/or Service Launch category celebrates marketing campaigns that have successfully introduced or reintroduced products or services to the market. This category recognizes the crucial role of strategic marketing in making a launch effective, highlights campaigns that have managed to capture consumer interest, generate buzz, and ultimately drive sales and market share growth from the outset.

Gold Winner

Gesticuladores
Pepsico and Isla República for

Gesticuladores

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Silver Winner

Lanzamiento Visa NFC
Visa Argentina and Digitas Buenos Aires / Visa Argentina for

Lanzamiento Visa NFC

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Silver Winner

World of Warcraft - Amor, Amor, Amor
Blizzard/Activision and Druid Creative Gaming for

World of Warcraft - Amor, Amor, Amor

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Bronze Winner

Shell Helix, compensa la huella de carbono
Raízen Argentina S.A.U. and Raízen Argentina S.A.U. for

Shell Helix, compensa la huella de carbono

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Bronze Winner

BONAFONT AGUAS FRESCAS
DANONE and DANONE for

BONAFONT AGUAS FRESCAS

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Impact Media

Hispanic LATAM – Omnichannel Marketing

The Omnichannel Marketing category honors campaigns that achieve a seamless customer experience across multiple channels, showcasing strategic coherence and integration. It celebrates the strategic and tactical prowess of using various media touchpoints including TV, print, radio, outdoor, PR, direct marketing, and digital platforms to craft a coherent brand story that engages consumers at multiple levels of their journey.

Gold Winner

Message in a Playlist
Mondelez and Digitas Buenos Aires / Mondelez for

Message in a Playlist

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Silver Winner

Leche
Pepsico Foods and Isla República for

Leche

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Bronze Winner

Lo gratis se disfruta más
Cervecería y Maltería Quilmes and draftLine BUE for

Lo gratis se disfruta más

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Impact Media

Hispanic LATAM – Social Media Marketing

The Social Media Marketing category is dedicated to recognizing outstanding campaigns that utilize social media platforms to achieve marketing objectives. This category celebrates the strategic use of social networks, messaging apps, and text messaging services to engage audiences, drive sales, enhance brand visibility, and foster meaningful connections with communities or consumers emphasizing strategic engagement and innovative content to drive business results.

Gold Winner

Poker Face
Pepsico Foods and Isla República for

Poker Face

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Silver Winner

Besos con Fernet
Fratelli Branca Destilerías and Ninch Company for

Besos con Fernet

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Impact Media

Hispanic LATAM – Creator / Influencer / Celebrity Marketing

The Creator/Influencer/Celebrity Marketing category celebrates campaigns that effectively leverage personalities to enhance brand engagement and achieve marketing objectives through authentic and persuasive collaborations. Campaigns that utilize creators, influencers, or celebrities in a strategic manner to reach and engage target audiences. Showcase creative integration of personalities into the brand narrative, resulting in enhanced consumer interaction and engagement.

Gold Winner

Tranquilo Campeón
YPF and Isla República / YPF for

Tranquilo Campeón

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Silver Winner

Besos con Fernet
Fratelli Branca Destilerías and Ninch Company for

Besos con Fernet

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Bronze Winner

Línea de Cal
YPF and Isla República / YPF for

Línea de Cal

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Bronze Winner

Lanzamiento Visa NFC
Visa Argentina and Digitas Buenos Aires / Visa Argentina for

Lanzamiento Visa NFC

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Impact Media

Hispanic LATAM – Gaming, Gamification & E-Sports

The Gaming, Gamification & E-Sports category recognizes campaigns that creatively integrate gaming and e-sports to engage audiences and achieve marketing objectives, leveraging interactive and immersive experiences. Campaigns that leverage mainstream gaming applications, gamification in campaigns, or e-sports activities as a significant component of the marketing strategy & how the brand is integrated into the gaming environment is used to engage consumers.

Bronze Winner

Poker Face
Pepsico Foods and Isla República for

Poker Face

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Bronze Winner

Anti Lag Squad
Telefónica Argentina and VML Argentina for

Anti Lag Squad

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Emerging Tech Marketing

Hispanic LATAM – Tecnologías Facilitadoras (Enabling Technologies)

Campañas con el mejor uso de diferentes tipos específicos de tecnologías para generar demanda y compromiso del consumidor, mejorar su experiencia o reforzar la identidad de la marca. Ejemplos: reconocimiento de voz, elementos de sonido, publicidad de audio, aplicaciones y/o herramientas de mensajería (WhatsApp, Facebook Messenger, WeChat, MMS, RCS), chat bots, GPS, datos de clientes, programática, analítica, datos de geolocalización y/o tecnologías de proximidad.

Bronze Winner

RecetOreo - A.R.I
Mondelez and Digitas Buenos Aires / Mondelez for

RecetOreo - A.R.I

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E-commerce marketing

Hispanic LATAM – Integrated Ecommerce Innovation & Live Streaming

The Integrated Ecommerce Innovation and Live Streaming category recognizes campaigns that excel in leveraging integrated 360 degrees digital strategies including live video content into e-commerce platform to enhance the ecommerce experience, masterfully combine various digital tools and strategies to revolutionize the ecommerce experience, driving substantial business growth and enhancing customer engagement.

Bronze Winner

In the Zone
Adidas + MercadoLibre and Media.Monks for

In the Zone

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Creative

Hispanic LATAM – Customer (CX) / User Experience (UX) & Design

The Customer Experience (CX)/User Experience (UX) & Design category celebrates campaigns that excel in creating superior customer and user experiences through innovative and thoughtful design, significantly enhancing user satisfaction and engagement.

Bronze Winner

Planazos
YPF and Isla República / YPF for

Planazos

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AI Marketing

Hispanic LATAM – AI-Powered Audience Engagement

The AI-Powered Audience Engagement category celebrates marketing campaigns that utilize artificial intelligence to significantly enhance audience engagement. This award recognizes efforts that employ AI technologies to analyze behaviors, predict preferences, automate interactions, and personalize communications at scale. It showcases how AI can be a critical tool in understanding and connecting with audiences more deeply and effectively, leading to increased engagement, satisfaction, and loyalty.

Gold Winner

RecetOreo - A.R.I
Mondelez and Digitas Buenos Aires / Mondelez for

RecetOreo - A.R.I

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Silver Winner

Message in a Playlist
Mondelez and Digitas Buenos Aires / Mondelez for

Message in a Playlist

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Purpose Driven Marketing

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

    • Marketing Impact

  • Brand Experience
  • Instant Impact / Promotion
  • Customer Journey Marketing - Lead Generation / CRM
  • Product and / or Service Launch

    • Impact Media

  • Omnichannel Marketing
  • Social Media Marketing
  • Creator / Influencer / Celebrity Marketing
  • Gaming, Gamification & E-Sports

    • Emerging Tech Marketing

  • Tecnologías Facilitadoras (Enabling Technologies)

    • E-commerce marketing

  • Integrated Ecommerce Innovation & Live Streaming

    • Creative

  • Customer (CX) / User Experience (UX) & Design

    • AI Marketing

  • AI-Powered Audience Engagement