Purpose Driven Marketing

Philippines – 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

Missing Smiles Campaign

Colgate-Palmolive and Wavemaker Philippines/ WPP@CP for

Missing Smiles Campaign

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Silver Winner

Bear Brand Purpose Campaign

Nestle Philippines and Openmind Philippines for

Bear Brand Purpose Campaign

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Silver Winner

Ride the Arches

McDonald's and Leo Burnett Group Manila for

Ride the Arches

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Purpose Driven Marketing

Philippines – 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.

Bronze Winner

Sayang? No, #ImWorthIt

L'Oréal and Wavemaker, GOAT, Lit Lab Studios, Pulse for

Sayang? No, #ImWorthIt

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Marketing Impact

Philippines – 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.

Gold Winner

Ride the Arches

McDonald's and Leo Burnett Group Manila for

Ride the Arches

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Gold Winner

NIPS: Playtime in Full Color Campaign

Universal Robina Corporation and Spark Foundry / Hepmil Philippines for

NIPS: Playtime in Full Color Campaign

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Bronze Winner

Promil Revolutionizes Brain Development

Wyeth Philippines and Openmind for

Promil Revolutionizes Brain Development

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Marketing Impact

Philippines – 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

TM: The TeaMmate of every Filipino

Globe Telecom and Globe Telecom for

TM: The TeaMmate of every Filipino

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Gold Winner

Kenny Rogers Roasters: Solo Love Club

Epicurean Partners Exchange Inc. and Mindshare Philippines for

Kenny Rogers Roasters: Solo Love Club

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Silver Winner

Bold Gen-Z Leads Self-Discovery with Globe Prepaid

Globe Telecom, Inc. and EssenceMediacom & Publicis JimenezBasic for

Bold Gen-Z Leads Self-Discovery with Globe Prepaid

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Marketing Impact

Philippines – 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.

Gold Winner

Piloting Beauty Technology with Pond’s S.A.L.

Unilever and Mindshare Philippines for

Piloting Beauty Technology with Pond’s S.A.L.

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Silver Winner

Samsung Omnichannel Conversions Pilot

Samsung Philippines Corporation and Starcom Philippines / Publicis Media for

Samsung Omnichannel Conversions Pilot

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Bronze Winner

MAC COSMETICS: Maximizing ROI with Precision CRM

ESTEE LAUDER COMPANIES INC. and T&P Group for

MAC COSMETICS: Maximizing ROI with Precision CRM

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Marketing Impact

Philippines – 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

MCDONALD'S WINS WITH CHRISTMAS CHICKEN MCDO

McDonald's and OMD Philippines / WAGAWIN for

MCDONALD'S WINS WITH CHRISTMAS CHICKEN MCDO

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Silver Winner

Ride the Arches

McDonald's and Leo Burnett Group Manila for

Ride the Arches

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Bronze Winner

Enter Your Radiant Girl Era by Dove Deodorants

Unilever and Mindshare Philippines for

Enter Your Radiant Girl Era by Dove Deodorants

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Marketing Impact

Philippines – Small Budget, Big Impact

The Small Budget, Big Impact category recognizes campaigns that achieve significant marketing success with limited financial resources, with a budget from $5k to $25k, highlighting the power of creativity and strategic efficiency.

Bronze Winner

TRESEMME WINS IN VALUE GAME ACROSS E-COMMERCE

Unilever and Wagawin for

TRESEMME WINS IN VALUE GAME ACROSS E-COMMERCE

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Impact Media

Philippines – 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

Sting Hataw ang Energy sa Mind at Body

PepsiCo Philippines and DDB MNL for

Sting Hataw ang Energy sa Mind at Body

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Silver Winner

Knorr Tinolaoke Challenge with Ninong Ry

Unilever and Mindshare Philippines for

Knorr Tinolaoke Challenge with Ninong Ry

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Bronze Winner

Kenny Rogers Roasters: Solo Love Club

Epicurean Partners Exchange Inc. and Mindshare Philippines for

Kenny Rogers Roasters: Solo Love Club

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Bronze Winner

Cream Silk Welcomes its Vitamin Boost Conditioners

Unilever and Mindshare Philippines for

Cream Silk Welcomes its Vitamin Boost Conditioners

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Impact Media

Philippines – Cross Digital Media Marketing

The Cross Digital Media Marketing category celebrates campaigns that harness the diversity of digital platforms to create an engaging, integrated, and impactful brand experience, showcasing the power of a comprehensive digital strategy. The category recognizes the importance of a unified digital strategy that spans various applications and devices (minimum of 3), including desktop, mobile, wearables, digital installations etc. Campaigns should emphasize the ability of brands to navigate the complexities of the digital landscape to develop meaningful consumer engagements that drive business impact.

Gold Winner

Book In as Fast as 2 Minutes

Grab Holdings Inc and M&C Saatchi Performance for

Book In as Fast as 2 Minutes

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Silver Winner

Pioneering Content-First Product Launches

Unilever and Mindshare Philippines for

Pioneering Content-First Product Launches

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Bronze Winner

Globe, A Greater Life Together

Globe Telecom, Inc. and EssenceMediacom for

Globe, A Greater Life Together

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Impact Media

Philippines – 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

TNT Petmaloop

Smart Communications, Inc and Wavemaker Philippines for

TNT Petmaloop

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Silver Winner

Next-Level Skincare: Unlocking Skincare Expertise

Unilever and Mindshare Philippines for

Next-Level Skincare: Unlocking Skincare Expertise

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Bronze Winner

NIDO 3+5+ - Love Is Not A Word, It's An Act

Nestle Philippines and Openmind Philippines / OPENMIND Philippines for

NIDO 3+5+ - Love Is Not A Word, It's An Act

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Impact Media

Philippines – 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

Knorr Reimagines Rainy Day Comfort Food

Unilever and Mindshare Philippines for

Knorr Reimagines Rainy Day Comfort Food

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Silver Winner

Sting Hataw ang Energy sa Mind at Body

PepsiCo Philippines and DDB MNL for

Sting Hataw ang Energy sa Mind at Body

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Impact Media

Philippines – 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.

Gold Winner

Durex The Pleasure of Play

Reckitt Philippines and Starcom Philippines / Publicis Media for

Durex The Pleasure of Play

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Silver Winner

The Great Garlic Roast Holiday Scratch & Reveal

Epicurean Partners Exchange Inc. and Mindshare Philippines for

The Great Garlic Roast Holiday Scratch & Reveal

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Bronze Winner

TM Drives App Interest With Gamification on Mobile

Globe Telecom and EssenceMediacom / InMobi for

TM Drives App Interest With Gamification on Mobile

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Emerging Tech Marketing

Philippines – Data Insights / Contextual Marketing

The Data Insights/Contextual Marketing category celebrates campaigns that effectively utilize data analytics and technology to deliver personalized marketing experiences. It recognizes the strategic use of customer data, insights, and contextual information to tailor marketing messages and offers that resonate with the individual preferences and behaviors of the target audience. This category underscores the importance of data-driven decision-making in crafting marketing strategies that are not only relevant but also highly engaging and effective in meeting business objectives.

Gold Winner

FWD Dynamic Content Engine

FWD Life Insurance and Starcom Philippines / Publicis Media for

FWD Dynamic Content Engine

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Bronze Winner

Knorr Rekindles Home-Cooking Through Mobile

Unilever and Mindshare / InMobi Pte. Ltd. for

Knorr Rekindles Home-Cooking Through Mobile

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Emerging Tech Marketing

Philippines – Programmatic

The Programmatic category is dedicated to improving targeting, efficiency, and effectiveness in digital advertising. This category acknowledges campaigns that leverage programmatic advertising technology for targeted, efficient ad placements, optimizing digital advertising effectiveness and ROI.

Gold Winner

Leveling Up Our Gen Z Targeting Game with Go+99

Globe Telecom, Inc. and EssenceMediacom for

Leveling Up Our Gen Z Targeting Game with Go+99

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Silver Winner

Book In as Fast as 2 Minutes

Grab Holdings Inc and M&C Saatchi Performance for

Book In as Fast as 2 Minutes

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E-commerce marketing

Philippines – 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.

Gold Winner

Bringing URC to Life with Dead-Selling on TikTok

Universal Robina Corporation and Spark Foundry / Publicis Media for

Bringing URC to Life with Dead-Selling on TikTok

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Silver Winner

Beyond the Pageant: Cream Silk Unlocks E-Commerce

Unilever and Mindshare Philippines for

Beyond the Pageant: Cream Silk Unlocks E-Commerce

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E-commerce marketing

Philippines – O2O / New Retail / Innovative & New Tech Sales Channels

The O2O (Online to Offline)/New Retail/Innovative & New Tech Sales Channels category celebrates campaigns that effectively bridge the gap between online and offline worlds, creating seamless consumer experiences that enhance engagement and sales through innovative retail strategies and technologies. This category recognizes the forward-thinking integration of digital and physical retail elements, utilizing new technologies and platforms to revolutionize the shopping experience, driving both online engagement and offline foot traffic.

Silver Winner

Samsung x Abenson Co-Op

Samsung Electronics Philippines Corporation and Starcom Philippines / Publicis Media for

Samsung x Abenson Co-Op

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Bronze Winner

Chat to Cart: Cream Silk Boosts Sari-Sari Sales

Unilever and Mindshare Philippines for

Chat to Cart: Cream Silk Boosts Sari-Sari Sales

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Creative

Philippines – Short or Long Form Video

The Short or Long Form Video category acknowledges campaigns that leverage video content to captivate audiences, utilizing creative storytelling and high production quality to achieve significant engagement and business outcomes. Highlight campaigns that leverage the power of video to convey compelling messages, drive consumer engagement, and enhance brand identity across digital and traditional platforms.

Gold Winner

Cooking Up Success with K-Drama Magic

Unilever and Mindshare Philippines for

Cooking Up Success with K-Drama Magic

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Bronze Winner

Bear Brand Purpose Campaign

Nestle Philippines and Openmind Philippines for

Bear Brand Purpose Campaign

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AI Marketing

Philippines – 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

Unlocking Confidence, One Selfie at a Time

Unilever and Mindshare Philippines for

Unlocking Confidence, One Selfie at a Time

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Silver Winner

FWD Dynamic Content Engine

FWD Life Insurance and Starcom Philippines / Publicis Media for

FWD Dynamic Content Engine

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AI Marketing

Philippines – Innovative Use of AI in Advertising

The category Innovative Use of AI in Advertising, recognizes campaigns that innovatively integrate artificial intelligence (AI) to revolutionize advertising strategies, enhancing targeting, personalization, and overall campaign effectiveness using Predictive and/or Generative AI. The campaigns showcasing how AI has been used to transform traditional practices. like New product or Customer offering development like customer servcies to enhance targeting accuracy and personalize experiences in creative ways integrating advertising content and strategies, enhancing the overall consumer experience.

Gold Winner

Ford Truck Month - Copilot AI

Ford Motor Company Philippines and Mindshare Philippines for

Ford Truck Month - Copilot AI

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Silver Winner

Maggi Trendspotting Campaign

Nestle Philippines and Openmind Philippines for

Maggi Trendspotting Campaign

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Bronze Winner

Attention is the New Currency

Unilever and Mindshare Philippines for

Attention is the New Currency

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AI Marketing

Philippines – AI-Driven Creative Excellence

The AI-Driven Creative Excellence category recognizes campaigns that outstandingly integrate artificial intelligence with creative strategies, enhancing advertising effectiveness and delivering innovative marketing solutions. This category celebrates outstanding achievements in the creative use of AI tools—including image and video generation, voice synthesis, multilingual translation, and real-time streaming—to enhance the adaptability and impact of marketing campaigns. Recognizing entries that not only optimize costs but also tailor content dynamically for diverse audiences, this award spotlights pioneers who seamlessly integrate AI to drive engagement and deliver measurable business outcomes.

Gold Winner

FWD Dynamic Content Engine

FWD Life Insurance and Starcom Philippines / Publicis Media for

FWD Dynamic Content Engine

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Bronze Winner

Pioneering AI Ad-Writing for Search Traffic

Unilever and Mindshare Philippines for

Pioneering AI Ad-Writing for Search Traffic

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2024 Smarties Philippines Industry Award Winners

Enabling Technology Company of the Year

AnyMind Group

Specialist Agency of the Year

PX Perform

Publisher of the Year

TikTok

Creative Agency of the Year

Prodigious Philippines

Media Agency of the Year

Mindshare

Most Resilient Brand of the Year

Globe Telecom

Holding Agency Company of the Year

WPP

Juror's Choice Award of the Year

Kenny Rogers Roasters: Solo Love Club

Brand of the Year

McDonald's

Advertiser of the Year

Unilever