O Brasil ganhou 4 prêmios com 3 cases no MMA Smarties X Global 2023, prêmio de marketing que reconhece a inovação no mundo. O case “Cif Nicknames”, de Soko para Unilever, ganhou um Ouro em Creator/Influencer/Celebrity Marketing e uma Prata em Product and/or Service Launch. “Doritos Rainbow #RespectMyIdentity”, da AlmapBBDO para Pepsico, ficou com a Prata em Diversity & Inclusion. “Petra Milk”, da BETC Havas para Grupo Petrópolis, ganhou Ouro em Brand Experience. 

Os vencedores foram divulgados no dia 21 de março. “Louis Vuitton’s Destination Aranya”, da Mindshare para a LVMH, ficou com o prêmio de Smarties X Global Best In Show. Também foram divulgados os vencedores do Smarties X Global Industry Award. A AdTheorent foi escolhida a Empresa de Soluções Tecnológicas do Ano. O TikTok foi eleito o Publisher do Ano. CIF ficou com o prêmio de Marca Mais Resiliente do Ano. A Leo Burnett KSA ganhou como Agência Criativa do Ano. O troféu de Agência de Mídia do Ano ficou com Mindshare China e o de Rede Global de Agências, com a Mindshare. A premiação de Holding do Ano foi para o WPP. Dove ganhou como Marca do Ano e a Unilever, Anunciante do Ano. 

Leia também
Conheça os finalistas do MMA Smarties X Global
MMA Smarties Brasil 2023 entrega troféus a vencedores

Veja a lista de ganhadores do MMA Smarties X Global 2023:

PURPOSE DRIVEN MARKETING
Brand Purpose / Activism
Ouro
#TURNYOURBACK
Unilever e Mindshare

Prata
CIF – BEAUTIFUL WHEN CLEAN PROJECT
Unilever/CIF e SOBRAZ İLETİŞİM

Bronze
SEE MY SKIN
Unilever e Mindshare

INDEED RISING VOICES SEASON 2
Indeed e EssenceMediacom

Social Impact Marketing
Ouro
#TURNYOURBACK
Unilever e Mindshare

Prata
HOW BITI’S A FOOTWEAR BRAND PROVES ITS NATIONAL BRAND POSITION BY CELEBRATING 40 YEARS OF VIETNAM PROGRESS IN 1.6 SECONDS
Biti’s e Dentsu Redder

#STANDUPTOJEWISHHATE
Foundation to Combat Antisemitism e Mindshare

Bronze
THE MILESTONE INITIATIVE
Ally Financial e EssenceMediacom


Diversity & Inclusion
Ouro
MAYBELLINE 3.0 – EVERY FLAW IS A 10
L’OREAL e XYZ SAIGON


Prata
DORITOS RAINBOW #RESPECTMYIDENTITY
PepsiCo e AlmapBBDO

Bronze
IMPACT INDEX
Tyson Foods e Mindshare 

Sustainability
Ouro
TIRES TO ROADS
Aramco e Leo Burnett 

Prata
DRONES VERSUS DESERTIFICATION
Aramco e Leo Burnett 

AQUAFINA RIPPLE MAKER COMMUNITY – GREEN IS A NEW BLUE
Suntory PepsiCo Vietnam Beverage e Publicis Media 

Bronze
GREENGRP
ClimatePartner e MEDIAPLUS / SERVICEPLAN 

MARKETING IMPACT
Brand Experience
Ouro
BLACKPINK IN YOUR OREO
Mondelez International e Leo Burnett 

PETRA MILK
Grupo Petropolis e BETC Havas 

Prata
VALDA HEAVY METAL SUBWAY
Valda e Havas Media 

LOUIS VUITTON’S DESTINATION ARANYA
LVMH e Mindshare 

Instant Impact / Promotion
Ouro
CASTROL’S AMATEUR ESPORTS LEAGUE: LEVELING UP THE CUSTOMER RELATIONSHIP
BP e Mindshare 

Prata
YAS YAS BABY
Yas Isle e Initiative 

CUPCAKE VINEYARDS SUMMER OF JOY DIGITAL ADVERTISING CAMPAIGN
The Wine Group e AdTheorent 

Customer Journey Marketing – Lead Generation / CRM
Ouro
HEINEKEN SILVER FROM GEMS TO SILVER
Heineken e Leo Burnett 

AQUAFINA RIPPLE MAKER COMMUNITY – GREEN IS A NEW BLUE
Suntory PepsiCo Vietnam Beverage e Publicis Media 

Prata
LIFEBUOY TET 2022 – THE SAFE TICKET HOME
Unilever e Mindshare 

Bronze
ENSURE GOLD GO AHEAD STRONGER, TOGETHER
ABBOTT/ Ensure Gold e Publicis Worldwide 

Product and / or Service Launch
Ouro
ADIDAS SUPERSTAR RAVI
adidas e Havas 

Prata
LOUIS VUITTON’S DESTINATION ARANYA
LVMH e Mindshare 

CIF NICKNAMES
Unilever e Soko 

Real Time Marketing
Prata
P/S – WHEN WAS THE LAST TIME YOU MET A DENTIST?
Unilever e Mindshare 

VIETJET – PERSONALIZATION WITH REAL-TIME DATA
VIETJET e PMAX 

Bronze
ELIDOR X TOG YOUNG WOMEN SUPPORT CENTERS & SOLIDARITY MONUMENT ON OUR OWN PATHI
Unilever e PHD 

Co-branded Marketing
Ouro
ADIDAS SUPERSTAR RAVI
adidas e Havas 

Prata
DELIVER WOULD CUP TO YOUR HOME
Delivery Hero e Carat Media 

Bronze
THE MILESTONE INITIATIVE
Ally Financial e EssenceMediacom 

Small Budget, Big Impact
Ouro
SUNQUICK FOODPANDA MIXOLOGISTS
Barkath Co-Ro Manufacturing Sdn Bhd e Mindshare 

Prata
VALDA HEAVY METAL SUBWAY
Valda e Havas Media 

THE GRILLMASTERS ARE HITTING THE FIELD
Unilever e U-studio Istanbul Powered by Oliver 

Bronze
ATELIER GELARTO HACK THE MOVIE
Unilever e Pixiu Digital Pazarlama Hizmetleri A.S / Pixiu Digital Pazarlama Hizmetleri A.Ş 

IMPACT MEDIA
Omnichannel Marketing
Ouro
DOVE: 100 GIRLS, 100 KINDS OF BEAUTY
Unilever e Mindshare 

#STANDUPTOJEWISHHATE
Foundation to Combat Antisemitism e Mindshare 

Prata
AQUAFINA RIPPLE MAKER COMMUNITY – GREEN IS A NEW BLUE
Suntory PepsiCo Vietnam Beverage e Publicis Media 

Cross Digital Media Marketing
Ouro
KANGSHIFU: PROPELLING RESTAURANTS TO STARDOM
Master Kong e Mindshare 

Prata
YAS YAS BABY
Yas Island e Initiative 

Bronze
HOW GHTK DISRUPTED THE LAST-MILE DELIVERY CATEGORY IN VIETNAM WITH THE REPOSITIONING CAMPAIGN OF HIGH EMPATHY TO THEIR CUSTOMER
GHTK e dentsu Redder 

Social Media Marketing
Ouro
BLACKPINK IN YOUR OREO
Mondelez International e Leo Burnett 

Prata
KANGSHIFU: PROPELLING RESTAURANTS TO STARDOM
Master Kong e Mindshare 

CONNECTING WITH NATURE, REGENERATING THE YOUTH – LA VIE’S SUCCESS STORY
Nestle e Nestle/La Vie 

Bronze
SUNLIGHT FLOORCARE – SORRY FOR YOUR INCONVENIENCE
Unilever e Mindshare 

Creator / Influencer / Celebrity Marketing
Ouro
CIF NICKNAMES
Unilever e Soko 

Prata
CG-LEE – LIVE MAX
VNGGames e VNG 

Bronze
VIM BLACK. FAKE PRODUCT, REAL IMPACT.
Unilever e MullenLowe Lintas 

CLEAR’S KPL PLAYER CARDS LAUNCH
Unilever e Mindshare 

Gaming, Gamification & E-Sports
Ouro
HOW TECHCOMBANK GAMIFIED TRANSACTION EXPERIENCES, TURNING THEIR BANK APP INTO THE FIRST BANKING ENTERTAINMENT LOYALTY HUB?
Techcombank e dentsu Redder 

Prata
CLEAR’S KPL PLAYER CARDS LAUNCH
Unilever e Mindshare 

MOBILE GAMIFICATION SLAYS MONSTROUS INDUSTRY BENCHMARKS IN KITKAT MUDIK BREAKHUNT CAMPAIGN
Nestle e Dentsu / Digital Turbine Inc. 

Social Messaging / Chat Apps / Text Messaging
Ouro
MOTHER AI
MediaMarkt e Universal McCann 

Prata
P/S – WHEN WAS THE LAST TIME YOU MET A DENTIST?
Unilever e Mindshare 

Bronze
SURF SISTERS – UNLOCKING MEKONG DELTA
Unilever e Mindshare 

EMERGING TECH MARKETING
Data Insights / Contextual Marketing
Ouro
HOW DID ABBOTT VIETNAM UTILIZE MASSIVE FIRST-PARTY DATA INSIGHTS TO UPLIFT LIFETIME VALUE BY +47%?
ABBOTT e ABBOTT 

Prata
AKBANK- UNLEASHING POWER OF CONVERSATIONAL SALES
Akbank e Akbank 

Bronze
LIFEBUOY PRIDE – THE DISCRIMINATION REMOVAL
Unilever e Mindshare 

Programmatic
Ouro
CHOCTAW CASINOS & RESORTS TABLE GAMES DIGITAL ADVERTISING CAMPAIGN
Choctaw Casinos & Resorts e The Richards Group / AdTheorent 

Prata
P/S – WHEN WAS THE LAST TIME YOU MET A DENTIST?
Unilever e Mindshare 

Bronze
CUPCAKE VINEYARDS SUMMER OF JOY DIGITAL ADVERTISING CAMPAIGN
The Wine Group e AdTheorent 

Performance Marketing
Ouro
HOW DID ABBOTT VIETNAM UTILIZE MASSIVE FIRST-PARTY DATA INSIGHTS TO UPLIFT LIFETIME VALUE BY +47%?
ABBOTT e ABBOTT 

Prata
CASHBACK CHRONICLES
Upside e Moburst 

Bronze
ALGIDA REAL-TIME TARGETING WITH DYNAMIC CREATIVES
Unilever e PHD 

Audio / Voice / Sonic Branding
Prata
THE GREAT CHRISTMAS HACK
Claro e Havas Media 

CHAMPIONS LEAGUE FERRY
Mastercard e Komputer 

Experimental / Innovation Technology
Ouro
THE HOMELESS GALLERY
Hinz&Kunzt / Hamburger Kunsthalle e MEDIAPLUS / Philipp und Keuntje / Mantikor 

DRONES VERSUS DESERTIFICATION
Aramco e Leo Burnett 

Prata
DULUX – ENJOY THE MOMENT – PAINTING AI DREAMS
AkzoNobel e Carnival Entertainment 

Spatial / AR / VR / NFT / Metaverse Tech
Ouro
SMILE TO UNLOCK: E-COMMERCE DISCOUNTS MEET JOYFUL ENGAGEMENT
Global Digital Niaga e Wavemaker / Wavemaker/YMT 

Prata
BEATING THE HEAT WITH CONTEXT AND CONTENT
The Coca-Cola Company e EssenceMediacom 

Bronze
LET YOUR SOLE OUT
General Mills e Mindshare 

Contextual Targeting
Ouro
DOVE THE BEST PINK CARE REMINDER
Unilever e Mindshare 

CHOCTAW CASINOS & RESORTS TABLE GAMES DIGITAL ADVERTISING CAMPAIGN
Choctaw Casinos & Resorts e The Richards Group / AdTheorent 

Bronze
LIFEBUOY TET 2022 – THE SAFE TICKET HOME
Unilever e Mindshare 

Digital Out-of-Home (DOOH)
Ouro
VASELINE – THE UV ALARMER
Unilever e Mindshare 

Bronze
ROCKSTAR – 3D PROJECTION MAPPING EVENT
Suntory PepsiCo Vietnam Beverage e Publicis Media 

E-COMMERCE MARKETING
Live (Streaming) E-commerce
Ouro
CLEAR’S KPL PLAYER CARDS LAUNCH
Unilever e Mindshare 

Prata
L’OREAL PARIS BUILDING THE #1 SERUM
L’Oreal e Starcom 

Bronze
CARTE D’OR GOLD SELECTION GOLDEN HOUR
Unilever e Pixiu Digital Pazarlama Hizmetleri A.S / Pixiu Digital 

Integrated Ecommerce Innovation
Ouro
SHOPPABLE WALMART HUB
BP e Mindshare 

HOW LA VIE 19 LITERS TRANSFORMS ITS BUSINESS MODEL
Nestle e OpenMind/WPP / Nestle/La Vie 

Bronze
HEINEKEN SILVER FROM GEMS TO SILVER
Heineken e Leo Burnett 

O2O / New Retail / Innovative & New Tech Sales Channels
Ouro
VIETJET – HAPPINESS IS TO ENJOY FLYING
VIETJET e PMAX 

Bronze
FRESTEA RAMADAN ENABLED BY GRIVY X WPP OPENX
The Coca-Cola Company e WPP OpenX / Grivy 

Social / Influencer Commerce
Bronze
MAGNUM – PLEASURE IS ALWAYS ON
Unilever e Golin 

CREATIVE
Customer (CX) / User Experience (UX) & Design
Ouro
LOUIS VUITTON’S DESTINATION ARANYA
LVMH e Mindshare 

Prata
HEINEKEN SILVER FROM GEMS TO SILVER
Heineken e Leo Burnett 

Bronze
RIDE ON FATHER, RIDE ON CHILD
Shell e EssenceMediacom 

HOW TECHCOMBANK MADE THE PROMOTION A CELEBRITY ITSELF & BECAME THE MOST SOUGHT AFTER BANK-MADE CELEBRITY THIS TET?
Techcombank e dentsu Redder 

Personalisation
Ouro
FROM DROPOUT TO SOLD-OUT: A REMARKETING STRATEGY THAT RESHAPED ECOMMERCE SUCCESS
GLOBAL DIGITAL NIAGA e WAVEMAKER / WAVEMAKER / YMT 

Prata
HOW DID ABBOTT VIETNAM UTILIZE PERSONALIZATION AT SCALE TO UPLIFT LIFETIME VALUE BY +47%?
ABBOTT e ABBOTT 

Short or Long Form Video
Ouro
DOVE: 100 GIRLS, 100 KINDS OF BEAUTY
Unilever e Mindshare 

Prata
YAS YAS BABY
Yas Island e Initiative 

Bronze
THE MILESTONE INITIATIVE
Ally Financial e EssenceMediacom 

QUALCOMM: DISCOVER CHINA’S ENDEMIC SPECIES
Qualcomm e Mindshare