Presenting The Smarties APAC 2025 Winners

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Oral Health Movement

APAC Best In Show

Colgate Palmolive India and Wavemaker India for

Oral Health Movement

Credits

Harsh Desireddy, General Manager, Wavemaker India

Radhikarani Sengupta, General Manager, Wavemaker India

Sabera Kapasi, Data & Client Lead, Wavemaker India

Darshita Singh, Business Director, Wavemaker India

Nidhi Sota, Group Head, Wavemaker India

Ameya Damle, Group Head, Wavemaker India

Renuka Jamkhindikar, Business Manager, Wavemaker India

Rahul Varaiva, Platforms & Data Partnership Lead, Wavemaker India

Amar Mohandas, Client Lead, Wavemaker India

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Purpose Driven Marketing

APAC – 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

MILO – Pride of the Nation Started from the Names

Nestlé Vietnam and Ogilvy Vietnam / OpenMind Vietnam for

MILO – Pride of the Nation Started from the Names

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Silver Winner

Melaju Syantiek: Driving Change with Grace

Grab and M+C Saatchi Performance for

Melaju Syantiek: Driving Change with Grace

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Silver Winner

Complete Protection, Complete Stories

Income Insurance and BBH Singapore for

Complete Protection, Complete Stories

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Bronze Winner

Dove - Beauty Test Stops With Me

Hindustan Unilever and Mindshare India for

Dove - Beauty Test Stops With Me

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Purpose Driven Marketing

APAC – 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

Salt Changes The Relationship We Have With Flavour

Health Promotion Board and Leo Singapore for

Salt Changes The Relationship We Have With Flavour

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Silver Winner

Dove - Beauty Test Stops With Me

Hindustan Unilever and Mindshare India for

Dove - Beauty Test Stops With Me

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Bronze Winner

Thank You from Your Future Self

MSD Vietnam and MullenLowe Mishra for

Thank You from Your Future Self

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Purpose Driven Marketing

APAC – Diversity and Inclusive Excellence

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

Gold Winner

Samarth by Hyundai

Hyundai Motor India Ltd and Havas Play for

Samarth by Hyundai

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Silver Winner

Melaju Syantiek: Driving Change with Grace

Grab and M+C Saatchi Performance for

Melaju Syantiek: Driving Change with Grace

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Silver Winner

Wipol: Giving Voice to the Unseen Heroes

Unilever and Mindshare Indonesia for

Wipol: Giving Voice to the Unseen Heroes

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Bronze Winner

Kinh Do - The Tet That Made Us Family

Mondelez Kinh Do Vietnam and LEO for

Kinh Do - The Tet That Made Us Family

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Marketing Impact

APAC – Brand Experience

The Brand Experience category honors campaigns that create immersive, memorable brand interactions, leveraging innovative strategies and technologies 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

Creating Memories Never Clicked

Mondelez India Foods Pvt. Ltd and Wavemaker India for

Creating Memories Never Clicked

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Silver Winner

Oral Health Movement

Colgate Palmolive India and Wavemaker India for

Oral Health Movement

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Bronze Winner

Lifebuoy Tết Vỗ Về–The Comforting Embrace of Home

Unilever and Spark Foundry for

Lifebuoy Tết Vỗ Về–The Comforting Embrace of Home

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Bronze Winner

Sunsilk #NoWashNoWasWas : Footstep to Clickstreams

Unilever and Mindshare Indonesia for

Sunsilk #NoWashNoWasWas : Footstep to Clickstreams

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Marketing Impact

APAC – 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.

Silver Winner

OREO - History In The Baking

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

OREO - History In The Baking

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Silver Winner

Sharing Joy with Grab: OREO x Coke Besties

Mondelez International and Wavemaker Thailand / GrabAds for

Sharing Joy with Grab: OREO x Coke Besties

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Bronze Winner

GrabFood’s AI Playbook: Uplifting Small Merchants

Grab Vietnam and Mindshare Vietnam for

GrabFood’s AI Playbook: Uplifting Small Merchants

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Bronze Winner

Rise of Black Myth: Wukong, a Decentralized Content

Game Science and Mindshare China for

Rise of Black Myth: Wukong, a Decentralized Content

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Marketing Impact

APAC – 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 technologies like programmatic, and/or using AI & automation for personalization and predictive analysis 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

Grab the Night - Nightlife Journey Made Seamless

Grab Vietnam and Mindshare Vietnam / Grab Vietnam for

Grab the Night - Nightlife Journey Made Seamless

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Silver Winner

NAN SupremePro: The Trusted Expert in Mom's Pocket

Nestlé Vietnam and Ogilvy Vietnam / OpenMind Vietnam for

NAN SupremePro: The Trusted Expert in Mom's Pocket

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Bronze Winner

From Data to Care: Ensure Gold's CRM Journey

Abbott Vietnam and Dentsu Creative Vietnam for

From Data to Care: Ensure Gold's CRM Journey

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Marketing Impact

APAC – 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

Adidas adizero SS25 CAMPAIGN

Adidas and EssenceMediacom China for

Adidas adizero SS25 CAMPAIGN

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Silver Winner

Layer Up: Cetaphil’s Skincare x Lifestyle Launch

Galderma Vietnam and Dentsu Creative Vietnam for

Layer Up: Cetaphil’s Skincare x Lifestyle Launch

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Bronze Winner

Dare to Think, Dare to Do with Sting

Suntory PepsiCo Vietnam Beverage and Ki Saigon for

Dare to Think, Dare to Do with Sting

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Bronze Winner

OREO Coke: Unlock Bestie Mode

Mondelēz International (Thailand) and Wavemaker Thailand for

OREO Coke: Unlock Bestie Mode

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Marketing Impact

APAC – Real Time Marketing

The Real Time Marketing category celebrates campaigns that excel in leveraging current data and trends for timely and relevant marketing executions using programmatic platforms, demonstrating agility and strategic innovation. Campaigns are designed to leverage up-to-the-minute data and trends to deliver content via various platforms that include programmatic which resonates with the current moment. It recognizes the agility and creativity of brands in using real-time information to craft marketing messages that are highly relevant, engaging, and effective in achieving business objectives.

Gold Winner

OREO - History In The Baking

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

OREO - History In The Baking

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Silver Winner

GrabMart Real-Time Health Rescuer

Grab Vietnam and Grab Vietnam for

GrabMart Real-Time Health Rescuer

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Silver Winner

National Icons Become Neighborhood Champions

Unilever and Mindshare Indonesia / YMT ADS for

National Icons Become Neighborhood Champions

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Bronze Winner

Ensure Gold: Driving a Real-Time Dialogue of Care

Abbott Vietnam and Dentsu Creative Vietnam for

Ensure Gold: Driving a Real-Time Dialogue of Care

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Marketing Impact

APAC – 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.

Gold Winner

Handfluencers: It’s a Cheetos Thing

PepsiCo and Leo Indonesia for

Handfluencers: It’s a Cheetos Thing

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Silver Winner

Grab: Personalisation Done Right = Done Light

Grab and Grab Creative Studio / Grab Vietnam for

Grab: Personalisation Done Right = Done Light

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Silver Winner

Kirin Cracks 63 Percent Sales Growth with DOOH!

Taiwan Kirin Company,Limited and TenMax ADTech Lab for

Kirin Cracks 63 Percent Sales Growth with DOOH!

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Impact Media

APAC – 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 like TV, print, radio, outdoor - D/OOH, PR, direct marketing, and digital platforms to craft a coherent brand story that engages consumers at multiple touchpoints on their journey.

Gold Winner

There’s No Stopping The Game: Squid Game returns

Netflix and H+ for

There’s No Stopping The Game: Squid Game returns

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Silver Winner

Oral Health Movement

Colgate Palmolive India and Wavemaker India for

Oral Health Movement

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Bronze Winner

One Launch. Every Channel. Real Impact.

BYD Auto (Vietnam) Company and Nexis Group Media JSC; KOMI Network for

One Launch. Every Channel. Real Impact.

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Bronze Winner

Adidas adizero SS25 CAMPAIGN

Adidas and EssenceMediacom China for

Adidas adizero SS25 CAMPAIGN

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Impact Media

APAC – Cross Digital Media Marketing

The Cross Digital Media Marketing category celebrates campaigns that integrates the diversity of digital platforms to create an engaging, 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

Moisture Coat: Cetaphil Cross-Digital Breakthrough

Galderma Vietnam and Dentsu Creative Vietnam for

Moisture Coat: Cetaphil Cross-Digital Breakthrough

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Silver Winner

NAN SupremePro: The Trusted Expert in Mom's Pocket

Nestlé Vietnam and OpenMind Vietnam for

NAN SupremePro: The Trusted Expert in Mom's Pocket

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Silver Winner

Oral Health Movement

Colgate Palmolive India and Wavemaker India for

Oral Health Movement

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Bronze Winner

Ensure Tet: Enabling Cross-Digital Retail Revival

Abbott Vietnam and Dentsu Creative Vietnam for

Ensure Tet: Enabling Cross-Digital Retail Revival

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Impact Media

APAC – 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

Oral Health Movement

Colgate Palmolive India and Wavemaker India for

Oral Health Movement

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Gold Winner

Relief with Care. Her Voice, Her Strength

Haleon and Zenith Taiwan for

Relief with Care. Her Voice, Her Strength

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Silver Winner

MAKE MENTAL HEALTH SOCIAL THROUGH MEANINGFUL HUMOR

Nestlé Waters and OpenMind VietNam / La Vie for

MAKE MENTAL HEALTH SOCIAL THROUGH MEANINGFUL HUMOR

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Silver Winner

Grab 10 Years | Real Impact by Real Influencers

Grab and Mindshare Vietnam / Grab Vietnam for

Grab 10 Years | Real Impact by Real Influencers

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Bronze Winner

OREO Milky Way Dunk APAC

Mondelez International and Leo Indonesia for

OREO Milky Way Dunk APAC

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Impact Media

APAC – 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

Rise of Black Myth: Wukong, a Decentralized Content

Game Science and Mindshare China for

Rise of Black Myth: Wukong, a Decentralized Content

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Silver Winner

SAMBADAY

Adidas and EssenceMediacom China for

SAMBADAY

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Bronze Winner

Royco’s GenZ Revival:From Insecurity to Flavourful

Royco and Mindshare Indonesia for

Royco’s GenZ Revival:From Insecurity to Flavourful

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Bronze Winner

Enterogermina - Debunking Probiotic Copycats

Opella and MullenLowe Mishra / Omnicom Media Group Vietnam for

Enterogermina - Debunking Probiotic Copycats

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Impact Media

APAC – 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

Knorr - Dare to Slurp

Hindustan Unilever and Mindshare India for

Knorr - Dare to Slurp

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Silver Winner

Play The Dew

PepsiCo Philippines and BBDO Guerrero for

Play The Dew

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Bronze Winner

How Housewives became the unexpected champions of

Hindustan Unilever and Mindshare for

How Housewives became the unexpected champions of

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Emerging Tech Marketing

APAC – 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 delivered through the usage of technology platforms like programmatic, showcasing 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

From Coat to Context, From Derma to Dermaconic

Galderma and AnyMind Group Vietnam for

From Coat to Context, From Derma to Dermaconic

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Silver Winner

NESCAFÉ Coffee Concentrate - The Skiphin Culture

Nestlé Vietnam and OpenMind Vietnam for

NESCAFÉ Coffee Concentrate - The Skiphin Culture

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Bronze Winner

Grab The Night - Nightlife Journey Made Seamless

Grab and Mindshare Vietnam / Grab Vietnam for

Grab The Night - Nightlife Journey Made Seamless

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Emerging Tech Marketing

APAC – Connected TV

This category celebrates the most effective and innovative campaigns using Connected TV programmatic platforms leveraging the unique capabilities such as targeted advertising, interactive content, and integration with other digital platforms creating compelling viewer experiences that drive engagement and measurable business outcomes. Campaigns showcasing strategic use of CTV to reach and engage a specific audience, the creative execution of the campaign with linkage between the creative use of technology and positive business results.

Silver Winner

JioCinema x CTV: A Winning Combination

JioStar India Pvt. Ltd. and Wavemaker India for

JioCinema x CTV: A Winning Combination

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Bronze Winner

Anessa x VIU: Blending beauty & entertainment

PT Shiseido Cosmetics Indonesia and PT Shiseido Cosmetics Indonesia for

Anessa x VIU: Blending beauty & entertainment

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Emerging Tech Marketing

APAC – Future Forward Technology Marketing

Future Forward Technology Marketing category focuses on all things built with a futuristic view in the areas of Audio/Voice/Sonic/Spatial/AR/VR/NFT recognizing campaigns that innovatively use emerging future technologies to craft immersive and interactive brand experiences, pushing the boundaries of consumer engagement. This category highlights campaigns that not only capture the imagination of consumers but also deepen their engagement with the brand through cutting-edge technological interactions.

Gold Winner

1.9Bn Logos to 1.9Bn Home-Building Experts

UltraTech Ltd and Mindshare India for

1.9Bn Logos to 1.9Bn Home-Building Experts

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Silver Winner

Oral Health Movement

Colgate Palmolive India and Wavemaker India for

Oral Health Movement

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Bronze Winner

Pepsi Soundbites

PepsiCo Philippines and BBDO Guerrero for

Pepsi Soundbites

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Bronze Winner

AURAFINA

Suntory PepsiCo Vietnam Beverage and Zenith for

AURAFINA

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E-commerce marketing

APAC – Integrated E-commerce Innovation & Live Streaming

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

Gold Winner

Chetak EV Hits #1 with Amazon’s O2O Strategy

Bajaj Auto Ltd. and Amazon Ads for

Chetak EV Hits #1 with Amazon’s O2O Strategy

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Silver Winner

MasterKong Beverage Revolutionizes B2B Partnership

Master Kong and Mindshare China for

MasterKong Beverage Revolutionizes B2B Partnership

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Silver Winner

Moisture Coat: Cetaphil’s Livestreaming Leap

Galderma Vietnam and Dentsu Creative Vietnam for

Moisture Coat: Cetaphil’s Livestreaming Leap

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Bronze Winner

The Beauty Commerce Funnel on Wheels

Beiersdorf and Indonesia Creators Economy / GrabAds for

The Beauty Commerce Funnel on Wheels

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E-commerce marketing

APAC – 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.

Gold Winner

Chetak EV Hits #1 with Amazon’s O2O Strategy

Bajaj Auto Ltd. and Amazon Ads for

Chetak EV Hits #1 with Amazon’s O2O Strategy

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Gold Winner

Dove O2O: The Street is the New Store

Unilever and Mindshare Indonesia / Grivy for

Dove O2O: The Street is the New Store

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Silver Winner

From Ride to Cart: NIVEA’s O2O Beauty Funnel

Beiersdorf and Indonesia Creators Economy / GrabAds for

From Ride to Cart: NIVEA’s O2O Beauty Funnel

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Creative & Innovation Impact

APAC – 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, online and/or offline, through innovative and thoughtful design, significantly enhancing user satisfaction and engagement.

Silver Winner

#PlayWithEmAll-World’s 1st Ever Collectible Cookie

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

#PlayWithEmAll-World’s 1st Ever Collectible Cookie

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Silver Winner

Matching lip shades : Maybelline's tech solution

L’Oreal and Performics India / Amazon Ads for

Matching lip shades : Maybelline's tech solution

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Bronze Winner

Vaseline: Beauty Clinic in Your Pocket

Unilever and Mindshare Indonesia / YMT Ads for

Vaseline: Beauty Clinic in Your Pocket

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Bronze Winner

A REGENERATIVE EXPERIENCE TO LIVE, FEEL, PRACTICE

Nestlé Waters and OpenMind VietNam / La Vie for

A REGENERATIVE EXPERIENCE TO LIVE, FEEL, PRACTICE

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Creative & Innovation Impact

APAC – Personalization

The Personalization category recognizes campaigns that achieve excellence in delivering highly customized content to consumers, leveraging data and technology to enhance engagement and drive business results.

Gold Winner

Creating Memories Never Clicked

Mondelez India Foods Pvt. Ltd and Wavamekar India / Wavemaker India for

Creating Memories Never Clicked

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Silver Winner

Ensure: Making Dialogues of Care Personal

Abbott Vietnam and Dentsu Creative Vietnam for

Ensure: Making Dialogues of Care Personal

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Bronze Winner

Reaching Indonesians Personally, City by City

Grab and M+C Saatchi Performance for

Reaching Indonesians Personally, City by City

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Bronze Winner

Lay's Truly Snackabled Ads

PepsiCo Foods Vietnam and Zenith for

Lay's Truly Snackabled Ads

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Creative & Innovation Impact

APAC – 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

Kinh Do Mooncake - Back to the Children

Mondelez Kinh Do Vietnam and LEO for

Kinh Do Mooncake - Back to the Children

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Gold Winner

Bango: Where Food Meets K- Romance

Unilever and Mindshare Indonesia for

Bango: Where Food Meets K- Romance

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Silver Winner

Galaxy AI Speaks Vietnamese. Honor Viet Values.

SAMSUNG Vietnam and LEO / SAMSUNG Vietnam for

Galaxy AI Speaks Vietnamese. Honor Viet Values.

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Bronze Winner

Celebrate Grab’s 5-Star Athletes

Grab and Grab for

Celebrate Grab’s 5-Star Athletes

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AI Marketing

APAC – 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

Bebeclub AI Poop Tracker: Baby’s Gut, Decoded

Danone SN Indonesia and Eyden Indonesia for

Bebeclub AI Poop Tracker: Baby’s Gut, Decoded

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Silver Winner

Vaseline: Beauty Clinic in Your Pocket

Unilever and Mindshare Indonesia / YMT Ads for

Vaseline: Beauty Clinic in Your Pocket

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Bronze Winner

Engaging Indonesian by Leveraging the Power of AI

Grab and M+C Saatchi Performance for

Engaging Indonesian by Leveraging the Power of AI

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AI Marketing

APAC – 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

Ensure: AI-Powered Dialogues of Care

Abbott Vietnam and Dentsu Creative Vietnam for

Ensure: AI-Powered Dialogues of Care

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Gold Winner

Unlocking the Path from Local to Global Selling

Amazon and Zenith Taiwan for

Unlocking the Path from Local to Global Selling

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Silver Winner

Oral Health Movement

Colgate Palmolive India and Wavemaker India for

Oral Health Movement

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Bronze Winner

Esso Predicts Your Next Visit

ExxonMobil Asia Pacific Pte. Ltd. and UM Singapore for

Esso Predicts Your Next Visit

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Bronze Winner

CelcomDigi’s AI Pantuns for Malay SMEs

CelcomDigi and OMD Malaysia for

CelcomDigi’s AI Pantuns for Malay SMEs

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AI Marketing

APAC – 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

How AI & Resonant Storytelling Worked Like A Charm

Grab and M+C Saatchi Performance for

How AI & Resonant Storytelling Worked Like A Charm

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Silver Winner

Creating Memories Never Clicked

Mondelez India Foods Pvt. Ltd. and Wavemaker India for

Creating Memories Never Clicked

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Silver Winner

National Icons Become Neighborhood Champions

Unilever and Mindshare Indonesia / YMT ADS for

National Icons Become Neighborhood Champions

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Bronze Winner

GrabFood’s AI Playbook: Uplifting Small Merchants

Grab Vietnam and Mindshare Vietnam for

GrabFood’s AI Playbook: Uplifting Small Merchants

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2025 Smarties APAC Industry Award Winners

Enabling Technology Company
of the Year

Amazon

Specialist Agency of the Year

AnyMind Group

Digital Agency of the Year

Performics Taiwan

Publisher of the Year

Grab

Independent Agency of the Year

Ethinos Digital

Creative Agency of the Year

Dentsu Creative Vietnam

Media Agency of the Year

Wavemaker India

Most Resilient Brand of the Year

OREO

Agency Network of the Year

Mindshare

Holding Agency Company
of the Year

WPP

Juror's Choice Award
of the Year

Moisture Coat: Cetaphil Cross-Digital Breakthrough

Brand of the Year

Grab

Advertiser of the Year

Unilever