The top campaigns of 2024 across Europe were revealed during the SMARTIES EUROPE & DACH Awards Gala in Berlin. Innovative use of technology, immersive experiences, and commitment to meaningful causes emerged as the defining themes among Europe’s best of the best.  

BERLIN, December 9, 2024 – The Europe chapter of MMA Global announced the winners of this year’s SMARTIES EUROPE & DACH Awards last week during the SMARTIES Awards Gala hosted in Berlin. The awards honour the most effective modern marketing campaigns that drive economic success across Europe, the United Kingdom, and DACH.  

Under the leadership of Alison Payne, Marketing Excellence and Global Brand Director at Heineken NV, and composed of leading CMOs across Europe, the MMA Europe jury awarded a total of 63 prizes this year. All winning campaigns will be featured in the 2024 WARC Media Rankings and acknowledged by the Research Company Evaluating the Media Agency Industry (RECMA). 

Campaigns that effectively spotlighted important causes, such as raising awareness about “Long Covid Mode,” tackling body-shaming and image issues with “#MyScarMyStory,” and emphasizing online safety for children through the “#ShareWithCare - A Message from Ella” initiative, achieved success across multiple categories. 

Innovative technology and immersive experiences were recurring themes among winning campaigns, including the winner of the new AI-Driven Creative Excellence category, “Doritos Silent” by PepsiCo and OMD UK. This campaign impressed with its innovative use of AI, a brilliantly crafted and buzz-worthy launch, and an immersive, engaging experience leveraging gaming and social networks.

Highlights of the EUROPE competition in 2024 included: 

• Best In Show Award Winner, Doritos Silent – PepsiCo | OMD UK 
• Creative Agency of the Year, Reklamania Creative 
• Advertiser of the Year, PepsiCo 
• Brand of the Year, Dimes 
• Media Agency of the Year, MEDIAPLUS Germany 

OMD UK also received SMARTIES Europe Agency Network of the Year award. 

“This year marked an exciting milestone as we expanded the SMARTIES Awards to include Europe for the very first time. Our jury evaluated an impressive array of entries, each demonstrating exceptional creativity and innovation. Great causes, innovative technology, and immersive experiences were some of the common topics across the winning submissions. We look forward to building on this momentum and welcoming even more outstanding work next year,” said Giovanni Romero, CEO MMA Europe. 

You can view all the winners and categories of the SMARTIES Europe Awards here. 

The winners of the DACH Awards are here.