• S. Africa
  • India
  • Vietnam
  • Thailand
  • Middle East & North Africa

Presenting The Smarties Vietnam 2025 Winners

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Thank You from Your Future Self

Vietnam Best In Show

MSD Vietnam and MullenLowe Mishra for

Thank You from Your Future Self

Credits

Luan Nguyen, Marketing & Commercial Strategy Director, MSD HH Vietnam
Hanh Nguyen, Lead, HPV & Vaccines Consumer Marketing, MSD HH Vietnam
Yen Le, Vaccines Social & Media, Senior Manager, MSD HH Vietnam
Tam Nguyen, Senior Product Manager, MSD HH Vietnam
Thanh Tran, Consumer Campaign Manager, MSD HH Vietnam
Vy Nguyen, Integrated Media Manager, MSD HH Vietnam
Quang Nguyen, Digital Activation Consumer, MSD HH Vietnam
Nguyen Nguyen, Management Trainee, MSD HH Vietnam
Minh Nguyen, Management Trainee, MSD HH Vietnam
Hong Tran, Management Trainee, MSD HH Vietnam
Lam Cao, Content Manager, MSD HH Vietnam
Saby Mishra, CEO, MullenLowe Mishra
Linh Khong, General Manager, MullenLowe Mishra
Lance Yumul, Creative Director, MullenLowe Mishra
Palak Agarwala, Senior Planner, MullenLowe Mishra
Chau Tran, Client Services Director, MullenLowe Mishra
Yen Ngo, Managing Director, Brancher.X Vietnam
Nam Pham, Digital Director, Brancher.X Vietnam
Van Vo, Digital Manager, Brancher.X Vietnam
Linh Dam, Digital Executive, Brancher.X Vietnam
Nhung Do, Digital Executive, Brancher.X Vietnam
Long Nguyen, Content Supervisor, MullenLowe Mishra
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Purpose Driven Marketing

Vietnam – 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

Thank You from Your Future Self
MSD Vietnam and MullenLowe Mishra for

Thank You from Your Future Self

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Silver Winner

Ensure Gold Tết: Fueling Retail via Story-Commerce
Abbott Vietnam and Dentsu Creative Vietnam for

Ensure Gold Tết: Fueling Retail via Story-Commerce

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Bronze Winner

Pepsi Tet - Declarations of Homecoming
Suntory PepsiCo Vietnam Beverage and Ki Saigon for

Pepsi Tet - Declarations of Homecoming

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Purpose Driven Marketing

Vietnam – 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

Thank You from Your Future Self
MSD Vietnam and MullenLowe Mishra for

Thank You from Your Future Self

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Silver 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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Silver Winner

The Irrefusable Gift
Fujifilm and Hakuhodo International Vietnam for

The Irrefusable Gift

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Bronze Winner

A Story of Tet Retail Revival, Powered by Ensure
Abbott Vietnam and Dentsu Creative Vietnam for

A Story of Tet Retail Revival, Powered by Ensure

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Purpose Driven Marketing

Vietnam – 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.

Silver Winner

Bia Saigon - Make Every Dragon Count
Saigon Beer - Alcohol - Beverage Corporation (SABECO) and Ogilvy Group for

Bia Saigon - Make Every Dragon Count

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Silver Winner

Grab Digitize Citadels
Grab Vietnam and Grab Vietnam for

Grab Digitize Citadels

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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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Marketing Impact

Vietnam – 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.

Gold Winner

From Fandom to Finance: VIB x Anh Trai Say Hi
VIB and TKL Media / VIB for

From Fandom to Finance: VIB x Anh Trai Say Hi

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Silver Winner

Sting: Road to Ravolution
Suntory PepsiCo Vietnam Beverage and Ki Saigon for

Sting: Road to Ravolution

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Bronze Winner

“AI” can AI
SAMSUNG Vietnam and Hakuhodo International Vietnam for

“AI” can AI

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Marketing Impact

Vietnam – 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

Grown-Up Painkiller for Grown-Up Pain
DHG Pharma and Hakuhodo International Vietnam for

Grown-Up Painkiller for Grown-Up Pain

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Silver Winner

ACB Wise Ally: from Finance to Fortune
Asia Commercial Joint Stock Bank and Circus Digital / S2B for

ACB Wise Ally: from Finance to Fortune

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Bronze Winner

Heat Hacked: Sprite’s Real Time Summer Takeover
The Coca-Cola Company and T&A-Ogilvy for

Heat Hacked: Sprite’s Real Time Summer Takeover

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Bronze Winner

Maggi Oyster Sauce: The Magic Swirl
Nestlé Vietnam and LEO for

Maggi Oyster Sauce: The Magic Swirl

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Marketing Impact

Vietnam – 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

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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Silver Winner

ISUZU Protherhood - Assemble the Professionals
ISUZU Vietnam and DGM Technology And Communication JSC., for

ISUZU Protherhood - Assemble the Professionals

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Bronze 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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Bronze Winner

Highlands Rewards: Seamless Zero-Leak Engagement
Highlands Coffee and Highlands Coffee / Highland Coffee Service JSC for

Highlands Rewards: Seamless Zero-Leak Engagement

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Marketing Impact

Vietnam – 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

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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Gold Winner

Diana SuperNight 3mm - “Không gì bằng Ɛmm”
Diana Unicharm and TMRW Vietnam for

Diana SuperNight 3mm - “Không gì bằng Ɛmm”

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Silver Winner

Sky Sofa - From Seat to Suite
Vietnam Airlines JSC and Vietnam Airlines JSC for

Sky Sofa - From Seat to Suite

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Bronze Winner

How Grab Family Account Bridges Generations
Grab Vietnam and Mindshare Vietnam / Grab Vietnam for

How Grab Family Account Bridges Generations

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Marketing Impact

Vietnam – 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

NESCAFÉ Coffee Concentrate: The Skipphin Culture
Nestlé Vietnam and LEO for

NESCAFÉ Coffee Concentrate: The Skipphin Culture

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Silver 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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Bronze Winner

GrabMart Real-Time Health Rescuer
Grab Vietnam and Grab Vietnam for

GrabMart Real-Time Health Rescuer

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Bronze Winner

Lead Gen Reinvented – Smarter Intervention
FE CREDIT and PMAX for

Lead Gen Reinvented – Smarter Intervention

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Marketing Impact

Vietnam – 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

GrabMart Real-Time Health Rescuer
Grab Vietnam and Grab Vietnam for

GrabMart Real-Time Health Rescuer

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Silver Winner

Forex Ready - Steady Journey
VietJet Air and PMAX for

Forex Ready - Steady Journey

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Bronze Winner

Liberate YR Smile
YVES ROCHER and Hakuhodo International Vietnam for

Liberate YR Smile

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Impact Media

Vietnam – 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

Thank You from Your Future Self
MSD Vietnam and MullenLowe Mishra for

Thank You from Your Future Self

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Silver Winner

Coca-Cola Foodmarks Reloaded
The Coca-Cola Company and EssenceMediacom Vietnam for

Coca-Cola Foodmarks Reloaded

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Silver Winner

“AI” can AI
SAMSUNG Vietnam and Hakuhodo International Vietnam for

“AI” can AI

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Bronze 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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Bronze Winner

Moisture Coat: Cetaphil’s Omnichannel Breakthrough
Galderma Vietnam and Dentsu Creative Vietnam for

Moisture Coat: Cetaphil’s Omnichannel Breakthrough

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Impact Media

Vietnam – 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

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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Silver 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

TOYOTA Vietnam - Million Trusts
TOYOTA Vietnam and DGM Technology And Communication JSC., for

TOYOTA Vietnam - Million Trusts

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Bronze Winner

Grab 10 Years | Appreciation Told by an Ecosystem
Grab Vietnam and Mindshare Vietnam / Grab Vietnam for

Grab 10 Years | Appreciation Told by an Ecosystem

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Bronze Winner

Coca-Cola Tet: Let the Food Speak for Your Heart
The Coca-Cola Company and EssenceMediacom Vietnam for

Coca-Cola Tet: Let the Food Speak for Your Heart

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Impact Media

Vietnam – 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

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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Silver Winner

Sealion 6: From Scroll to Sold
BYD Auto (Vietnam) Company and Komi Network / BYD Auto (Vietnam) Company for

Sealion 6: From Scroll to Sold

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Silver Winner

Share a Coke - Bond by the Names
The Coca-Cola Company and Ogilvy Group for

Share a Coke - Bond by the Names

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Bronze Winner

Grab Tới Tết – A Cultural Accent to Rule Social
Grab Vietnam and Mindshare Vietnam / Grab Vietnam for

Grab Tới Tết – A Cultural Accent to Rule Social

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Impact Media

Vietnam – 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

The Felix: Redefining Real Estate Live Sales
The Felix and PMAX for

The Felix: Redefining Real Estate Live Sales

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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

Johnson's Baby - The Promise from Day 1
Kenvue Vietnam and Zenith for

Johnson's Baby - The Promise from Day 1

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Impact Media

Vietnam – 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

Bia Saigon - One Tet, One Dzo, One Nation
Saigon Beer - Alcohol - Beverage Corporation (SABECO) and EssenceMediacom Vietnam for

Bia Saigon - One Tet, One Dzo, One Nation

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Emerging Tech Marketing

Vietnam – 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

Contextual Care: Ensure Gold’s Data-Led Shift
Abbott Vietnam and Dentsu Creative Vietnam for

Contextual Care: Ensure Gold’s Data-Led Shift

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Silver Winner

Ford Ranger: You Can't Fake TOUGH
Ford and Mindshare Vietnam for

Ford Ranger: You Can't Fake TOUGH

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Silver Winner

From Coat to Context, From Derma to Dermaconic
Galderma and AnyMind Group for

From Coat to Context, From Derma to Dermaconic

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Bronze Winner

Ticket to Tết - From Intent to Impact
Vietnam Airlines JSC and Vietnam Airlines JSC for

Ticket to Tết - From Intent to Impact

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Emerging Tech Marketing

Vietnam – 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.

Silver Winner

AURAFINA
Suntory PepsiCo Vietnam Beverage and Zenith for

AURAFINA

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Bronze Winner

Grown-Up Painkiller for Grown-Up Pain
DHG Pharma and Hakuhodo International Vietnam for

Grown-Up Painkiller for Grown-Up Pain

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Bronze Winner

Dulux True Joy - Transforming Homes with AI
AkzoNobel and EssenceMediacom Vietnam for

Dulux True Joy - Transforming Homes with AI

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E-commerce marketing

Vietnam – 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

Ensure: Live Commerce for Tet Social Impact
Abbott Vietnam and Dentsu Creative Vietnam for

Ensure: Live Commerce for Tet Social Impact

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Silver Winner

The Felix: Redefining Real Estate Live Sales
The Felix and PMAX for

The Felix: Redefining Real Estate Live Sales

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Silver Winner

“AI” can AI
SAMSUNG Vietnam and Hakuhodo International Vietnam for

“AI” can AI

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E-commerce marketing

Vietnam – 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

Break the Patterns. Build the Billions.
FE CREDIT and PMAX for

Break the Patterns. Build the Billions.

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Silver Winner

Gut Care, Everywhere with Enterogermina x GrabAds
Opella and Omnicom Media Group Vietnam / GrabAds for

Gut Care, Everywhere with Enterogermina x GrabAds

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Bronze Winner

GrabMart Real-Time Health Rescuer
Grab Vietnam and Grab Vietnam for

GrabMart Real-Time Health Rescuer

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Bronze Winner

Boss Coffee - A Sip of Recognition
Suntory PepsiCo Vietnam Beverage and Zenith for

Boss Coffee - A Sip of Recognition

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Creative & Innovation Impact

Vietnam – 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.

Gold Winner

AURAFINA
Suntory PepsiCo Vietnam Beverage and Zenith for

AURAFINA

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Silver Winner

Coca-Cola Foodmarks Reloaded
The Coca-Cola Company and Ogilvy Group for

Coca-Cola Foodmarks Reloaded

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Bronze Winner

How Grab Family Account Bridges Generations
Grab Vietnam and Mindshare Vietnam / Grab Vietnam for

How Grab Family Account Bridges Generations

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Bronze Winner

Dulux True Joy - Transforming Homes with AI
AkzoNobel and EssenceMediacom Vietnam for

Dulux True Joy - Transforming Homes with AI

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Creative & Innovation Impact

Vietnam – 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

Ensure: Making Dialogues of Care Personal
Abbott Vietnam and Dentsu Creative Vietnam for

Ensure: Making Dialogues of Care Personal

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Silver Winner

Coca-Cola Tet: Let the Food Speak for Your Heart
The Coca-Cola Company and EssenceMediacom Vietnam for

Coca-Cola Tet: Let the Food Speak for Your Heart

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Silver Winner

Oreo Socola Pie: Your Feeling, Our Ad
Mondelez Kinh Do Vietnam and LEO for

Oreo Socola Pie: Your Feeling, Our Ad

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Bronze Winner

Diana SuperNight 3mm - “Không gì bằng Ɛmm”
Diana Unicharm and TMRW Vietnam for

Diana SuperNight 3mm - “Không gì bằng Ɛmm”

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Creative & Innovation Impact

Vietnam – 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

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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Silver Winner

Thank You from Your Future Self
MSD Vietnam and MullenLowe Mishra for

Thank You from Your Future Self

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Silver Winner

Bia Saigon - Make Every Dragon Count
Saigon Beer - Alcohol - Beverage Corporation (SABECO) and Ogilvy Group for

Bia Saigon - Make Every Dragon Count

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AI Marketing

Vietnam – 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

'SHARING LUCK - RECEIVING GROWTH' Powered by AI
Nestlé Vietnam and Adtima / OpenMind Vietnam for

'SHARING LUCK - RECEIVING GROWTH' Powered by AI

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Gold Winner

AI Dialogues of Care by Ensure Gold
Abbott Vietnam and Dentsu Creative Vietnam for

AI Dialogues of Care by Ensure Gold

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Silver Winner

Diana SuperNight 3mm - “Không gì bằng Ɛmm”
Diana Unicharm and TMRW Vietnam for

Diana SuperNight 3mm - “Không gì bằng Ɛmm”

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Bronze Winner

Pepsi - The Unseen Reunion
Suntory PepsiCo Vietnam Beverage and Zenith for

Pepsi - The Unseen Reunion

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AI Marketing

Vietnam – 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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Silver Winner

LaVie's AI-Powered Seamless Regenerative Ecosystem
Nestlé Waters and OpenMind Vietnam / La Vie for

LaVie's AI-Powered Seamless Regenerative Ecosystem

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Bronze Winner

GrabYUMAI-Solve a Billion Đ Prob via 0Đ Production
Grab Vietnam and Grab Vietnam for

GrabYUMAI-Solve a Billion Đ Prob via 0Đ Production

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AI Marketing

Vietnam – 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

LaVie's AI-Powered Seamless Regenerative Ecosystem
Nestlé Waters and OpenMind Vietnam / La Vie for

LaVie's AI-Powered Seamless Regenerative Ecosystem

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Silver 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

Oreo Socola Pie: Your Feeling, Our Ad
Mondelez Kinh Do Vietnam and LEO for

Oreo Socola Pie: Your Feeling, Our Ad

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2025 Smarties Vietnam Industry Award Winners

Enabling Technology Company of the Year

Adzymic

Publisher of the Year

Grab Vietnam

Creative Agency of the Year

Dentsu Creative Vietnam

Media Agency of the Year

Spark Foundry

Most Resilient Brand of the Year

Coca-Cola

Holding Agency Company of the Year

WPP

Brand of the Year

Ensure Gold

Advertiser of the Year

Abbott Vietnam

Purpose Driven Marketing

  • Brand Purpose / Activism
  • Social Impact Marketing
  • Diversity and Inclusive Excellence

    • Marketing Impact

  • Brand Experience
  • Instant Impact / Promotion
  • Customer Journey Marketing - Lead Generation / CRM
  • Product and / or Service Launch
  • Real Time Marketing
  • Small Budget, Big Impact

    • Impact Media

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

    • Emerging Tech Marketing

  • Data Insights / Contextual Marketing
  • Future Forward Technology Marketing

    • E-commerce marketing

  • Integrated E-commerce Innovation & Live Streaming
  • O2O / New Retail / Innovative & New Tech Sales Channels

    • Creative & Innovation Impact

  • Customer (CX) / User Experience (UX) & Design
  • Personalization
  • Short or Long Form Video

    • AI Marketing

  • AI-Powered Audience Engagement
  • Innovative Use of AI in Advertising
  • AI-Driven Creative Excellence

    • Industry Awards

  • Brand of the Year
  • Marketer of the Year
  • Media Agency of the Year
  • Creative Agency of the Year
  • Publisher of the Year
  • Most Resilient Brand of the Year