Purpose Driven Marketing

Thailand – 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

Mommories

McDonald’s and Leo Thailand for

Mommories

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Silver Winner

Restination

Suntory PepsiCo Beverage (Thailand) Co., Ltd. and Leo Thailand for

Restination

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Bronze Winner

LAMY INBOX

The Platform and The Platform for

LAMY INBOX

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Purpose Driven Marketing

Thailand – 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

GrabDriveYourCar - The Pro Drinker’s Deals

Grab Thailand and Grab Thailand for

GrabDriveYourCar - The Pro Drinker’s Deals

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Silver Winner

The Brand Aunt Bassador

The Platform Co Ltd and The Platform Co Ltd for

The Brand Aunt Bassador

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Marketing Impact

Thailand – 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

Squid Game2 BKK River Cruise

Netflix and JONGLUCKDEE / I-DAC Bangkok for

Squid Game2 BKK River Cruise

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Gold Winner

Rajadamnern Immersive Muay Thai Experience

Global Sport Ventures and Brilliant & Million for

Rajadamnern Immersive Muay Thai Experience

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Bronze Winner

The Socializing Zone by Heineken Experience

Heineken and Leo Thailand for

The Socializing Zone by Heineken Experience

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Marketing Impact

Thailand – 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

OREO Coke: Unlock Bestie Mode

Mondelēz International (Thailand) and Wavemaker Thailand for

OREO Coke: Unlock Bestie Mode

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Silver Winner

KFC’s Most Valuable Promotion for the Madly Worthy

Yum Thailand and Publicis Thailand for

KFC’s Most Valuable Promotion for the Madly Worthy

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Silver Winner

Lotus's 30th: Reimagining Retail with K-Pop & data

CP AXTRA Public Company Limited - LOTUS’S and Mindshare Thailand for

Lotus's 30th: Reimagining Retail with K-Pop & data

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Bronze Winner

Squid Game2 BKK River Cruise

Netflix and JONGLUCKDEE / I-DAC Bangkok for

Squid Game2 BKK River Cruise

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Marketing Impact

Thailand – 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

GrabFood Group Order, Your Meal-ationship Saver

Grab and Ogilvy Thailand for

GrabFood Group Order, Your Meal-ationship Saver

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Bronze 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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Marketing Impact

Thailand – 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

Sick Leave Stalls

Krungthai-AXA Life and Publicis Thailand for

Sick Leave Stalls

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Silver Winner

GrabDriveYourCar - The Pro Drinker’s Deals

Grab Thailand and Grab Thailand for

GrabDriveYourCar - The Pro Drinker’s Deals

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Silver Winner

NESCAFÉ BLEND AND BREW: Aroi Tum Tueng

Nestlé (Thai) Ltd. and Leo Thailand & OpenMind for

NESCAFÉ BLEND AND BREW: Aroi Tum Tueng

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Bronze Winner

Rajadamnern Immersive Muay Thai Experience

Global Sport Ventures and Brilliant & Million for

Rajadamnern Immersive Muay Thai Experience

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Marketing Impact

Thailand – 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

Grab Summer Fighter

Grab and Choojai Kalayanamitr for

Grab Summer Fighter

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Bronze Winner

OREO Crave: Don’t Hold Back Your Cravings

Mondelēz International (Thailand) and Wavemaker Thailand for

OREO Crave: Don’t Hold Back Your Cravings

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Impact Media

Thailand – 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

Mineré – Stay Young Stay You

Nestlé (Thai) and Ogilvy Group Thailand for

Mineré – Stay Young Stay You

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Silver Winner

Squid Game2 BKK River Cruise

Netflix and JONGLUCKDEE / I-DAC Bangkok for

Squid Game2 BKK River Cruise

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Bronze Winner

GrabFood Mega Sale - Hunger Circuit

Grab and Spa-Hakuhodo for

GrabFood Mega Sale - Hunger Circuit

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Bronze Winner

NESCAFÉ BLEND AND BREW: Aroi Tum Tueng

Nestlé (Thai) Ltd. and Leo Thailand & OpenMind for

NESCAFÉ BLEND AND BREW: Aroi Tum Tueng

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Impact Media

Thailand – 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

Oreo Coke: Unlock Bestie Mode

Mondelēz International (Thailand) and Wavemaker Thailand for

Oreo Coke: Unlock Bestie Mode

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Silver Winner

Lay’s Only

PepsiCo and Leo Thailand for

Lay’s Only

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Silver Winner

GrabFood Group Order, Your Meal-ationship Saver

Grab and Ogilvy Thailand for

GrabFood Group Order, Your Meal-ationship Saver

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Impact Media

Thailand – 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

KitKat “Have a Break and Go for Love” campaign

Nestlé and Openmind Thailand for

KitKat “Have a Break and Go for Love” campaign

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Silver Winner

XS Appeal: Turning a Candy into a Cultural Drop

Mondelēz International (Thailand) and Wavemaker Thailand for

XS Appeal: Turning a Candy into a Cultural Drop

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Bronze Winner

#GrabThumbsUp - Seriously Good Food

Grab and Grab for

#GrabThumbsUp - Seriously Good Food

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Impact Media

Thailand – 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

KFC x Butterbear

Yum Thailand and Publicis Thailand for

KFC x Butterbear

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Silver Winner

NESCAFÉ BLEND AND BREW: Aroi Tum Tueng

Nestlé (Thai) Ltd. and Leo Thailand & OpenMind for

NESCAFÉ BLEND AND BREW: Aroi Tum Tueng

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Bronze Winner

#GrabThumbsUp - Seriously Good Food

Grab and Grab for

#GrabThumbsUp - Seriously Good Food

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Emerging Tech Marketing

Thailand – 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.

Silver Winner

Sunlight Extralime x BBQ Plaza : Powered by AI

Unilever and Spark Foundry / Silverpush for

Sunlight Extralime x BBQ Plaza : Powered by AI

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Emerging Tech Marketing

Thailand – 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

Rajadamnern Immersive Muay Thai Experience

Global Sport Ventures and Brilliant & Million for

Rajadamnern Immersive Muay Thai Experience

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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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E-commerce marketing

Thailand – 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.

Silver Winner

Evian E-commerce Campaign

Sino-Pacific Trading (Thailand) Co., Ltd. and AnyMind Group for

Evian E-commerce Campaign

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E-commerce marketing

Thailand – 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.

Bronze Winner

Grab Dine Out - The Hottest Way to Eat Out

Grab and Grab for

Grab Dine Out - The Hottest Way to Eat Out

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Creative & Innovation Impact

Thailand – 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

It Must Be Sting

Suntory PepsiCo Beverage (Thailand) and Leo Thailand for

It Must Be Sting

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Silver Winner

Grab Summer Fighter

Grab and Choojai Kalayanamitr for

Grab Summer Fighter

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Bronze Winner

Sunlight Extralime x BBQ Plaza : Powered by AI

Unilever and Spark Foundry / Silverpush for

Sunlight Extralime x BBQ Plaza : Powered by AI

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AI Marketing

Thailand – 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.

Silver Winner

Mommories

McDonald’s and Leo Thailand for

Mommories

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AI Marketing

Thailand – 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

Visa Campaign : Go wherever your heart beeps

Visa and AnyMind Group / Starcom Thailand for

Visa Campaign : Go wherever your heart beeps

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Silver Winner

Garnier Micellar Pride : AI Personalised DOOH

L'Oreal and Wavemaker Thailand for

Garnier Micellar Pride : AI Personalised DOOH

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2025 Smarties Thailand Industry Award Winners

Enabling Technology Company of the Year

YMT Ads

Digital Agency of the Year

Brilliant & Million, Thailand

Publisher of the Year

Grab

Specialist Agency of the Year

BuzzPurr

Independent Agency of the Year

JONGLUCKDEE

Creative Agency of the Year

Leo Thailand

Media Agency of the Year

Wavemaker Thailand

Most Resilient Brand of the Year

Grab

Holding Agency Company of the Year

Publicis Groupe

Juror's Choice Award of the Year

Squid Game2 BKK River Cruise

Brand of the Year

Oreo

Advertisers of the Year

Mondelēz International

Nestlé (Thai) Ltd.