Presenting The Smarties DACH 2025 Winners

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DACH Best In Show

FREE2MOVE SAS and MEDIAPLUS Germany for

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Credits

Alex Schill, Global Chief Creative Officer, Serviceplan Group

Maximilian Florian Schöngen, CCO, Mediaplus Group

Sabrina Duchow, Director Creative Media & Awards, Mediaplus Germany

Theresa Fechler, Creative Director, Mediaplus Germany

Lara Oberhauser, Manager Creative Media & Awards, Mediaplus Germany

Kerstin Schmiedeknecht, Senior Client Consultant, Mediaplus Media 1

Danilo Silva Toledo, Junior Creative Art, Mediaplus Germany

Lennhard Bahr, Group Head Creative Media & Strategy, Mediaplus Germany

Lukas Pachoinig, Senior Client Consultant & Director Creative Media, Mediaplus International

Maximilian Zorg, Senior Digital Media Consultant & Creative Media Manager, Mediaplus International

Hans Zieringer, Senior Digital Media Consultant & Creative Media Manager, Mediaplus Germany

Alexander Bothe, CEO, screenery GmbH

Nicolaus Von Finckenstein, Project Manager, screenery GmbH

Sammy Schuhmacher, CFO, screenery GmbH

Sebastian Braun, Lead Software Architect, seatback GmbH

Michael Lahr, Director Project Management & Graphics, MMR Media GmbH

Simon Von Knobelsdorff, Head of Sales, MMR Media GmbH

Philipp Marston, Head of Operations, screenery GmbH

Jeremy Adu, Workingstudent, screenery GmbH

Bernd Hankammer, Software Developer, seatback GmbH

Lars Bruhns, Founder, Initiative Vermisste Kinder

Ret Lauterbach, General Manager, Plan.Net TechNest

Melanie Stief, Senior Frontend Developer, Plan.Net TechNest

Dennis Fritz, Creative Director, Serviceplan Group

Klas Batchkus, Senior Editor, Serviceplan Group

Margarita Nikolajeva, Junior Motion Designerin, Serviceplan Group

Michal Kusmierz, Junior Art Director, Mediaplus Germany

Rieke Nedderhoff, Junior Social Media Manager, Tacsy GmbH

Daniel Hoffmann, Managing Partner, Tacsy GmbH

Jean-Michel Christ, Director Influencer Management & Strategy, Tacsy GmbH

Joana Tsesmeles, General Manager, Tacsy GmbH

Sarah Ostermann, Director Influencer Marketing, Mediaplus Germany

Maurice Endres, Cultural Marketing Director, Serviceplan Culture

Stephen Verfürth, General Manager Content & Creative, Mediaplus Performance

Maki Narazaki-Netz, Senior Producer Digital Media, Mediaplus Performance

Victor Cordes, Director Retail Media Product & Ad-Tech, LAYA Group GmbH

Armin Nusser, Director Retail Media, LAYA Group GmbH

Sarah Ricken, Senior Product Manager Retail Media, LAYA Group GmbH

Tino Reinecke, Managing Partner, Mediaplus Geo Intelligence

Michael Beuth, Managing Director, Mediaplus München

Patrick Heise, DTP Operator, Serviceplan Make

Gabi Grötzbach-Fischer, Printproduction, Serviceplan Make

Maggy Fischer, Head of Post Production, Serviceplan Make

Vasyl Arovych, Post Producer, Serviceplan Make

Eva Sophie Vogelgesang, General Manager, Serviceplan Public Relations & Content

Bernhard Fuchs, Executive Creative Director, Serviceplan Public Relations & Content

Lisa Paul, Senior Creative Consultant, Serviceplan Public Relations & Content

Lisa Pandtle, Senior PR & Content Consultant, Serviceplan Public Relations & Content

Vera Günther, Head of Corporate Communications, Mediaplus Germany

Gordian Gleiß, Executive Producer, 86Tales GmbH

Phillip Eisenfeldt, Composer, 86Tales GmbH

Björn Jacobsen, Sound Design, 86Tales GmbH

Josephine Eickenroth, Project Managemer, 86Tales GmbH

Kay Schulz, Geschäftsführer, VIEWENTO GmbH

Marcel Schmidt, Geschäftsbereichsleiter Aktionsmanagement/Marketing, EDEKA Nordbayern-Sachsen-Thüringen Stiftung & Co. KG

Adrian Hoesch, Geschäftsführer, EMSU GmbH

Juni Thalmann, Regie, Production, Freelancer

Chritian Back, Kamera, Freelancer

Daniel Koller, Creative Director, Seven.oneMEDIA

Florian Schwarz, VP Sales, Seven.oneMEDIA

Maria Deibert, Senior Account Director, Seven.oneMEDIA

Mike Mathis, Podcaster, Freelancer

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Purpose Driven Marketing

DACH – 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

Telekom: Activating a nation against Fake News

Deutsche Telekom and Mindshare GmbH for

Telekom: Activating a nation against Fake News

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Silver Winner

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FREE2MOVE SAS and MEDIAPLUS Germany for

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Bronze Winner

Performance meets purpose: sustainable media works

Kleinanzeigen.de GmbH and EssenceMediacom Germany GmbH for

Performance meets purpose: sustainable media works

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Purpose Driven Marketing

DACH – 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

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FREE2MOVE SAS and MEDIAPLUS Germany for

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Purpose Driven Marketing

DACH – 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

Rainbow Wool

Schäferei Stücke and SERVICEPLAN Group / MEDIAPLUS Germany for

Rainbow Wool

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Silver Winner

AXA: Being a woman should not be a risk

AXA Konzern Aktiengesellschaft and Wavemaker / AXA Konzern AG for

AXA: Being a woman should not be a risk

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Marketing Impact

DACH – 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

MONOPOLY at McDonald’s X Knossi

McDonald’s and Scholz & Friends / McDonald’s for

MONOPOLY at McDonald’s X Knossi

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Silver Winner

#UnlockYourGreenFlag

Unilever and PHD Germany for

#UnlockYourGreenFlag

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Bronze Winner

Playmobil Hijacks The Masked Singer

Playmobil International GmbH and Mindshare GmbH for

Playmobil Hijacks The Masked Singer

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Marketing Impact

DACH – 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

Rainbow Wool

Schäferei Stücke and SERVICEPLAN Group / MEDIAPLUS Germany for

Rainbow Wool

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Silver Winner

KFC - Anime Activates Instant Revenue

Yum! Restaurants International Limited & Co. KG, and Mindshare for

KFC - Anime Activates Instant Revenue

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Marketing Impact

DACH – 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.

Silver Winner

SAMSUNG MEMBERS - the LOYALTAINMENT Programm

SAMSUNG and TRACK / Track GmbH for

SAMSUNG MEMBERS - the LOYALTAINMENT Programm

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Bronze Winner

The Audi Audit - AI Clears the Clutter

Volkswagen Group and PHD Germany for

The Audi Audit - AI Clears the Clutter

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Marketing Impact

DACH – 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.

Silver Winner

YoPRO: Empower the athlete in you

Danone Deutschland GmbH and Wavemaker for

YoPRO: Empower the athlete in you

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Silver Winner

98% Growth: How Jorge's jingle conquered Germany

Axel Springer SE and Wavemaker / Wavemaker (WPP Media) for

98% Growth: How Jorge's jingle conquered Germany

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Impact Media

DACH – 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.

Silver Winner

CRACKING THE GEN Z CODE FOR A 3.7X SALES SURGE

L'Oréal Deutschland GmbH and Wavemaker GmbH / L'Oréal Deutschland GmbH for

CRACKING THE GEN Z CODE FOR A 3.7X SALES SURGE

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Silver Winner

Play. Break. Buy: KitKat’s Cross-Digital Win

MEmob+ and MEmob+ for

Play. Break. Buy: KitKat’s Cross-Digital Win

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Bronze Winner

The Iberogast Comeback

Bayer Consumer Health and OLIVER Agency / Bayer Consumer Health for

The Iberogast Comeback

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Impact Media

DACH – 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

RÜGENWALDER MÜHLE #WURSTPROMOTER

Rügenwalder Mühle | Carl Müller GmbH & Co. KG and MEDIAPLUS Germany / Rügenwalder Mühle for

RÜGENWALDER MÜHLE #WURSTPROMOTER

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Silver Winner

#UnlockYourGreenFlag

Unilever and PHD Germany for

#UnlockYourGreenFlag

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Silver Winner

NIVEA: Building Sustainable Brand Love on TikTok

Beiersdorf AG and Mawave Marketing GmbH for

NIVEA: Building Sustainable Brand Love on TikTok

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Bronze Winner

Ninja Creami: Social Media Buzz

SharkNinja and Carat Deutschland GmbH for

Ninja Creami: Social Media Buzz

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Impact Media

DACH – 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

Rainbow Wool

Schäferei Stücke and SERVICEPLAN Group / MEDIAPLUS Germany for

Rainbow Wool

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Silver Winner

How IRL Social Commerce melts Gen Z doubts

L'Oréal Deutschland GmbH and Wavemaker GmbH / L'Oréal Deutschland GmbH for

How IRL Social Commerce melts Gen Z doubts

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Bronze Winner

Wir stärken, was Dich stark macht

Generali Switzerland and Moskeeto for

Wir stärken, was Dich stark macht

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Impact Media

DACH – 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

Bepanthen® Eye Drops - game changer with one shot

Bayer Vital GmbH and Essence Mediacom Germany GmbH / Bayer Vital GmbH for

Bepanthen® Eye Drops - game changer with one shot

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Bronze Winner

KitKat: Not Just an Ad. My Kind of Ad

MEmob+ and MEmob+ for

KitKat: Not Just an Ad. My Kind of Ad

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Emerging Tech Marketing

DACH – 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

Ice Ice Maybe? With Data, Baby!

Unilever and PHD Germany for

Ice Ice Maybe? With Data, Baby!

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Silver Winner

Squeezing the Last Percent of Net Reach

Kraft Heinz and Carat / Kraft Heinz for

Squeezing the Last Percent of Net Reach

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Silver Winner

KitKat’s Location-Led O2O Win: Clicks to Stores

MEmob+ and MEmob+ for

KitKat’s Location-Led O2O Win: Clicks to Stores

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Bronze Winner

Nice to Reach You: The Art of AI-driven Engagement

RWE and Essencemediacom / GumGum GmbH for

Nice to Reach You: The Art of AI-driven Engagement

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E-commerce marketing

DACH – New Retail & Innovative Tech Sales Marketing

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.

Silver Winner

KitKat’s Location-Led O2O Win: Clicks to Stores

MEmob+ and MEmob+ for

KitKat’s Location-Led O2O Win: Clicks to Stores

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Bronze Winner

kinder Bueno: Disrupting Retail Media

Ferrero Deutschland GmbH and dentsu X GmbH for

kinder Bueno: Disrupting Retail Media

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AI Marketing

DACH – 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

AI Inside - the Customer Engagement Booster

SAMSUNG and TRACK / TRACK GmbH for

AI Inside - the Customer Engagement Booster

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Bronze Winner

Nice to Reach You: The Art of AI-driven Engagement

RWE and Essencemediacom / GumGum GmbH for

Nice to Reach You: The Art of AI-driven Engagement

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AI Marketing

DACH – 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

The Audi Audit - AI Clears the Clutter

Volkswagen Group and PHD Germany for

The Audi Audit - AI Clears the Clutter

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Silver Winner

RTRDP-DCO: Real Time Retail Data Print DCO

REWE Group and PION3ERS / OMD Germany for

RTRDP-DCO: Real Time Retail Data Print DCO

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Bronze Winner

Nice to Reach You: The Art of AI-driven Engagement

RWE and Essencemediacom / GumGum GmbH for

Nice to Reach You: The Art of AI-driven Engagement

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2025 Smarties DACH Industry Award Winners

Advertiser of the Year

Unilever

Brand of the Year

KitKat

Media Agency of the Year

PHD

Holding Agency of the Year

WPP

Tech Enabler of the Year

Memob+

Digital Agency of the Year

TRACK