Purpose Driven Marketing

North America – 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

Timeout Against Hate

Foundation to Combat Antisemitism and Mindshare USA for

Timeout Against Hate

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Silver Winner

Real Beauty Redefined for the AI Era

Unilever and Mindshare USA for

Real Beauty Redefined for the AI Era

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Bronze Winner

Badge of Honor

Sanofi U.S. and Havas Media Network and FCB Health for

Badge of Honor

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Purpose Driven Marketing

North America – 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

Born to Run

Unilever and Mindshare USA for

Born to Run

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Silver Winner

Real Beauty Redefined for the AI Era

Unilever and Mindshare USA for

Real Beauty Redefined for the AI Era

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Bronze Winner

50 States 50 Stories

Google and EssenceMediacom USA for

50 States 50 Stories

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Purpose Driven Marketing

North America – 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

CROWN LOVE

Unilever and House of JOY for

CROWN LOVE

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Marketing Impact

North America – 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

Peacock- Fight Night: The Million Dollar Heist

NBCUniversal and EssenceMediacom USA for

Peacock- Fight Night: The Million Dollar Heist

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Silver Winner

Cesar and Tripadvisor Promote Dog Friendly Travel

Mars, Inc. and EssenceMediacom USA for

Cesar and Tripadvisor Promote Dog Friendly Travel

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Bronze Winner

It's Showtime: Beetlejuice, Beetlejuice

Warner Bros and Media Agency / Hearts & Science for

It's Showtime: Beetlejuice, Beetlejuice

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Marketing Impact

North America – 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

Finish Ultimate “Big Game” Digital Advertising Cam

Reckitt Benckiser and Advantage Unified Commerce / Cadent for

Finish Ultimate “Big Game” Digital Advertising Cam

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Silver Winner

PillowSac Accent Chair Launch

LOVESAC and Hearts & Science for

PillowSac Accent Chair Launch

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Marketing Impact

North America – 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

The Matcha Mob - A Fandom-Fueled Success Story

Nami and Moby Ventures, part of Whalar Group for

The Matcha Mob - A Fandom-Fueled Success Story

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Silver Winner

Infiniti QX80

Razorfish and Razorfish for

Infiniti QX80

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Bronze Winner

It's Showtime: Beetlejuice, Beetlejuice

Warner Bros and Media Agency / Hearts & Science for

It's Showtime: Beetlejuice, Beetlejuice

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Impact Media

North America – 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

First to the Finish

Mazda and Mindshare USA for

First to the Finish

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Silver Winner

Real Beauty Redefined for the AI Era

Unilever and Mindshare USA for

Real Beauty Redefined for the AI Era

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Bronze Winner

Let's Holiday National Brand Campaign

MSC Cruises and OMD USA / MSC Cruises for

Let's Holiday National Brand Campaign

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Impact Media

North America – 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

Travel the Screen

Booking.com and Mindshare USA for

Travel the Screen

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Silver Winner

Cesar and Tripadvisor Promote Dog Friendly Travel

Mars, Inc. and EssenceMediacom USA for

Cesar and Tripadvisor Promote Dog Friendly Travel

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Impact Media

North America – 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

John Deere's First "Chief Tractor Officer"

John Deere and Mindshare USA for

John Deere's First "Chief Tractor Officer"

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Silver Winner

Mazda TikTok

Mazda and Lafayette American for

Mazda TikTok

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Impact Media

North America – 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 Matcha Mob - A Fandom-Fueled Success Story

Nami and Moby Ventures, part of Whalar Group for

The Matcha Mob - A Fandom-Fueled Success Story

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Gold Winner

Baby Bronco Tonight Show Integration

Ford and Mindshare USA for

Baby Bronco Tonight Show Integration

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Bronze Winner

Timeout Against Hate

Foundation to Combat Antisemitism and Mindshare USA for

Timeout Against Hate

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Impact Media

North America – 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

Emergency Pizza 2.0

Domino's and Minshare USA / Mindshare USA for

Emergency Pizza 2.0

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Silver Winner

It's Showtime: Beetlejuice, Beetlejuice

Warner Bros and Media Agency / Hearts & Science for

It's Showtime: Beetlejuice, Beetlejuice

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Creative & Innovation Impact

North America – 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

First to the Finish

Mazda and Mindshare USA for

First to the Finish

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Silver Winner

Baby Bronco Tonight Show Integration

Ford and Mindshare USA for

Baby Bronco Tonight Show Integration

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Bronze Winner

50 States 50 Stories

Google and EssenceMediacom USA for

50 States 50 Stories

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AI Marketing

North America – 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

Real Beauty Redefined for the AI Era

Unilever and Mindshare USA for

Real Beauty Redefined for the AI Era

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Silver Winner

Future-Proofing SEO for an AI-First World

Sierra Nevada Brewing Co. and Symphonic Digital for

Future-Proofing SEO for an AI-First World

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Bronze Winner

AT&T Boosts ROI with Claritas AI Optimization

AT&T and Hearts & Science / Claritas for

AT&T Boosts ROI with Claritas AI Optimization

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AI Marketing

North America – 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.

Bronze Winner

Sports Engine: AI Creativity at the Speed of Sport

Google and EssenceMediacom USA for

Sports Engine: AI Creativity at the Speed of Sport

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2025 Smarties North America Industry Award Winners

Swipe to scroll through the gallery

Independent Agency of the Year

Whalar

Creative Agency of the Year

VML

Media Agency of the Year

Mindshare USA

Most Resilient Brand of the Year

Ford

Holding Agency Company of the Year

WPP

Juror's Choice Award of the Year

First to the Finish

Brand of the Year

Dove

Advertiser of the Year

Unilever