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

Presenting The Smarties South Africa 2025 Winners

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Pick n Pay asap! Find the Bunny! Get the Money!

South Africa Best In Show

Pick n Pay asap! and Gorilla for

Pick n Pay asap! Find the Bunny! Get the Money!

Credits

Jordan Wallace, CEO, Gorilla
Michelle McEwan, Managing Director, Gorilla
Reece Iyer, Creative Director, Gorilla
Shannon Fisher, Art Director, Gorilla
Zama Makhoba, Designer, Gorilla
Amanda Hooft, Account Director, Gorilla
Keletso Ranamane, Social Manager, Gorilla
Princess Dlamani, Copywriter, Gorilla
Vincent Viviers, Head of OmniChannel, Pick n Pay
Ianthe Sandes, Marketing Manager, Pick n Pay
Landre Venter, Marketing Manager, Pick n Pay
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Purpose Driven Marketing

South Africa – 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

Real Beauty Generation
Unilever and VML South Africa for

Real Beauty Generation

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Silver Winner

Pep Dry and Detect Towels
Pep and Ogilvy South Africa / Pep South Africa for

Pep Dry and Detect Towels

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Silver Winner

Dove Men+Care Conversations
Unilever South Africa and Oliver Marketing South Africa / Oliver Marketing for

Dove Men+Care Conversations

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Bronze Winner

Fraud is no Fairytale
Standard Bank and VML / Standard Bank for

Fraud is no Fairytale

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Bronze Winner

Absa Run Your City
Absa and Avatar for

Absa Run Your City

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Bronze Winner

Dove - Buy Dove, Give Love
Unilever and Rainmaker Media for

Dove - Buy Dove, Give Love

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Purpose Driven Marketing

South Africa – 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

Pep Dry and Detect Towels
Pep and Ogilvy South Africa / Pep South Africa for

Pep Dry and Detect Towels

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Silver Winner

I Grew It: Finance 101
Absa Bank Limited and Until Until Agency & Events for

I Grew It: Finance 101

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Silver Winner

When you see it
Vodacom Foundation and Ogilvy for

When you see it

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Bronze Winner

DStv presents 'What's Next?'
DStv and n/a / DStv for

DStv presents 'What's Next?'

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Purpose Driven Marketing

South Africa – Diversity  &  Inclusion

The Diversity & Inclusion category recognizes campaigns focused on promoting understanding, reducing inequalities, and elevating underrepresented voices, showcasing the power of marketing in fostering a more inclusive society.

Gold Winner

Foundation for the Nation
Estee Lauder South Africa and Lumico (Pty) Ltd for

Foundation for the Nation

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Gold Winner

Real Beauty Generation
Unilever and VML South Africa for

Real Beauty Generation

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Silver Winner

Express Yourself in 100 Colours
Unilever and Oliver Marketing for

Express Yourself in 100 Colours

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Bronze Winner

Omo Qina Ndoda Campaign
Unilever and Naked Brain Communications for

Omo Qina Ndoda Campaign

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Marketing Impact

South Africa – Brand Experience

The Brand Experience category honors campaigns that create immersive, memorable brand interactions, leveraging innovative strategies and technology 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

Lunch Bar, UFOs & The Biggest Chocolate Cover-Up
Mondelez and VML for

Lunch Bar, UFOs & The Biggest Chocolate Cover-Up

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Gold Winner

Benny South Africa
Benny South Africa and Freshive Digital Agency for

Benny South Africa

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Silver Winner

Checkers Delivering Something Xtra This Christmas
Checkers South Africa and 99c Advertising for

Checkers Delivering Something Xtra This Christmas

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Bronze Winner

Coke Studio
Coca-Cola South Africa and Offlimit Communications for

Coke Studio

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Bronze Winner

Checkers: Play Better Together
Shoprite Group of Companies and 99c / Shoprite Group of Companies for

Checkers: Play Better Together

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Marketing Impact

South Africa – 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

Battle of the billboards
South African Breweries and iProspect SA - Dentsu for

Battle of the billboards

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Gold Winner

Pick n Pay asap! Find the Bunny! Get the Money!
Pick n Pay asap! and Gorilla for

Pick n Pay asap! Find the Bunny! Get the Money!

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Gold Winner

Pick n Pay Smart Shopper Price Palooza
Pick n Pay Smart Shopper and Gorilla for

Pick n Pay Smart Shopper Price Palooza

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Silver Winner

Nivea Sales Driver - Sixty60 In App Credit
Beiersdorf and Rainmaker Media for

Nivea Sales Driver - Sixty60 In App Credit

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Marketing Impact

South Africa – 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 technology 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

TFG Precision Marketing
TFG - The Foschini Retail Group and TFG for

TFG Precision Marketing

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Silver Winner

Power up with Restonic
Sleep Group and Offlimit Communications for

Power up with Restonic

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Silver Winner

Push Notification Strategy
Nando's and VML for

Push Notification Strategy

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Bronze Winner

Heineken Silver 2.0
Heineken Beverages and Heineken Beverages | Honest Marketing & Dentsu Redstar for

Heineken Silver 2.0

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Bronze Winner

Takealot The Ultimate Checkout
Takealot Online (Pty) Ltd and Blue Robot for

Takealot The Ultimate Checkout

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Marketing Impact

South Africa – 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

Reboost Watermelon Splash
BevCo and Hellosquare for

Reboost Watermelon Splash

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Silver Winner

KFC Braam Play
KFC and Mindshare for

KFC Braam Play

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Silver Winner

Checkers Sixty60 DotCom Launch
Shoprite and Rainmaker Media for

Checkers Sixty60 DotCom Launch

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Marketing Impact

South Africa – Real Time Marketing

The Real Time Marketing category celebrates campaigns that excel in leveraging current data and trends for timely and relevant marketing executions, demonstrating agility and strategic innovation. Campaigns are designed to leverage up-to-the-minute data and trends to deliver content that 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

Bank Your Time
Nedbank and Nedbank for

Bank Your Time

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Silver Winner

Isuzu X-Rider 1.9: Real-Time Marketing Success
Isuzu and Futuretech & Avatar Agency / Futuretech for

Isuzu X-Rider 1.9: Real-Time Marketing Success

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Bronze Winner

Game-on technology unlocks high-impact omnichannel
Lays and Vicinity Media for

Game-on technology unlocks high-impact omnichannel

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Marketing Impact

South Africa – 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

Step into my Slippers
Reach for a Dream and Sauce Advertising for

Step into my Slippers

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Gold Winner

Checkers LiquorShop Purchase Intent Audience
Shoprite and Rainmaker Media for

Checkers LiquorShop Purchase Intent Audience

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Silver Winner

Himalaya's TikTok Triumph Boostings Sales by 116%
Himalaya Wellness and 365 Digital for

Himalaya's TikTok Triumph Boostings Sales by 116%

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Bronze Winner

SuperSport SA20 Quiz Challenge
SuperSport and Blue Robot for

SuperSport SA20 Quiz Challenge

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Impact Media

South Africa – 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 including TV, print, radio, outdoor, PR, direct marketing, and digital platforms to craft a coherent brand story that engages consumers at multiple levels of their journey.

Gold Winner

A Sky High Journey Through South African Skies
L'Oréal South Africa and The MediaShop for

A Sky High Journey Through South African Skies

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Gold Winner

Pick n Pay asap! Find the Bunny! Get the Money!
Pick n Pay asap! and Gorilla for

Pick n Pay asap! Find the Bunny! Get the Money!

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Silver Winner

Battle of the billboards
South African Breweries and iProspect SA - Dentsu for

Battle of the billboards

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Silver Winner

OROS Mixing It Up For 125 Years
Tiger Brands and Freshive / Freshive Digital for

OROS Mixing It Up For 125 Years

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Silver Winner

Pick n Pay Smart Shopper Price Palooza
Pick n Pay Smart Shopper and Gorilla for

Pick n Pay Smart Shopper Price Palooza

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Bronze Winner

Old Mutual Two-Pot Retirement Digital Enablement
Old Mutual and Futuretech & UM / Futuretech for

Old Mutual Two-Pot Retirement Digital Enablement

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Bronze Winner

Checkers’ Little Shop Goes Xtra
Checkers South Africa and 99c Advertising for

Checkers’ Little Shop Goes Xtra

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Impact Media

South Africa – Cross Digital Media Marketing

The Cross Digital Media Marketing category celebrates campaigns that harness the diversity of digital platforms to create an engaging, integrated, 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

Pick n Pay asap! Find the Bunny! Get the Money!
Pick n Pay asap! and Gorilla for

Pick n Pay asap! Find the Bunny! Get the Money!

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Silver Winner

101 Ways Campaign
Unilever and Machine_ for

101 Ways Campaign

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Bronze Winner

Fraud is no Fairytale
Standard Bank and VML / Standard Bank for

Fraud is no Fairytale

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Bronze Winner

School of Scam- #BeatTheScam
Standard Bank- South Africa and Standard Bank-South Africa for

School of Scam- #BeatTheScam

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Impact Media

South Africa – 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

Raising the bar for Sunlight Green Bar
Unilever and MullenLowe South Africa for

Raising the bar for Sunlight Green Bar

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Gold Winner

NASA Won’t Confirm It, But TikTok Will: Lunch Bar’
Mondelez and VML for

NASA Won’t Confirm It, But TikTok Will: Lunch Bar’

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Silver Winner

Pep Dry and Detect Towels
Pep and Ogilvy South Africa / Pep South Africa for

Pep Dry and Detect Towels

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Silver Winner

Pick n Pay asap! Find the Bunny! Get the Money!
Pick n Pay asap! and Gorilla for

Pick n Pay asap! Find the Bunny! Get the Money!

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Bronze Winner

Pick n Pay Smart Shopper Price Palooza
Pick n Pay Smart Shopper and Gorilla for

Pick n Pay Smart Shopper Price Palooza

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Impact Media

South Africa – 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

How a UFO Cover-Up Sold Millions of Lunch Bars
Mondelez and VML for

How a UFO Cover-Up Sold Millions of Lunch Bars

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Silver Winner

Raising the bar for Sunlight Green Bar
Unilever and MullenLowe South Africa for

Raising the bar for Sunlight Green Bar

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Silver Winner

I Grew It: Finance 101
Absa Bank Limited and Until Until Agency & Events for

I Grew It: Finance 101

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Silver Winner

Pick n Pay Smart Shopper Price Palooza
Pick n Pay Smart Shopper and Gorilla for

Pick n Pay Smart Shopper Price Palooza

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Bronze Winner

Tinkies Holiday Spice
Tiger Brands and Hellosquare for

Tinkies Holiday Spice

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Bronze Winner

kykNET Hier (DStv)
DStv SA and n/a / Multichoice Group for

kykNET Hier (DStv)

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Bronze Winner

Dove Men+Care Conversations
Unilever South Africa and Oliver Marketing South Africa / Oliver Marketing for

Dove Men+Care Conversations

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Bronze Winner

Your Story Matters Brand Campaign
Absa and OnPoint PR & Lifestyle Management for

Your Story Matters Brand Campaign

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Impact Media

South Africa – 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.

Silver Winner

Clicks ClubCard Festive Gamification Campaign
Clicks Group and Hailr for

Clicks ClubCard Festive Gamification Campaign

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Bronze Winner

Lifebuoy Global Handwashing Day
Unilever and Oliver Marketing for

Lifebuoy Global Handwashing Day

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Emerging Tech Marketing

South Africa – 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 and 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

TFG Precision Marketing
TFG - The Foschini Retail Group and TFG for

TFG Precision Marketing

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Silver Winner

Checkers LiquorShop Purchase Intent Audience
Shoprite and Rainmaker Media for

Checkers LiquorShop Purchase Intent Audience

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Silver Winner

Data Clean Room
Standard Bank and Rainmaker Media for

Data Clean Room

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Emerging Tech Marketing

South Africa – Programmatic

The Programmatic category is dedicated to improving targeting, efficiency, and effectiveness in digital advertising. This category acknowledges campaigns that leverage programmatic advertising technology for targeted, efficient ad placements, optimizing digital advertising effectiveness and ROI.

Gold Winner

AUDI AFTERSALES SERVICE CAMPAIGN '24
Audi and Rookdigital for

AUDI AFTERSALES SERVICE CAMPAIGN '24

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Silver Winner

Exceeding Expectations With Jungle Oats
Broadbrand and Broadbrand for

Exceeding Expectations With Jungle Oats

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Silver Winner

Sustainable Programmatic Power
Toyota and Carbon1 / Publicis for

Sustainable Programmatic Power

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Bronze Winner

Vodapay Summer Hydra achieves 708% ROAS
Vodacom and 365 Digital for

Vodapay Summer Hydra achieves 708% ROAS

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Bronze Winner

McDonald’s Festive Make Happy Happen campaign
Eskimi and OMD South Africa and Eskimi for

McDonald’s Festive Make Happy Happen campaign

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Emerging Tech Marketing

South Africa – WEB 3.0 Technologies Marketing

The Web 3.0 Technologies Marketing category includes Audio/Voice/Sonic/Spatial/AR/VR/NFT/Metaverse Tech recognizing campaigns that innovatively employ emerging 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.

Bronze Winner

Simba ROARRRS: Immersive VR at Joburg Day
PepsiCo, Inc. and Simunye Media for

Simba ROARRRS: Immersive VR at Joburg Day

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E-commerce marketing

South Africa – 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.

Silver Winner

Checkers LiquorShop Purchase Intent Audience
Shoprite and Rainmaker Media for

Checkers LiquorShop Purchase Intent Audience

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Creative & Innovation Impact

South Africa – 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 through innovative and thoughtful design, significantly enhancing user satisfaction and engagement.

Bronze Winner

Fraud is no Fairytale
Standard Bank and VML / Standard Bank for

Fraud is no Fairytale

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Bronze Winner

Spotify Track Your Racks
Standard Bank South Africa and M&C Saatchi Abel / Standard Bank for

Spotify Track Your Racks

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Creative & Innovation Impact

South Africa – 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

TFG Precision Marketing
TFG - The Foschini Retail Group and TFG for

TFG Precision Marketing

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Creative & Innovation Impact

South Africa – 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

Checkers Delivering Something Xtra This Christmas
Checkers South Africa and 99c Advertising for

Checkers Delivering Something Xtra This Christmas

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Silver Winner

Nedbank Youth Honours Board
Nedbank and Joe Public / Nedbank for

Nedbank Youth Honours Board

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Bronze Winner

Pick n Pay asap! Find the Bunny! Get the Money!
Pick n Pay asap! and Gorilla for

Pick n Pay asap! Find the Bunny! Get the Money!

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AI Marketing

South Africa – 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

TFG Precision Marketing
TFG - The Foschini Retail Group and TFG for

TFG Precision Marketing

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Bronze Winner

Lifebuoy Global Handwashing Day
Unilever and Oliver Marketing for

Lifebuoy Global Handwashing Day

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AI Marketing

South Africa – 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.

Silver Winner

Real Beauty Generation
Unilever and VML South Africa for

Real Beauty Generation

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Bronze Winner

Exceeding Expectations With Jungle Oats
Broadbrand and Broadbrand for

Exceeding Expectations With Jungle Oats

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AI Marketing

South Africa – 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

Standard Bank AI-Powered Music Ads
Standard Bank and M&C Saatchi Abel / Standard Bank for

Standard Bank AI-Powered Music Ads

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Bronze Winner

Exceeding Expectations With Jungle Oats
Broadbrand and Broadbrand for

Exceeding Expectations With Jungle Oats

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2025 Smarties South Africa Industry Award Winners

Brand of the Year

TFG - The Foschini Retail Group

Agency of the Year

VML

Purpose Driven Marketing

  • Brand Purpose / Activism
  • Social Impact Marketing
  • Diversity  &  Inclusion

    • 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
  • Programmatic
  • WEB 3.0 Technologies Marketing

    • E-commerce marketing

  • 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
  • Agency of the Year