Presenting The Smarties X Global 2025 Winners

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Vision of Sakıp Sabancı Podcast

Smarties X Global Best In Show

Sabancı University and Consciouslab for

Vision of Sakıp Sabancı Podcast

Credits

Kayhan Dural, Founder, Chief Creative, Consciouslab

Selin Dönmez, Creative Lead, Consciouslab

Merve Sarıhan, Project Lead, Consciouslab

Evren Köse, Digital Art Director, Consciouslab

Mehmet Mutlu, AI Content Creator, Consciouslab

Onur Hakan Bal, Copy Writer, Consciouslab

Mutlu Bozkurt Besimzade, Marketing Communications Director, Sabancı University

Dilek Mertoğlu Turhan, Marketing Manager, Sabancı University

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Purpose Driven Marketing

Smarties X Global – 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

Deal With The Trash

McDonald's and OMD Sweden for

Deal With The Trash

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Gold Winner

Uncensored Press: Breaching The Algorithm

Al Joumhouria and OMD Dubai for

Uncensored Press: Breaching The Algorithm

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Silver Winner

The Art Of Stains

Unilever and MullenLowe MENA FZ LLC for

The Art Of Stains

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Bronze Winner

Pack one for Pintu

Robin Hood Army and Schbang for

Pack one for Pintu

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Purpose Driven Marketing

Smarties X Global – 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

3 YEARS, 1 PURPOSE: LA VIE PIONEERING REGENERATION

Nestlé Waters / La Vie and OpenMind VietNam / Ogilvy / Purpose.Ant for

3 YEARS, 1 PURPOSE: LA VIE PIONEERING REGENERATION

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Silver Winner

Dove - Beauty Test Stops With Me

Hindustan Unilever and Mindshare India for

Dove - Beauty Test Stops With Me

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Bronze Winner

Deal With The Trash

McDonald's and OMD Sweden for

Deal With The Trash

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Purpose Driven Marketing

Smarties X Global – 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

Straight Up Rugby

2degrees and OMD New Zealand for

Straight Up Rugby

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Silver Winner

Dove Beauty Test Stops With Me

Dove and Mindshare India for

Dove Beauty Test Stops With Me

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Silver Winner

Rainbow Wool

Schäferei Stücke and SERVICEPLAN Group / MEDIAPLUS Germany for

Rainbow Wool

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Marketing Impact

Smarties X Global – 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

The Art Of Stains

Unilever and MullenLowe MENA FZ LLC for

The Art Of Stains

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Silver Winner

Galaxy AI Speaks Vietnamese. Honor Viet Values.

SAMSUNG Vietnam and LEO for

Galaxy AI Speaks Vietnamese. Honor Viet Values.

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Silver Winner

KITKOT

Nestlé and Ogilvy for

KITKOT

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Bronze Winner

Knorr - Dare to Slurp

Hindustan Unilever and Mindshare India / Mindshare for

Knorr - Dare to Slurp

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Marketing Impact

Smarties X Global – 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

Low prices have no owners

Delikatesy Centrum and Mindshare Poland for

Low prices have no owners

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Silver Winner

Eat The Code

McDonald's and OMD Canada / Creative Agency Cossette for

Eat The Code

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Silver Winner

Rise of Black Myth: Wukong, a Decentralized Content

Game Science and Mindshare China for

Rise of Black Myth: Wukong, a Decentralized Content

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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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Marketing Impact

Smarties X Global – 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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Gold Winner

The Walking Ads

Volkswagen and PHD Norway for

The Walking Ads

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Bronze Winner

Colgate VW Purple: Success Through Live Commerce

Colgate Palmolive and Wavemaker India / Amazon Ads for

Colgate VW Purple: Success Through Live Commerce

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Bronze Winner

Matching lip shades : Maybelline's tech solution

L’Oreal and Performics India / Amazon Ads for

Matching lip shades : Maybelline's tech solution

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Marketing Impact

Smarties X Global – 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

Maccie

McDonald's and OMD Netherlands for

Maccie

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Gold Winner

Gercek Tenn Gercek His

Sanipak and VML Türkiye / Sanipak OKEY for

Gercek Tenn Gercek His

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Silver Winner

The Redditor Edit

Volkswagen and PHD UK for

The Redditor Edit

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Bronze Winner

Rise of Black Myth: Wukong, a Decentralized Content

Game Science and Mindshare China for

Rise of Black Myth: Wukong, a Decentralized Content

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Marketing Impact

Smarties X Global – 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

Goal Alert

Deutsche Telekom GmbH and Mindshare GmbH / Mindshare Germany for

Goal Alert

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Silver 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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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

Yili’s Olympics Triumph: Redefining Brand Sponsors

Yili and Mindshare China for

Yili’s Olympics Triumph: Redefining Brand Sponsors

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Marketing Impact

Smarties X Global – 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

Just Joking

Sandy Hook Promise and PHD USA for

Just Joking

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Silver Winner

Uncensored Press: Breaching The Algorithm

Al Joumhouria and OMD Dubai for

Uncensored Press: Breaching The Algorithm

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Bronze Winner

Pack one for Pintu

Robin Hood Army and Schbang for

Pack one for Pintu

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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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Impact Media

Smarties X Global – 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

McRib Mistakes

McDonald's and OMD UK for

McRib Mistakes

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Silver Winner

Making Local Media Uber Contextual

Uber and PHD UK for

Making Local Media Uber Contextual

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Bronze Winner

WHAT'S IN THE FRIDGE? SUPERFRESH

BESLER and OPNForte for

WHAT'S IN THE FRIDGE? SUPERFRESH

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Impact Media

Smarties X Global – 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

Coca-Cola Foodmarks Reloaded

The Coca-Cola Company and EssenceMediacom Vietnam for

Coca-Cola Foodmarks Reloaded

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Impact Media

Smarties X Global – 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

Vaseline Verified

Unilever and Mindshare UK for

Vaseline Verified

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Gold Winner

The Redditor Edit

Volkswagen and PHD UK for

The Redditor Edit

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Silver Winner

MAKE MENTAL HEALTH SOCIAL THROUGH MEANINGFUL HUMOR

Nestlé Waters / La Vie and OpenMind VietNam / Ogilvy / Purpose.Ant for

MAKE MENTAL HEALTH SOCIAL THROUGH MEANINGFUL HUMOR

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Bronze Winner

KITKOT

Nestlé and Ogilvy for

KITKOT

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Impact Media

Smarties X Global – 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

Just Joking

Sandy Hook Promise and PHD USA for

Just Joking

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Gold Winner

Vaseline Verified

Unilever and Mindshare UK for

Vaseline Verified

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Silver 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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Bronze Winner

Timeout Against Hate

Foundation to Combat Antisemitism and Mindshare USA for

Timeout Against Hate

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Impact Media

Smarties X Global – 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

Eat The Code

McDonald's and OMD Canada / Creative Agency Cossette for

Eat The Code

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Gold Winner

The Walking Ads

Volkswagen and PHD Norway for

The Walking Ads

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Silver Winner

Knorr - Dare to Slurp

Hindustan Unilever and Mindshare India / Mindshare for

Knorr - Dare to Slurp

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Bronze Winner

Lay's Truly Snackabled Ads

PepsiCo Foods Vietnam and Zenith for

Lay's Truly Snackabled Ads

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Emerging Tech Marketing

Smarties X Global – 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

Low prices have no owners

Delikatesy Centrum and Mindshare Poland for

Low prices have no owners

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Silver 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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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

Smarties X Global – 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

Vision of Sakıp Sabancı Podcast

Sabancı University and Consciouslab for

Vision of Sakıp Sabancı Podcast

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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

1.9Bn Logos to 1.9Bn Home-Building Experts

UltraTech Ltd and Mindshare / Mindshare India for

1.9Bn Logos to 1.9Bn Home-Building Experts

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E-commerce marketing

Smarties X Global – 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

OMG Creators Festival #GirlBossCreations

Paragon Technology & Innovation Group and PHD / Paragon for

OMG Creators Festival #GirlBossCreations

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Silver 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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Bronze Winner

MasterKong Beverage Revolutionizes B2B Partnership

Master Kong and Mindshare China for

MasterKong Beverage Revolutionizes B2B Partnership

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E-commerce marketing

Smarties X Global – 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

Coca-Cola Foodmarks Reloaded

The Coca-Cola Company and EssenceMediacom Vietnam for

Coca-Cola Foodmarks Reloaded

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Gold Winner

Ensure: Fuel retail recovery with O2O innovation

Abbott Vietnam and Dentsu Creative Vietnam for

Ensure: Fuel retail recovery with O2O innovation

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Silver Winner

Lancôme x GrabAds: Breaking the Scent Barrier

L'Oréal and Wavemaker Thailand / GrabAds for

Lancôme x GrabAds: Breaking the Scent Barrier

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Bronze Winner

Grab The Night: Vietnam’s 1st End-to-End Nightlife

Grab and Mindshare Vietnam / Grab Vietnam for

Grab The Night: Vietnam’s 1st End-to-End Nightlife

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Creative & Innovation Impact

Smarties X Global – 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

Good Tings

2degrees and OMD / 2degrees for

Good Tings

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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

Rockstar Cannected

Suntory PepsiCo Vietnam Beverage and Zenith for

Rockstar Cannected

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Creative & Innovation Impact

Smarties X Global – 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

KitKat Skin

Nestlé and Ogilvy for

KitKat Skin

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Silver Winner

BEYOND WORDS: A PERSONALIZED NATURE REGENERATION

Nestlé Waters / La Vie and OpenMind VietNam / Ogilvy / Purpose.Ant for

BEYOND WORDS: A PERSONALIZED NATURE REGENERATION

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Bronze Winner

Closeup - GenZ's Love Coach

Unilever and Spark Foundry Vietnam for

Closeup - GenZ's Love Coach

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Bronze Winner

Axis Suka Suka: The Data Plan GenZ Hacked

PT XLSMART Telecom Sejahtera Tbk and Wavemaker / YMT ADS for

Axis Suka Suka: The Data Plan GenZ Hacked

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Creative & Innovation Impact

Smarties X Global – 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

Group Therapy

AXA and Wavemaker France for

Group Therapy

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Silver Winner

The Final Copy of Ilon Specht

L'Oréal and Beauty Co-Lab USA for

The Final Copy of Ilon Specht

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Silver Winner

Pain into Beauty

Bepanthen Plus and EssenceMediacom Ukraine for

Pain into Beauty

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AI Marketing

Smarties X Global – 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

Vision of Sakıp Sabancı Podcast

Sabancı University and Consciouslab for

Vision of Sakıp Sabancı Podcast

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Silver Winner

Closeup - GenZ's Love Coach

Unilever and Spark Foundry for

Closeup - GenZ's Love Coach

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Bronze Winner

Dove - Beauty Test Stops With Me

Hindustan Unilever and Mindshare India for

Dove - Beauty Test Stops With Me

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AI Marketing

Smarties X Global – 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

Samsung_Decoding Doubt Selling Through

Samsung Electronics and Starcom for

Samsung_Decoding Doubt Selling Through

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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

LALIGA against hate

LALIGA and Mindshare Spain for

LALIGA against hate

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Bronze Winner

Ensure: AI-Powered Dialogues of Care

Abbott Vietnam and Dentsu Creative Vietnam for

Ensure: AI-Powered Dialogues of Care

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AI Marketing

Smarties X Global – 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.

Silver Winner

Vision of Sakıp Sabancı Podcast

Sabancı University and Consciouslab for

Vision of Sakıp Sabancı Podcast

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Bronze Winner

Me Feat. Me

Nosotras and PHD Chile for

Me Feat. Me

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2025 Smarties X Global Industry Award Winners

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Enabling Technology Company of the Year

Independent Agency of the Year

Consciouslab

Publisher of the Year

TikTok

Most Resilient Brand of the Year

Dove

Creative Agency of the Year

Dentsu Creative VietNam

Media Agency of the Year

Spark Foundry VietNam

Agency Network of the Year Global

Mindshare

Holding Agency Company of the Year

WPP

Brand of the Year

Ensure Gold

Advertiser of the Year

Unilever

Juror's Choice Award of the Year

The Walking Ads