MANILA, PHILIPPINES — As the date draws near for the 2023 SMARTIES Philippines – Celebration of Talent, hosted by MMA Global – Asia Pacific, the excitement within the marketing community is palpable. The gala, scheduled for January 18 at Shangri-La The Fort, is poised to honor and celebrate excellence, innovation, and effectiveness in modern marketing.
The shortlist for this prestigious awards ceremony is out, and the stage is set to recognize campaigns and strategies that have redefined the landscape of modern marketing in the Philippines. With submissions pouring in from across the country, contenders eagerly await the opportunity to clinch the coveted Gold, Silver, or Bronze SMARTIES, marking their exceptional contributions to the industry.
Here are the 2023 shortlist winners:
Purpose Driven Marketing
Brand Purpose / Activism
- Unilever and Mindshare Philippines
Breeze: Empowering Young Filipino Changemakers to Get Dirty for Good - Opella Healthcare Philippines and Wizard Manila / Screentology, Inc.
Resilient Kids - Unilever RFM Ice Cream, Inc. and Mindshare Philippines
The Happinas Chatbot: Selecta celebrates family enjoyment and provides happiness amidst the pandemic
Social Impact Marketing
- Globe Telecom and Publicis JimenezBasic
Globe Business “Atin ang Tuloy-Tuloy na Success” - Globe Telecom and Publicis JimenezBasic
Globe for Education: Tuloy ang Edukasyon, Tuloy ang Pag-asa Campaign (Continued Education, Continued Hope) - The Hershey Company and UM Singapore
Hershey’s International Women’s Day - Opella Healthcare Philippines and Wizard Manila / Screentology, Inc.
Resilient Kids
Diversity & Inclusion
- The Hershey Company and UM Singapore
Hershey’s International Women’s Day - The Hershey Company and IPG Mediabrands / Twitch
International Women’s Day: Celebrate #HerForShe
Marketing Impact
Brand Experience
- Unilever and Mindshare Philippines
Axe x Esquire’s Man at His Best - Globe Telecom and Publicis JimenezBasic
Globe Business “Atin ang Tuloy-Tuloy na Success” - Unilever and Mindshare Philippines
Surf’s Live Streamer Collaboration: “From One Wise Mom to Another - Unilever and Mindshare Philippines
Survival of the Freshest - Samsung Electronics Philippines Corp. and Starcom Philippines / Publicis Media Philippines
The Clack Flex Challenge
Instant Impact / Promotion
- Unilever and Mindshare Philippines / InMobi
Cream Silk Empowers Modern Filipinas to be their Best - Unilever and Mindshare Philippines
Do the #RexonaFirstDayVibe - Globe Telecom, Inc. and Publicis JimenezBasic
Globe Prepaid Go+99: Must-haves and Plus-Haves for the Evolving GenZ Essentials - Unilever and Mindshare Philippines
Surf Kada Spin, Sure Win (Win for Every Spin): Engaging Filipino Consumers with prizes and rewards
Product and/or Service Launch
- Ford Motor Company Philippines and Mindshare Philippines
Accelerating the Next-Generation Ford Territory Launch Through Navigational Data - Unilever and Mindshare Philippines / InMobi
Cream Silk Empowers Modern Filipinas to be their Best - Samsung Electronics Philippines Corp. and Starcom Philippines / Publicis Media Philippines
The Clack Flex Challenge
Impact Media
Cross Digital Media Marketing
- Nestle Philippines and Openmind Philippines.
You Are My #1 Mom - Wyeth Philippines and Openmind Philippines
Nurture a Gifted Brain with Promil® - Unilever and Mindshare Philippines
Personalization with Pond’s - Unilever and Mindshare / Anymind (POKKT)
Tresemme’s KOL-Powered Immersive Shopping Experience
Social Media Marketing
- The Hershey Company and UM Singapore
Hershey’s International Women’s Day - Unilever and Mindshare / Anymind (POKKT)
Tresemme’s KOL-Powered Immersive Shopping Experience - Unilever and Mindshare Philippines
Sunsilk’s Best-Ever Summer: making Revenge Travel possible through social entertainment
Creator / Influencer / Celebrity Marketing
- The Hershey Company and IPG Mediabrands / Twitch
International Women’s Day: Celebrate #HerForShe - Unilever and Mindshare Philippines
Knorr Create Your Own Tinola Adventure - Unilever and Mindshare / Anymind (POKKT)
Tresemme’s KOL-Powered Immersive Shopping Experience
Gaming, Gamification & E-Sports
- Knoxport Inc. and Wavemaker Philippines / Digital Turbine Inc.
Mobile Gamification Pumps Up The Party in KFC Christmas Bucket Meal Campaign - Universal Robina Corporation Philippines and Spark Foundry Philippines / Digital Turbine Inc.
Mobile Gamification Inspires Filipino Gamers to Treat Themselves Good with Swiss Miss
Emerging Tech Marketing
Data Insights / Contextual Marketing
- Applabs Media and Applabs Media
CPL & CPS Campaign Digido by Applabs Media - Ford Motor Company Philippines and Mindshare Philippines
Ford Everest – Maximizing Household Data to Capture High-Value Consumers - Unilever Philippines and Mindshare Philippines / Digital Turbine Inc.
Knorr Gamified Mobile Campaign Inspires Young Filipino Cooks to Sharpen Their Cooking Skills
Programmatic
- Applabs Media and Applabs Media
CPL & CPS Campaign Digido by Applabs Media - REBISCO and Mindshare
How AI helped Rebisco Sandwich’s Growth in the Category - Unilever and Mindshare Philippines / InMobi
POND’S Panacea Red AR Filter
Experimental / Innovation Technology
- ELC Beauty, Inc. and mSix&Partners
MAC Cosmetics 24Hr Liquid Lip Colour x GroupM Finecast Campaign - Unilever and Mindshare Philippines / Anymind (POKKT)
Master #BringYourClayGame from Gaming to Grooming
Spatial / AR / VR / NFT / Metaverse Tech
- Unilever and Mindshare Philippines / Anymind (POKKT)
Master -Game On, Groom Up: Redefining #BringYourClayGame with Cutting-Edge AR - Unilever and Mindshare Philippines / InMobi
POND’S Panacea Red AR Filter
Creative
Customer (CX) / User Experience (UX) & Design
- Unilever Philippines and Mindshare Philippines / Digital Turbine Inc.
Knorr Gamified Mobile Campaign Inspires Young Filipino Cooks to Sharpen Their Cooking Skills - Unilever and Mindshare Philippines / Anymind (POKKT)
Master -Game On, Groom Up: Redefining #BringYourClayGame with Cutting-Edge AR - Knoxport Inc. and Wavemaker Philippines / Digital Turbine Inc.
Mobile Gamification Pumps Up The Party in KFC Christmas Bucket Meal Campaign
Personalisation
- Nestle Philippines and Openmind Philippines
MAGGI RECIPE DCO CAMPAIGN - Unilever Philippines and Mindshare Philippines / Wunderman Thompson / Spotify Advertising
Unilever Cream Silk Dynamic Audio Campaign
Short or Long Form Video
- Philippine Spring Water Resources, Inc. and CARBONDIGITAL, INC.
A Day in the Life of a Water Vendor - Unilever and Mindshare Philippines
Do the #RexonaFirstDayVibe - Nestlé and Openmind Philippines
May Tapang Para Bumangon - Nestle Philippines and Openmind Philippines.
You Are My #1 Mom
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