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MMA Global – Asia Pacific reveals 2023 Smarties Philippines shortlist winners

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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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