Smarties Awards 2015

A Mobile Marketing Association (MMA) revela o shortlist do Festival Smarties Awards 2015.

Entre os finalistas globais, há um case brasileiro: a campanha “NutryLabs” (leia e veja aqui), criada pela Ginga para lançar linha de produtos da marca Nutry, concorre na categoria Mobile Website.

O Festival também premia regionalmente. Daqui a duas semanas serão divulgados os finalistas da América Latina.

Os vencedores serão premiados durante a Advertising Week, em Nova York, no dia 28 de setembro, no Pier 60, em frente ao rio Hudson.

As campanhas estão sendo julgadas por cerca de 25 líderes de agências e marcas, encabeçados por Daniel Bonner, Chief Creative Officer da Razorfish Global.

Confira abaixo a lista completa dos finalistas do Smarties 2015.

MARKETING STRATEGY AWARDS

Brand Awareness
Cornetto, Unilever / Mindshare Malaysia for “The Ghost is Calling”
DSW / Xaxis for “Xaxis& DSW Cross Screen Campaign”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Nike / Razorfish for “Razorfish - Nike 2014 World Cup mobile Alphonso - Brand Aware”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”

Lead Generation
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Inmarko / Brandtone for “Inmarko ice cream”
Pop-Tarts / Pandora for “Pop-Tarts Crazy Good Summer”
Unilever / Axe Black / J.Walter Thompson Manajans for “Trending Outdoor”

Product / Services Launch
Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Popeyes Louisiana Kitchen / Mithun, Inc. for “Red Stick Stardown: A Game of Chicken”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Xbox / Razorfish for “Halo: Starscope”

Promotion
Dunkin’ Donuts Indonesia / PT Telekomunikasi Selular, Tbk (TELKOMSEL) for “DONUTS WONDERLAND”
Marriott Mobile App / Marriott International for “1 Millionth Mobile Check-in Promotion”
Nekoosa Paper / Trekk for “Nekoosa Tradeshow Traffic Driver”
Virgin Mobile Australia / StarcomMediavest Group for “Meal For A Meal”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”

Relationship Building / CRM
Bru / Brandtone for “Bru Coffee - 360° - 365 days always-on engagement”
Huggies / Kimberly Clark Levers Ltd. for “Huggies Mobile Recharge Campaign”
KappAhl / Mobiento for “Life & Style all mobile loyalty club”
Lifebuoy, Unilever / Mindshare Pakistan for “Bond of Love on the Mother’s Day”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”

Social Impact / Not for Profit
Campari America / Kiip&mSIX for “Kiip& Campari America’s CSR Campaign”
Haciko / mobilike for “BarkBeacon: A Modern Fable”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
United Nations Mine Action Service / Critical Mass for “Sweeper”


CHANNEL / MEDIA STRATEGY AWARDS

Cross Media / Cross Mobile Integration
1-800-Flowers.com / 1-800-Flowers.com, Inc for “Make Mom Smile”
Chiquita, Universal Pictures / FunMobility for “Minions Love Bananas 2015”
Red Coke/ Coca Cola Roja / SCLBITS for “Coca Cola Share a Coke Brand Awareness”
Unilever / Axe Black / J.Walter Thompson Manajans for “Silent Entertainment”
Viso, Unilever Vietnam / MindShare Vietnam for “New White Shirt, New Beginning”

Cross Screen Advertising
Hungry Lion / Yonder Media in partnership with the MediaShop for “Hungry Lion Lucky Bucket Campaign”
LA Dodgers / R/GA for “LA Dodgers Digital Trading Room”
Reckitt Benckiser / Durex / Havas Worldwide London for “Durex Explore”
Unilever / Axe Black / J.Walter Thompson Manajans for “Silent Entertainment”

Marketing within a Mobile Gaming Environment
DoSomething.org / Mobile Commons for “The Bully Text: Superstar Edition”
Popeyes Louisiana Kitchen / Mithun, Inc. for “Red Stick Stardown: A Game of Chicken”
Zespri / Mindshare China for “How Zespri Got Kids Across China to Slice 18 Billion Kiwis”

Messaging
Colgate Palmolive (India) Ltd / Red Fuse Communications for “Spreading a million smiles with a mobile”
DoSomething.org / Mobile Commons for “Science Sleuth”
DoSomething.org / Mobile Commons for “The Bully Text: Superstar Edition”
Singapore Red Cross / MRM/McCann for “The Red Cross Connection”

Programmatic
DSW / Xaxis for “Xaxis& DSW Cross Screen Campaign”

Mobile App
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Chick-fil-A / Bottle Rocket for “Chick-fil-A App”
Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
Target Corporation / SapientNitro for “Target Holiday Wish List”

Mobile Native
Adidas / Opera Mediaworks for “adidas, Carat & TBWA/Digital Arts Network Discover the Power of Mobile-First Storytelling”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
State Farm / Rovio Entertainment for “State Farm + Angry Birds Seasons NBA Episode Campaign”
Universal Pictures / Mindshare Spain for “Draw your own Boxtroll”
Mobile Search
Ford Ranger / Mindshare Philippines for “Waze to Drive”
HotelTonight / HotelTonight for “HotelTonight Uses Deep Linking to Accelerate Growth in Mobile Search Marketing”
We Energies / Pure Oxygen Labs for “We Energies Transforms Power Outage Experience with Mobile Search”

Mobile Social
Dunkin’ Donuts &Trilia/Hill Holliday / Trilia/Hill Holliday for “Dunkin’ Donuts Shark Week”
Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
Nike / Razorfish for “Razorfish - Nike 2014 World Cup mobile Alphonso - Mobile Social”
Old Navy / Old Navy for “Emoodji”
Sunsilk Shampoo, Unilever Vietnam / Mindshare Vietnam for “The Language of Hair”

Mobile Website
Colgate-Palmolive / Irish Spring Signature for Men / Cohn & Wolfe for “What’s Your Signature Say About You?”
Heineken / R/GA London for “Heineken @WhereNext”
Nutry / Ginga for “Nutry Labs”
Old Navy / Old Navy for “Emoodji”
Rexona, Unilever / Mindshare Thailand for “The Power of Multi-screening”

Tablet Campaign
Intel / Current Studios for “Intel Mars Rover Experience”
LA Dodgers / R/GA for “LA Dodgers Digital Trading Room”

ENABLING TECHNOLOGIES AWARDS

Innovation
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Equinox / R/GA for “The Pursuit by Equinox”
Peugeot / Webtraffic for “Peugeot Panorama Mobile”
Unilever/Rexona / Mindshare Turkey/Wanda/Mobilike for “Who Does More?”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”

Location Based
Ford Ranger / Mindshare Philippines for “Waze to Drive”
Heineken / R/GA London for “Heineken @WhereNext”
Hellmann’s / Mindshare “Delivering Inspiration at Point of Sale”
Unilever / Lifebuoy / InMobi PTE Ltd and Mindshare Indonesia for “Lifebuoy Flood”
Victorian Electroral Commission / MNET MOBILE for “Vote Victoria”

Mobile Payments
Virgin Mobile Australia / StarcomMediavest Group for “Meal For A Meal”

Mobile Video
HotelTonight / AppLovin for “HotelTonight Lets You Plan Less, Live More in Mobile Video Ad Campaign”
Nike / Razorfish for “Razorfish - Nike 2014 World Cup mobile Alphonso - Mobile Video”
Red Coke/ Coca Cola Roja / SCLBITS for “Coca Cola Share a Coke Brand Awareness”
Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”

The Internet of Things
AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
Hammerhead Navigation / R/GA for “Hammerhead”
LISNR / R/GA + LISNR for “LISNR”
Nike / R/GA for “Nike+ Running on Samsung Gear S”
Oral-B / iconmobile for “Oral-B SmartSeries Mobile Application”
Owlet Baby Care / R/GA + Owlet Baby Care for “Owlet”
Team Detroit / Ford / Team Detroit for “2015 Ford Beacon & Wi-Fi Experience”