AlmapBBDO leads list of nominations for MMA Smarties 2024

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With a record number of entries, the edition has more than 65 brands and 30 agencies competing for the Gold, Silver and Bronze trophies

138 works are among the finalists of the 2024 edition of MMA Smarties, released this Tuesday (1st). The cases are from 65 brands and 30 agencies. In fact, speaking of agencies, AlmapBBDO leads the list of nominations, with 16.

Next come Druid Creative Gaming (13), Ogilvy (8), Africa Creative (7), LePub Brasil (7), Publicis (7), GUT (6), BETC Havas (6).

The companies with the highest chances of metals are Grupo Boticário (19), considering O Boticário and Vult; Unilever (19), with the brands Omo, Rexona, Closeup, Cif, Comfort, Seda and Hellmann’s; Nestlé (12), for brands such as KitKat, Choco Trio, Kopenhagen and Purina; Heineken Group (10), considering Heineken and Devassa brands; and Mondelëz (9), considering brands such as Bis, Lacta, Oreo, Trident, Bubbaloo and Club Social.

Next, the companies Pepsico (8) are mentioned, with brands such as Lay’s, Doritos, Cheetos and Toddynho; Itaú (7), Mercado Livre (6); and Reckitt (5), with Bom Ar, Veja and SBP.

The cases that receive the most mentions in the shortlists are Avatars of Hope (Druid Creative Gaming for Mães da Sé), Disguised Commentator (AlmapBBDO for Lay’s), Chama no Dia do Beijo (MullenLowe Brasil for Closeup), with four chances each.

Then, with three nominations each appear Errata at 88 (AlmapBBDO for Diageo), #HeineQueen (LePub Brasil for Heineken), Álbum do Futuro (Energy BBDO for Rexona), It seems like a miracle, but it’s Cif (Soko for Cif), Save the Scrooge (Publicis for Purina), SadI.A.: Amorous Intelligence (Africa for Sadia); and Berê Gift (W3haus for Quem disse, berenice?).

Check out the full list of finalists in each category:

Marketing Impact

Activism/ Brand Purpose (Brand Purpose/ Activism)

Social Impact Marketing

· To love is to protect. And protecting is SBP. | BETC Havas for SBP?
· Avatars of Hope | Druid Creative Gaming for Mães da Sé
· Father’s Day | AlmapBBDO for O Boticário
· Floating Bars | LePub Brasil for Heineken
· Out-Of-Home Matches | LePub Brasil para Heineken
· Moving is good for dogs | Jotacom FSB for Hospital Israelita Albert Einstein
· Silk Together | Initiative for Silk

Brand Experience

Immediate Impact / Promotion (Instant Impact)

Product and/or Service Launch (Product / Service Launch)

· Bauducco now makes bread | Gallery for Bauducco
· The Turn of Absolute White Omo | MullenLowe Brazil for OMO
· Alexa Modo OFF | Ogilvy para OFF
· Says it’s Saudade | Druid Creative Gaming for World of Warcraf
· Launch of Club Social Snack | Leo Burnett Tailor Made for Club Social
· The Mystery of Comfort Secrets | Ogilvy for Comfort
· The most delicious electric trio in Brazil | Ogilvy for Nestlé Choco Trio
· It seems like a miracle, but it’s Cif | Soko to Cif
· POV Egeo Melancia: you asked and Boti did | SoWhat for O Boticário
· For You to Get There | Gallery for Itaú

Efficiency – AI-Powered Audience Engagement

Creative

Diversity & Inclusion

Games / Gamification & E-Sports (Gaming Gamification & E-Sports)

· The beauty of Skills | Druid Creative Gaming for O Boticário
· Avatars of Hope | Druid Creative Gaming for Mães da Sé
· Tell that Rende no Game | GUT for Mercado Pago
· Game Over for Bafo | Wunderman Thompson for Listerine
· Painless Gaming | Druid Creative Gaming para Dorflex
· Stay True to your game | .Monks para Ballantine’s
· The Gaming Fridge | LePub Brasil para Heineken

Criatividade Multitech (Enabling Technologies)

Web 3.0 (Web 3.0 Technologies Marketing)

· Avatars of Hope | Druid Creative Gaming for Mães da Sé
· Says it’s Saudade | Druid Creative Gaming for World of Warcraft

Customer Experience (CX) / User Experience (UX) & Design (Customer (CX) / User Experience (UX) & Design)

· Beyond the Beach | Wunderman Thompson for Neutrogena Sun fresh
· e-Scents | BETC Havas for Good Air
· Save the Scrooges | Publicis for Purina

Big ideas – Innovative use of AI in Advertising

Impact Media

Customer Journey – Lead Generation / CRM (Customer Journey Marketing – Lead Generation/ CRM)

· Grand Electric Auto | Druid Creative Gaming para Tupi
· Integrated Days | AlmapBBDO for O Boticário
· The least expensive promotions in Brazil | Ogilvy for Nestlé
· Unforgettable Recipes | Advertising for Nestlé Recipes
· Save the Scrooges | Publicis for Purina

Marketing Omnichannel (Omnichannel Marketing)

· #HeineQueen | LePub Brazil for Heineken
· The lack of 1/3 | David to Dove
· The Rule is Clear: Zero Dandruff | Initiative for Clear Man
· Celebration Tour in Rio | Africa to Itaú
· Errata at 88 | AlmapBBDO for Diageo
· Women’s Libertadores | Heineken Lab for Amstel
· It seems like a miracle, but it’s Cif | Soko to Cif
· RisOAT: the revolutionary recipe | VML for Nestlé Oats
· Save the Scrooges | Publicis for Purina
· Tadeuzinho. It turned out sooo good! |AlmapBBDO for Bradesco Seguros
· Toddynho Levinho, Toddynho from Caixinha Azul | Bakery – Powered by Ampfy for Toddynho

Marketing in Social Media (Social Media Marketing)

Creator / Influencer / Celebrity Marketing

· #HeineQueen | LePub Brazil for Heineken
· 2 Whopper by Vincent and Cinco | Jotacom FSB for Burger King
· Absolut / Blogzine | Soko para Absolut Vodka
· Aircross – ASMR with Tatá Werneck | BETC Havas for Citroën
· Berê Gift | W3haus for Who said, berenice?
· Flame on Kiss Day | MullenLowe Brazil for Closeup
· Errata at 88 | AlmapBBDO for Diageo
· Choose the Triangle | AlmapBBDO for Doritos
· Extinct, a call for Sustainability | Hum for O Boticário
· Made for the future | Africa to Itaú
· Grand Electric Auto | Druid Creative Gaming para Tupi
· Handshake Challenge | Ginga for Mercado Livre
· Lolla de Bonita | W3haus for Who said, Berenice?
· Painless Gaming | Druid Creative Gaming para Dorflex
· For You to Get There | Gallery for Itaú

Ecommerce & Live Streaming (Integrated Ecommerce Innovation & Live Streaming)

Retail Media (O2O / New Retail / Innovative & New Tech Sales Channels)

AI Driven Creative Excellence

· Album of the Future | Energy BBDO for Rexona
· Song of the Heart | Jotacom FSB for Brazil Prev
· Flame on Kiss Day | MullenLowe Brazil for Closeup
· Undercover Commentator | AlmapBBDO for Lay’s
· Generation Ma Chérie Amie and Jeans | The Apothecary
· Snickers Missprompting | T&P Powered by Mirum VML para Mars