AlmapBBDO was Agency of the Year and Publicis was the Communication Group; Unilever was Advertiser of the Year
The winners of MMA Smarties Brasil 2024 were announced on Tuesday night (22), in São Paulo, an award created to recognize campaigns that bring business results using technology and creativity.
The ‘Seda Juntinhos’ case, by Soko + Initiative for Seda, took the Grand Prix.
The Advertiser of the Year trophy went to Unilever. AlmapBBDO was chosen Agency of the Year; Druid Creative Gaming, Independent Agency of the Year; and Publicis, Communications Group of the Year.
12 Golds, 20 Silvers and 21 Bronzes were also awarded, in the 19 categories divided into three disciplines.
Grupo Boticário, Grupo Heineken and Unilever were awarded MMA Smarties Green, offered by Adsmovil, for ESG initiatives. The objective of the action is to recognize those who have supported environmentally responsible, socially fair, economically viable initiatives that respect good corporate governance.
MMA Smarties was created to compete for the award, the campaigns needed to have been broadcast in Brazil between January 2023 and July 2024. The pieces were evaluated according to the criteria of Strategy, Execution, Creativity and Business Impact, the latter having weight 2.
See the winners of MMA Smarties Brasil 2024:
GP: Seda Juntinhos, from Soko + Initiative for Seda
Advertiser of the Year: Unilever
Agency of the Year: AlmapBBDO
Independent Agency of the Year: Druid Creative Gaming
Communication Group of the Year: Publicis
Green by Adsmovil
Unilever
Boticário Group
Heineken Group
Other categories:
Immediate Impact/Promotion
Gold
– Handshake Hunt, from GUT for Mercado Livre
Talk
– Berê Gift, from W3Haus for Quem disse Berenice?
Bronze
– Veja Pisadinha, from BETC Havas for Veja
Customer Journey – Lead Generation/CRM
Gold
– Unforgettable Recipes, from Publicis for Nestlé Recipes
Talk
– Save Scrooge, from Publicis to Purina
Bronze
– Grand Electric Auto, da Druid Creative Gaming para Tupi
– The least promotional promotions in Brazil, from Ogilvy to Nestlé
Customer Experience, User Experience & Design
–
E-Commerce & Live Streaming
Talk
– The beauty of skills, by Druid Creative Gaming for O Boticário
Bronze
– Berê Gift, from W3Haus for Quem disse Berenice?
– In the Zone, da .Monks para Adidas
Retail Media
Gold
– Bisculpas, from Jüssi to Bis
Talk
– Easter Retail Media First, from Jüssi to Lacta
Bronze
– Rappi and Eski-bon Success Story, from Rappi Ads for Unilever
Creative Excellence Powered by AI
Gold
– Disguised Commentator, from AlmapBBDO for Lay’s
Talk
– Album of the Future, by Initiative + EnergyBBDO for Rexona
Bronze
– Canção do Coração, by Jotacom FSB for BrasilPrev
Social Media Marketing
Gold
– BBB Tweet, da Leo Burnett Tailor Made para Fiat
Talk
– It seems like a miracle, but it’s Cif, from Soko to Cif
Bronze
– The Most Hydrated House in Brazil, by Wunderman Thompson for Neutrogena Hydro Boost
Creator/Influencer/Celebrity Marketing
Gold
– Errata at 88, from AlmapBBDO to Diageo
Talk
– Absolut/Bloguezine, da Soko para Absolut Vodka
– Call on Kiss Day, from MullenLowe Brasil for Close Up
Bronze
– #HeineQueen, from LePub Brasil for Heineken
Multitech Creativity
Talk
– Gandula plate, from GUT for Mercado Livre
Bronze
– RespOOHnding, da Soko para Cif
Games, Gamification & E-Sports
Talk
– Avatars of Hope, by Druid Creative Gaming for Mães da Sé
Bronze
– Painless Gaming, da Druid Creative Gaming para Dorflex
Efficiency – Audience Engagement Powered by AI
Bronze
– Call on Kiss Day, from MullenLowe Brasil for Close Up
– SadI.A.: Loving Intelligence, from Africa to Sadia
Marketing Omnichannel
Gold
– #HeineQueen, from LePub Brasil for Heineken
Talk
– The Rule is Clear: Zero Dandruff | Initiative + Speakeasy + Mfield for Clear Men
– Celebration Tour in Rio, from Africa to Itaú
Bronze
– Errata at 88, from AlmapBBDO to Diageo
– Save Scrooge, from Publicis to Purina
Activism/Brand Purpose
Gold
– Errata at 88, from AlmapBBDO to Diageo
– Seda Juntinhos, from Soko + Initiative for Seda
Talk
– Father’s Day, from AlmapBBDO for O Boticário
Bronze
– This is more than a lipstick, from PROS for Vult
– Respeita Meu Capelo, from GUT to Vult
Diversity & Inclusion
Talk
– Beauty Posters, by AlmapBBDO for Vult
Web 3.0
Talk
– Avatars of Hope, by Druid Creative Gaming for Mães da Sé
Social Impact Marketing
Gold
– Seda Juntinhos, from Soko + Initiative for Seda
Talk
– Father’s Day, from AlmapBBDO for O Boticário
– Avatars of Hope, by Druid Creative Gaming for Mães da Sé
Big Ideas – Innovative Use of AI in Advertising
Talk
– Album of the Future, by Initiative + EnergyBBDO for Rexona
Bronze
– Disguised Commentator, from AlmapBBDO for Lay’s
Product and/or Service Launch
Talk
– Egeo Melancia POV: you asked and Boti did, from SoWhat to O Boticário
Bronze
– The Turn of Omo Branco Absoluto, from MullenLowe Brasil to OMO
– Diz que é Saudade, by Druid Creative Gaming for World of Warcraft
Brand Experience
Gold
– #HeineQueen, from LePub Brasil for Heineken
– Gandula plate, from GUT for Mercado Livre
Talk
– Take a deep breath and play, from Publicis to Vick Vaporub
Bronze
– MorumBIS: the shortest pun in history, from David to Bis
