Global Best in Show Awarded to Yasmin and PHD China for Yasmin’s Sex-Ed Revolution; North America Best in Show Awarded to Unilever/Dove and SapientRazorfish for Dear Media
Honoring the marketing teams and creative talent driving business impact through the power of mobile, the Mobile Marketing Association (MMA) revealed the winners of the 2017 Global Smarties™ Awards and the North America Regional Smarties following a celebration of talent.
Recognizing the best-of-the-best mobile campaigns from hundreds of marketing, media, technology and agency organizations worldwide, the 2017 Smarties placed a greater emphasis on the business impact of the entries than in previous years, making the Smarties Awards the first global, mobile-centric program to focus on such benchmarks.
The winners were selected by the MMA’s independent jury comprised of 27 senior brand and agency professionals under the guidance of jury president Richard Kellum, CMO of Goodyear.
“We would like to offer a big MMA congratulation to all the Smarties winners for being courageous and taking risks,” said Sheryl Daija, Chief Strategy Officer, MMA.
For the Global Smarties, this year’s prestigious “Best in Show” honors were awarded to Yasmin and PHD China for “Yasmin’s Sex-Ed Revolution.” According to Daija, it was the Yasmin campaign’s scale and reach, revolutionary and unprecedented in China, especially on the topic of sex-education that drew the votes.
“The campaign is an incredibly impactful example of what is possible with mobile, breaking through on topics that might otherwise not see the light of day,” adds Daija.
In North America, “Best in Show” went to Unilever/Dove and SapientRazorfish for “Dear Media.” Daija added that the campaign was quite timely.
“Dove and ‘Dear Media’ set a new standard for how we talk about female athletes and showed the world that brands can create real change when they stop playing by the rules,” said Daija.
In addition to the honors given for effective mobile campaigns, the Smarties also recognized a number of companies for their industry-leading work. The Global Industry Awards were handed to an impressive group of companies, including:
“All of our industry award winners demonstrate the transformational power of mobile and the impact it plays in business growth,” said Daija. “It is customary that one company is selected to win Media Company of the Year but this year each of the four recipients led the way in ecommerce, media and marketing and we felt important to recognize the category alongside the organizations.”