The MMA SMARTIES CHINA 2025 winners are announced — and Dentsu Creative retains the Best Creative Agency crown for 2025, taking home 7 Golds, 5 Silvers and 4 Bronzes, with 15 more shortlisted!
AGE IN MOTION
ADVERTISER/BRAND:
HALEON/VOLTAREN
CREATIVE AGENCY:
DENTSU CREATIVE
GOLD: PRODUCT/SERVICE LAUNCH
BRONZE: BRAND EXPERIENCE
“Sixty is the new adventure!” Over 60% of today’s seniors stay active, embracing marathons, fitness, cycling, and cross-generational friendships.
Meanwhile, with over 300 million chronic pain sufferers in China. Voltaren’s specialized 2% formula delivers 12 hours of long-lasting anti-inflammatory relief, designed to keep seniors moving pain-free. Understanding their dynamic lifestyles and content preferences, Voltaren empowers this energetic generation—age and pain won’t hold them back.
Riding the marathon wave, Voltaren helps silvers to shatter age stereotypes. Partnering with China Daily, Tencent News, and Keep’s K-MARS, Voltaren launched the nationwide “Energetic Aging Camp” and the silver-haired running group—turning marathons into stages of pain-free, unstoppable comebacks across four cities and six events.
MONOPOLY FRIED CHICKEN
ADVERTISER/BRAND:
YUM CHINA/KFC
CREATIVE AGENCY:
DENTSU CREATIVE
GOLD: BRAND EXPERIENCE
SILVER: CULTURAL INNOVATION/INNOVATION/BRAND CROSSOVER
SHORTLIST: PRODUCT / SERVICE LAUNCH
SHORTLIST: GAMING, GAMIFICATION & E-SPORTS
Property ownership has long been a cultural aspiration in China, but rising real estate prices have left many young people locked out. Leveraging this insight, KFC reimagined dining as a playful journey of ownership—inviting customers to become “stakeholders” in their own fried chicken business.
Partnering with Monopoly, the classic economics-themed board game, KFC launched the first annual Fried Chicken Tycoon Festival 2024. The campaign featured a custom money-spitting machine, Monopoly-inspired gift boxes, and exclusive tokens redesigned with KFC’s brand spirit. Classic Monopoly properties became KFC stores, blending gameplay with the dining experience.
As diners enjoyed their meals, they engaged in Monopoly-style games, experiencing the thrill of acquisition and connection. Dining was transformed into an immersive adventure.
The results were extraordinary: in just two weeks, 20 million collaborative buckets sold, setting a new KFC sales record. Hasbro recognized the campaign’s creative ingenuity with the 2024 Product Innovation Award.
SCOOP THE GOLDEN MOON
ADVERTISER/BRAND:
ZESPRI
CREATIVE AGENCY:
DENTSU CREATIVE
GOLD: CULTURAL INNOVATION/INNOVATION/BRAND CROSSOVER
BRONZE: INSTANT IMPACT
Meeting evolving tastes head-on, Zespri Kiwifruit offers a refreshing alternative, blending rich nutrition with the meaningful, modern art of gift-giving. And what’s even more interesting is the undeniable connection—Zespri’s kiwifruits, with their perfectly round, golden hue, strikingly mirror the luminous roundness of the full moon.
In a creative pre-festival surprise, the playful Kiwifruit Brothers orchestrated a whimsical “Moon Swap” across three legendary cultural landmarks—Shanghai’s Yuyuan Garden, Guangzhou’s Taikoo Wharf, and Beijing’s Drum Tower Lantern Festival. Towering golden kiwifruit-shaped lanterns lit up the night sky, perfectly mirroring the full moon and weaving Zespri’s fresh vitality into rich local traditions.
Traditional customs like moonlit wish-making and lantern riddles set the stage for an enchanting immersive experience. The spectacle even captured the spotlight on CCTV’s prime news program, prominently showcased during the prestigious Xinwen Lianbo evening broadcast.
With a 26% jump in overall sales and gift-pack sales surging 55%, Zespri has become the definitive choice for Mid-Autumn gifting.
READ MORE: Scoop the Golden Moon | WORKS
OLYMPIC FLAME, POWERED BY AI
ADVERTISER/BRAND:
INTEL
CREATIVE AGENCY:
DENTSU CREATIVE
GOLD: AI-DRIVEN CREATIVE EXCELLENCE
BRONZE: REAL-TIME MARKETING
SHORTLIST: SMALL BUDGET
As a proud partner of the 2024 Paris Olympics, Intel has collaborated with China Mobile’s Migu live streaming platform to herald a new era in sports technology, fusing contemporary sport and ancient artistry to create a unique, captivating visual dialogue where modern competition meets timeless grace.
Powered by Intel Core Ultra AI PC, we explore the vast treasury of classical Chinese poetry to select verses that deeply resonate with the spirit of Chinese Olympic athletes, reinterpreting these timeless works through the lens of their specific sports disciplines.
Using AIGC, we blend the rich meanings of ancient poems with striking visuals from the Olympic Games, creating timeless artistic representations of pivotal moments infused with traditional Chinese aesthetics.
READ MORE: Olympic Flame, Powered by AI | WORKS
FINGER LICKIN’ GOOD AND CLEAN
ADVERTISER/BRAND:
YUM CHINA/KFC
CREATIVE AGENCY:
DENTSU CREATIVE
SILVER: SOCIAL IMPACT MARKETING
“Finger-Lickin’ Good” is KFC’s signature guarantee—but what if those fingers aren’t clean?
Beyond the crunch and flavor, KFC’s mission grows—to ensure finger-licking is pure pleasure, safe and sound.
Caring Hearts Meet Clean Hands with Safeguard. Across 3,000 stores, KFC reimagined family spaces as vibrant handwashing zones and rolled out 1 million co-branded chicken buckets. In partnership with P&G, KFC invites kids to wash their hands first, then dig in, turning every crispy bite into a joyful celebration of clean habits and finger-lickin’ good fun.
MASTER KONG FLAVOR PAVILION
ADVERTISER/BRAND:
MASTER KONG
PR COMMUNICATIONS:
DENTSU PR CONSULTING (DENTSU CREATIVE)
BRONZE: BRAND PURPOSE/ACTIVISM
Master Kong has launched China’s first interactive culinary education hub — the Flavor Pavilion — an immersive space that gives teenagers hands‑on encounters with instant noodles’ flavors, cultural roots, technological evolution and social impact, sparking curiosity and pride in Chinese food heritage.
Guided by “Deliciousness · Co‑creation · Future,” the brand — a household name across generations — aims to reshape how youths see instant noodles: not just quick food, but a nutritious, creative, and culturally rooted choice that connects generations.
DIGITAL IBUPROFEN
ADVERTISER/BRAND:
HALEON/FENBID
CREATIVE AGENCY:
DENTSU CREATIVE
GOLD: DATA INSIGHTS/ SCENARIO MARKETING
GOLD: EXPERIMENTAL/INNOVATION TECHNOLOGY
GOLD: CUSTOMER EXPERIENCE/USER EXPERIENCE
In 2024, Fenbid responded by refreshing its portfolio, introducing targeted solutions for everything from migraines and toothaches to menstrual pain. The challenge: How could Fenbid show young people that relief is possible, and guide them to the right option from its expanded range?
Today, music has become more than entertainment—it’s a trusted ally for pain management among young people. Streaming platforms overflow with user-created playlists designed specifically to ease pain and tension.
Fenbid launched “Digital Ibuprofen,” transforming pain relief into an emotional, musical journey. Fenbid’s care reached the mountains, where the brand sponsored rural teacher Gu Ya and his 350 students’ Haiga Rock Band to stage the “Dream Concert in the Mountains.” Their hopeful music, live-streamed and shared on social media, carried Fenbid’s message of healing far and wide.
KFC SIDE DISH
ADVERTISER/BRAND:
YUM CHINA/KFC
CREATIVE AGENCY:
DENTSU CREATIVE
SILVER: SHORT VIDEO MARKETING
SHORTLIST: SOCIAL MEDIA MARKETING
Want consumers to chase ads like they binge dramas?
KFC launched its addictive “electronic side dish”: a 36-episode festive mini-drama. Starring TVB’s Best Actor alongside a stand-up sensation, this rollercoaster of commercial rivalries packs surprise ad cameos, rapid-fire 3-second hooks, sudden 5-second plot twists, and viral memes—all serving up prime-time weekend fun.
KFC Crazy Weekend ditched the usual sales playbook, betting on rich content and shared experiences to power the weekend economy. By weaving brand stories with epic plots and juicy launch perks, it perfectly balanced brand tone and audience feels—rolling up massive reach and impressive sales.
KFC proved ads don’t have to be boring—they can be binge-worthy blockbusters.
NEW LOOK NEW COVER LETTER
ADVERTISER/BRAND:
HALEON/BACTROBAN
CREATIVE AGENCY:
DENTSU CREATIVE
SILVER: Customer Life Cycle Marketing
SHORTLIST: Data Insights
In 2024, Bactroban made a strong debut in the skin health market with a precision-engineered acne treatment crafted specifically for young consumers. How could this trusted OTC leader quickly capture the hearts of younger audiences and ignite strong momentum around the “Bactroban Acne Relief” promise?
Surveys reveal that over 70% of job seekers wrestle with anxiety and low confidence throughout the application process. Under the intense pressure of landing their ideal role, candidates meticulously perfect their photos but remain uneasy about how their skin will present on interview day.
Bactroban designed a customized “New Look, New Cover Letter” experience that empowers job seekers with renewed confidence and elevate their chances of success in the hiring process. At Himo—the leading resume photo studio in China—AI-powered cameras analyze skin in real time, detecting acne, blemishes, and pore concerns as images are captured. Accompanied by flawlessly retouched portraits, each user receives a customized skin improvement report infused with Bactroban’s expertise—turning every photo into a bold statement of renewed confidence.
But Bactroban’s commitment goes deeper. Powered by the potent anti-inflammatory and acne-fighting effects of adapalene gel, it directly addresses the everyday skin challenges faced by young professionals.
BLOSSOMS OF LIFE
ADVERTISER/BRAND:
CANON
CREATIVE AGENCY:
DENTSU CREATIVE
SILVER: LONG VIDEO MARKETING
The mesmerizing imagery of Blossoms lingers in the mind’s eye. Now, Canon unveils Blossoms of Life, a poignant short film produced by Wong Kar-wai, captured by Christopher Doyle, and starring rising star Vanda Margraf—breathing new life into the master’s dance of light and shadow.
Captured entirely on Canon’s cutting-edge EOS R5 Mark II full-frame mirrorless camera, the film tells a stirring tale of a dancer’s relentless struggle.
“A dancer dies twice—the final death comes when she stops dancing.” Refusing this fate, the heroine pushes through pain and exhaustion, standing on aching toes, perfecting grueling moves until she rises like a blazing phoenix on stage.
ABOUT MMA SMARTIES
Comprised of over 800-member companies globally and 16 regional offices, the MMA is the marketing trade association that brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing, while relentlessly delivering growth today. MMA SMARTIES is an innovation award recognizing leaders, brands, agencies, and tech providers that use technology to pioneer new approaches in modern marketing. An annual competition honoring outstanding innovation and creativity resulting in significant business impact. The panel for the SMARTIES China Awards features only brand marketers, while the award winners will be recognised and ranked in the RECMA, WARC Media 100 Ranking, and the MMA SMARTIES Business Impact Index.
MMA CHINA: mmachina.cn
MMA GLOBAL: www.mmaglobal.com
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