Dentsu Creative named Creative Agency of the Year at SMARTIES- 大数跨境

Dentsu Creative named Creative Agency of the Year at SMARTIES

电通创意

2024-10-29

导读：Dentsu Creative took home the title of Creative Agency of the Year, a Grand Prix, 9 Gold, 2 Silver,

At the 2024 MMA SMARTIES China Awards, Dentsu Creative has once again claimed the title of Creative Agency of the Year for the fourth consecutive time, in addition to winning a Grand Prix, 9 Gold, 2 Silver, and 8 Bronze.

AI-ASSISTED ARTISTS

ADVERTISER/BRAND: INTEL

CREATIVE AGENCY: DENTSU CREATIVE

GOLD: AI Marketing

Intel collaborates with popular bands Secondhand Rose and Nova Heart, winners from the music variety show “The Big Band 3”, to infuse creativity and fun into content creation. Experiencing the awe-inspiring Intel Evo Ultrabook, powered by AIGC technology.

From crafting scripts to designing visuals, the computer powered by AIGC showcased an impressive ability to blend diverse styles in commercials. Meanwhile, the creative team highlighted the importance of brands staying true to their unique styles, staying relevant, and embracing new opportunities for future innovations.

With 63 million views and 2 million social media engagements, the videos made a significant impact. Searches for Intel Evo on Douyin and JD increased by 210% and 24%, respectively. Furthermore, Intel’s JD eCommerce platform recorded 3.8 million visits.

DETECTIVE JIA

ADVERTISER/BRAND: INTEL

CREATIVE AGENCY: DENTSU CREATIVE

SILVER: Long Form Video

In the dawn of the AI, Intel is ‘Bringing AI Everywhere’, allowing everyone to experience a unique and innovative journey powered by AI. Meanwhile the decentralized media landscape in China means that the content displayed on each user’s phone differs, shaped by the personalized algorithmic recommendations.

Intel crafted the AI-tailored short film ‘Detective Jia’, featuring a mix of genres like suspense, horror, comedy, drama, sci-fi, and thriller, with storylines specifically designed to match the preferences of the audience through algorithms. In addition, the use of AI face-swapping technology allows millions of users to perform alongside leading roles.

Fusing technology, entertainment, and creativity, the film is an experimental collaboration, illustrating the cutting-edge features and artistic potential of AI PCs.

Read more: Meet Detective Jia, from Intel

-196℃ BLACK TECHNOLOGY LAB

ADVERTISER/BRAND: SUNTORY

CREATIVE AGENCY: DENTSU CREATIVE

BRONZE: Experimental/Innovation Technology

To unlock the secrets of ‘Suntory -196℃’, we created a ‘-196℃ Black Technology Laboratory’ on Douyin to design exciting surprises especially for the younger audience.

In the lab, the production process of the signature ‘-196℃ method’ begins with the rapid freezing of fruits in liquid nitrogen at -196℃ to preserve their flavours. Following the freezing process, we crush the fruits and soak them in alcohol. The distinctive process adds a bold fruity essence to the product known as ‘Suntory -196℃’. Leveraging this technology, we have pushed the boundaries and achieved feats that were once deemed impossible, like freezing ramen, freezing and crushing durian, and freezing bubbles.

With a fresh perspective on innovation and craftsmanship, Suntory creates a variety of unique flavours that add creative inspiration and delight to consumers’ lives.

THE REUNITED CHINESE NEW YEAR

ADVERTISER/BRAND: GAC TOYOTA

CREATIVE AGENCY: DENTSU CREATIVE

BRONZE: Short Form Video

Recognized as the most significant festival of the year, the Chinese New Year illustrates the genuine significance of ‘Reunion.’ However, a get-together does not always translate to a real reconnection, as many people often find themselves preoccupied with their mobile devices rather than the celebration.

GAC Toyota took the initiative to rekindle the excitement of face-to-face interactions and to remind everyone of the true value of reunions during the New Year.

We delved into the engaging topic of the distinctions in Chinese New Year traditions between the North and South, which inspired us to produce two stories that depict these cultural practices. Through the use of split-screen video, we created a striking connection between characters in two different plots, displaying them together on two mobile devices simultaneously.

Although told through different narrators and clips, the two stories revealed a meaningful reunion during the Chinese New Year festivities.

WELCOME TO FAMILYMART, WELCOME HOME

ADVERTISER/BRAND: FAMILYMART

CREATIVE AGENCY: DENTSU CREATIVE

GOLD: Customer Journey Marketing - Lead Generation / CRM

BRONZE: Brand Content Co-Creation

To mark FamilyMart’s 20th anniversary, we invited singer Mr. Chen Chusheng to craft the theme song and music video ‘Welcome Home’, featuring Chen as a store manager capturing touching moments at the FamilyMart store.

By serving five meals daily, FamilyMart allows everyone to experience the comforting flavours of home and the warmth of family. Together with more than 15000 store staff, we are rallying customers who have shopped at FamilyMart to taste the homely flavours and rekindle the warmth of home.

What’s more, we’ve prepared a special welcome gift - a selection of 20 products at prices mirroring those from 20 years ago. 15000 store staff turned into vloggers, live streaming to introduce the ‘gift’, promoting FamilyMart’s tasty food and drinks, all set for your visit.

Read more: Welcome to FamilyMart, Welcome Home

THE FURRY CHALLENGE

ADVERTISER/BRAND: HALEON / FLIXONASE

CREATIVE AGENCY: DENTSU CREATIVE

GOLD: Integrated eCommerce Innovation

Data shows 65.1% of Douyin users are highly engaged with content about cats and dogs. When it comes to nasal allergy topics on the site, pet hair allergies have emerged as the most significant concern. Interestingly, although many complain about their pets’ seasonal shedding and the increase in hair allergies, they find joy in creating playful hairballs and displaying them on social media.

Flixonase, an allergy relief solution, launched the Furry Challenge on Douyin, inviting animal owners to capture videos of themselves playing with their pets’ hairballs.

Utilizing AI, the platform identifies allergic symptoms like sneezing and sniffing in the video content and presents product stickers along with discount offers to navigate them to the brand’s eCommerce store.

The project led to a twelvefold rise in brand volume and an eightfold increase in the eCommerce flagship store’s member base.

DELIVERY IN A FLASH

ADVERTISER/BRAND: HALEON / BACTROBAN

CREATIVE AGENCY: DENTSU CREATIVE

GOLD: O2O / New Retail / Innovative Sales Channels

The O2O pharmaceutical market saw a considerable 28% boost in 2023, with younger consumers increasingly turning to online platforms for fast pain relief products. This trend reflects the growing demand for speed in online pharmacy services.

Guess who’s been invited to deliver Bactroban’s latest topical spray for infection treatment? It’s the ‘Flash’ from Zootopia! Get set for a speedy remedy for your skin issues!

The Bactroban brand, in collaboration with leading O2O retail platforms, has introduced an exciting new shopping experience tailored for the pharmaceutical industry. Inspired by Disney’s Zootopia, the new retail experiences are reshaping the mundane task of buying medicine into an immersive adventure across both digital and physical platforms.

Read more: Delivery in a F l a s h... | WORKS

LOST IN TIME

ADVERTISER/BRAND: JIAN AI ELDERLY CHARITY CENTER

CREATIVE AGENCY: DENTSU CREATIVE

GRAND PRIX & GOLD: Social Impact Marketing

GOLD: Omnichannel Marketing

Presenting Lost in Time, one-of-a-kind artworks created by those suffering from Alzheimer’s.

Partnering with Jian Ai Charity, a non-profit focused on elderly brain health, we carried out clock-drawing test on hundreds of seniors suffering from Alzheimer's. The clock drawings reflected the different phases of early, middle, and advanced symptom advancement. We turned the clock drawings into an evocative timepiece collection, campaign and exhibition, offering a window into the time lost by those with the Alzheimer’s disease and their distorted world.

On World Alzheimer’s Day, a display in the Shanghai metro was launched. It garnered over 17 million people walked through the display in 40 days. On World Health Day, we held an online auction. In 5 days, the watch was bid for at 20 times the regular price of an electronic watch.

Though there is no known cure available for this condition, the sooner the disease is recognized and accepted, the better opportunity for slowing its advancement. Bringing diagnostic testing out of the hospital and into everyday life will benefit more people.

THE RESTAURANT OF SILENCE

ADVERTISER/BRAND: YUM CHINA / KFC

CREATIVE AGENCY: DENTSU CREATIVE

BRONZE: Brand Purpose / Activism and SDGs

Nearly 30 million people in China have hearing impairments, representing an average of one in 50 people in the country, the highest globally. The challenges faced by hearing impaired people in fitting into mainstream society often go unnoticed by the public because they appear no different from others.

KFC opened a special restaurant designed for the ease of hearing-impaired staff. Through the use of visual symbols and interactive tools, the KFC restaurant serves as a welcoming space for disabled individuals to integrate into the community, turning it into a hub for diverse groups to come together and show love and support.

Each year, over 200 ‘angels’ work together and fulfill their roles just like everyone else. To date, KFC has launched more than 58 Angel Restaurants across 52 cities, providing a workplace for over 1,000 hearing-impaired staff members in an environment that supports seamless communication. Share One World.

UP WITH KFC CRAZY THURSDAYS!

ADVERTISER/BRAND: YUM CHINA / KFC

CREATIVE AGENCY: DENTSU CREATIVE

GOLD: Brand Experience

GOLD: Instant Impact / Promotion

SILVER: Omnichannel Marketing

Every year in Spring, young people experience intense emotional fluctuations due to a mix of stressors such as job hunting, performance evaluations, final exams, and of course the rush of Chinese New Year. They are in desperate need of an outlet to unleash their stresses.

Teaming up with Dragon Tiger Brand Medicated Oil, famously dubbed the magical power from the East, KFC has created peculiar oil essence and stickers that fascinates the mind of all drawing them into a vibrant mood. Young people are using this occasion as an outlet to unlock their creativity and escape the monotony of the workweek.

Thanks to the active recreation and the sharing of young users, the co-branded products on Xiaohongshu saw a surge in popularity with over 15 million views. These ecstatic young fans were seen rushing into stores to buy these products which resulted in the emptying of stock in mere hours.

What started as a special offer at KFC on Thursdays has now transformed into a cultural phenomenon embraced by the youth in China.

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 this year 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.

Visit MMA GLOBAL: www.mmaglobal.com

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