Nominations 2021
Nominees & Categories for the SMS Awards 2021
MOTOR VEHICLE
VOLKSWAGEN - Atlas Cross Sport SUV - The Accountant
Hollywood’s Paul Giamatti plays a flustered celebrity accountant, whose battles with clients and comedic turn helped the campaign become a vital hit.
HUMMER - Quiet Revolution
A well-executed spot juxtaposes the staggering anticipated performance metrics of GMC’s first all-electric truck with the remarkable quietness inherent in the operation of an electric vehicle.
HYUNDAI - Smaht Pahk 2020 Sonata
Boston accents and star power helped the brand achieve mass appeal with its promotion of its Remote Smart Parking Assist function on the Sonata.
TOYOTA - Heroes 2020 Toyota Highlander
Aliens, adventure, and actress Cobie Smulders, turned the Highlander into the central player in a blockbuster action hero movie, which gained huge love across the digital world.
LIFESTYLE
WEATHERTECH - Lucky Dog
WeatherTech, manufacturer of automotive accessories and home and pet care products, won the hearts of hundreds of millions with their promotional work featuring Scout – “the spokescanine and member of the family of WeatherTech founder.”
DWAYNE JOHNSON TEREMANA TEQUILA – The Process
Showing his talent as an entrepreneur and as an action hero, Dwayne Johnson served a campaign of passion and pride to dominate the social planet with his new tequila company, Teremana.
CORONA - Snoop Dogg La Vida Más Fina
The Mexican beer brand scored huge coverage across social with Snoop Dogg bringing the chill and some comedy to “find the fine in life”.
PLANTERS - Tribute to the death of Mr. Peanut
Killing off your iconic brand mascot was a gamble that paid off for Planters, as Mr. Peanut’s passing was a click and play sensation – only to resurrect him soon after.
NIKE - Never Too Far Down You Can't Stop Us
Nike’s campaign captured the feeling of fandom, enjoying the thrill of experiencing magic moments and collective celebration in a highly popular spot narrated by LeBron James.
WALT DISNEY WORLD - Together We Can
Inspired by the hit Disney Pixar film, The Incredibles, the clever health and safety educational campaign smartly appealed to all generations.
FASHION
FENTY - THE SAVAGE X FENTY FASHION SHOW
Fashion queens and face shields came together as Rihanna and other stars including Lizzo, Normani, Demi Moore, and Bella Hadid, showed off her intimates in Volume 2 this year. It dominated social spaces and Amazon Prime ran it as a special.
CHRISTIAN DIOR - Maria Grazia Chiuri’s 2020 cruise collection
A campaign designed to show true “common ground”, in tribute to diversity and savoir-faire, through her multicultural encounters, inspired by countless places and times that gave rise to a unique vision.
LOUIS VUITTON - The New Classics Campaign
Louis Vuitton achieved global success across the digital planet with three acclaimed actresses to choose their favorite bags to showcase their inner spirits.
CALVIN KLEIN - #PROUDINMYCALVINS
Calvin Klein produced a powerful campaign, celebrating self-expression and the full spectrum of LGBTQ+ identity.
WARBY PARKER - Are You From The Future?
The glasses company produced a cutting-edge cross platform campaign to promote their instant try-on tool in their app.
BANKING
QUICKEN LOANS Rocket Mortgage - Push Button. Get Mortgage
Game of Thrones star Jason Momoa cutting some pounds proved a hit with digital audiences with their witty marketing drive, promoting the importance of home life.
CITIBANK The Moment - Join Us It's About Time
A powerful campaign centered on employees’ children opening up for a fascinating forum on the gender pay and leadership gap.
WELLS FARGO - Your Way home Woo Woo Monster
Embraced online, four-legged stars Lulu and Lobo served up the funny through a series of fast paced adverts
BANK OF AMERICA - How Advantage Banking helps photographer Andy To
Andy To’s moving story about his relationship with his grandmother promoted the importance of a banking tool in uniting a family.
QUICKEN LOANS Rocket Mortgage - Push Button. Get Mortgage
Game of Thrones star Jason Momoa cutting some pounds proved a hit with digital audiences with their witty marketing drive, promoting the importance of home life.
CITIBANK The Moment - Join Us It's About Time
A powerful campaign centered on employees’ children opening up for a fascinating forum on the gender pay and leadership gap.
WELLS FARGO - Your Way home Woo Woo Monster
Embraced online, four-legged stars Lulu and Lobo served up the funny through a series of fast paced adverts
BANK OF AMERICA - How Advantage Banking helps photographer Andy To
Andy To’s moving story about his relationship with his grandmother promoted the importance of a banking tool in uniting a family.
FILM/ ENTERTAINMENT
NETFLIX TIGER KING - Murder, Mayhem and Madness
A well-executed cross platform campaign at a unique time made the world tune in to see the adventures of a mulleted, big cat loving, gun-toting polygamist and country western singer, Joe Exotic.
WARNER BROTHERS - Wonder Woman 1984
The social galaxy adored the beautiful character imagery posts alongside the “#WeekofWonder” campaign.
DISNEY PLUS - The Mandalorian Series Two
No one on social could escape the visually triumphant campaigns, collaborations and promise of more Baby Yoda from the Star Wars TV spin off.
NETFLIX BRIDGERTON - All Is Fair in Love and War
A well-orchestrated digital strategy meant that streaming fans felt Shonda Rhimes’ Bridgerton was the must show to watch in Christmas 2020 – and they did! making it Netflix’s most watched series of the year.
DUA LIPA - 2054 Virtual Concert
The Dua Lipa show was 2020’s grandest entertainment event and world’s biggest live music stream of 2020 – a fitting finale to the smash social campaign for hit album Future Nostalgia.
INTERNATIONAL REAL ESTATE
THE OPPENHEIM GROUP REAL ESTATE - Selling Sunset Series 3 / Netflix
Real life dramas and deals played out across the digital world globally as the luxury brokerage became the most famous real estate company in the world thanks to their show.
RODEO REALITY JOSH FLAGG
Josh demonstrated that even as one of America’s most successful luxury real estate agents, there is no resting on his laurels with clever and informative content output across his channels alongside his ever-entertaining role on Bravo’s Million Dollar Listing.
NOURMAND & ASSOCIATES - Expect More
The family-run residential real estate firm presented a fast paced 45 second campaign outlining how their proven strategies, stronger presentations, and unique team have enjoyed a legacy of success.
THE SMITH GROUP - Brad Has What?!?!
The firm’s team excelled in its promo for this property, bringing the funny to compliment the sale, which attracted significant feedback across the net space.
COMPASS Feeling Powerful - A Women of Compass Project
To celebrate International Women’s Day 2020, over 75 strong and inspirational Compass women, across all regions, roles, and backgrounds, answered the question: “What makes you feel powerful?”
TECHNOLOGY
FACEBOOK Groups: Ready To Rock
Facebook employed Twisted Sister’s hit “I Wanna Rock” along with Rocky for their inspirational push to show how the site unites groups across many sectors of society.
SQUARESPACE - Winona In Winona
The simple concept of sending Winona Ryder to her namesake town of Winona, Minnesota was beautifully executed to highlight a larger creative campaign showcasing the concept that no matter what your dream is, a website makes it real.
APPLE - Air Pods Max
Apple carved their movie traileresque homage to the “ultimate personal listening experience”, which spawned huge positive social appreciation.
T-MOBILE - Mama Tests 5G with Anthony Anderson
A touch of everyday family struggles resonated well with consumers as Anderson’s mother brought smiles as she tested T-Mobile’s nationwide 5G network at the park, in the kitchen and even at the club.
MICROSOFT SURFACE - Be The One: Katie Sowers
An inspirational piece of creative filmmaking celebrating San Francisco 49ers assistant coach, Katie Sower’s aspirational journey to the biggest game in the NFL.