Nominations 2020
Nominees & Categories for the SMS Awards 2020
Sports
ADIDAS PARLEY X
No oceans, no air, No life from Adidas. The sports brand, worked with Parley, to fight against the plastic pollution that is choking our oceans by using plastic trash collected from remote beaches and coastal communities as the raw material for an entire range of sportswear. And their campaign, with Alexander Zverev, Ian Thorpe, Nat Fyfe, Ellyse Perry and Mimi Elashiry, resonated broadly with the world showing their clients that eco policies were a priority.
NIKE DREAM CRAZIER
Dream Crazier shone a spotlight on female athletes who have broken barriers, brought people together through their performance and inspired generations of athletes to chase after their dreams. Narrated by Serena Williams, the pay off line ‘show them what crazy can do’ proved to be a major talking point across social platforms.
features a compilation of moments by some of the greatest athletes in the world.
PELOTON MILESTONES
Peloton rode its way to the front of the fitness community in early 2019. Their Milestone promo campaign with their social media advertising and marketing push made them on elf the most discussed brands of the year. In the course of 12 months their brand became a household name; even before their now infamous Christmas advert.
GUINNESS LIBERTY FIELDS RUGBY WORLD CUP
Guinness may not be a sports brand, but they delivered one of the most powerful promos of the year. The brand pushed aside commercial interests to celebrate the core values of rugby – and the extraordinary story of the Japanese Women’s Team. This was about sport not Guinness. Their campaign alongside a five-minute documentary featuring first-hand insights from the Liberty Fields rugby team was impactful and deeply moving.
NIKE DREAM FURTHER
Nike captured the mood of the planet and all generations with the ‘Don’t change your dream. Change the world. #justdoit’ campaign as they previewed the Women’s World Cup. It won global acclaim for its appeal to young and old, of any sex or orientation, promoting the message that dreams are for fulfilling.
Fashion
CALVIN KLEIN
Calvin Klein caused a stir when they went old school to promote the new class of 2019. In their slickly produced “50 Years Of Self Expression”, CK gave a nod to the campaigns of the past, while showcasing their latest range of jeans. Aided by Mr and Mrs Bieber and Kendall Jenner it drew global eyes immediately.
J BRAND JEANS ELSA HOSK
It was called the Littlejean Collection by Elsa Hosk, but it made big waves for J Brand jeans. Their simple presentation of collaborative denims and products scored a viral hit and sales success by focusing on environmental production. The collection won acclaim for being comprised of varying sustainable elements.
FENTY by RIHANNA
It was a monster year for Rihanna and luxury fashion brand Fenty. She did not just turn up for the shoot, but instead was a key creative, driving force and power house behind a brand, which shook fashionistas.
LOUIS VUITTON X
An unusual and bold strategy, which paid off. Louis Vuitton X created the eye-popping Beverly Hills pop-up and Instagram hot spot in Beverly Hills. The exhibition, a colorful showcase of the luxury French house’s 160-year history of collaborations with artists, enjoyed enormous reach to their customers.
Technology
SAMSUNG QLED TV
Ryan Reynolds get clever promoting his new Netflix TV movie 6 Underground and Aviator gin…all while promoting Samsung’s new TV. It was loved by audiences, demonstrating Samsung’s openness to allow creativity to run riot while keeping away from the infamous on message advertising stances.
AMAZON ALEXA
It was a 90-second Super Bowl spot, called Not Everything Makes the Cut – aimed at the US, but was a hit globally. The promos managed to make people laugh, while clearly deliver brand messaging. Celebrities like Harrison Ford and Forest Whitaker too came in with star power, but did not dominate the process.
ECOSIA
Ecosia is a fast emerging player in the digital world, facing just as much of a social landscape battle as an environmental one. But their simple message is resonating with the world – fast. Their no nonsense simple message is making the search engine a future winner, especially with its mission to donate the bulk of its expendable funds to tree-planting organizations around the globe. In the face of stiff competition and a changing world, the reach engine is likely to be one of the biggest players online in the next decade.
WE TRANSFER
A thought provoking twist on how online life is dominating our lives – and yet the twist is that thanks to the file saving and sharing service the good times are often best remembered on your screens…until you go and live your next best one. We Transfer’s cheeky Please Leave tagline too urges them to heads out on adventures to bring them in to their servers,
ADOBE
Adobe Creative Cloud worked on this clever short film, The winning Movie Poster Movie contest poster, made by student Sam West, inspired this short film, written and directed by Zach Braff and starring Alicia Silverstone and Florence Pugh
Travel
TURKISH AIRLINES SAFETY VIDEO LEGO
The safety video from airplanes was given a unique twist by Turkish. They drafted in the stars of the Lego Movie to provide laughs and generate smart brand awareness. And of course having star names such as Chris Pratt as Emmet, Elizabeth Banks as Lucy (aka Wyldstyle) and Will Arnett as LEGO Batman all helped.
AIRBNB THAT’S WHY WE AIRBNB
A selection of delightful, informative, entertaining and often amusing tales about customers experiences with the brand generated huge interest. Under the banner ’That’s Why We Airbnb’, these short films narrated the stories of real travellers on unique, often unusual journeys looking to explore the planet on their own terms
HERTZ NO DRAMA
Hertz called it straight when they admitted travel can feel like you are in a battle scene. And so with some assistance from The Avengers: Endgame cast they livened up the car rental process. Iron Man and Captain Marvel get up to business as customers head for their new car rentals oblivious to the battle going on behind them.
BRITISH AIRWAYS MADE BY BRITAIN
The message was simple: “We love you Britain – You make us who we are”
A love letter to Britain, the promo showed cabin crew, pilots and celebrity passengers marveling at the British identity, values and characteristics – including drinking tea, politeness, style and modesty.
TOURISM AUSTRALIA MATESONG
Kylie Minogue delivered a silly and tongue in cheek promotion for her homeland, featuring as many comedic lyrics as stunning shots of the land down under. While appealing to the UK initially, it won acclaim and certainly sparked conversation in marketing circles.
HOSPITALITY
MARRIOT HOTELS. LET YOUR MIND TRAVEL
The dreamy Marriot advert captured the imagination of travellers with fun images and evocative music. Their gentle imagery and message genuinely gave a sense of stress relief and relaxation.
FOUR SEASONS TAKE YOUR TIME
The Four Seasons hotel group boasts a formidable reputation as one of the world’s most elite hotel chains offering guests the ultimate experiences. However their “Take Your Time” Daily Discoveries campaign was extremely effective and impactful for audiences, as the guests explained their own experiences.
WALDORF ASTORIA LA LIVE UNFORGETTABLE
It was the stylish, slick and on point to showcase the launch of LA’s most eagerly awaited hotel. The Waldorf Astoria campaign helped showcase the LA’s biggest roof deck, dining at the Michelin-starred cuisine of Jean-Georges, stunning rooms and those all important Instagrammable picture spots.
FILM/ ENTERTAINMENT
UNIVERSAL MUSIC GROUP - INTERSCOPE RECORDS BILLIE EILISH
2019 was Billie Eilish’s year and the UMG Interscope team were essential into turning the LA local into a global phenomenon. Thanks to a series of astute content delivery through streaming services followed by a magnificent Coachella appearance project, Eilish broke through in style thanks to smart strategy.
WARNER BROTHERS THE JOKER
Joker had Warner Brothers laughing all the way to the bank, but initially they faced controversy over the nature of the dark themed super hero spin off. Studio marketing executives took the brave step to delve into the darkness – rather than shy away from the drama. That brave move – and the use of a tormenting Joaquin Phoenix laugh – drove huge numbers to movie theaters.
NETFLIX/ COCA COLA. STRANGER THINGS
The parties combined to showcase a retro and modern promo for all ages . The eighties styled promo for the series three of the hit Netflix show, gave a nod to Coke’s Robin Beck’s First Time, before bringing in the show’s characters for a fun packed segment.
AMAZON PRIME MAISEL DAY
For one day, Amazon gave fans of its Prime Video show The Marvelous Mrs. Maisel a thank you for earning 20 Emmy nomination. And in a clever move, they allowed some Los Angeleans the chance to go back to the show’s plot year of 1959. Whether you were in town or across the US, we were informed through social or online reports that gas prices were down to 30c a gallon. The streaming service partnered with 28 locations for the coup.
FOCUS FEATURES - DOWNTON ABBEY MOVIE
The film company rekindled the love that audiences had three years before for the Downton TV show, to turn it into a movie monster. The studio enjoyed its greatest ever box office success thanks to carefully curated series of small budget trailers and social campaigns.
SONY PICTURES JUMANJI - THE NEXT LEVEL
Kevin Hart and The Rock give their time to take their natural stand up routine on the road to promote the sequel to their Paramount Pictures hit. The social media interaction alone to the pair has been phenomenal.
BANKING
MORGAN STANLEY JUSTIN ROSE CHALLENGE
The investment bank and financial service company, scored a hole-in-one for its user-generated and social good campaigns featuring Justin Rose, superstar golfer and brand ambassador. The social media giveaway #JustinRoseChallenge, prompted people to share videos and photos of their most challenging golf shots on Twitter or Instagram for the chance to win high-end golf clubs.
BANK OF AMERICA THE POWER TO BE ME
Bank of America presented a series of spots that pushed their commitment to creating a more inclusive world and work place. where all employees can thrive. In an era where customers look at diversity and equality before they choose products, they set their stall out clearly.
US BANK HARD WORK WORKS
US Bank tuned into the premise of the American dream that Hard Work Works. Their video collection campaign pulled on the heart strings rather than at people’s purse strings.
HSBC THE SOUND
HSBC launched its first ‘sound identity’, the next phase of its global brand refresh, as it looks for new ways to build its brand at a time when consumers are increasingly busy and distracted.
The sound, named after the HSBC‘s brand promise ‘Together we thrive’, is a bespoke musical piece composed and created by electronic music producer Jean-Michel Jarre.
MOTOR CAR
AUDI E-TRON THE DEBRIEFING
Audi turned to comedy rather than just special effects as they brought in Captain Marvel Brie Larson to plug their e-tron with a sketch about her issues after time travel. Throwing in jokes about avocado toast and today’s social media obsessed world, it was a huge success.
VW ATLAS SAME DIFFERENCE
With the emotive Johnny Cash family anthem These Are My People, this promotional pitch just tells the story of everyday life – and how the Atlas is a vital part of the family. Volkswagen acknowledge their appeal with the simple line ‘There’s room for everyone’
TOYOTA START YOUR IMPOSSIBLE
Toyota stepped up their Start Your Impossible campaign showing how inspirational human beings has overcome life’s toughest hurdles. And in the build up to the 2020 Olympic and Paralympic Games in Tokyo, they created a brand synergy with athletes’ desire for perfection and battles over adversity.
LAND ROVER. UNSTOPPABLE
Aligned with the Rugby World Cup, the Unstoppable campaign won over fans and online audiences with its core messaging. Having children talk explain the special qualities individually, it all points to the total package of Land Rover.
LEXUS OUR GREATEST CURIOSITY
Lexus flips the world of car promotion on its head with Our Greatest Curiosity campaign. The auto brand switched away from their vehicles to focus on humans – the one who drive and the brains behind what they drive. The spots directed viewers to longer videos at Lexus.com for answers to the questions that simultaneously plug vehicle features.
INTERNATIONAL REAL ESTATE
JOSH FLAGG CRAZY $10M + CAR COLLECTION!
Josh Flagg is one of America's most successful and sought after luxury real estate agents, having completed more than two billion dollars in residential real estate sales in the past 13 years. He does not just rely on his profile from Bravo’S hit show Million Dollar Listing Los Angeles, but pushes THE envelope with his clever and witty social content.
THE NARTEY GROUP
There is no one quite like real estate broker Kofi Nartey. A celebrity and luxury homes specialist, he is anything but shy or unconfident.
Across social and traditional platforms and with his self generated content and posts, he leads the narrative for the Nartey Group. He prides himself on his international success and one of a kind sales acumen. Kofi has enjoyed huge success with brand integrations, including his showcase with Hublot.
COMPASS OUR VISION
Compass turned real estate promotion into a pop video with their “We are a human-driven company” campaign. Their focus to show customers how technology need not be impersonal was convincing in their promo. In the tough marketplace of real estate, the company finds warmth in their content as a brand in tune with customers.
SOTHEBYS INTERNATIONAL REALTY CURRENT
Sotheby’s International Realty delivered an effervescent advert to push out the brand’s advanced technology suite – giving customers confidence that the best properties will be on their books. Backed by a strong content push across global social platforms, Sotheby’s keep reinventing their brand.
NOURMAND AND ASSOCIATES DECADES
The Decades promo makes it clear that Nourmand are the original power players and have not left that perch for almost half a century. The fast paced trailer definitely speaks clearly of their pride of remaining a family-run residential real estate firm, who cherish their past, but have embraced the future.
HILTON & HYLAND THE FOUNDERS
Netflix and Amazon would be proud at the production levels of this documentary style presentation for Hilton & Hyland. Their video The Founders presents a unique look into the minds of Rick Hilton and Jeff Hyland, all while showing off some of their biggest sales.
THE OPPENHEIM GROUP SELLING SUNSET
Jason and Brett Oppenheim have built a formidable reputation as a huge player in the US real estate market, but 2019 saw them take their bravest step – but one that worked. The founders of the O Group teamed up with Netflix for their first reality series Selling Sunset. The gamble pulled off and generated huge viral interest and a new awareness for the brand.
LIFESTYLE
GILLETTE WE BELIEVE
Gillette went from the best a man can get to at the best man can be. They reinvented modern masculinity with this provocative new switch of lane for the business. The impact of the campaign was immediate and global. The noise of the naysayers was soon buried by the sound of social media praising the positive change in a changing world.
PAT MCGRATH SUBLIME PERFECTION
Pat McGrath converted a formidable reputation as a leading make-up artist into a successful brand with the aid of this light hearted and fun promotional campaign. The look and style delivered a clear message of excellence in her field.
PHILIPS DO WHAT FEELS RIGHT
Philips took a step outside of the box of using traditional skin care models for their promo, promoting everyday men with everyday problems.
Their message was dishing up real life experiences and feelings, encouraging males to follow their gut instincts and do what feels right as modern guys, rather than adhering to macho clichés.
HAIG WHISKY
David Beckham has been the public face of Haig for the last few years, but his 2019 campaign showed that he delved into the human art of the spirit creation. The promo resonated with consumers, who have showed their appreciation with increased sales around the world.
HENNESSY X.O - THE SEVEN WORLDS CAMPAIGN
Oscar winner Ridley Scott delivered a visual presentation of what taste could and should look like for Hennessy X.O. Scott called it an odyssey. Across the planet it was regarded as one of the most visually stimulating marketing pieces of the decade.
DOM PERIGNON - LENNY KRAVITZ
Dom Pérignon turned to Grammy winner Lenny Kravitz to not just front their campaign, but have the freedom to present his own ideas as Creative Director and designer for a Limited Edition range. The stylish old Hollywood styled imagery mixed with a current message proved a stand out campaign in a condensed space.
SEPHORA HUDA BEAUTY
Sephora are relentless at social marketing, having a strong grasp of who their customers are and what they want. Their partnership with Huda Beauty was a stand out for 2019. Huda Kattan was an Instagram success story and huge brand alone, but their partnership succeeded in taking things to the next level – proving there is opportunity for click and mortar business.