TFG And VML Triumph At The Smarties 2025 Awards
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Proud chapter
This year marked a proud chapter in the Smarties journey because it has been recognised by both Warc and RECMA. The categories placed greater emphasis on the creative use of AI and Data in marketing campaigns. The winners stood out not only for their strategic ingenuity but also for how effectively they harnessed technology to deliver meaningful, results-driven brand experiences.
“Smarties South Africa entries this year were a masterclass in blending creativity, innovation, and technology. Judging was incredibly difficult — every case brought bold thinking and real impact. MMA South Africa is home to one of the most passionate, fearless marketing communities in the world,” says Melis Ertem, MMA MEA CEO.
Top honours were awarded to those who led with vision and executed with precision:
- Brand of the Year: TFG
- Agency of the Year: VML
- Best in Show: Pick n Pay asap! Find the Bunny! Get the Money!
Strategic thinking
Each of these campaigns stood out for their blend of strategic thinking, cultural resonance, and business impact — reflecting the dynamism and creativity of South African consumers and the marketers who connect with them.The 2025 judging panel brought together top talent from across the continent — senior marketers and digital leaders from TikTok, Standard Bank, MTN, Nestlé, Absa, Takealot, and Unilever. The jury was led by the 2025 jury chairs, Luisa Mazinter, chief growth officer at Mesh.trade & MMA SA chair Emeritus, Khensani Nobanda (CM(SA)), group executive: Marketing & Corporate Affairs.
“The calibre of entries this year was nothing short of exceptional. What stood out across the board was how brands are embracing data and technology not just as enablers, but as core storytelling tools. "We saw campaigns that moved beyond surface-level creativity — they were smart, purposeful, and designed for real-world impact. Judging the Smarties reaffirmed just how bold and world-class South African marketing has become," says Carl Jordan, head of sales, sub-Saharan Africa – TikTok.
Impact Media | |||
Omnichannel Marketing | |||
Award | Lead Agency | Advertiser/Brand | Entry Name |
SILVER | Gorilla | Pick n Pay Smart Shopper | Pick n Pay Smart Shopper Price Palooza |
SILVER | iProspect SA - Dentsu | South African Breweries | Battle of the billboards |
GOLD | Gorilla | Pick n Pay asap! | Pick n Pay asap! Find the Bunny! Get the Money! |
GOLD | The MediaShop | L'Oréal South Africa | A Sky High Journey Through South African Skies |
BRONZE | 99c Advertising | Checkers South Africa | Checkers’ Little Shop Goes Xtra |
BRONZE | Futuretech & UM | Old Mutual | Old Mutual Two-Pot Retirement Digital Enablement |
Cross Digital Media Marketing | |||
GOLD | Gorilla | Pick n Pay asap! | Pick n Pay asap! Find the Bunny! Get the Money! |
SILVER | Machine_ | Unilever | 101 Ways Campaign |
BRONZE | VML | Standard Bank | Fraud is no Fairytale |
BRONZE | Standard Bank-South Africa | Standard Bank- South Africa | School of Scam- #BeatTheScam |
Gaming Gamification & E-Sports | |||
SILVER | Hailr | Clicks Group | Clicks ClubCard Festive Gamification Campaign |
BRONZE | Oliver Marketing | Unilever | Lifebuoy Global Handwashing Day |
Social Media Marketing | |||
GOLD | VML | Mondelez | NASA Won’t Confirm It But TikTok Will: Lunch Bar’ |
SILVER | Ogilvy South Africa | Pep | Pep Dry and Detect Towerls |
BRONZE | Gorilla | Pick n Pay Smart Shopper | Pick n Pay Smart Shopper Price Palooza |
GOLD | MullenLowe South Africa | Unilever | Raising the bar for Sunlight Green Bar |
SILVER | Gorilla | Pick n Pay asap! | Pick n Pay asap! Find the Bunny! Get the Money! |
Creator / Influencer / Celebrity Marketing | |||
GOLD | VML | Mondelez | How a UFO Cover-Up Sold Millions of Lunch Bars |
BRONZE | DStv SA | DStv SA | kykNET Hier (DStv) |
SILVER | Gorilla | Pick n Pay Smart Shopper | Pick n Pay Smart Shopper Price Palooza |
SILVER | MullenLowe South Africa | Unilever | Raising the bar for Sunlight Green Bar |
BRONZE | Oliver Marketing South Africa | Unilever South Africa | Dove Men+Care Conversations |
BRONZE | Hellosquare | Tiger Brands | Tinkies Holiday Spice |
SILVER | Until Until Agency & Events | Absa Bank Limited | I Grew It: Finance 101 |
BRONZE | OnPoint PR & Lifestyle Management | Absa Bank Limited | Your Story Matters Brand Campaign |
Experience Tech | |||
Programmatic | |||
SILVER | Carbon1 & Publicis | Toyota | Sustainable Programmatic Power |
SILVER | Broadbrand | Broadbrand | Exceeding Expectations With Jungle Oats |
BRONZE | 365 Digital | Vodacom | Vodapay Summer Hydra achieves 708% ROAS |
BRONZE | Eskimi | Eskimi and OMD South Africa | McDonald’s Festive Make Happy Happen campaign |
GOLD | Rookdigital | Audi | AUDI AFTERSALES SERVICE CAMPAIGN '24 |
Data Insights / Contextual Marketing | |||
GOLD | TFG | TFG - The Foschini Retail Group | TFG Precision Marketing |
SILVER | Rainmaker Media | Shoprite | Checkers LiquorShop Purchase Intent Audience |
SILVER | Rainmaker Media | Standard Bank | Data Clean Room |
WEB 3.0 Technologies Marketing | |||
BRONZE | Simunye Media | PepsiCo Inc. | Simba ROARRRS: Immersive VR at Joburg Day |
Ecommerce | |||
Customer (CX) / User Experience (UX) & Design | |||
BRONZE | M&C Saatchi Abel | Standard Bank South Africa | Spotify Track Your Racks |
BRONZE | Standard Bank | Standard Bank | Fraud is no Fairytale |
O2O / New Retail / Innovative & New Tech Sales Channels | |||
SILVER | Rainmaker Media | Shoprite | Checkers LiquorShop Purchase Intent Audience |
AI Marketing | |||
Innovative Use of AI in Advertising | |||
SILVER | VML South Africa | Unilever | Real Beauty Generation |
BRONZE | Broadbrand | Broadbrand | Exceeding Expectations With Jungle Oats |
AI-Powered Audience Engagement | |||
GOLD | TFG | TFG - The Foschini Retail Group | TFG Precision Marketing |
BRONZE | Oliver Marketing | Unilever | Lifebuoy Global Handwashing Day |
AI-Driven Creative Excellence | |||
GOLD | M&C Saatchi Abel | Standard Bank | Standard Bank AI-Powered Music Ads |
BRONZE | Broadbrand | Broadbrand | Exceeding Expectations With Jungle Oats |
Creative | |||
Personalization | |||
GOLD | TFG | TFG - The Foschini Retail Group | TFG Precision Marketing |
Short or Long Form Video | |||
GOLD | 99c Advertising | Checkers South Africa | Checkers Delivering Something Xtra This Christmas |
BRONZE | Gorilla | Pick n Pay asap! | Pick n Pay asap! Find the Bunny! Get the Money! |
SILVER | Joe Public | Nedbank | Nedbank Youth Honours Board |
Purpose Driven Marketing | |||
Social Impact Marketing | |||
GOLD | Ogilvy South Africa | Pep | Pep Dry and Detect Towerls |
SILVER | Ogilvy | Vodacom Foundation | When you see it |
BRONZE | DStv | DStv | DStv presents 'What's Next?' |
SILVER | Until Until Agency & Events | Absa Bank Limited | I Grew It: Finance 101 |
Brand Purpose / Activism | |||
GOLD | VML South Africa | Unilever | Real Beauty Generation |
SILVER | Ogilvy South Africa | Pep | Pep Dry and Detect Towerls |
BRONZE | Standard Bank | Standard Bank | Fraud is no Fairytale |
BRONZE | Avatar | Absa | Absa Run Your City |
BRONZE | Rainmaker Media | Unilever | Dove - Buy Dove Give Love |
SILVER | Oliver Marketing South Africa | Unilever South Africa | Dove Men+Care Conversations |
Diversity & Inclusion | |||
GOLD | VML South Africa | Unilever | Real Beauty Generation |
BRONZE | Naked Brain Communications | Unilever | Omo Qina Ndoda Campaign |
SILVER | Oliver Marketing | Unilever | Express Yourself in 100 Colours |
GOLD | Lumico (Pty) Ltd | Estee Lauder South Africa | Foundation for the Nation |
Marketing Impact | |||
Brand Experience | |||
GOLD | VML | Mondelez | Lunch Bar UFOs & The Biggest Chocolate Cover-Up |
SILVER | 99c Advertising | Checkers South Africa | Checkers Delivering Something Xtra This Christmas |
BRONZE | 99c | Shoprite Group of Companies | Checkers: Play Better Together |
BRONZE | Offlimit Communications | Coca-Cola South Africa | Coke Studio |
GOLD | Freshive Digital Agency | Benny South Africa | Benny South Africa |
Customer Journey Marketing - Lead Generation / CRM | |||
GOLD | TFG | TFG - The Foschini Retail Group | TFG Precision Marketing |
BRONZE | Honest Marketing & Dentsu Redstar | Heineken Beverages | Heineken Silver 2.0 |
SILVER | VML | Nando's | Push Notification Strategy |
BRONZE | Blue Robot | Takealot Online (Pty) Ltd | Takealot The Ultimate Checkout |
SILVER | Offlimit Communications | Sleep Group | Power up with Restonic |
Product and / or Service Launch | |||
SILVER | Rainmaker Media | Shoprite | Checkers Sixty60 DotCom Launch |
GOLD | Hellosquare | BevCo | Reboost Watermelon Splash |
SILVER | Mindshare | KFC | KFC Braam Play |
Instant Impact / Promotion | |||
GOLD | iProspect SA - Dentsu | South African Breweries | Battle of the billboards |
GOLD | Gorilla | Pick n Pay asap! | Pick n Pay asap! Find the Bunny! Get the Money! |
GOLD | Gorilla | Pick n Pay Smart Shopper | Pick n Pay Smart Shopper Price Palooza |
SILVER | Rainmaker Media | Beiersdorf | Nivea Sales Driver - Sixty60 In App Credit |
Real Time Marketing | |||
GOLD | Nedbank | Nedbank | Bank Your Time |
SILVER | Avatar Agency / FutureTech | Isuzu | Isuzu X-Ryder 1.9: Real-Time Marketing Success |
BRONZE | Vicinity Media | Lays | Game-on technology unlocks high-impact omnichannel |
Small Budget Big Impact | |||
GOLD | Sauce Advertising | Reach for a Dream | Step Into My Slippers |
GOLD | Rainmaker Media | Shoprite | Checkers LiquorShop Purchase Intent Audience |
BRONZE | Blue Robot | SuperSport | SuperSport SA20 Quiz Challenge |
SILVER | 365 Digital | Himalaya Wellness | Himalaya's TikTok Triumph Boostings Sales by 116% |
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