Mindshare and Deutsche Telekom scoop the Smarties-DACH Awards

Success for Mindshare and Deutsche Telekom at this year's Smarties DACH Awards. The agency received a total of four gold awards for campaigns for the Bonn-based telecommunications group.

Katja-Anette Brandt, CEO Mindshare DACH.

Every year, the Smarties Awards recognize campaigns that use technology to break new ground in modern marketing. The innovation prize is awarded by the marketing association MMA Germany, which brings together representatives from the marketing, martech and media sectors.

The "Share with Care" campaign won two gold awards in the "Innovative Use of AI in Advertising" and "Brand Purpose / Activism" categories. With this initiative, Deutsche Telekom promotes the responsible use of children's images in digital media. At the center is an emotional spot featuring "Ella" - an AI-generated alter ego of a nine-year-old girl. "Ella" was created using deep-fake technology based on images that many parents post of their children on social media. It forcefully confronts viewers with the negative consequences that sharing such photos online can have. The campaign was created in collaboration with the partner agencies Emetriq and Adam & Eve/DDB.

Goals on OOH screens

The "EURO 2024 AI Goal Alert: Instant Updates for Fans!" campaign received another gold award in the "Innovative Use of AI In Advertising" category. In collaboration with the OOH provider Ströer and the agency Mataracan, Mindshare brought the latest goal alerts from all 117 goals of the European Football Championship 2024 to more than 5,000 digital OOH screens and a further 2,000 screens in Telekom stores. The basis for this was an innovative AI-supported technology that automatically identified the goals scored, created advertising material and
published in near-real time.

The continuation of the successful "Against Hate on the Net" campaign won another gold award. The cross-media campaign "Against Hate Speech 3.0 - The Power of a Comment" was honored in the "Social Impact Marketing" category. An emotional TV spot tells the story of an escalation in reverse - illustrating how a single positive comment can change everything. The campaign was created in collaboration with the partner agencies Emetriq and Saatchi & Saatchi Germany.

WPP was also awarded one of the main prizes of the evening. The agency network, which also includes Mindshare, received the "Agency Network of the Year" award.

All other winners can be found here.

 

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