Teams from Omnicom Media’s PHD and OMD agencies have won 20 trophies at the 2025 MMA Smarties X Global Awards, including the prestigious Jury’s Choice Award for PHD Norway.
PHD Norway won the coveted Jury’s Choice Award for ‘The Walking Ads’, a campaign for Volkswagen that turned everyday pedestrians into moving advertisements by using location-based mobile technology to promote electric vehicles in real time. The work picked up gold in both the Gaming, Gamification & E-Sports category and the Customer Journey Marketing – lead Generation/CRM category.
In the USA, PHD won two gold trophies for Sandy Hook Promise’s ‘Just Joking’ in the Creator / Influencer / Celebrity Marketing category and the Small Budget, Big Impact category.
Teams in Chile, Indonesia, and the UK also enjoyed strong success at the show, winning an additional four trophies, including metal for Nosotras, PT Paragon, Volkswagen, Uber.
OMD picked up an impressive seven gold trophies across three clients, led by two standout, best-performing campaigns. ‘Eat the Code’ by OMD Canada for McDonald’s, won gold in the Gaming, Gamification & E-Sports category and silver in the Instant Impact/Promotion category. ‘Uncensored Press’ by OMD Dubai & TBWA\RAAD won gold in the Brand Purpose/Activism category and silver in the Small Budget, Big Impact category.
OMD also picked up additional accolades for McDonald’s campaigns globally, including ‘Deal with the Trash’ by OMD Sweden; ‘Maccie’ by OMD Netherlands; and ‘McRib Mistakes’ for OMD UK.
In New Zealand, OMD picked up two golds for their work with 2degrees: ‘Good Tings’ in the Customer (CX) / User Experience (UX) & Design category, and ‘Straight Up Rugby’ in the Diversity and Inclusive Excellence category.
Beauty Co-Lab also won a silver for its only shortlisted campaign, ‘The Final Copy of Ilon Specht’, for L’Oréal in the Short or Long Form Video category.
Widely regarded as one of the most competitive awards programs in modern marketing, the MMA Smarties X Global Awards set a high industry benchmark by recognizing data-driven, measurable creativity from leading brands and agencies worldwide.
The full list of winners can be found here.
Omnicom Media agency wins are as follows:
WINS:
- Jury’s Choice Award: Volkswagen, ‘The Walking Ads’ (PHD Norway)
GOLD:
- Brand Purpose/Activism: McDonald’s, ‘Deal with the Trash’ (OMD Sweden)
- Brand Purpose/Activism: Al Joumhouria, ‘Uncensored Press: Breaching the Algorithm’ (OMD Dubai)
- Creator / Influencer / Celebrity Marketing: Sandy Hook Promise, ‘Just Joking’ (PHD USA)
- Customer (CX) / User Experience (UX) & Design: 2degrees, ‘Good Tings’ (OMD New Zealand)
- Customer Journey Marketing – Lead Generation/CRM: Volkswagen, ‘The Walking Ads’ (PHD Norway)
- Diversity & Inclusion: 2degrees, ‘Straight Up Rugby’ (OMD New Zealand)
- Gaming, Gamification & E-Sports: McDonald’s, ‘Eat the Code’ (OMD Canada)
- Omnichannel Marketing: McDonald’s, ‘McRib Mistakes’ (OMD UK)
- Product and/or Service Launch: McDonald’s, ‘Maccie’ (OMD Netherlands)
- Gaming, Gamification & E-Sports: Volkswagen, ‘The Walking Ads’ (PHD Norway)
- Small Budget, Big Impact: Sandy Hook Promise, ‘Just Joking’ (PHD USA)
- Social Media Marketing: Škoda, ‘The Redditor Edit’ (PHD UK)
SILVER
- Instant Impact / Promotion: McDonald’s, ‘Eat the Code’ (OMD Canada)
- Integrated E-commerce Innovation & Live Streaming: PT Paragon, ‘OMG Creators Festival #girlbosscreations’ (PHD Indonesia)
- Omnichannel Marketing: Uber, ‘Making local media Uber contextual’ (PHD UK)
- Product and/or Service Launch: Škoda, ‘The Redditor Edit’ (PHD UK)
- Small Budget, Big Impact: Al Joumhouria, ‘Uncensored Press: Breaching the Algorithm’ (OMD Dubai)
BRONZE
- AI-Driven Creative Excellence: Nosotras, ‘Me Feat. Me’ (PHD Chile)
- Social Impact Marketing: McDonald’s, ‘Deal with the Trash’ (OMD Sweden)