Staff Reporters
Mar 1, 2021

Tangrams Strategy and Effectiveness award winners for 2021 revealed

Mindshare and The Monkeys scoop up the most metal, with BMF taking the sole platinum.

Tangrams Strategy and Effectiveness award winners for 2021 revealed

The winners of the Tangrams Strategy and Effectiveness Awards for 2021 have been revealed. From the shortlists published last week during Spikes Asia X Campaign, the jury has awarded a single platinum award, 12 golds, 13 silvers, and 18 bronzes.

BMF took the platinum Tangram for work on behalf of supermarket chain Aldi.

Mindshare won Network of the Year honours on the basis of five golds, three silvers and six bronzes, for clients Nike, Yum China and L'Oreal. Mindshare also won Media Strategy Agency of the Year and Digital Strategy Agency of the Year honours.


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Accenture Interactive's The Monkeys also had a good showing, winning Effectiveness Agency of the Year, with work for Beam Suntory, NRMA Insurance and Telstra netting three golds, two silvers, and two bronzes.

Grey won two golds for its campaign about plastic pollution for the WWF. The other gold winners, each with one gold Tangram, are TBWA and Wunderman Thompson.

The complete list of winners follows.

Award Type Title Entrant Market Brand / Client Product / Service Entry No
Platinum Effectiveness How a Campaign for One convinced Australia to give ALDI another go BMF Australia ALDI Australia Supermarket EFFA04-0342
Gold Data & Analytics Your Plastic Diet: How WWF began to turn the tide on plastic. Grey Advertising Malaysia WWF Global Plastic Pollution Campaign DAAC05-0128
Digital Strategy A Star Wars Experience for All Wunderman Thompson Philippines Globe Telecom Telecommunications Services DSSB05-0193
Nike Next% Speed is Your Currency Mindshare China Nike Nike Next% DSSA03-0370
Nike Next% Speed is Your Currency Mindshare China Nike Nike Next% DSSB03-0369
Unbeaten Paths: Small Business Drive TBWA\Worldwide Hong Kong Inchcape Group Hong Kong Lexus UX DSSB09-0185
Effectiveness ‘Every Home Is Worth Protecting’ The Monkeys Australia NRMA Insurance Home Insurance EFFB07-0022
“Who Made Beer The Boss Of Summer?” The Monkeys Australia Beam Suntory Canadian Club EFFA01-0018
“Who Made Beer The Boss Of Summer?” The Monkeys Australia Beam Suntory Canadian Club EFFB04-0019
Your Plastic Diet: How WWF began to turn the tide on plastic. Grey Advertising Malaysia WWF Global Plastic Pollution Campaign EFFA07-0075
Media Strategy Nike Next% Speed is Your Currency Mindshare China Nike Nike Next% MSSA03-0364
Nike Next% Speed is Your Currency Mindshare China Nike Nike Next% MSSB04-0366
Pizza Hut Female Gamers' New Hero Mindshare China Yum! China Pizza Hut MSSB08-0390
Silver Data & Analytics Unbeaten Paths: Small Business Drive TBWA\Worldwide Hong Kong Inchcape Group Hong Kong Lexus UX DAAB04-0046
Winning Retail Search with Price (Extensions) MediaCom Singapore adidas Retail Apparel DAAB02-0329
Digital Strategy Global Pride Crossing We Are Social Singapore InterPride, European Pride Organisers Association (EPOA) Global Pride 2020 DSSA07-0081
Global Pride Crossing We Are Social Singapore InterPride, European Pride Organisers Association (EPOA) Global Pride 2020 DSSB04-0088
It's Just A Period DDB Mudra India Johnson & Johnson Sanitary Napkins  DSSB05-0462
Pizza Hut Female Gamers' New Hero Mindshare China Yum! China Pizza Hut DSSA04-0394
Pizza Hut Female Gamers' New Hero Mindshare China Yum! China Pizza Hut DSSB04-0395
eCommerce Winning Retail Search with Price (Extensions) MediaCom Singapore adidas Retail Apparel ECSA03-0331
Effectiveness ‘Every Home Is Worth Protecting’ The Monkeys Australia NRMA Insurance Home Insurance EFFA06-0187
#SubtlySponsoredPost: How Samsung overtook Apple in a-not-so subtle way.  Leo Burnett Australia Samsung Samsung Galaxy A Smartphone EFFA03-0278
You don’t need Australia’s best network campaign…until you do The Monkeys Australia Telstra Mobile Phone Network EFFA06-0024
Your Plastic Diet: How WWF began to turn the tide on plastic. Grey Advertising Malaysia WWF Global Plastic Pollution Campaign EFFB05-0126
Media Strategy L'Oréal Paris’ Infallible Hotpot Challenge Mindshare China L'Oréal Paris Infallible Cushion MSSB02-0358
Bronze Data & Analytics Nike Next% Speed is Your Currency Mindshare China Nike Nike Next% DAAB01-0379
Digital Strategy Berocca - Get Supercharged at 2PM Carnival Enetertainment JSC Vietnam Bayer Vietnam Berocca DSSA02-0277
It's Just A Period DDB Mudra India Johnson & Johnson Sanitary Napkins  DSSB06-0465
KitKat4Takjil Ogilvy Indonesia Nestlé Indonesia KitKat DSSB06-0093
Manulife "Increase Your Odds of Survival" dentsu mcgarrybowen Hong Kong Manulife International Insurance - Critical Illness product DSSB10-0162
 
Sakimeshi Supported by Suntory Dentsu Isobar Japan Suntory Holdings Sakimeshi Supported by Suntory DSSA06-0062
eCommerce Nike Live: Just Don't Quit Mindshare China Nike Nike Live ECSA03-0399
Nike Next% Speed is Your Currency Mindshare China Nike Nike Next% ECSA03-0373
TOUCH-AND-GO COFFEE Dentsu Isobar Japan Suntory BOSS Coffee ECSB01-0060
Effectiveness ‘Every Home Is Worth Protecting’ The Monkeys Australia NRMA Insurance Home Insurance EFFB04-0021
Nike Next% Speed is Your Currency Mindshare China Nike Nike Next% EFFA03-0360
Win The Fight &friends Indonesia Himalaya Herbals Neem Face Mask EFFA01-0202
You don’t need Australia’s best network campaign…until you do The Monkeys Australia Telstra Mobile Phone Network EFFB07-0023
Zespri Brand Relaunch Campaign Dentsu Inc. Japan Zespri International Japan Zespri Kiwifruit EFFA01-0147
Media Strategy BEAR BRAND #BISABANGET Ogilvy Indonesia Nestlé Indonesia BEAR BRAND MSSB03-0097
Pizza Hut Female Gamers' New Hero Mindshare China Yum! China Pizza Hut MSSB02-0389
Unbeaten Paths: Small Business Drive TBWA\Worldwide Hong Kong Inchcape Group Hong Kong Lexus UX MSSB06-0042

The Tangrams Strategy & Effectiveness Awards are Asia Pacific's premier accolade for excellence in outstanding marketing campaign strategies that deliver real business results. Each entry is reviewed and evaluated against stringent criteria by a panel of marketing professionals including senior client marketers; marketing practitioners; agency heads; strategists; and research and analytics experts.

This article has been updated after initial publication to correct an error on the table of winners involving one of Grey's wins, which was incorrectly listed as a silver.

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