Mobile services provider Smart Communications, Inc. (Smart) has bagged a bronze in the prestigious 2023 CLIO Sports Awards for turning the iconic SM Mall of Asia landmark in Pasay City into a giant basketball to serve as a massive welcome to the FIBA World Cup 2023, the world’s biggest basketball tournament, last August.
CLIO Sports honors the best in sports advertising and marketing worldwide every year. This is the first CLIO Sports recognition for Smart, which is also the only Filipino brand in this year’s list of winners, alongside world-leading brands such as Adidas, ESPN, NBA, NFL, Nike, Under Armour, and Xbox, among others.
Larger-than-life basketball tribute
“We dedicate this recognition to all basketball-loving Filipinos, whose passion for the sport inspired the world-class MOA Ball,” said Lloyd Manaloto, FVP and Head of Prepaid and Content at Smart.
“Basketball is deeply embedded in our culture, and it is only fitting that we build a world-class and larger-than-life basketball tribute for one of the biggest international sports events hosted by the Philippines. We share this award with all our teams and partner agencies who worked tirelessly to turn our vision into reality,” he added.
Smart worked with creative agency Gigil, media agency Metropolis, and production partner UpRising for the award-winning landmark.
Best Outdoor Ad recognition
As FIBA global partner, Smart unveiled the MOA Ball last Aug.15 to amplify the excitement of fans ahead of the FIBA World Cup 2023 opening.
A total of 248 workers composed of site workers, engineers, safety officers, and designers built the captivating installation, which measured 1.5 meters in diameter inside a ring with 111 meters in circumference, readily visible from airplanes flying to and from Manila during the international tournament.
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