The 2023 MMA Smarties Finalists Have Been Announced!

Mar 16, 2023

Machine_ has garnered five finalists for purpose-driven and impact-marketing excellence at the MMA SA’s Smarties.

“After rigorous rounds of judging and presenting to some of SA’s top CMOs and CEOs at the MMA Smarties ‘Pitch Week’, it’s fantastic to see Machine_’s work for both Heineken and UCOOK recognised and sent through to the next round as finalists,” says Machine_ Brand Director, Amy Hopkins.

Jabulani Sigege, Machine_ Cape Town’s Executive Creative Director, who spearheaded both of these award-winning campaigns says: “For work to have impact, it needs to tap into culture – either in the ‘traditional’ sense or in terms of zeitgeist – and human truths. That’s the starting point of all our work. So it’s especially pleasing to see that our approach of tapping into cultural capital is recognised for our work on global brands such as Heineken, and homegrown ones as well, like UCOOK. Not only did the work resonate with consumers, but it also showed up in the business results as well.

A long-standing client of Machine_, Heineken scored three finalists for its 2022 locally originated spin on the global UEFA Champions League campaign, by creating an inclusive brand experience like no other: The Heineken All-Invitational. Machine_’s “Xhosa-fying Halloween” campaign for UCOOK was also selected as a finalist in two categories.

Machine_ are contenders in the following MMA Smarties categories

The Heineken All-Invitational is a finalist in these three categories: 

  1. Marketing Impact – Brand Experience
  2. Impact Media – Social Media Marketing 
  3. Purpose Driven Marketing – Diversity & Inclusion

Want to see the work? Watch the case study video here.

“Xhosa-fying Halloween” was selected as a finalist in two categories:

1.     Purpose Driven Marketing – Pendoring Multilingual Marketing Efficiency Award
2.     Impact Media – Influencer Marketing

Want to see what we did? Watch the case study video here.

The MMA Smarties awards night takes place in Johannesburg on 30 March. 

View the full list of categories and finalists here

Get In Touch

Want to find out more about Machine_’s award-winning work? Then click here to see what else Machine_ has been up to. 

Want to get in touch? You can find Machine_’s contact details here. And send an email to: Also keep up-to-date with all of Machine_ ‘s news by following on LinkedIn.

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