PHD China’s Yasmin “Sex Ed” work has received seven cross-category shortlists for this year’s Mobile Marketing Association (MMA) Global Smarties, which celebrate the teams and talent leveraging the power of mobile to create marketing campaigns that drive business impact.

The shortlist, which also features three other entries from PHD (PHD Hong Kong for “ManulifeMOVE” in cross media and PHD China for “The First Hello” in mobile social and mobile website), was selected from hundreds of submissions representing campaigns in over 30 countries.

It was picked by the Smarties Pre-Screening Council, which includes more than 100 senior-level mobile marketers. These entries will now undergo review by the MMA’s independent jury, which is comprised of 27 senior brand and agency professionals led by jury president Richard Kellum, CMO of Goodyear.

“Mobile is so much more than a ‘channel.’ With its ubiquity and capacity for seemingly-endless originality, it is now the core driver of business innovation and impact,” said Sheryl Daija, Chief Strategy Officer, MMA. “Mobile consistently challenges the status quo for marketers but more than ever, it is critical for marketers to be thoughtful and purposeful in how they use mobile for business growth. This is why the emphasis of the Smarties has shifted and why it was so important for us to create the new Business Impact Index, we announced just recently.”

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