Mobile services provider Smart Communications, Inc. (Smart) has won a bronze award in the prestigious 2023 CLIO Sports Awards for transforming the iconic SM Mall of Asia landmark in Pasay City into a giant basketball, serving as a massive welcome to the FIBA Basketball 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 those who worked tirelessly to turn our vision into reality,” he added.
Best Outdoor Ad recognition
As a FIBA global partner, Smart unveiled the MOA Ball on August 15 to amplify the excitement of fans ahead of the FIBA World Cup 2023 opening. A total of 248 workers, including site workers, engineers, safety officers, and designers, built the captivating installation, measuring 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.
The MOA Ball left an indelible impression on FIBA World Cup 2023 delegates and fans, who shared photos and videos of the landmark on their social media accounts. Before winning the CLIO Sports award, Smart also received a ‘Best Outdoor Ad’ recognition for the MOA Ball from BestAdsOnTV.com, which monitors the world’s best ads, last September.
Basketball fans can look forward to more world-class activations as Smart and FIBA have renewed their global partnership until after the FIBA Basketball World Cup 2027 in Qatar.