The MMA SMARTIES Awards celebrate marketing that brings together creative ideas, technology and effectiveness. They are organised by the Marketing + Media Alliance, a global organisation connecting brands, agencies, media and technology companies. Its SMARTIES programme spans national, regional and global competitions, including Vietnam.
What makes that recognition meaningful is the connection between an idea and what it achieves. Vietnam’s entry guidelines ask entrants to document their strategy, creativity, execution and business results. The campaign has to tell a complete story: the challenge, the response and its impact.
This year, Telfast – Attack on Allergy has won Bronze at MMA SMARTIES Vietnam 2026. For the teams behind the campaign, and for Code Crush as the studio that designed and developed its game experience, this is a moment worth celebrating — and an opportunity to look at the work behind the award.
Bronze for Design / Customer / User Experience
The campaign received Bronze in Design / Customer / User Experience, within Creative & Innovation Impact. The official winner’s entry credits Opella Healthcare Vietnam as the advertiser and OMD Vietnam – Omnicom Media as the lead agency.
MMA’s category description considers how design serves the user journey, engagement and business goals. That makes this a particularly relevant category for a campaign whose central touchpoint is something people interact with themselves.
See the winning entry on MMA’s official SMARTIES Vietnam page.
The challenge: make the message part of the experience
The creative brief connected two objectives: help people remember Telfast’s product messages and connect that attention to an activation in pharmacies. The game was designed around the brand’s three campaign messages: fast-acting, long-lasting and non-drowsy.
Our response was to turn the allergy theme into a playable setting. A character, a route through a city and a series of obstacles give visitors something to do immediately. The communication takes place within that activity, through the game’s world, its instructions and its reward journey.
That choice shaped the design work. The campaign needed a recognisable visual identity, controls that could be understood on a phone and a clear route from discovering the game to taking part.
Inside Attack on Allergy’s 3D world
The experience opens with a purple and yellow title screen and a cast of three original characters. From there, players enter a neon city: glowing roads, stylised towers and allergy-themed obstacles create the setting for a fast-paced 3D runner.
The tutorial introduces the main gesture visually. Players swipe left and right to avoid allergy triggers; repeated collisions drain their energy and bring the run to an end. The control, the obstacle and the consequence are explained together, so visitors can understand the challenge before starting.
This is where art direction and interaction design meet. The characters establish the campaign’s tone, while the road and obstacles make the action readable. The interface has to support quick decisions on a small screen, even for someone encountering the game for the first time.
Code Crush’s contribution covered game design, art direction and development, bringing those elements together in a browser-based experience built for mobile use.
The game runs directly in the browser, with no app download required. That matters for a campaign distributed through social content and QR codes: the invitation to play can lead straight into the experience.
The activation combined social media, creator content and pharmacy touchpoints in Vietnam. Campaign rewards included vouchers redeemable at participating pharmacies, giving the digital experience a connection to the physical retail journey.
Our published Telfast case study reports an engagement rate above 20%. Alongside that campaign result, the project shows how a browser game can connect brand storytelling, active participation and a reward mechanism within one experience.
Congratulations to everyone behind it
For Code Crush, this Bronze is a proud milestone for work that brings creative and technical teams together. A game campaign takes shape through many connected decisions: how the idea becomes a mechanic, how the world looks, how the first interaction is explained and how people reach the experience.
Congratulations to the Telfast and Opella teams, OMD Vietnam, our campaign partners and the Code Crush crew. Thank you for the trust, the collaboration and the work that made Attack on Allergy possible. We’re delighted to celebrate this recognition together.
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