Competition Categories

Advertisements that respect placement within a busy public space - conveying striking ideas through simple, straightforward execution that can be consumed at a first glance.
Eligibility: Work entered into Static: Print cannot be entered into this category unless the creative has been changed significantly for outdoor use.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

Advertisements that find new possibilities in the field of printed media and can capture the reader's attention for a longer time.
Eligibility: Work entered into Static: Outdoor cannot be entered into this category unless the creative has been changed significantly for print use.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Films aimed primarily at catching attention and cutting through the clutter in a very limited time.

Attachments:

• Video (max 15") containing any film exactly as it has been produced and published.

• Video thumbnail, the most telling shot of the video, delivered as an image

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

A standard video advertisements that presents the art of traditional storytelling in TV or online media.

Attachments:

• Video (max 60") containing any film exactly as it has been produced and published.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

Films that narrate richer stories and border or overlap into content, usually through cinema or online.

Attachments:

• Video (over 61") containing any film exactly as it has been produced and published.

• Video thumbnail, the most telling shot of the video, delivered as an image.

• If the original film is longer than 3 minutes, it is necessary to supply a 3 minute cut of the film, unless a Case film is not supplied.

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

This category recognises sound - including music - as a creative vehicle across all paid advertising media types and formats (radio, streaming platforms, voice).
Eligibility: Podcasts, audio content, music, and other forms of branded entertainment outside of standard paid advertising space are to be entered into the category Entertainment.

Attachments:

• Video of a sound-based work containing the work exactly as it was created and aired.

  And/or:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

A campaign delivered across a limited number of channels, predominantly using a single execution (or adaptations thereof).

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  
  If the campaign is shortlisted:

• A presentation in Google Slides format will be requested by the organiser. There will also follow a personal presentation in English of a max length of 10 minutes.

A campaign delivered at a large scale, creatively across multiple channels, guided by a single ‘big idea’.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  
  If the campaign is shortlisted:

• A presentation in Google Slides format will be requested by the organiser. There will also follow a personal presentation in English of a max length of 10 minutes.

Any campaign that has exclusively non-commercial goals, or has been produced for promoting NGOs and their causes.
Eligibility: Work for commercial clients that has an overlap with social activism falls under the category of Creating culture.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Any campaign that creatively activates the social media community, for example one-off interactions with the brand (including contests, user generated content, etc.) or a long-term effort to create an active community that regularly interacts with brand-published content on social media.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Use of influencers that exceeds merely reaching the right audience. Entries must show innovative ways of working with talent on social media.

Attachments:

• Video containing any film exactly as it has been produced and published.

• If the original film is longer than 3 minutes and no presentation film is supplied, it is necessary to supply a 3 minute cut of the film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And/or:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

Campaigns that show how a brand has successfully engaged in an ongoing conversation through their topical or reactive content. This does not apply to reactions to pre-planned events, e.g. sport games.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And/or:

• Video containing any film exactly as it has been produced and published.

• If the original film is longer than 3 minutes and no presentation film is supplied, it is necessary to supply a 3 minute cut of the film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And/or:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

A campaign that has a clearly defined target group, leading to a clearly defined action. Results must be a direct consequence of the completed communication.
Eligibility: Work submitted in Digital & Interactive and Retail & E-commerce is not eligible for the Direct category.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And/or:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Digital-enabled formats such as websites, apps, or kiosks aimed at eliciting a reaction. Winning work will be demonstrably able to drive new user behavior.
Eligibility: Work submitted in Digital & Interactive is not eligible for the Direct category.

Attachments:

• Link to an interactive execution exactly as it was created and published, indicated in the text section of the application form. If any modifications had to be made for technical reasons, they must be described to the jury before the interactive part itself starts. Please include at least a screenshot as an image attachment to your application.

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

An innovative and creative approach to one or more parts of the buying process leading directly to an offline or online sale. It includes the use of the brand's own channels or third-party channels.
Eligibility: Work submitted in E-commerce is not eligible for the Direct category.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And/or:

• Link to an interactive execution exactly as it was created and published, indicated in the text section of the application form. If any modifications had to be made for technical reasons, they must be described to the jury before the interactive part itself starts.

Activity that creates engagement with the public, opinion leaders & journalists and creates media value in unpaid content featuring the brand.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

A commercial campaign that successfully promotes social issues and achieves demonstrable change in our society. These are primarily campaigns that extend into social activism, not work for non-governmental non-profit organizations.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Using specific complex data or technology in a never-before-seen way, in order to identify, execute or deliver the story of the brand.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Campaigns that work with media creatively. For example, they use traditional media in a non-standard way, create completely new media or become media themselves. This category also includes campaigns that use media personalisation in order to effectively reach relevant target groups.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Content (co-)created by brands, aimed primarily to entertain, with the product or brand present within. May include music, podcasts, video, or product placement.
Eligibility: Gaming and e-sports activations are to be submitted in Gaming.

Attachments:

• Video containing any film exactly as it has been produced and published.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And/or:

• Video of a sound-based work containing the work exactly as it was created and aired.

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Any physical asset might help the jury to decide the quality of work.

Any brand activations that take place directly within video games or in direct relation to video games, e-sports and video game culture.

Attachments:

• Link to an interactive execution exactly as it was created and published, indicated in the text section of the application form. If any modifications had to be made for technical reasons, they must be described to the jury before the interactive part itself starts.

  And:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

A campaign using an innovative connection of the real world and the digital one.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And:

• Link to an interactive execution exactly as it was created and published, indicated in the text section of the application form. If any modifications had to be made for technical reasons, they must be described to the jury before the interactive part itself starts.

Creative spatial installations taking place in the physical world (ambient media placements, pop-ups etc.).
Eligibility: In the case of a mixed physical-digital installation, only submissions that showcase creativity predominantly in the physical space should be entered (otherwise consider C: Mixed reality)

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And/or:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Creatively conceived events and live activation that bring a strong authentic experience and strongly build the brand at the same time.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Consistent, long-term work for a brand, through a well-developed and clearly defined platform that enables various activities to deliver synergetic success.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Work that has created or innovated a product or a service, redefined a position on the market, or solved a well-defined business problem.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work. We recommend defining the impact on the client's business success in the presentation film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Creatively leveraging partnerships to reach new audiences (brand collaborations, media partnerships, etc.).

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Award for the best direction in a film advertisement.

Attachments:

• Video containing any film exactly as it has been produced and published.

• If the original film is longer than 3 minutes, it is necessary to supply a 3 minute cut of the film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Award for the best cinematography in a film advertisement.

Attachments:

• Video containing any film exactly as it has been produced and published.

• If the original film is longer than 3 minutes, it is necessary to supply a 3 minute cut of the film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Award for casting and creative use of talent in a film advertisement.

Attachments:

• Video containing any film exactly as it has been produced and published.

• If the original film is longer than 3 minutes, it is necessary to supply a 3 minute cut of the film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Award for the best set-design in a film advertisement.

Attachments:

• Video containing any film exactly as it has been produced and published.

• If the original film is longer than 3 minutes, it is necessary to supply a 3 minute cut of the film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Award for the best special effects or CGI in a film advertisement.

Attachments:

• Video containing any film exactly as it has been produced and published.

• If the original film is longer than 3 minutes, it is necessary to supply a 3 minute cut of the film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

Award for the best-animated film advertisement or motion design for advertising.

Attachments:

• Video containing any film exactly as it has been produced and published.

• If the original film is longer than 3 minutes, it is necessary to supply a 3 minute cut of the film.

• Video thumbnail, the most telling shot of the video, delivered as an image.

Award for the best photography used in static formats.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Award for the best use of post production techniques in static formats.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

  And optional:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

Award for the best copywriting in headlines and claims.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

Award for the best storytelling copywriting (scripts, articles, long format content, books).

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And/or:

• Video containing any film exactly as it has been produced and published.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Award for the best sound design in an advertisement. This category also includes works that use, for example, an author's original music composed directly for a specific work.

Attachments:

• Video containing any film exactly as it has been produced and published.

  And/or

• Video of a sound-based work containing the work exactly as it was created and aired, with a maximum time of 3 minutes.

Showcase of the best craft which uses interactive interfaces, technology, data, AI, user experiences, customer journeys, personalization, etc.
Eligibility: For all digital craft EXCEPT design, which should be entered in the Design: Digital design category.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And optional:

• Link to an interactive execution exactly as it was created and published, indicated in the text section of the application form.

Creativity and design of branding systems and individual elements of a brand identity. It includes identities for new brands, rebranding, brand refresh, logo designs, naming, sound branding, or innovative approaches to branding for corporations, medium or small companies, organisations, events, or individuals.

Attachments:

• A presentation film no longer than 3 minutes, which explains in context what was done and what was achieved, and shows all relevant applications of the brand identity.

  And/or:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Any form of commercial design as a physical material with special emphasis on innovative design and creative use of printing techniques. This category includes corporate printed matter, publications, editorial and book design, calendars, posters, invitations, direct mailing, etc.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Design of digital tools and online services that deliver an excellent user experience through great design and perfect technical execution. This category includes websites, apps, game design, virtual space design or immersive technology.

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

• Video thumbnail, the most telling shot of the video, delivered as an image.

  And:

• Link to an interactive execution exactly as it was created and published, indicated in the text section of the application form. If any modifications had to be made for technical reasons, they must be described to the jury before the interactive part itself starts.

Design of permanent and temporary physical spaces (shop, exhibition, pop-up stand), including installations in the interior (e.g. orientation markings in the building) or exterior (e.g. navigation system in a park, in a city, for traffic). Entries may also include the spatial presentation of products or publications, or projects that connect the physical and digital world using technology (e.g. AR or VR projects).

Attachments:

• Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.

  And/or:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Awards for innovative ideas and design for all types of packaging, including luxury items to commercial goods, from limited editions to mass production. All submitted work must be commercially sold with a barcode or sales identifier.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Award for the best illustration used in static formats.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.

Award for the best use of typography in commercial communication.

Attachments:

• Image of any static work exactly as it has been produced, published, or displayed.

  And optional:

• Any physical asset that might help the jury to decide the quality of work.