Competition Categories
The categories are divided into five basic blocks to which entries can be submitted. Extraordinary prizes are awarded by the jury on the basis of the overall evaluation.
PART A: Advertising
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Static: Outdoor
Ads that respect the placement in a busy public space - conveying striking ideas through simple, straightforward execution that can be consumed at a first glance.
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.
Eligibility: Work entered into Static: Print cannot be entered into this category unless the creative has been changed significantly for outdoor use.
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Static: Print
Ads that tell a story within the limits of a page, making use of the long-attention mode of discovery within printed media.
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 might help the jury to decide the quality of work.
Eligibility: Work entered into Static: Outdoor cannot be entered into this category unless the creative has been changed significantly for print use.
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Film: Short format (up to 15")
Films aimed primarily at catching attention and cutting through the clutter in a very limited time.
Attachments:
The 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.
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Film: Medium format (16-60")
Film advertising formats which are used for traditional advertising storytelling and narratives.
Attachments:
The 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.
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Film: Long format (over 61")
Films that narrate richer stories and border or overlap into content, usually through cinema or online.
Attachments:
The 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.
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.
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Sound
This category recognizes sound - including music - as a creative vehicle across all paid advertising media types and formats (radio, streaming platforms, voice).
Attachments:
A sound-based work containing the work exactly as it was created and aired is delivered in video format.
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.
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.
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Spatial
Creative spatial installations taking place in the physical world - ambient media placements, events, pop-ups, or creative retail.
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.
Eligibility: In 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)
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Campaign: Tactical
A campaign that has been rolled out across a limited number of channels, with a predominant use of one hero creative asset, or its adaptations.
Attachment:
- 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.
Eligibility: Any entries submitted into the Campaign for Good category can no longer compete in the Tactical or Integrated campaign categories.
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Campaign: Integrated
A campaign that has been rolled out at a large scale, with multiple hero assets and media types coming together to form a single ‘big idea’.
Attachment:
- 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.
Eligibility: Any entries submitted into the Campaign for Good category can no longer compete in the Tactical or Integrated campaign categories.
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Campaign: For Good
Any campaign that has exclusively non-commercial goals, or has been produced for promoting NGOs and their causes.
Attachment:
- 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.
Eligibility: Any entries submitted into the Campaign for Good category can no longer compete in the Tactical or Integrated campaign categories.
PART B: Engagement
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Social: Community building
Long-term efforts to create an engaged community on social networks that actively interacts with the content published by the brand.
Attachment:
- 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.
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Social: User participation
Short-term (including incentivized) efforts to activate the community towards an interaction with the brand (contests, UGC, etc.)
Attachment:
- 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.
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Social: Influencer talent
Use of influencers that exceeds merely reaching the right audience. Entries must show innovative ways of working with talent on social media.
Attachments:
The video contains 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:
- Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.
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Social: Live and reactional
Entries that show how a brand has successfully joined an ongoing conversation through its timely and highly relevant content.
Attachments:
Image of any static work exactly as it has been produced, published, or displayed.
And/or:
The video contains 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:
- Case film no longer than 3 minutes which explains in context what has been done & achieved, and shows all examples of relevant creative work.
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Direct
Work that directly influences the behavior of a specific target audience towards a specific goal. The result must be a direct consequence of the submitted communication effort.
Attachment:
- 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.
Eligibility: Work submitted in Digital & Interactive and E-commerce is not eligible for the Direct category.
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Digital & Interactive
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.
Attachments:
Link to an interactive experience exactly as it was created and published, indicate in the text section of the application form. If adjustments need to be done for technical reasons, those must be thoroughly described before the experience 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.
Eligibility: Work submitted in Digital & Interactive is not eligible for the Direct category.
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E-commerce
An innovative approach to any or all parts of the customer journey, directly resulting in online sales. Can be achieved via own or 3rd party channels.
Attachment:
- 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.
Eligibility: Work submitted in E-commerce is not eligible for the Direct category.
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PR & Earned media
Activity that creates engagement with the public, opinion leaders & journalists and creates media value in unpaid content featuring the brand.
Attachment:
- 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.
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Culture Impact
Commercial work that successfully pushes against social topics, achieving a demonstrable change in our society or its part.
Attachment:
- 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.
PART C: Experience
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Data & Technology
Using specific complex data or technology in a never-before-seen way, in order to identify, execute or deliver the story of the brand.
Attachment:
- 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.
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Media: Targeting
Works that reach new relevant target audiences for the brand by creatively redefining targeting & segmentation, or using personalization.
Attachment:
- 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.
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Media: Creating media
Ideas executed through a brand new medium, non-standard use of traditional media, or ideas that become the media themselves.
Attachment:
- 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.
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Media: Partnerships
Creatively leveraging partnerships to reach new audiences (brand collaborations, media partnerships, etc.)
Attachment:
- 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.
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Entertainment
Content (co-)created by brands, aimed primarily to entertain, with product or brand present within. May include music, podcasts, video, or product placement.
Attachments:
The video contains 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:
A sound-based work containing the work exactly as it was created and aired is delivered in video format.
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.
Eligibility: Gaming and esports activations are to be submitted in Gaming & Metaverse.
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Gaming & Metaverse
Any branded activations taking place within (or adjacent to) virtual worlds: gaming, esports, and metaverses.
Attachments:
Link to an interactive experience exactly as it was created and published, indicate in the text section of the application form. If adjustments need to be done for technical reasons, those must be thoroughly described before the experience 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.
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Mixed Reality
This category exclusively features works in which their creativity lies in innovatively merging the physical and the digital world.
Attachments:
Link to an interactive experience exactly as it was created and published, indicate in the text section of the application form. If adjustments need to be done for technical reasons, those must be thoroughly described before the experience starts.
Video thumbnail, the most telling shot of the video, delivered as an image.
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.
PART D: Business creativity
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Cost-efficient solution
Awarding work that does not neglect craft, but rather builds from the start on an idea that doesn’t require costly production to impress.
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:
- An overall budget (incl. media) is required for specific categories. Filling out a text input field during submission to these categories will be required.
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Brand building
Consistent, long-term work for a brand, through a well-developed and clearly defined platform that enables various activities to deliver synergetic success.
Attachment:
- 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.
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Business transformation
Work that has created or innovated a product or a service, redefined a position on the market, or solved a well-defined business problem.
Attachment:
- 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.
Eligibility: Measurable business impact must be part of the case film in Business Transformation.
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Creative Effectiveness
Work previously awarded at ADC Awards, that has also created exceptional business value for the brand over the long term.
Attachment:
- Business case film no longer than 3 minutes which shortly explains the business challenge & the creative solution, and focuses on clear, tangible business results (sales volume, market share, etc.) which prove the long-term impact of the creative idea as such.
- Video thumbnail, the most telling shot of the video, delivered as an image.
Eligibility: Only campaigns that have previously won Gold at ADC Awards are eligible to be submitted within this category. Submission/case film must include data that proves business impact.
PART E: Craft
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Film craft: Direction
Award for the best direction in an advertising film.
Attachment:
- The video contains any film exactly as it has been produced and published.
- Video thumbnail, the most telling shot of the video, delivered as an image.
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Film craft: Cinematography
Award for the best photography in an advertising film.
Attachment:
- The video contains any film exactly as it has been produced and published.
- Video thumbnail, the most telling shot of the video, delivered as an image.
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Film craft: Casting
Award for casting and creative use of talent in an advertising film.
Attachment:
- The video contains any film exactly as it has been produced and published.
- Video thumbnail, the most telling shot of the video, delivered as an image.
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Film craft: Set design
Award for the best set-design in an advertising film.
Attachment:
- The video contains any film exactly as it has been produced and published.
- Video thumbnail, the most telling shot of the video, delivered as an image.
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Film craft: SFX & CGI
Award for the best special effects or CGI in an advertising film.
Attachment:
- The video contains any film exactly as it has been produced and published.
- Video thumbnail, the most telling shot of the video, delivered as an image.
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Film craft: Motion & animation
Award for the best-animated advertising film or motion design for advertising.
Attachment:
- The video contains any film exactly as it has been produced and published.
- Video thumbnail, the most telling shot of the video, delivered as an image.
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Visual craft: Photography
Award for the best photography used in static formats.
Attachment:
Image of any static work exactly as it has been produced, published, or displayed.
And optional:
- Any physical asset might help the jury to decide the quality of work.
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Visual craft: Illustration
Award for the best illustration used in static formats.
Attachment:
Image of any static work exactly as it has been produced, published, or displayed.
And optional:
- Any physical asset might help the jury to decide the quality of work.
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Visual craft: Postproduction
Award for the best use of postproduction techniques in static formats.
Attachment:
Image of any static work exactly as it has been produced, published, or displayed.
And optional:
- Any physical asset might help the jury to decide the quality of work.
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Visual craft: Typography
Award for the best use of typography in advertising.
Attachment:
Image of any static work exactly as it has been produced, published, or displayed.
And optional:
- Any physical asset might help the jury to decide the quality of work.
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Copywriting: Short-form
Award for the best copywriting in headlines and claims.
Attachment:
- Image of any static work exactly as it has been produced, published, or displayed.
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Copywriting: Storytelling
Award for the best storytelling copywriting (scripts, articles, long format content).
Attachments:
Image of any static work exactly as it has been produced, published, or displayed.
And/or:
- The video contains any film exactly as it has been produced and published.
- Video thumbnail, the most telling shot of the video, delivered as an image.
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Copywriting: Brand languages
Award for creating a consistent and distinctive brand language.
Attachment:
- 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.
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Sound craft: Original music
Award for best use of original music in advertising.
Attachments:
The video contains any film exactly as it has been produced and published.
And/or:
- A sound-based work containing the work exactly as it was created and aired is delivered in video format.
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Sound craft: Sound design
Award for best sound design in advertising.
Attachments:
The video contains any film exactly as it has been produced and published.
and/or
- A sound-based work containing the work exactly as it was created and aired is delivered in video format.
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Digital craft
Showcase of the best craft which uses interactive interfaces, technology, data, AI, user experiences, customer journeys, personalization, etc.
Attachment:
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 experience exactly as it was created and published, indicate in the text section of the application form.
Eligibility: For all digital craft EXCEPT design, which entered in the Design: Digital design category.
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Design: Editorial
Award for the best editorial design (magazines, books, brochures, etc.)
Attachments:
Image of any static work exactly as it has been produced, published, or displayed.
And optional:
- Any physical asset might help the jury to decide the quality of work.
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Design: Digital design
Award for the best design of any and all digital interfaces.
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 experience exactly as it was created and published, indicate in the text section of the application form. If adjustments need to be done for technical reasons, those must be thoroughly described before the experience starts.
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Design: Immersive
Award for the best design of an immersive experience (mixed reality 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.
And optional:
- Link to an interactive experience exactly as it was created and published, indicate in the text section of the application form. If adjustments need to be done for technical reasons, those must be thoroughly described before the experience starts.
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Design: Physical spaces
Award for the best design of physical spaces (incl. wayfinding 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.
And/or:
Image of any static work exactly as it has been produced, published, or displayed.
And optional:
- Any physical asset might help the jury to decide the quality of work.
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Design: Packaging
Award for the best packaging design.
Attachments:
Image of any static work exactly as it has been produced, published, or displayed.
And optional:
- Any physical asset might help the jury to decide the quality of work.
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Design: Brand identity
Award for the best brand identity and its rollout across touchpoints.
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 might help the jury to decide the quality of work.
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Craft on budget
Awarding the use of techniques that achieve uncompromised brilliance in execution on a tight budget.
Attachments:
Image of any static work exactly as it has been produced, published, or displayed.
And/or:
The video contains any film exactly as it has been produced and published.
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.
And mandatory:
- An overall production budget is required. Filling out a text input field during submission to these categories will be required.