INTEGRATED & INNOVATION
A variety of advertising campaigns, including integrated, media, non-media, single-channel, etc. The entries should demonstrate how successfully the creative strategy was chosen and how successfully communication elements and campaign channels were defined and integrated.
Evaluation criteria: brand interpretation/challenge, insight, idea, strategy, results.
Mandatory files: main image (presentation image), case film/demo film (120 seconds max).
Optional files: additional image, film or sound video, URL (content or presentation webpage).
Campaigns that use different media (at least 3 different media). Entries will be judged on how successfully they have integrated the chosen elements or channels throughout the campaign.
A campaign restructuring a brand's image that changes the way that consumers perceive the brand or organization. There is not only the rebranding of a visual identity.
Strategic and creative use of modest budgets and/or resources to create maximum impact. Excellence achieved with limited budget/resources.
Integration of two or more brands working together to create a single unified project and to work on a singular message. Unique relationships can spark amazing creative and open up new audiences. These types of advertisements ultimately benefit the group as well as the individual brands with their team effort.
Entries demonstrate a groundbreaking solution to a challenging marketing problem. Entries should clearly demonstrate the accomplishment of specific marketing goals and objectives through creative execution and strategic planning.
Entries stand out in a unique, new, groundbreaking or exceptionally creative manner. Work that sets a new standard, challenges the norm, or amazes with a huge impressive factor. You should describe why your entry deserves to be judged in the category.
Risk-taking, courageous, fearless, daring ideas are behind the campaign. The concept could have easily been rejected along the approval process or by the client, but brave choices made it happen.
Rapid response advertising campaigns that uses the buzz around a news story or event to generate maximum coverage for the brand. Includes newsjacking, real-time and situation specific adverts. Done with in-the-moment, original, thinking, fast reaction, and an investment in craft.