BRANDED CONTENT & ENTERTAINMENT
Entries seamlessly blend the brand’s message with entertainment/content as a way to connect with their audience. This approach chooses to entertain or inform in ways that are complementary to the brand’s marketing strategy and values, often aiming to make an emotional connection with the audience rather than hard, straight sell.
Evaluation criteria: strategy and insight, creative idea, execution, results.
Mandatory files: main image (execution image or presentation board), case film/demo film (120 seconds max). Film or sound video (180 sec max) is required for categories 09-01. FILM: TV, CINEMA/ONLINE, A09-02. LIVE BROADCAST/LIVE STREAMING, A09-03. AUDIO CONTENT, A09-04. MUSIC VIDEOS, and case film/demo film and main image (execution image or presentation board) are optional files for these categories.
Optional files: additional image, film or sound video, awards show film, URL (content or presentation webpage).
Fiction and/or non-fiction TV, single documentary films with a brand integrated into the script, plot, or broader themes of the content - created for television, online video, video on demand platforms, cinema, etc.
Mandatory files: film 180 seconds max.
Optional files: case film/demo film (or `making of`) 120 seconds max, URL (webpage which explains your work).
Cinema, TV or online live content, including live coverage of events, sports and use of live streaming platforms.
Mandatory files: film 180 seconds max.
Optional files: case film/demo film (or `making of`) 120 seconds max, URL (webpage which explains your work).
Content created for radio, podcasts or other audio platforms.
Mandatory files: film or sound video 180 seconds max.
Optional files: case film/demo film (or `making of`) 120 seconds max, URL (webpage which explains your work).
Entries in this category are for music, songs, and music videos.
Live-action or animated videos created to promote a brand, musician or musical act.
Any music video created as branded content for an advertiser or the promotion of the artist in question.
Mandatory files: film 180 seconds max.
Optional files: case film/demo film (or `making of`) 120 seconds max, URL (webpage which explains your work).
Entries in this category are for digital media that utilieze to deliver content and/or messaging to consumers. That includes, but is not limited to websites, applications, social platforms, user-generated content.
Offline as well as online, mobile, tablet or video games created specifically for brands, or product placements that enhance a player’s experience of the game. Including real-worldgames which engage through the harnessing of multipleplatforms and technologies, games designed for VR, AR or other emerging technologies and platforms.
Integration of brands into existing content such as films, series, TV or radio/audio shows as well as strategic and creative partnership/sponsorships for branded content.
Engaging experiences and activations created to attract or maintain an audience and that connect people to a brand in a physical or virtual space. Includes physical and digital pop-up stores, exhibitions, trade show booths, 360 videos, street art or takeovers of public spaces, in-person events, competitions, or social gatherings centered around a brand.
Fully integrated campaigns consisting of branded and brand-funded entertainment successfully executed across multiple platforms. For example online, press, TV and radio, etc.
Using the written word, design, art, photography, etc. in print - books, articles, stories, written ads that entertain and in other print media either traditional or digital.
Groundbreaking, new, unique, or exceptionally creative branded content/entertainment that pushes the medium forward. Explores new or transformative ideas, techniques, devices, methods in implementation, and innovative use of media.
Risk-taking, courageous, fearless, daring ideas are behind this work. The concept could have easily been rejected along the approval process or by the client, but brave choices made it happen. Entries must include the information about any context necessary to understanding why this was a brave idea.
Rapid response branded content that reacts to current news and events, using the popularity of a news story 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.