ADwards

1 AUDIO AND VIDEO

TV, Cinema Commercials

01.01: TV, Cinema Commercials

Focus on storytelling that commands attention on a large screen. Reward technical polish and a high-impact cinematic experience.

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1 AUDIO AND VIDEO

Online Videos

01.02: Online Videos

Prioritize thumb-stopping power and platform-native formats. Reward immediate engagement and shareability within digital feeds.

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1 AUDIO AND VIDEO

Audio, radio Commercials

01.03: Audio, radio Commercials

Evaluate the "theater of the mind" using only voice and sound. Reward clever acoustic narratives that trigger a listener’s imagination.

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1 AUDIO AND VIDEO

Film & Audio for non-profit, public service, NGO

01.04: Film & Audio for non-profit, public service, NGO

High priority on emotional resonance and the power to drive social change. Ensure the execution amplifies a critical message.

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2 PRESS AND ENVIRONMENTAL ADVERTISING

Outdoor

02.01: Outdoor

Impact is measured by instant clarity and bold visual language from a distance. The message must be striking within the physical environment.

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2 PRESS AND ENVIRONMENTAL ADVERTISING

Digital Screens – Non-static outdoor advertising

02.02: Digital Screens – Non-static outdoor advertising

Reward motion or data integration that improves the static surroundings. Evaluate the timing and relevance of dynamic content.

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2 PRESS AND ENVIRONMENTAL ADVERTISING

Special Outdoor (Ambient, experiential, outdoor installations)

02.03: Special Outdoor (Ambient, experiential, outdoor installations)

Focus on disruption and unconventional uses of physical space. Reward work that transforms a location into a memorable destination.

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2 PRESS AND ENVIRONMENTAL ADVERTISING

Print & Outdoor for nonprofit, public service, NGO

02.04: Print & Outdoor for nonprofit, public service, NGO

Evaluate the use of a single provocative image or headline to spark debate. The work should bridge the gap between awareness and action.

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3 ONLINE AND DIGITAL SOLUTIONS

Websites

03.01: Websites

Balance aesthetic beauty with flawless UX/UI performance and technical stability. Reward innovative navigation that serves the brand purpose.

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3 ONLINE AND DIGITAL SOLUTIONS

Digital campaigns

03.02: Digital campaigns

Look for seamless integration across multiple digital touchpoints. Reward work that exploits the unique properties of the internet to drive journeys.

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3 ONLINE AND DIGITAL SOLUTIONS

Place-specific digital experiences

03.03: Place-specific digital experiences

Technology must provide genuine utility to a physical location visit. Reward AR or in-store solutions that enhance the consumer moment.

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3 ONLINE AND DIGITAL SOLUTIONS

Use of influencers

03.05: Use of influencers

Reward creative partnerships that feel authentic to the influencer's voice. Penalize forced placements that disrupt the narrative.

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4 DESIGN

Graphic Communication (Poster, Promotional Item, Data Viz)

04.01: Graphic Communication (Poster, Promotional Item, Data Viz)

Focus on mastery of visual language where design is the primary message driver. Reward bold aesthetics in posters and data viz.

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4 DESIGN

Editorial Design (Book, Magazine, Annual Reports)

04.02: Editorial Design (Book, Magazine, Annual Reports)

Assess the pacing, layout, and tactile quality of publications. Reward the ability to make complex content readable and beautiful.

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4 DESIGN

Corporate Brand Identity

04.03: Corporate Brand Identity

Look for the brand's soul captured in a flexible, distinctive visual system. Evaluate versatility across physical and digital applications.

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4 DESIGN

Rebranding

04.04: Rebranding

Compare the "before and after" to see if the design solves a strategic business problem. Reward modernization that stays true to the brand core.

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4 DESIGN

Packaging

04.05: Packaging

Balance shelf-appeal with functionality and sustainable craft. Reward tactile moments that enhance the unboxing experience.

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4 DESIGN

Typography

04.06: Typography

Evaluation is strictly on the craft and emotion of letterforms. Reward typography that carries the primary weight of the message.

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4 DESIGN

Spatial Design

04.07: Spatial Design

Assess how a brand occupies the available volume of a venue. Reward designs that guide movement and mood effectively.

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5 BRAND EXPERIENCE

Point of Sale Experience and Activation

05.01: Point of Sale Experience and Activation

Focus on conversion at the final moment of truth in the shopper journey. Reward creative disruption in the retail path.

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5 BRAND EXPERIENCE

Promotions

05.02: Promotions

The incentive must be more creative than a simple discount. Reward ideas that drive measurable behavioral change.

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5 BRAND EXPERIENCE

Live Stunts Brand Activation

05.03: Live Stunts Brand Activation

Assess the bravery of the execution and its viral potential. Reward "one-off" moments with a strong secondary life as shared content.

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5 BRAND EXPERIENCE

New Use of Media

05.04: New Use of Media

Find ingenuity in unexpected places where advertising did not exist before. Reward work that turns a non-traditional canvas into a brand channel.

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5 BRAND EXPERIENCE

Branded Spaces

05.05: Branded Spaces

Evaluate the long-term impact on brand perception through physical environments. Reward immersive world-building.

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6 INTEGRATED CAMPAIGNS AND INNOVATION

Integrated Campaigns for commercial brands

06.01: Integrated Campaigns for commercial brands

The big idea must be consistently brilliant across 3+ media channels. Reward synergy where the whole is greater than the sum of its parts.

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6 INTEGRATED CAMPAIGNS AND INNOVATION

Integrated and Innovation for non-profit, NGO

06.02: Integrated and Innovation for non-profit, NGO

Assess multi-channel strategies used to tackle complex social issues. Reward innovation that breaks traditional charity tropes.

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6 INTEGRATED CAMPAIGNS AND INNOVATION

Branded Content

06.03: Branded Content

Storytelling must be good enough to watch even without the brand logo. Reward entertainment or utility value provided to the viewer.

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6 INTEGRATED CAMPAIGNS AND INNOVATION

Best Use of Technology & Data

06.04: Best Use of Technology & Data

Technology must be the heart of the creative idea, not just a gimmick. Reward elegant logic that creates personalized experiences.

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6 INTEGRATED CAMPAIGNS AND INNOVATION

Product, service Innovation

06.05: Product, service Innovation

Assess the creation of new products or services that solve consumer needs. Reward creativity that lives in R&D and design.

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7 CREATIVE BUSINESS EXCELLENCE

Creative effectiveness for products and services

07.01: Creative effectiveness for products and services

Requires hard data showing a link between the creative idea and ROI. High-value wins here justify the premium of professional craft.

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7 CREATIVE BUSINESS EXCELLENCE

Creative strategy - products and services

07.03: Creative strategy - products and services

Reward the deep insight that enabled the creative leap. Assess how the strategy reached new audiences or shifted perception.

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8 PUBLIC RELATIONS

Corporate communication and reputation

08.01: Corporate communication and reputation

Evaluate reputation management through earned media. Success is measured by the clarity and consistency of the corporate narrative.

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8 PUBLIC RELATIONS

Consumer relations

08.03: Consumer relations

Assess how a brand builds two-way dialogue with its community. Reward creative management of the customer lifecycle.

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8 PUBLIC RELATIONS

Conflict and crisis communication

08.04: Conflict and crisis communication

Evaluation is on transparency and the speed of creative resolution. Reward work that turns a negative into an opportunity.

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8 PUBLIC RELATIONS

Internal communication & employer branding

08.05: Internal communication & employer branding

Focus on how the brand treats employees to build culture. Reward work that attracts top-tier talent through branding.

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8 PUBLIC RELATIONS

Events & Experiential Marketing

08.07: Events & Experiential Marketing

Assess the talkability and PR value of a live moment. Success is measured by guest experience and resulting coverage.

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8 PUBLIC RELATIONS

Visual Communication

08.08: Visual Communication

Reward imagery so strong it needs no press release to go viral. The work must be instantly shareable and visually striking.

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8 PUBLIC RELATIONS

Storytelling

08.09: Storytelling

Evaluate the human narrative arc used to land a PR message. Reward work that makes complex news relatable to a broad audience.

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8 PUBLIC RELATIONS

Sponsorship

08.10: Sponsorship

Assess active leveraging of partnerships over simple logo placement. Reward sponsorship that adds real value to the fans.

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9 ARTISTIC PERFORMANCE - CRAFT

TV, Cinema, Online Commercials

09.01: TV, Cinema, Online Commercials

Evaluate nuanced acting and human performance on screen. Reward characters that elevate the script through believable craft.

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