Groups & Categories

SECTION WHAT

The key question that the jury will be asking is WHAT is outstanding about communication solution in the chosen form and WHAT is the added value of its’ execution.

In the world of countless messages reaching us through various new media in always new forms, it is more important than ever for traditional media solutions to be great in order to be seen and recognized. The most important question is ‘What?’ Is it a brilliant, never seen before idea? Is it an insightful new angle on a difficult subject? Is it a ground-braking execution and production value? Your entries will be judged following the criteria of the best solution and its most efficient implementation.

The WHAT section primarily focuses on individual works that are moving frontiers in the traditional groups Film, Print, Out of Home, Audio, Digital & Mobile, Design, Innovation and Craft.

 

A. FILM

FILM group includes television and cinema advertising as well as films which are created specifically for broadcasting online and/or via mobile.

CATEGORIES:

  1. Food & Drinks (all foods, including pet food, alcoholic and non-alcoholic drinks)
  2. Home & Electronics (detergents, cleaning products, paints and adhesives, as well as services, home & office furniture, carpets, fabrics, kitchen utensils, Hi-Fi, TVs, cameras, personal computers etc.)
  3. Health, beauty, sport & fashion (pharmacy, OTC, toiletries, beauty products and services, clothing, footwear, gloves, socks, luggage, hand bags and also hairdressers, watches, jewellery, perfume, writing instruments, sunglasses, leather goods, fitness & sport tech, sport watches)
  4. Transport, travel & tourism (cars and other vehicles, auto products and services, railways, airlines, taxi and car rentals, driving schools, tourist agencies, hotels, resorts etc.)
  5. Media, Culture & Entertainment (publications, TV stations, radio stations, media time and space, festivals, cinema, concerts, museums, schools, lottery, toys)
  6. Retail & public services (retail stores, chains, supermarkets, restaurants, pubs, food delivery, public utilities providing water, gas, electricity and other services, etc.)
  7. Communication, Business & Finance (mobile operators, telecommunications, postal and courier services, internet providers, yellow pages, mobile phones, financial & consultancy services, banking, credit cards, insurance, investments, stock exchange, etc.)
  8. Corporate advertising (advertising building a corporate image; including self-promotion)
  9. Social good* (public interest and awareness, environmental awareness, road safety, etc.) not eligible for Grand Prix award

 

IMPORTANT NOTE: “case films” are not eligible in FILM group.

 

B. PRINT

PRINT group includes advertisements intended for published printed media (newspaper, magazine, etc.).

CATEGORIES:

  1. Food & Drinks (all foods, including pet food, alcoholic and non-alcoholic drinks)
  2. Home & Electronics (detergents, cleaning products, paints and adhesives, as well as services, home & office furniture, carpets, fabrics, kitchen utensils, Hi-Fi, TVs, cameras, personal computers etc.)
  3. Health, beauty, sport & fashion (pharmacy, OTC, toiletries, beauty products and services, clothing, footwear, gloves, socks, luggage, hand bags and also hairdressers, watches, jewellery, perfume, writing instruments, sunglasses, leather goods, fitness & sport tech, sport watches)
  4. Transport, travel & tourism (cars and other vehicles, auto products and services, railways, airlines, taxi and car rentals, driving schools, tourist agencies, hotels, resorts etc.)
  5. Media, Culture & Entertainment (publications, TV stations, radio stations, media time and space, festivals, cinema, concerts, museums, schools, lottery, toys)
  6. Retail & public services (retail stores, chains, supermarkets, restaurants, pubs, food delivery, public utilities providing water, gas, electricity and other services, etc.)
  7. Communication, Business & Finance (mobile operators, telecommunications, postal and courier services, internet providers, yellow pages, mobile phones, financial & consultancy services, banking, credit cards, insurance, investments, stock exchange, etc.)
  8. Corporate advertising (advertising building a corporate image; including self-promotion)
  9. Social good* (public interest and awareness, environmental awareness, road safety, etc.) not eligible for Grand Prix award

 

C. OUT OF HOME (OOH)

OOH group includes classic billboards, posters and out-of-home ambient executions as well as non-standard (digital and adapted) solutions.

CATEGORIES:

  1. Food & Drinks (all foods, including pet food, alcoholic and non-alcoholic drinks)
  2. Home & Electronics (detergents, cleaning products, paints and adhesives, as well as services, home & office furniture, carpets, fabrics, kitchen utensils, Hi-Fi, TVs, cameras, personal computers etc.)
  3. Health, beauty, sport & fashion (pharmacy, OTC, toiletries, beauty products and services, clothing, footwear, gloves, socks, luggage, hand bags and also hairdressers, watches, jewellery, perfume, writing instruments, sunglasses, leather goods, fitness & sport tech, sport watches)
  4. Transport, travel & tourism (cars and other vehicles, auto products and services, railways, airlines, taxi and car rentals, driving schools, tourist agencies, hotels, resorts etc.)
  5. Media, Culture & Entertainment (publications, TV stations, radio stations, media time and space, festivals, cinema, concerts, museums, schools, lottery, toys)
  6. Retail & public services (retail stores, chains, supermarkets, restaurants, pubs, food delivery, public utilities providing water, gas, electricity and other services, etc.)
  7. Communication, Business & Finance (mobile operators, telecommunications, postal and courier services, internet providers, yellow pages, mobile phones, financial & consultancy services, banking, credit cards, insurance, investments, stock exchange, etc.)
  8. Corporate advertising (advertising building a corporate image; including self-promotion)
  9. Social good* (public interest and awareness, environmental awareness, road safety, etc) not eligible for Grand Prix award

 

D. AUDIO

AUDIO group includes traditional advertising on radio stations and paid-for online radio channels as well as audio experience solutions.

CATEGORIES:

  1. Food & Drinks (all foods, including pet food, alcoholic and non-alcoholic drinks)
  2. Home & Electronics (detergents, cleaning products, paints and adhesives, as well as services, home & office furniture, carpets, fabrics, kitchen utensils, Hi-Fi, TVs, cameras, personal computers etc.)
  3. Health, beauty, sport & fashion (pharmacy, OTC, toiletries, beauty products and services, clothing, footwear, gloves, socks, luggage, hand bags and also hairdressers, watches, jewellery, perfume, writing instruments, sunglasses, leather goods, fitness & sport tech, sport watches)
  4. Transport, travel & tourism (cars and other vehicles, auto products and services, railways, airlines, taxi and car rentals, driving schools, tourist agencies, hotels, resorts etc.)
  5. Media, Culture & Entertainment (publications, TV stations, radio stations, media time and space, festivals, cinema, concerts, museums, schools, lottery, toys)
  6. Retail & public services (retail stores, chains, supermarkets, restaurants, pubs, food delivery, public utilities providing water, gas, electricity and other services, etc.)
  7. Communication, Business & Finance (mobile operators, telecommunications, postal and courier services, internet providers, yellow pages, mobile phones, financial & consultancy services, banking, credit cards, insurance, investments, stock exchange, etc.)
  8. Corporate advertising (advertising building a corporate image; including self-promotion)
  9. Social good* (public interest and awareness, environmental awareness, road safety, etc) not eligible for Grand Prix award

 

E. DIGITAL & MOBILE

DIGITAL & MOBILE group includes online communications (websites, microsites, banners, social media, etc.), interactive tools, ecommerce and mobile solutions. Entries will be evaluated for their understanding of the modern digital world: impeccable design, execution and outstanding user experience created for all digital media and environments.

CATEGORIES:

  1. Websites, micro sites and apps (websites and apps created for a company, brand, product, service, event or person, including microsites, banners, social media, etc.)
  2. Social networking solutions & community sites (blogs, video-sharing sites and social networking sites with engagement and reach)
  3. Streaming/downloadable creative content and podcasts
  4. Banners and off site advertising (standard and rich media banners, etc.)
  5. Games (promotional games, gamevertising, branded games – not ads for games)
  6. Interactive tools and other digital solutions (creative use of built-in and existing features of a digital device and/or innovative use of AR and VR technologies)
  7. Mobile content (created exclusively for mobile platforms and to be viewed on mobile devices or activated by them)
  8. Ecommerce (consumer engagement and commercial success, payment solutions, optimization and innovations)

 

F. DESIGN

DESIGN group includes visual identities (brand and corporate logotypes, branding and visual identity systems with at least three elements), business and promotional design, packaging design and product design. We also welcome digital design in various forms and print design such as calendars, annual reports etc.

CATEGORIES:

  1. Visual identities (brand and corporate logotypes, branding and visual identity systems with at least three elements).
  2. Business and promotional design (business gifts, promotional clothing, samples, promotional items)
  3. Packaging design (custom made packaging design as well as packaging design for mass produced goods and services)
  4. Product design (product identity expressed through form and function; no concept designs are eligible)
  5. Digital design (website and microsite design, app design, online publications, game design, UX interface design, e-newsletters, banners, webshop design, data visualisation)
  6. Print design (calendars, publications, annual reports, invitations, postcards, seasonal greetings cards, books …)

 

G. INNOVATION

The INNOVATION group welcomes new breakthrough ideas, revolutionary technology, and forward-thinking methods that stem from finding solutions to brand problems. Unique uses of media, new media/platforms/technologies (at prototype/pre-mass production stage), innovative communication forms, interventions in public spaces and spatial solutions and any breakthrough work that reaches beyond other groups and categories will be awarded. The group does not have individual categories.

 

H. CRAFT

CRAFT group recognizes creative excellence and brilliant execution in some of the key segments of advertising and communication production process. The awards in this group promote best practices in order to set craft standards of the business higher than expected.

CATEGORIES:

  1. Best Storytelling (TV, radio, print and digital)
  2. Best Cast (TV, radio, print, digital)
  3. Best Direction (TV, radio, digital)
  4. Best Cinematography (TV, digital)
  5. Best Editing (TV, radio, digital)
  6. Best Use of Music (TV, radio, digital, outdoor; original or adapted)
  7. Best Art Direction (print, OOH, digital)
  8. Best Photography (print, OOH, digital, social media)
  9. Best Typography (print, digital, TV, OOH)
  10. Best Illustration (print, digital, TV, OOH)
  11. Best User Experience (UX)
  12. Best Use of Technology

 

SECTION WHY

The key question that the jury will be asking is a reason WHY does this work exist?

In today’s world where we are facing thousands of different messages, having access to so many products and services, we as a consumers ask ourselves why one would choose one product or service over others. The most important question is Why. Is there a unique reason for product or service invention or introduction, a really brilliant insight, relevant meaning or purpose, the most important driver which helped creative teams to think of a brilliant piece of communication?

The jury will observe the communication as a whole from that perspective so even beautifully crafted communication but without a brilliant answer to Why, won’t count in this category.

The section questions the end goal of any intervention in the communication landscape by dividing them in the groups Integrated, Activation, Brand Building, Functional Efficiency, Content, Engagement, Genius Loci / Local spirit and Social Good.

 

R. INTEGRATED

INTEGRATED communication campaign stretches across several media, at least 3 communication and distribution channels, with the channels being offline or online, mass or direct. Group R is intended for the registration of the most complex and comprehensive communication campaigns with the broadest range of means and venues of reaching the audience. This group does not have individual categories.

 

S. ACTIVATION

ACTIVATION group includes campaigns with two or more communication channels or media, which can be both offline or online. This group is intended for campaigns which directly address and/or activate the audience (consumers or other businesses). The group does not have individual categories.

 

T. BRAND BUILDING

BRAND BUILDING group is intended for best practices in managing referential and influential brands – from brand introduction and continuous building to its repositioning. The category Brand Vitality is intended to brands, communicating over a certain period of time (more than 2 years), able to document its consistency.

CATEGORIES:

  1. Brand Introduction (creation of new brand or corporate identity)
  2. Brand Repositioning (rebrand/refresh of an existing brand)
  3. Brand Vitality (consistent communication longer than 2 years)

 

U. FUNCTIONAL EFFICIENCY

FUNCTIONAL EFFICIENCY group is searching for most relevant ideas that connect business strategy with creative strategy and content, ideas that empower business, brand and consumer simultaneously. The group does not have individual categories.

 

V. CONTENT

CONTENT group includes campaigns or communication impulses that integrate naturally into existing original content for the purpose of promoting products, services or brands. Impact on the audience is built by creating content that is primarily entertaining, informative or educational, not strictly appearing as advertising or promotion.

CATEGORIES:

  1. Films & TV shows (shows, movies, movies incl. internet releases, series, documentaries ..,)
  2. Online & mobile (websites, apps, social media, user-generated content platforms)
  3. Live experience (installations, events, music, sport events)
  4. Native advertising, brand integration, sponsorships & co-promotions
  5. Games (PC, console, online games, mobile apps / incl. competitions, sweepstakes, online challenges, quizzes…)
  6. Influencers (content created with or by influencers for the primary purpose of increasing a brand’s reach / profile with community / specific business goals and/or help to establish trust with target audience)

 

X. ENGAGEMENT

ENGAGEMENT group includes different ways of reaching target audiences and creative implantation of ideas through use of media and data, direct solutions, public and community relations.

CATEGORIES:

  1. Direct (includes targeted and response-driven communication; engaging specific target audience groups and develop costumer relationships, inspiring actions)
  2. Creative use of Data (includes creative use of data, real-time data and social media data to enhance consumer interest, personalized experience and engagement, data-driven strategic planning and targeting and data visualization)
  3. Public & Community Relations (includes communication solutions in effective and creative ways using PR tools: internal communication (business to employee communication), corporate PR, marketing, PR, sponsorship, change & crisis communication, public & community engagement & participation (including government and political and other communities PR communication) and unconventional communication (buzz, guerrilla…))
  4. Creative use of Media (includes innovative media strategy and best use of the medium or media platform (social media, crowd-funding, blogs, boards, photo & video sharing))

 

Y. GENIUS LOCI/LOCAL SPIRIT

In the LOCAL SPIRIT group, entries will be judged on a basis of understanding the distinctive local spirit as of the home country and showcasing it in the creative strategy and execution. The group does not have individual categories.

 

Z. SOCIAL GOOD

The SOCIAL GOOD group comprises of individual executions (such as film, radio, press, OOH, digital, mobile, direct) as well as events, social activations and integrated campaigns that deal with social, mental and environmental awareness, traffic safety, diversity and equality, anti-addictions, sustainable development, humanitarian, charity and other public and non-profit or profit communication. The entries will be judged on a basis of social relevance of their message and its creative brilliance.

CATEGORIES:

  1. Non-profit social good (charity and non-profit cause marketing that promote general awareness and encourage critical thinking and community engagement)
  2. Profit social good (corporate social communications and responsibility campaigns)