Groups & Categories

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WHAT SECTION

Works 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, Reach, Integrated 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. You may choose between the following categories:

  1. Food (all foods, including pet food)
  2. Drinks (alcoholic and non-alcoholic drinks)
  3. Household maintenance (detergents, cleaning products, paints and adhesives, as well as services)
  4. Furnishings & electronic equipment (home & office furniture, carpets, fabrics, kitchen utensils, Hi-Fi, TVs, cameras, personal computers, etc.)
  5. Health, beauty & fashion (pharmacy, OTC, toiletries, beauty products and services, clothing, footwear incl. sport shoes, gloves, socks, luggage, hand bags and also hairdressers, watches, jewellery, perfume, writing instruments, sunglasses, leather goods)
  6. Automotive (cars and other vehicles, auto products and services)
  7. Transport, travel & tourism (taxi, railways, airlines, car rentals, driving schools, tourist agencies, hotels, resorts, etc.)
  8. Leisure, entertainment, culture & education (festivals, cinema, TV and film promo, concerts, museums, schools, lottery, toys, sports equipment, etc.)
  9. Retail & public services (retail stores, chains, supermarkets, restaurants, pubs, food delivery, public utilities providing water, gas, electricity and other services, etc.)
  10. Communication products & services (mobile operators, telecommunications, postal and courier services, Internet providers, yellow pages, mobile phones, etc.)
  11. Media (publications, TV stations, radio stations, media time and space)
  12. Financial & business services (financial & consultancy services, banking, credit cards, insurance, investments, stock exchange, etc.)
  13. Corporate advertising (advertising building a corporate image; including self-promotion)

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

 

B. PRINT

PRINT group includes advertisements intended for published printed media (newspaper, magazine, etc.). You may choose between the following categories:

  1. Food
  2. Drinks
  3. Household maintenance
  4. Furnishings & electronic equipment
  5. Health, beauty & fashion
  6. Automotive
  7. Transport, travel & tourism
  8. Leisure, entertainment, culture & education
  9. Retail & public services
  10. Communication products & services
  11. Media
  12. Financial & business services
  13. Corporate advertising

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. You may choose between the following categories:

  1. Food
  2. Drinks
  3. Household maintenance
  4. Furnishings & electronic equipment
  5. Health, beauty & fashion
  6. Automotive
  7. Transport, travel & tourism
  8. Leisure, entertainment, culture & education
  9. Retail & public services
  10. Communication products & services
  11. Media
  12. Financial & business services
  13. Corporate advertising

D. AUDIO

AUDIO group includes traditional advertising on radio stations and paid-for online radio channels as well as audio experience solutions. You may choose between the following categories:

  1. Food
  2. Drinks
  3. Household maintenance
  4. Furnishings & electronic equipment
  5. Health, beauty & fashion
  6. Automotive
  7. Transport, travel & tourism
  8. Leisure, entertainment, culture & education
  9. Retail & public services
  10. Communication products & services
  11. Media
  12. Financial & business services
  13. Corporate advertising

 

E. DIGITAL & MOBILE

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

  1. Websites & micro sites (websites created for a company, brand, product, service, event or person, including microsites)
  2. Social networking solutions & community sites with proven user engagement.
  3. Online films, created exclusively for online platforms
  4. Streaming/downloadable creative content and podcasts
  5. Banners and off site advertising (standard and rich media banners, etc.)
  6. Games – promotional games, gamevertising, branded games (not ads for games)
  7. Interactive tools and other digital solutions – creative use of built-in and existing features of a digital device (including cameras, microphones, touchscreens, etc.) and/or innovative use of AR and VR technologies.
  8. Mobile entries, created exclusively for mobile platforms (to be viewed on mobile devices or activated by them).

F. REACH

REACH group includes different ways of reaching the target audiences, from creative use of data through direct mail to innovative PR solutions and innovative media strategies. You may choose between the following categories:

  1. 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.
  2. Direct includes publications (catalogues, brochures, leaflets etc.), flat direct mail and small print materials, multidimensional direct mail and small print materials (including promotional gifts) and point of sale communication (wobblers, coasters, hangers, shelf decoration, in-store communication, etc.).
  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. 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).

G. 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 G 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.

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. You may choose between the following 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)
  9. Best Typography (print, digital, TV, OOH)
  10. Best Illustration (print, digital, TV, OOH)
  11. Best User Experience (UX)
  12. Best Use of Technology

 

WHY SECTION

The key question that the jury will be asking is a reason WHY does this work exist? The section questions the end goal of any intervention in the communication landscape by dividing them in the groups Activation, Brand Building, Functional Efficiency, Entertainment, Innovation, Local spirit, Pop Culture Impact and Social Good.

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 5 years), able to document its consistency. You may choose between the following categories:

  1. Brand Introduction
  2. Developing Brand
  3. Brand Repositioning
  4. Brand Vitality (“Evergreen”)

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. ENTERTAINMENT

ENTERTAINMENT 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. You may choose between the following 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)
  4. Native advertising, brand integration, sponsorships & co-promotions
  5. Games (PC, console, online games, mobile apps / incl. competitions, sweepstakes, online challenges, quizzes…)

W. INNOVATIVE

The INNOVATIVE 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.

X. 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.

Y. POP CULTURE IMPACT

In the POP CULTURE IMPACT, entries will be judged by the impact they were able to produce on the pop culture by becoming part of everyday visual, verbal, vocal or graphic landscape. 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, humanitarian, charity and other public and non-profit communication. The entries will be judged on a basis of social relevance of their message and its creative brilliance. Campaigns, built on socially responsible themes, which goal is to promote commercial products, services or brands, may compete in other groups, such as group G (Integrated).

You may choose between the following categories:

  1. Environment & Health
  2. Anti-addictions
  3. Diversity & Equality
  4. Freedom & Faith
  5. Arts & Culture
  6. Community Engagement
  7. Critical Thinking
  8. Traffic Safety