Entry Criteria for Best Creative
The Creative categories celebrate innovation, writing, art direction and brilliant creative concepts that work across a whole variety of media. They are here to showcase the ingenuity of agencies and visionary clients working together to get great work off the page, shot, filmed or model made and ultimately breaking traditional thinking or boundaries.
Creative judges will also have discretion to recognise beautifully crafted work via three further awards chosen from all entries submitted in the Best Creative categories: Best Typography, Best Photography and Best Illustration. These Best Awards will demonstrate excellence in any specific craft skills where the use of typography, photography or illustration forms a central contribution and enhancement to the campaign message.
Awarded to the campaign which best demonstrates creatively led innovation in any media. This should be a core point of difference either as an entirely break-through concept or as an evolution of an existing idea. As far as possible the specific thinking or insight that led to the innovation or the ‘aha’ moment should be included as well as any pertinent development considerations: third party contributions should be referenced where applicable and also what it achieved for the brand.
Awarded to excellence in writing. This award will at the discretion of the judges be split into different specialist writing categories according to the variety of media and quality of entries submitted; for instance writing for direct marketing, advertising, sales promotion or digital/interactive activities. These awards will honour only the very best writing that conveys the communication message(s) in an impactful, relevant and innovative way. The judges may also choose to make a distinction between a cutting-edge headline or series of headlines and the art of long copy which is equally compelling in delivering communication results.
Awarded to excellence in art direction. This award will at the discretion of the judges be split into different specialist art direction categories according to the variety of media and quality of entries submitted; for instance art direction for digital/interactive, direct marketing, or advertising. These awards will honour only the very best art direction that conveys the communication message(s) in an impactful, relevant and innovative way.
Awarded to the best creative concept in any consumer or trade advertising campaign be it in print, press or TV.
Awarded to the best creative concept in any consumer or trade campaign in digital/interactive communications. At the judges discretion, this category may be split into 2 or more specific technology Best Awards from these category entrants only.
Awarded to the best creative concept in any consumer or trade campaign using sales promotion.
Awarded to the best creative concept in any consumer or trade campaign using POS to create brand theatre in a retail environment.
Awarded to the best creative concept used for ambient or guerrilla marketing.
Awarded to the best creative concept in any consumer or trade campaign using direct marketing.