Categories

Enter Now → Download Entry Kit

The jury is free to award as many, or as few, awards in every category as they wish. From all the entries they may choose to make Gold, Silver and Bronze Awards for Best Writing and for Best Art Direction/Design.

From all the Gold winners they will choose the Best in Show Award.

Their recommendations will help the jury President determine The Courageous Client Award.

Gold winners will receive their awards free, Silver and Bronze winners are asked to pay for their trophies and certificates.

These can be purchased from the store.

2024 Categories

Entry Rules Enter Now →
AI (including the Metaverse) NEW
Any idea that makes use of machine learning or incorporates an AI in its generation, application or execution. We are especially intrigued to see what novel uses there have been for GenAI.
Ambient/Guerilla/Out of Home

Any idea using outdoor media, special builds, 3D installations, street art, events, pop-up activities or any out-of-home activity or stunt.

There were no Golds, four Silvers and six Bronzes in this category in 2023. For guidance, see the winners HERE.

Audio

To include radio commercials of any length, podcasts or sponsored messaging within radio programming or any innovative use of audio messaging or voice-activated technology. Got that, Alexa? Listen to the 2023 winners HERE.

B to B

To include advertising, direct mail, any event or activity offline as well as online films, widgets, tools or digital services selling business products or solutions to other businesses rather than the end consumer. This category has been enlarged from Digital B to B. Five awards made in 2023 HERE.

Branded Content

To include scripted and acted films, virals, unscripted films, documentaries, UGC, interactive films, livestream broadcast of an event, content captured and shared at a live event, immersive experiences including 360 video, AR and VR experiences. Also podcasts and influencer videos which seek to share the values of a brand and generate conversation around it. 20223winners HERE.

Creative Use of Data

Any idea in which a data-driven insight led to a creative idea or to increased engagement and/or improved performance, any instance of AI, machine-learning or data analysis leading to a deeper understanding of behaviour and to better results. No fewer than 13 awards in 2013. Have a look HERE.

Digital Ad Spaces NEW

In 2023, digital advertising is set to be worth nearly $700 billion. There must be some great banner ads, out-streamed or in-streamed ads somewhere that are good. We want to shine a kindly light on this unloved area of advertising.

Direct Mail

Any item of flat mail or dimensional mail, of any volume, including doordrops, hand- delivered items or bill-stuffers, both B to B and B to C.

We had two Golds in 2023. Hooray. HERE.

Gaming

For ideas that involve modifications to existing electronic games, extensions or anything that creates experiences in gameplay, including e-sports and mobile games in which a brand is able to integrate meaningfully. Two Golds in 2023. HERE.

Innovation

Any individual idea that delivers a new way for brands to engage with customers, or that brings a completely new solution to a marketing problem. It doesn’t necessarily have to be a tech-led idea (beacons, facial- recognition technology, voice search, VR or AR, wearables).

6 Bronzes, 2 Silvers and 2 Golds in 2023. HERE.

Integrated

To include any campaign that works across different paid-for channels, social media platforms etc to include PR, editorial, events and branded activity.

Nine Bronze and five Silver awards in 2023. One Gold, which also won Best in Show HERE.

Mobile

To include any example of mobile/tablet/ connected device app, SMS solution, location-based idea, video, banner or social media video designed specifically for a hand-held medium.

Five Bronzes, two Silvers and one Gold in 2023. HERE.

New Product or Service Launch

A product (or service) launch that used communications to make a lasting impact, which might include teasers to build suspense, a dramatic reveal, PR and influencer marketing.

10 awards in 2023. Gold to Leo Burnett Australia for Diageo “Bundy Mixer” HERE.

Not for Profit

This can include all purpose-driven ideas, to include any video, online, offline experience, mailing, print, direct response TV execution or campaign produced for a charity, NGO or cause - related action. 14 Bronze, 11 Silver and one Gold in 2023 HERE.

PR

Any story which helped to promote, enhance or protect a brand or an organisation in both B to C and B to B communications across any and/or all media, including TV, print, online, events etc. This includes use of social media platforms as well as activity that involves influencers and creators. 15 Bronze, 15 Silver and two Golds in 2023. HERE.

Print

To include brochures, leaflets, flyers, catalogues, annual reports and point-of- sale material as well as newspaper and magazine ads. Any example of branded creative thinking that uses print in any way. See the 2023 winners HERE.

Radical new strategy

To include any major change of direction for a brand, any radically new media solution, adoption of new technology or attempt at market disruption.

Four Golds in 2023. HERE.

Self-Promotion

Any idea in any medium including Christmas cards, business cards, wedding invitations, mailshots , emails, social media posts and/or videos that helps raise awareness of and advances the company or individual responsible.

Social and Influencer NEW

Marketing communications from posts on the brand’s own feed to advertorials published by an influencer including content on the brand’s own social media profile as well as paid-for ads on social media including Facebook, Instagram, Snapchat, TikTok, Twitch, YouTube and all.

TV and Video Advertising

Film and video commercials, whether made for TV broadcast or for cinema or for YouTube, Facebook, Instagram, TikTok and other digital platforms. Also TV sponsorship idents and buffers. This category is not a substitute for nor a replica of Branded Content. It is any communication with moving images that pushes a specific product or service with a sales message. See the 13 winners, three of them Gold, HERE.

Special Awards

The Craft Awards

From the winners in the 21 categories they have judged, the jurors will select the Best in Show Award sponsored by BBDO.

They may also select Gold, Silver and Bronze winners for Best Writing and for Best Art Direction/Design.

In 2021 the jury gave one Gold and three Silvers in Best Writing and three Golds and one Silver for Best Art Direction/Design.

The President’s Awards

The President of the jury has the final decision as to which client, as evidenced by the winning work, is worthy of the Courageous Client Award sponsored by WPP.

Andi Emerson Award

The President also may give the Andi Emerson Award to any person he or she feels has made or is making an exceptional contribution to creativity.

In 2021, President of the jury Steve Aldridge gave the Andi Emerson Award to Julian ‘Dougie’ Douglas, Chairman of VCCP Worldwide and President of the IPA 2021-22, in recognition of his work with the BRiM initiative.

President of the 2021 jury Steve Aldridge presenting Julian 'Dougie' Douglas with the Andi Emerson Award.