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The Awards

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

In addition, at 2020 President Nicky Bullard's request, The Caples is bringing back The Courageous Client Award.

This is a discretionary award and will be made by the jury to recognise the campaign or campaigns which most clearly demonstrate client fearlessness.

To help defray some of the costs of the free festival, in 2020 winners will be asked to pay for their trophies and certificates.

These can be purchased from the store.

Digital explanation

Most other international awards shows have a broad range of categories and a bewildering number of sub-categories.

In Digital alone there can be: Best Email, Best Banner, Best Use of Social Media, Best Use of Search, Best Digital Performance, Best Online Video, Best Website, Best Example of UX, Best Game Design, Best Platform or App and so on and so on.

We simply have Digital B to C and Digital B to B.

The judges are experienced enough to tell the difference between a campaign of display ads and a branded game (for instance). If the work is of award-winning quality, the jury will nominate its sub-category. So, enter a brilliant email campaign in Digital B to C and your certificate/trophy plaque will read: Caples Gold. Digital. B to C Email.

Clear?

If you need further clarification and/or help with your entries, email [email protected]

Keeping it simple and to keep costs down

Awards budgets are under increasing pressure. That’s why we have reduced the number of categories by half since 2017.

New in 2020, rather than charge different prices for Single Entries and Multiple Entries, we are now charging a standard entry fee for all submissions of £375 GBP. That means REDUCED ENTRY COSTS for all campaigns and for all Integrated and Radical New Strategy submissions.

Thus, enter a single poster into Ambient/Guerilla/Outdoor to win Best Individual Example and it will cost £375.

Enter five posters to win Best Campaign and the entry will cost you £375.

In 2019, Wunderman Thompson might have entered ‘We are Not an Island’ as an individual example for £375. But they might also have entered, as a campaign for £375, ‘You are Bristol’, ‘You are London’, ‘You are Leeds’.

As it happened, they did. And won Gold.

2020 Categories

Entry Rules Enter Now →
Ambient/Guerilla/Outdoor

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

To include any idea using posters, out-of-home marketing, stunts, special builds, 3D installations, street art, events or pop-up activities.

BBDO Belgium. “The National Debate” for AB Inbev Leffe
Example from Directory Issue 52

Branded Content

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

To include scripted and acted films, virals, unscripted films, documentaries, UGC, interactive films, livestream broadcast of an event on any channel, content captured at a live event and shared, immersive experiences including 360 video, VR and AR. Also, any branded game or live show or live experience.

Also, any idea successfully using native advertising, PR or branded print magazines.

BBDO New York, Monica Lewinsky Foundation “In Real Life”
Example from Directory 46

Creative Use of Data

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

To include websites, microsites, apps, digital platforms, installations or projections, connected entities, banners, pop-ups, take-overs, online video ads, films, widgets, tools or digital services, apps and games. Also, social media, campaigns using search and social messaging and video platforms.

Leo Burnett Madrid, Pernod Ricard Ruavieja “The Time We Have Left”
Example from Directory 50

Digital B to B

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

To include websites, microsites, apps, digital platforms, installations or projections, connected entities, banners, pop-ups, take-overs, online video ads, films, widgets, tools or digital services, apps and games.

Also, social media, campaigns using search and social messaging and video platforms.

Ogilvy Paris, IBM Watson, “Chef Watson”
Example from Directory 44

Digital B to C

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

To include websites, microsites, To include websites, microsites, apps, digital platforms, installations or projections, connected entities, banners, pop-ups, take-overs, online video ads, films, widgets, tools or digital services, apps, games and email.

Goodby Silverstein & Partners, Xfinity “Data in Dollars”
Example from Directory 48

Direct Mail

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

Individual items of both B to C and B to B flat mail or dimensional mail of low to high volumes, including doordrops, hand-delivered items and bill stuffers.

BBDO D�sseldorf, KMSZ (Bone Marrow Donation Centre) “Life Lolly”
Example from Directory 52

Innovation

Any individual idea that delivers a new way for brands to engage with customers, or that brings a new solution to a marketing problem, using beacons, facial-recognition technology, voice search, VR or AR, wearable technology etc.

Anonymous Agency, Reset/Rehab Mothers Against Drugs, “Dealerbot”
Example from Directory 53

Integrated

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

OgilvyOne London, IBM Watson “#WhatMakesGreat”
Example from Directory 46

Mobile

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

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.

Colenso BBDO Auckland, Spark “Kupu”
Example from Directory 49

Not for Profit

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

To include any video, online, offline experience, mailing, print, direct response TV execution or campaign produced for a charity, NGO or cause-related action.

JWT Folk Dublin, An Post (Irish Postal Service) “Address Point”
Example from Directory 53

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 uses influencers and content creators.

Forsman & Bodenfors, Volvo Trucks “Truck Stop Neck Cracking”
Example from Directory 53

Traditional media

Single pieces may be entered to win Best Individual Example and, if appropriate, with multiple other examples to win Best Campaign.

To include any example of print communication, from press advertising, inserts, wrap-arounds, annual reports, brochures and leaflets, either B to C or B to B. Radio advertising or podcast. TV advertising, including Bumper, PreRoll and TrueView advertising.

Shackleton Madrid, Los40 “Exta No”
Example from Directory 49

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.

Airborne, KLM, “The Journey” series of podcasts
Example from Directory 52

Please note

Most other international awards shows have a plethora of sub-categories. In Digital alone there can be Best Email, Best Banner, Best Use of Social Media, Best Use of Search, Best Digital Performance, Best Online Video, Best Website, Best Example of UX, Best Game Design, Best Platform or App and so on and so on. We have reduced Digital to just B to C and B to B

However, the judges are not mandated to award a Gold, Silver and Bronze in each category. They may choose to award as many Golds, Silvers and/or Bronzes as they see fit. The jury will then place your work in the relevant sub-category. Thus, if you enter an email into Digital B to C and the judges are impressed with the creativity of your idea, you may win a Caples Gold - Digital - Best Email

Ask a question

The Craft Awards

Agencies do not need to make separate entries for craft skills. From the winners of the 13 categories, the jury will select three additional awards for:

• Best Copy
• Best Art Direction/Design
• Best in Show

Awards in the judges’ gift

Best Copy
Best Art Direction/Design
Best in Show
The Courageous Client Award

Andi Emerson Award

This is the President’s personal award to any person she considers have made an exceptional contribution to creativity in advertising

Pablo Alzugaray, Founder and CEO of Shackleton Group, now part of Accenture Interactive, winner of the Andi Emerson Award 2019, nominated by jury President Alfonso Marian.

Costs

Up to May 1st 2020:

All Entries: £375 GBP

From May 1st to final, final deadline May 8th:

Last week 'lazybones' late entries: £415 GBP