The Awards

2023 Categories

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 three Golds, seven Silvers and eight Bronzes in this category in 2022. For guidance, see the winners HERE.

Audio NEW

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? 2022 Radio winners HERE.

B to B NEW

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. Six awards made in 2022 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. 2022 winners 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. Two Bronzes, three silvers and a solitary Gold in 2022 HERE.

Digital

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, games and email. Also, social media campaigns using search and social messaging and video platforms. Six Bronze, four Silver and one Gold in 2022. HERE.

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 a Gold in 2022. Hooray. HERE.

Gaming NEW

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.

Healthcare

Any idea in any medium which sells or supports branded medicines or products, foundations or medically oriented organisations, health services or health related issues.

Seven Bronzes, two Silvers and a Gold in 2022 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).

15 Bronzes, 5 Silvers and 3 Golds in 2022 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.

Seven Bronze, five Silver and two Golds in 2022 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.

Four Bronzes, two Silver and one Gold in 2022 HERE.

Newcomers Award

It can be a TV commercial, a print ad, a stunt, a game, an interception. But it has to be the work of a student or of any person outside the industry looking to get started as a creative.

New Product or Service Launch NEW

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.

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.

Seven Bronze, two Silver and three Golds in 2022 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.

Six Bronze, four Silver and one Gold in 2022 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. Three Bronze, two Silver and two Gold winners in 2022. 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.

19 Bronze, eight Silver and three Golds in 2022. HERE.

Self-Promotion NEW

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.

Small Agency Award NEW

The Caples is free to enter. It provides a level playing field on which small agencies can compete with large multinationals on equal terms. The only thing that’s important is the quality of thinking.

You can enter any piece of work from a flyer to an integrated campaign; the only proviso is that your company can only have between one and 40 employees.

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.