Awards Categories

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New categories

Creative directors around the world have told us they are under increasing pressure from CEOs and CFOs to keep awards budgets under control.

To help reduce costs and keep The Caples Awards simple, the number of categories has been reduced by half. In addition, any entry from a subscriber to Directory magazine qualifies for a £50 reduction in entry fees. Any campaign or execution which has been showcased in Directory magazine Issues 41, 42, 43, 44, 45 or 46 also qualifies for a £50 reduction in entry fees.

Subscribers to Directory who have also had work published in Directory do not qualify for both £50 reductions.

A single execution can be entered to win an individual Caples award. Multiple executions that make up a campaign (up to 10 executions) can be entered to win a Caples campaign award. Individual executions and campaigns can be entered in more than one category, if appropriate.

Entry Rules Enter Now →
Ambient/Guerilla/Outdoor

Single entry & Multiple entry (campaign)

To include any idea using out-of-home marketing, stunts, special builds, 3D installations, street art, events, pop-up activities intended to elicit some form of response.

DM9DDB Sao Paulo. Walmart "Price on the Jersey"
Example from Directory 44

Branded Content

Single entry & Multiple entry (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.

Forsman & Bodenfors. Swedish Tourism.
Example from Directory 45

Digital B to C

Single entry & Multiple entry (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, games and email.

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

BETC Paris, Canal+ The Young Pope, "AImen"
See example from Directory 43

Digital B to B

Single entry & Multiple entry (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"
See example from Directory 44

Direct Mail B to C

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

JWT London, Glasgow School of Art, "Ash to Art"
See example from Directory 42

Direct mail B to B

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

Epsilon Self-Promo mailing, "Spring in a Can"
See example from Directory 44

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.

DDB Brussels, Belgian Marketing Association, "Pearl. The first AI Advertising Jury"
Example from Directory 45

Integrated

Multiple entry (campaign)

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

Droga5 New York, Chase Ink, "The Ripple Doughnut"
See example from Directory 43

Mobile

Single entry & Multiple entry (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.

King James Group Johannesburg, Sanlam, "Uk'shona Kwelanga Whatsapp Drama Series"
See example from Directory 45

Not for Profit

Single entry & Multiple entry (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.

Y&R Brazil, Santa Casa de São Paulo, "The Rewearable Dress"
See example from Directory 44

Traditional media

Single entry & Multiple entry (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.

AMV BBDO for National Counter-Terrorism Police, "Code Severe"
See example from Directory 43

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.

Energy BBDO Chicago, Bayer Aspirin, "HeroSmiths"
See example from Directory 44

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

Why no craft awards?

The Caples Awards is a show managed by creative people for creative people. Every juror is a creative director or Chief Creative Officer.

It is assumed that the work most worthy of winning will always be crafted to the highest of standards. That said, the jury will select from all the winners three skills-related Caples awards: Best Copy, Best Art Direction, Best design, They will also award a Best in Show Caples award.

Andi Emerson Award

In honour of the founder of The Caples Awards, the Chairperson of the jury may choose whomsoever she wishes to be the recipient of the Andi Emerson Award, recognising the one person she feels has done most to promote creativity in advertising and marketing communications in 2017.