The Campaign Big Awards 2008 - Categories & Criteria

Media channels

Digital

Info on Digital

The Campaign BIG Awards will reward excellence in digital advertising and marketing, and entrants will be judged against two key elements: creativity and excellence. The judges will be looking for the strength of the idea and the quality of execution in equal measure. Because of the ease with which data can be gathered from sites, entrants will be expected to provide evidence of the effectiveness of a campaign. Judges will be interested to see how the campaign worked as a digital campaign and how digital work may have been integrated with other media.

Digital entries to the Campaign BIG Awards should reflect the creative leap forward that the digital industry has taken in recent years. The digital industry itself demands awards that recognise the dual requirements of creativity and effectiveness.

Each entry should be supported by a written submission of no more than 300 words describing:

Brief of objectives
Strategy
Solution employed
Evaluation results, summary of improvements to business performance

Categories & Criteria

Alcoholic drinks

Fermented, brewed or distilled (including alcohol-free and low-alcohol drinks) and advertising for these products by home shopping services and retailers.

Automotive, aerospace, marine

Including parts, accessories, tyres, lubricants and fuels, on-board navigation and in-car entertainment (ICE), maintenance and support services and motor, aviation and marine sales and advertising for these products by dealers, distributors, home shopping services and retailers.

Charity, NGO, Not-For-Profit, Public Service

Charities must quote the charity's registered number on the entry form. Public services in this category include, for instance, the police and emergency services, but exclude the Armed Forces and any other Government or local authority services.

Consumer durables and furniture

White goods, brown goods, indoor furniture, outdoor furniture and garden equipment, as well as other domestic appliances and advertising for these products by home-shopping services and retailers.

Fashion and beauty

All cosmetic, skincare, over-the-counter toiletries, perfumes and beauty products, such as soap, shower and bath products, deodorants and body sprays, skin and nail care products, oral hygiene, shaving products, men's beauty products, shampoos, and any other non-pharma personal care products. All clothing, footwear and accessories, excluding sportswear and advertising for these products by home shopping services and retailers.

Financial, corporate and utilities

Banks, building societies, credit and charge-card companies, accountants, financial service advisors, brokers, insurance companies, car finance and leasing, medical and dental health insurance companies, retailers' financial services and any other financial product or service. Business-to-business financial services are eligible, as are all forms of business services including lawyers, accountants, bankers, and architects, surveyors, consulting engineers, estate managers, and management consultants. Corporate-level and utilities' advertising of any kind and generic advertising for these services by home shopping services and retailers.

Government (national and local)

All government departments and agencies including such bodies as the COI, health and education trusts and authorities, and including local government departments and agencies.

Grocery, soft drinks and household

All foods including confectionery, beverages such as tea, coffee and soft drinks including vending services, household consumables such as toilet paper, tissues, disposable nappies, cleaning accessories or detergents, as well as cleaning services and advertising for these products by home shopping services and retailers.

Health and pharmaceutical

This category will cover healthcare, over-the-counter tablets and medicines, vitamins, insect repellents, diet products, adhesive plasters, skin remedies, feminine hygiene products, condoms, pregnancy tests, contact lenses, hearing aids as well as medical products and services such as clinics and hospitals as well as specific therapy services and health and beauty retail and advertising for these products by home shopping services and retailers.

IT and technology

PCs and accessories, computer operating systems, internet and broadband network providers, IT services and advertising for these products by home-shopping services and retailers.

Media and entertainment

Terrestrial, cable and satellite television, internet, broadband content providers, newspapers and magazines, radio, cinema and outdoor media, domestic audio and video software, sporting and other public events and advertising for these products by home shopping services and retailers.

Sport, travel and leisure

Including holiday services and destinations, travel operators, sport and leisure pursuits and equipment; luggage and accessories, sports clothing and sports footwear, toys and hobbies, DIY and gardening and advertising for these products by agents, home shopping services and retailers.

Work Eligible for Entry

To include websites, microsites, online advertising, digital installations, interactive virals, viral films, mobile marketing and CD/DVD-ROMs

Meet the Judges for Digital

Digital Judging Panel Head

Mark Cridge, chief executive, glue London

Mark has worked in interactive since 1994, when he left the world of architecture. Previously a senior creative at Modem Media in London, he left in 1999 to establish glue London in order to inject some creativity and rigorous thinking into the UK's digital advertising scene. Glue has grown quickly and now employs more than 120 people, who are hard at work with a client list that includes Adidas, Nokia, Bacardi, Eurostar, Virgin, Coca Cola, Aviva and Sony Playstation.

Mark was cited by Campaign as a "Face to Watch" in 2000, and has since featured in the FT Creative Business 50, picked up the inaugural Digital Achiever of the Year gong at the 2005 Campaign Digital Awards and was even voted as the most influential person in new media by his peers in New Media Age.

Glue is the most-awarded UK digital agency for the past two years, and it came joint sixth in the inaugural digital Gunn Report.

Digital Panel Judges

Dominic Goldman
Creative Director, Bartle Bogle Hegarty
Liz Sivell
Creative Director, Profero
Katie Carruthers
Senior Copywriter, Agency Republic
Flo Heiss
Creative Partner, Dare
Mike Anderson
Managing Director, News Group Newspapers
Simon Andrews
Chief Strategy Officer - Worldwide, Mindshare Interaction
Andy Sandoz
Creative Partner, Work Club
Fernanda Romano
Creative Director, JWT London
Faris Yakob
Strategist, Naked
Iain Tait
Strategic Planning Director/Partner, Poke
Peter Duffy
Head of Marketing, Audi

Direct

Info on Direct

The underlying aim is to assess how creative ideas help to make a campaign more effective.

The judges will be looking for new thinking, for excellent creative ideas, for meticulous executions, and for direct communications that prompted a dialogue or elicited a response. Second, the judges want additional supporting evidence of effectiveness. Entrants are encouraged to upload any relevant material in support of their entry. Each submission must indicate clearly to the judges the nature and degree of difficulty of the challenge faced.

While the judges will be looking for big, cut-through creative ideas, effectiveness is also important. Each entry must be endorsed by the client to confirm that the campaign met it's objectives within the timeframe allowed. This endorsement can be made via e-mail.

Each entry should be supported by a written submission of no more than 300 words describing:

Brief of objectives
Strategy
Solution employed
Evaluation results, summary of improvements to business performance

Categories & Criteria

Alcoholic drinks

Fermented, brewed or distilled (including alcohol-free and low-alcohol drinks) and advertising for these products by home shopping services and retailers.

Automotive, aerospace, marine

Charity, NGO, Not-For-Profit, Public Service

Consumer durables and furniture

White goods, brown goods, indoor furniture, outdoor furniture and garden equipment, as well as other domestic appliances and advertising for these products by home-shopping services and retailers.

Fashion and beauty

Financial, corporate and utilities

Government (national and local)

All government departments and agencies including such bodies as the COI, health and education trusts and authorities, and including local government departments and agencies.

Grocery, soft drinks and household

Health and pharmaceutical

IT and technology

PCs and accessories, computer operating systems, internet and broadband network providers, IT services and advertising for these products by home-shopping services and retailers.

Media and entertainment

Sport, travel and leisure

Work Eligible for Entry

To include direct mail to consumers, business-to-business direct mail, inserts, leaflets, tip-ons and special covers, digital media (including all uses on the internet, telephones and PDA devices), CD/DVD-ROMs, direct email advertising, mobile marketing and door drops.

Meet the Judges for Direct

Direct Judging Panel Head

Rory Sutherland, vice-chairman, Ogilvy Group UK

Rory Sutherland joined OgilvyOne as a graduate trainee in 1988, and, after a spell as the world's worst account man (at one point he was booked on a time-management course but got the date wrong), he found salvation working for Steve Harrison as a junior copywriter.

A few awards later he was promoted to the role of creative director in 1997, and, in 2006, he was made vice-chairman of the Ogilvy Group in the UK in recognition of his improved timekeeping. He is also a columnist for The Spectator and is a hugely popular blogger on Brand Republic.

Direct Panel Judges

David Harris
Executive Creative Director, Wunderman
Ben Rachel
Planning Director, Clark McKay Walpole
Dave Mullen
Creative Director, Story
Rebecca Rae
Creative Director, Craik Jones Watson Mitchell Voelkel
David Prideaux
Executive Creative Director, Publicis
Caitlin Ryan
Executive Creative Director, Proximity London
Phil Nun
Founding Partner, Trinity
David Kyffin
Managing Director of Direct and Digital, Mediacom
Steve Stretton
Partner, Archibald Ingall Stretton
Catherine Kehoe
Brand Communications Director, Lloyds TSB
Garry Munns
Creative Director, Arc
Anthony Miller
Head of Media Development, Royal Mail

Outdoor

Info on Outdoor

Campaign's awards for excellence in outdoor creativity have always reflected the variety and vibrancy of the medium. The Campaign Big Awards will continue this tradition.

Entries will reflect the amazing variety of advertising that people encounter when they walk out of their front doors. It's on the street, on the side of a bus, in a bus, train or taxi etc. It's also on buildings, in sportsgrounds and airports; it's literally all around us.

Outdoor, as it is known in the UK, has never been stronger and has earned its place in a world of fragmented media with new structures, new technologies and interest from new advertisers.

The jury will be made up of creative people, clients and members of the poster industry. To their credit, the jurors will never allow themselves to be seduced by brilliant but irrelevant creativity. They acknowledge that the only kind of outdoor creativity that matters is the sort that sells by making the most of the medium.

It is imperative that any poster you enter is identical in every way to the poster displayed by your client on paid for sites in the UK.

Entries will only be accepted if the client has spent a minimum of £25,000 on outdoor advertising during the eligibility period, as confirmed by MMS or equivalent audit, except category 3 (Charity, NGO, Not-For-Profit, Public Service). Please note that this is an annual general spend on outdoor advertising, not just the spend on the poster you wish to enter.

Categories & Criteria

Alcoholic drinks

Fermented, brewed or distilled (including alcohol-free and low-alcohol drinks) and advertising for these products by home shopping services and retailers.

Automotive, aerospace, marine

Charity, NGO, Not-For-Profit, Public Service

Consumer durables and furniture

White goods, brown goods, indoor furniture, outdoor furniture and garden equipment, as well as other domestic appliances and advertising for these products by home-shopping services and retailers.

Fashion and beauty

Financial, corporate and utilities

Government (national and local)

All government departments and agencies including such bodies as the COI, health and education trusts and authorities, and including local government departments and agencies.

Grocery, soft drinks and household

Health and pharmaceutical

IT and technology

PCs and accessories, computer operating systems, internet and broadband network providers, IT services and advertising for these products by home-shopping services and retailers.

Media and entertainment

Sport, travel and leisure

Work Eligible for Entry

To include six-sheet posters, 48-sheet posters, 96-sheet posters (including square format), giant posters, all forms of bus advertising, all forms of taxi advertising, all forms of Underground and rail advertising, poster advertising at transport stations, termini and shopping centres (including indoor and point-of-sale posters), all forms of digital outdoor advertising, ambient poster advertising and special builds.

Meet the Judges for Outdoor

Outdoor Judging Panel Head

Trevor Beattie, creative director, Beattie McGuinness Bungay

Trevor Beattie has worked on a string of high-profile advertising campaigns. He achieved notoriety in the 90s via the Eva Herzigova and Wonderbra "Hello Boys" poster campaign, and his stark revamping of high-street fashion chain French Connection UK as FCUK.

During a decade-long stint as the creative director and chairman of TBWA/London, he produced award-winning work for clients as diverse as PlayStation, McCain, Eurostar, Pretty Polly, Adidas and Playtex. He set up Beattie McGuinness Bungay (BMB) with his colleagues Andrew McGuinness and Bil Bungay from TBWA on Election Day, 5 May 2005. BMB won 16 of its first 20 new-business pitches, and now lists Carling, Ikea, McCain and Selfridges among its clients.

Outdoor Panel Judges

Ewan Patterson
Creative Director, CHI & Partners
Jeremy Carr
Creative Partner, MCBD
Paul Brazier
Creative Director, AMV BBDO
Ed Morris
Creative Director, Lowe London
Brian Fraser
Executive Creative Director, McCann Erickson
Jeremy Male
Chief executive Officer, UK and Northern Ireland, JCDecaux
Marie Oldham
Head of Strategy, MPG
Dominic Chambers
Former Head of Brand and Marketing Communication, Vodafone
Simon Clift
Chief Marketing officer, Unilever
Richard Burdett
Head of 4Creative, 4Creative

Press

Info on Press

When it comes to celebrating creativity in the press, Campaign has led the way. These are awards for creative excellence. They honour those press ads that have appeared in the UK press and really set a benchmark for creative eminence. For more than 30 years, Campaign has championed brilliant creative work. In 2008, the Campaign Big Awards will do exactly that.

The judges will look for ads that are different, relevant and clear; they will look for ads that work; ads that use the medium to its full potential; and ads that senior creatives would be proud to judge.

Categories & Criteria

Alcoholic drinks

Fermented, brewed or distilled (including alcohol-free and low-alcohol drinks) and advertising for these products by home shopping services and retailers.

Automotive, aerospace, marine

Charity, NGO, Not-For-Profit, Public Service

Consumer durables and furniture

White goods, brown goods, indoor furniture, outdoor furniture and garden equipment, as well as other domestic appliances and advertising for these products by home-shopping services and retailers.

Fashion and beauty

Financial, corporate and utilities

Government (national and local)

All government departments and agencies including such bodies as the COI, health and education trusts and authorities, and including local government departments and agencies.

Grocery, soft drinks and household

Health and pharmaceutical

IT and technology

PCs and accessories, computer operating systems, internet and broadband network providers, IT services and advertising for these products by home-shopping services and retailers.

Media and entertainment

Sport, travel and leisure

Work Eligible for Entry

To include advertising from business magazines, consumer magazines, regional newspapers, national newspapers, programmes and supplements on a variety of formats including small ads, half page ads, full pages ads, double page spreads and special covers.

Meet the Judges for Press

Press Judging Panel Head

Rosie Arnold, creative director, Bartle Bogle Hegarty

Rosie is extremely loyal. She started at a tiny hotshop agency straight out of Central St Martins Art School in 1983 and has been there ever since. That little hotshop was Bartle Bogle Hegarty. Throughout her time at the agency, she has won six Cannes Golds, three Campaign Gold awards, five D&AD Silvers and an awful lot of nominations across a number of accounts.

For the past ten years, Rosie has been a creative director at BBH responsible for, among other briefs, Lynx/Axe, Robinsons and Gordon's. In August 2007, Rosie was appointed to the management team responsible for running BBH London. Recently, she completed a three-month sabbatical at the Royal College of Art.

Press Panel Judges

Graham Fink
Executive Creative Director, M&C Saatchi
Emer Stamp
Creative Director, DDB London
Mike Soutar
Chief Executive, ShortList Magazine
Adam Tucker
Copywriter
David Hackworthy
Strategic Partner, The Red Brick Road
Mike Boles
Creative Partner, Rainey Kelly Campbell Roalfe / Y&R
Andrew Alty
Creative Director, And Partners
Jon Williams
Chief Creative Officer, Grey London
Jeremy Craigen
Creative Director, DDB London
Adam Scholes
Creative Director, JWT
Suzanne Douglas
Chief Marketing Officer, Heinz

Radio

Info on Radio

Creative radio advertising is always unforgettable. The judges will be looking for creative commercials that embed a brand in a listener's ears; that persuade through the power of sound. As with press or outdoor, the judges will look for ads that are different, relevant, clear and persuasive in the way that only radio can achieve. They will also look for ways in which radio was used uniquely to create a markedly different impact for a brand campaign.

There's only one way to judge a great radio commercial and that's to listen to it - exactly what we'll expect our judges to do. Listen.

Categories and Criteria

Media channels

Digital

Direct

Outdoor

Press

Radio