Categories & Criteria
Media Channel Descriptions
The Campaign Big Awards celebrate the best creative advertising that has run in the UK.
As the media landscape evolves and develops the Big Awards endeavour to remain a true reflection of the diverse media landscape in which you all work. With that in mind we have updated our Media Channels for 2011.
Each entry will be judged in the context of what it is, with a keen eye on quality and originality. An entry should exemplify the best use of a medium and demonstrate that the particular media channel chosen was the best way to communicate the idea.
Direct
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, telephone and PDA devices), CD/DVD-ROMs, direct email advertising, mobile marketing and door drops.
The judges will be looking for new thinking, for excellent creative ideas, for meticulous executions, and ultimately for direct communications that prompted a dialogue or elicited a response.
Entrants are encouraged to upload any relevant material in support of their entry.
Interactive (formerly Digital)
To include websites, micro-sites, online advertising, digital installations, interactive virals, viral films, mobile marketing and CDs/DVD ROMs and self promotion by network owners such as O2, BT, Vodafone, etc, or manufacturers such as Apple, Sony, Nokia, etc.
Entrants will be judged against two key elements: creativity and excellence, encompassing new thinking, meticulous executions, and advertising and communications that prompted an interaction with the target audience.
Outdoor
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. Examples of posters promoting the medium are also eligible from companies such as Clear Channel, JCDecaux, etc.
The judging panel will comprise creative people, clients and expert members of the poster industry, who understand that the only kind of poster creativity that matters is the sort that sells by making the most of this vibrant medium.
Key rules:
- It is imperative that any poster you enter is identical in every way to the poster displayed by your client.
- Evidence that a poster has been displayed for one full month prior to the closing date for the awards should help to ensure that test posters created just to enter the awards will be a thing of the past. Please upload this evidence of display as part of your online entry.
Press
To include advertising from business magazines, consumer magazines, regional newspapers, national newspapers, programmes and supplements, as well as special covers, wraps or tip-ons. Press ads created for media owners to promote their title and their medium are also eligible.
When it comes to celebrating creativity in the press, Campaign has led the way. These are awards for creative excellence and the judges will look for ads that are different, relevant and clear; they will look for ads that work; ads that use the press medium to its full potential; and ads that senior creatives would be proud to judge.
Radio Entries
To include any form of radio broadcast advertising, including promos and advertising by media owners and including very local radio, such as in shopping centres or for football clubs.
Creative radio advertising is always unforgettable. 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 exactly what we’ll expect our judges to do. Listen.
Film (formerly TV & Cinema)
To include all television commercials, cinema commercials, online commercials, infomercials, film based virals, brand communications and DVD-embedded commercials, including advertising and promos for media owners.
The judges will look for commercials that achieved their aims for the client using the finest creativity. And they will only compare commercials for, say, cars, with other commercials for cars.
Campaign entries
A campaign must consist of three or more executions to be eligible. There are three ways to enter campaigns:
By product sector
The campaign categories celebrate a creative concept that becomes an on going dialogue between the brand and its target audience.
Entries can cross as many, or as few, media channels as you like and will be judged against other entries from the same product sector. Product sectors are:
- Alcoholic drinks
- Automotive, aerospace, marine
- Charity, NGO, not-for-profit, public service
- Consumer durables and furniture
- Fashion and beauty
- Financial, corporate and utilities
- Government (national and local)
- Grocery, soft drinks and household
- Health and pharmaceutical
- IT and technology
- Media and entertainment
- Sport, travel and leisure
Media specific
Entries will go into one of the six media channels:
- Interactive
- Direct
- Outdoor
- Press
- Film
- Radio
Integrated
The Integrated category celebrates campaigns that incorporate a variety of ads that all work together and the big idea surpasses its components. Ideas that are made even fresher and more visible as a result of working across multiple media channels. Entries showing ideas that have lived compellingly and complementarily in at least three media channels are eligible for this category.
The Paul Arden Award
The Paul Arden Award has been created to mark the memory of the former executive creative director of Saatchi & Saatchi. Arden reigned over an era of successful, stylish and memorable marketing campaigns for British Airways, Silk Cut and many others. The mentor of scores of celebrated creatives, Arden was also a bestselling author, awarded commercials director, co-owner of a photographic art gallery near his home in Sussex, and a unique man.
Paul’s rare cocktail of originality, unpredictability and bravery led him to push the boundaries of our industry in many and varied ways. This award is free to enter or can be nominated by Campaign. It will celebrate innovative or ground-breaking thinking in commercial communication regardless of media or spend.
Campaign Big Awards
Product Sector Categories
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. Advertising for bicycles and associated accessories and services must be entered under Sport, Travel & Leisure.
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. State organisations for health, transport, etc must enter the Government category.
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)
The Armed Services and any other Government or local authority services, including health and transport organisations are eligible to enter this category.
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 private clinics and private 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.
