The Campaign Big Awards offer the perfect platform for the breadth of the British advertising industry to showcase their world-leading creative credentials. They continue to shamelessly identify and celebrate the very best ideas and they seek to support and encourage advertising that is pushing the limits of what is possible.

Below is our category offering for 2017, giving you for the first time the option of entering by both product sector or media channel. Explore the categories below. If you need help deciding, contact

The following 16 categories are the only awards designed to showcase the creative ideas behind brands that have been brought to life in a strategically, insightful and creatively compelling way.

  • Criteria considered during judging will predominantly be the idea and execution.
  • The idea must apply to ONLY ONE of the 16 product sectors.
  • Ideas can only be entered ONCE within a product sector. The exception is where a single execution that is part of a campaign is entered individually. Please give both submissions different titles.
  • Campaign entries must consist of a minimum of three executions.


Explore the categories and requirements below:



Alcoholic Drinks

Awarded to the best creative idea for an alcoholic brand. Includes low-alcohol drinks and non-alcoholic beers and wines.



Awarded to the best creative idea for an automotive brand or service. Includes parts, accessories, tyres, lubricants and fuels, on-board navigation and in-car entertainment, maintenance and support services and motor sales.



Awarded to the best creative idea on behalf of a charity, not-for-profit organisation or NGO.

*Entries into the Charity category are also eligible if the space was paid for or donated by the media owner, who can vouch for the rate card equivalent value.


Consumer Durables & Furniture

Awarded to the best creative idea for a product within the consumer durables & furniture sectors. Includes white goods, brown goods, small domestic appliances, laptops and mobile phones, indoor furniture & furnishings and outdoor furniture & garden equipment.



Awarded to the best creative idea for an energy company or service. Includes electricity, gas, green energy, power & water companies.


Fashion, Clothing, Footwear & Accessories

Awarded to the best creative idea for a fashion brand or product. Includes all clothing, footwear and accessories products as well as fashion retail shops but NOT department retailers.


Financial & Legal

Awarded to the best creative idea for a product or service within the financial or legal sector. Includes insurance companies, car finance and leasing, retailers' financial services and legal services. Also includes B2B products or services.


Grocery & Soft Drinks

Awarded to the best creative idea for a grocery or soft drinks brand. Includes all fresh & frozen food products, confectionery & cereals, cooking ingredients & condiments and beverages such as tea, coffee and soft drinks. Also includes pet food and products. 


Health & Beauty

Awarded to the best creative idea for a health & beauty brand. Includes over-the-counter tablets and medicines, first-aid, personal hygiene and oral care, family planning, cosmetics and any other non-pharma personal care.


Household Goods

Awarded to the best creative idea for a household brand. Includes consumables in laundry, cleaning products, toilet roll, food storage and kitchen utensils. 


Media & Entertainment

Awarded to the best creative idea for a media brand. Includes television, newspaper, magazine and radio, as well as gaming software & consoles, DVDs & Blu-ray, cinema, theatre and museums, festivals and non-sporting events. 


Online Services

Awarded to the best creative idea in online services. Includes search engines, directories, comparison sites, listing sites, ticketing sites, dating services and social networking sites.


Public Service

Awarded to the best creative idea on behalf of a public sector organization. Includes health organisations, transport, environmental, postal services & couriers, political messaging, the police & emergency services, the Armed Services and any other Government or local authority services. Can include commercial public sector services or products as well. 



Retail & Restaurants

Awarded to the best creative idea for a retail or restaurant brand. Includes department stores, supermarkets, non-fashion shops, DIY stores, furniture stores, estate agents, pharmacies & opticians and online stores & auctions.


Sport, Travel & Leisure

Awarded to the best creative idea for a sport, travel or leisure brand. Includes sporting events, health clubs, bookmakers & lotteries, destinations, luggage and accessories, toys, board games and hobbies.


Telecoms & Technology

Awarded to the best creative idea for a telecoms or technology brand or service. Includes telecommunication & internet / broadband service providers, computer operating systems and IT services.


So who has the bragging rights for producing the best work across each of the media channels in a creative’s arsenal? In addition to the product sector categories the Best of the Best categories will showcase the very best work in any given media channel with one outright winner.

The bragging rights up for grabs are Digital, Film, Experiential, Integrated, Outdoor, Press and Radio.

Entries can either a brilliant single piece of work or an amazing campaign.

Explore the channels and requirements below:




Yes, we know, everything is digital now. To win in this category, entries will demonstrate the innovative use of a digital platform that doesn’t fall into any other section. So it won’t be digital out-of-home or online film and it will be Snapchat, interactive retail, apps, web design, installations, VR, AI and AR - and more that we haven’t even imagined.



Despite “connecting” with more people than ever via social media,  our social interactions are increasingly solitary.  We may be sharing but the act is now reduced to a lonely touch of a screen. The upshot? More of us are craving actual experiences - and savvy brands are giving us just that. From pop-up fashion shows and music fests, to immersive theatrical experiences, sports contests and beyond, rich experience leaves an imprint on our consciousness. Often brand logo-shaped.

Entries can include face-to-face experiences, brand activations, live events and pop-ups 



From story-telling to building fame, film has the potency to influence hearts and minds. Always an enticing medium for advertisers - and for the creatives given the chance to play in this  space - it remains the mainstay of most media plans. We’re looking for entries that demonstrate a clear rationale for using film, and for work that uses film to its full advantage - and gets results.

Entries can include TV ads, cinema ads, idents, online film (including YouTube), branded documentaries and brand films.



When an idea is just too big to be confined. Here, it’s the strength of a creative idea that absolutely demands it travel across multiple touchpoints and media - not simply one that appears everywhere.  It will be underpinned by sharp strategic thinking. And the creative execution will, of course, be exquisite.  Finally, we want to know how the integrated whole delivered so much more than just the sum of its parts.

Campaigns into this category must make use of at least two different medium channels.


Out of Home

Best of the BestCategory Sponsor

The oldest medium and one that has been the vehicle for some of the best known and best loved ads of all time. Today, technology delivers a whole new palette for outdoor creativity. From full-motion imagery to facial recognition and AR, the choices for creatives are complex, but the imperative remains simple: show us a great idea.

Entries can include 6 sheets, 48 sheets, 96 sheets, giant posters, digital and interactive posters, cross tracks, bus sides, taxis, ambient posters and special builds.



Best of the BestCategory Sponsor

In a digital world, analogue print takes a special place. Intimate yet broadcast, it can’t be blocked and readers choose to engage with it at their own pace. All of which engenders trust and a direct relationship, one-on-one, with a mass audience. We want to celebrate the very best creative in print that makes the most of being in consumers’ hands.

Entries can include advertising from business magazines, consumer magazines, regional newspapers, national newspapers, programmes and supplements, as well as special covers, wraps or tip-ons


Radio / Audio

Best of the BestCategory Sponsor

Digital broadcasting, music streaming, radio, podcasting...delivering messages via audio has evolved exponentially, giving advertisers access to huge and more diverse audiences. But with audio often the add-on to a comms plan, the challenge is always to create more than just more noise.  We’ll give a standing ovation to a soundtrack that paints a picture and runs riot in our imagination.

Entries to include any form of radio broadcast, internet advertising, streaming audio content, downloadable content and podcasts.

*All winners from the Aeirals awards will be given free entry for their winning radio campaign. Please email for details.


Campaign's Agency of the Year Award is given to the agency who receives the most number of nominations and awards throughout the evening.

Each entry that makes the final short-list will score points, and these points will be used to identify the leading agency. The scoring system will allocate an appropriate tally for each entry, depending upon the results.

  • FINALISTS: The judging identifies the very best work being produced each year. Only work of a certain calibre will make it on to our list of finalists.
  • WINNERS: Work is awarded in each category at the Judges' Discretion. Winning is an accolade which sets the standard of great work being produced each year.


Agency of the Year 2017

Website Menu