So who has the bragging rights for producing the best work across each of the media channels in a creative’s arsenal? The Media Excellence categories will showcase the very best work in any given media channel with one outright winner. Entries can either be a brilliant single piece of work or an amazing campaign.

30 SECOND TV AD

Awards to the best creative TV ad of 30 seconds or less. This should be an original 30 second ad rather than a cut down.

AMBIENT

This award will recognise the most creative ambient idea. Eligible work includes ambient posters and should be executed in unusual or unexpected places. Judges will consider the concept’s creativity and originality.

AUDIO & RADIO (single/ campaign)

Awarded to the best creative idea in audio and radio advertising. Includes any form of radio broadcast, internet advertising, streaming audio content, downloadable content and podcasts. 

BEST USE OF NEW DIGITAL TECH

Awarded to the best creative idea using innovative technology to solve a client’s problem

CUSTOMER EXPERIENCE

Awarded to the best creative customer experience idea. Entries could include apps and services designed to improve customers’ experience of a brand. 

DESIGN

Awarded to the best creative design idea. Entries should demonstrate each of the elements of the design and how it served the brand needs.  

EXPERIENTIAL

Awarded to the best creative experience idea. Includes live events, pop-ups, brand activations, festivals and immersive experiences.

FILM (single/ campaign)

Awarded to the best creative idea in film advertising. Includes TV ads, cinema, idents, branded documentaries and brand films.

GAMING

Awarded to the best creative idea using in-game technology. Campaigns entered into this category will have utilised the comms opportunities of any type of gaming (including console games, PC games, social or mobile gaming) to reach audiences in new and exciting ways. 

INTEGRATED

Awarded to the best creative idea across multiple channels. Campaigns into this category must make use of at least two different medium channels

OUT OF HOME (single/ campaign)

Awarded to the best creative idea in out of home advertising. Includes 6-sheets, 48-sheets, 96-sheets, giant posters, digital and interactive posters, cross tracks, bus sides, taxis and special builds.

PRINT (single/ campaign)

Awarded to the best creative idea in print advertising. Includes advertising in local and national press, business and consumer magazines, inserts, wraps and covers

SOCIAL

Awarded to the best creative social idea. Includes online viral film, digital advertising, streaming video, photo sharing and gifs.

The Product Sector categories have been a staple of the Campaign Big Awards for as long as we’ve been running them. Industry feedback has told us you like them. Being able to showcase the best work from each sector side by side, regardless of media used is a great thing.

AUTOMOTIVE

Awarded to the best creative idea for an automotive brand or service.

CHARITY

Awarded to the best creative idea for a charity, not-for-profit organisation, NGO or public sector organisation.

CONSUMER GOODS

Awarded to the best creative idea for a consumer retail product or brand. Including but not limited to food and drink, consumer durables, fashion, health & beauty and other FMCG brands.

ENTERTAINMENT & LEISURE

Awarded to the best creative idea for an entertainment & leisure brand. Including but not limited to media brands, sports and gaming, museums and galleries, live events, health clubs, gambling and other recreation brands.

RETAILERS

Awarded to the best creative for a retailer. Including but not limited to eCommerce, department stores and supermarkets, restaurants and fast food, tourism, and estate agents.

SERVICES

Awarded to the best creative idea for a service provided. Including but not limited to utilities, telecoms and internet, financial & legal, online platforms, ticketing sites, social media, IT and travel.

We believe the Creative Excellence categories really compliment our other categories. They have been developed to ensure the Campaign Big Awards remain relevant and current, and showcase the different ways agencies are pushing their creative output for their clients.

BEST BRAND REPOSITIONING

Amid competition from new brands, established brands need to evolve to meet modern consumer needs. Entries should focus on the delivery of the transformed brand itself, rather than any advertising or marketing created to promote it. Judges will consider the refreshed brand’s quality and distinctiveness as well as its ability to cut through.

BEST IDEA FOR A SOCIAL PURPOSE

Consumers want more from brands than just utility. This category will reward creative ideas that raise awareness or positive sentiment towards a social cause/ issue, and/or help shift culture or change behaviour.

BEST IDEA FOR AN ENVIRONMENTAL PURPOSE

Consumers want more from brands than just utility. This category will reward creative ideas that raise awareness or positive sentiment towards an environmental cause/ issue, and/or change behaviour.

BEST IDEA FROM AN AGENCY INITIATIVE

This category celebrates creative ideas that have originated internally with no official client brief. From internal communications, CSR, community impact, workplace equality and staff well-being, this category is the only one to recognise these non-client creative ideas.

BEST NEW BRAND

This award will celebrate the best new brand developed and launched during the eligibility period. Entries should focus on the development of the brand, not the creative work developed to support it. Judges will consider the brand’s quality and distinctiveness, as well as its ability to stand out.

BEST REACTIVE IDEA

Brands now have the ability to “be on” 24 hours a day, 7 days a week. While this allows consumers to have a continuous conversation with them, it also means that smart brands can respond and react to wider events or moments in time. This category goes to the best creative idea that was quick off the mark.

BEST USE OF AN INFLUENCER OR CELEBRITY

This category awards the most creative campaign that used one or more social media influencers or a celebrity’s social platforms to increase the brands reach. This can be as a standalone initiative or as part of a wider campaign.

CONSISTENT CREATIVE EXCELLENCE

This category celebrates an agency’s consistent and longer-term creative contribution (3+ years) across its client’s portfolio, using two or more examples. Previous clients that have won in this category are eligible for entry after a two year gap.

CREATIVE IDEA FOR A NEW BRAND

Disruptive to the market, new brands are driving consumer choice within every sector of the economy. Achieving cutthrough is essential and this category will reward those creative ideas for new brands doing just that.

ORIGINAL IDEA

Commercial creativity manifests itself in many different forms beyond the confines of traditional advertising. This award will be given to the most groundbreaking and original idea. 

BRANDED CONTENT

This category celebrates the most artistic and powerful storytelling through branded content films that tell a brand’s story in a creative, innovative and effective way.

SPONSORSHIP

Brand partnerships are a proven way to build equity and create an emotional resonance with consumers. This category will award creative ideas which through partnerships enhance the brands image.

THE TONY CULLINGHAM AWARD FOR EMERGING TEAM

This category is designed to recognise the most promising and talented creative teams making waves within the industry through fresh, creative ideas. Teams will be judged on their creative output. The emerging team should be 3 years or less in the industry. Work at previous agencies can be included where they are the named creatives.