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.
BEST IDEA FOR A PURPOSE
Consumers want more from brands than just utility. This category will reward creative ideas that raise awareness or positive sentiment towards a cause/issue, and/or help shift culture 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 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 across its client 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 cut-through is essential and this category will reward those creative ideas for new brands doing just that.
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.
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.
BEST USE OF NEW DIGITAL TECH
Awarded to the best creative idea using innovative new technology to solve a client’s problem.
Awarded to the best creative experience idea. Includes live events, pop-ups, brand activations, festivals and immersive experiences.
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.
TV & CINEMA
Awarded to the best creative idea in film advertising. Includes TV ads, cinema, idents, branded documentaries and brand films.
Awarded to the best creative idea across multiple channels Campaigns into this category must make use of at least two different media channels.
OUT OF HOME
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, ambient posters and special builds.
Awarded to the best creative idea in print advertising. Includes advertising in local and national press, business and consumer magazines, inserts, wraps and covers.
Awarded to the best creative idea in radio advertising. Includes any form of radio broadcast, internet advertising, streaming audio content, downloadable content and podcasts.
Awarded to the best creative social idea. Includes online viral film, digital advertising, streaming video, photo sharing and gifs.
Awarded to the best creative idea for an automotive brand or service.
Awarded to the best creative idea for a charity, not-for-profit organisation, NGO or public sector organisation.
*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.
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.
Awarded to the best creative for a retailer. Including but not limited too eCommerce, department stores and supermarkets, restaurants and fast food, tourism, and estate agents.
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.
EMERGING TEAM OF THE YEAR
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.
Not for entry
BEST SINGLE CREATIVE IDEA
Awarded to the best single ad entered in any of the Product Sectors, Creative Excellence or Media Excellence categories. Each entry that makes the final shortlist will score points, and these points will be used to identify the leading single ad. The scoring system will allocate an appropriate tally for each entry, depending upon the results.
Awarded to the best campaign entered in any of the Product Sectors, Creative Excellence or Media Excellence categories. Each entry that makes the final shortlist will score points, and these points will be used to identify the leading single ad. The scoring system will allocate an appropriate tally for each entry, depending upon the results.
Campaign Big Agency of the Year
Campaign Big Awards Agency of the Year is given to the agency who receives the most nominations and awards throughout the evening. Each entry that makes the final shortlist 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.