For the Idea category, our jury will be looking out for 3 things:
1. Relevance Is the work relevant to the audience it is addressing? Does it have a strong insight into how people think and behave?
2. Originality Is the work fresh, interesting, different? Our judges have seen a lot of ads, and can usually tell if they’ve seen the same idea somewhere before.
3. Execution Great execution must necessarily compliment a great idea. Don’t let poor execution pull your idea down.
For the Craft category, our judges will be judging craft for craft’s sake. For Best Typography, Best Illustration (Digital and Hand Drawn), and Best Photography, the work can be independent of a brand, meaning you don’t have to stick a logo in there. You can if you think it helps. Overall, we’ll be looking at composition, technique, colour and design sense. Make it rock, guys.
And finally, Special Category. It is what it is. This category is no less important than the first two. Advertising is fun, so let’s keep it that way. Like somebody once said, “Why so serious?”
We look forward to checking out your work. Good luck!