Craft

Focusing on the artistry, skill, talent and flair required to deliver beautifully executed ideas with the power to cut through and bring the creative idea to life.

Each of your campaigns can be entered in up to 6 Lions. Entry limits within each Lion are different. Read the Entry Kit to find out more.

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Complete your submissions before 22 March 2018 to avoid a late entry fee.

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  • Digital Craft Lions

    The Digital Craft Lions celebrate technological artistry. Entries will need to demonstrate exceptional form and function in a digital context; that is, work with flawless design, masterful execution and outstanding user experience created for all digital environments.

    • Criteria considered during judging will predominantly be the execution and experience.
    • There is no overall limit to how many times the same piece of work can be entered into Digital Craft.

    • A. Form

      All digital entries including mobile can be entered multiple times in this section. The jury will consider the overall creative aesthetic value of the work entered in both sound and visuals.

      • A01 UI

        The interactive journey created through the transference of a brand's visual assets to a digital product or service; with particular focus on the overall consistency in presentation, look, feel and interaction.

      • A02 Digital Illustration

        Creative application of illustration within a digital context, including 3D modeling.

      • A03 Video / Moving Image

        Creative use of online video and digital footage (hologram, AR, VR, etc.) within a digital product.

      • A04 Motion Graphics Design & Animation

        Creative use of Motion Graphics Design & Animation within a digital context.

      • A05 Music / Sound Design

        Creative use of music and/or sound design including sonic branding, music/brand partnership, and music initiated campaigns etc.

      • A06 Digital Image Design

        Creative use of still images including photography, artwork, image manipulation.

      • A07 Overall Aesthetic Design

        The overall achievement in aesthetic composition and fluidity of graphic design.

    • B. Function

      All digital entries including mobile can be entered multiple times in this section. The jury will consider the practical use and/or purpose in the creative design, operation and performance.

      • B01 UX & Journey Design

        Design practice focused on the emotional and behavioural response to a digital product or service. The result of relevant, seamless and consistent user experience at every point of interaction, with particular focus on the overall support, structure and usability.

      • B02 Native & Built-in Feature Integration

        The creative use of built-in and existing integral features of a mobile, desktop or other digital device including cameras, microphones, touchscreens, Bluetooth, mobile sensors, GPS etc.

      • B03 Experience Design: Multi-platform

        Immersive large or small scale digital experiences and events which are set up to engage and strengthen relationships with the consumer. This can include, but is not limited to VR, AR, installations, motion chairs, multi-screen and multi-dimensional experiences.

    • C. Content

      All digital entries including mobile can be entered multiple times in this section. The jury will consider the creative use of content, placement and delivery of message in a digital context.

      • C01 Rich Media

        Creative use of interactive digital advertising that utilises advanced technology to enhance engagement.

      • C02 Cross-channel Storytelling

        Creation of cross-platform digital content that develops or embodies a brand identity. Successful ideas/stories will utilise various digital platforms and devices to continue and amplify meaningful consumer engagement. This can include, but is not limited to desktop, mobile, wearable technology, outdoor installations, billboards, retail experiences etc.

    • D. Data

      All digital entries including mobile can be entered multiple times in this section. The jury will consider how data is presented or utilised to enhance brand experience.

      • D01 Curation of Data

        The creative tracking and/or collection of personal and big data to enhance user experience, design and content in a significant way. Including, but not limited to, non-traditional interface, transactional/non-transactional, active/passive user data capture, social listening/analytics, GPS, internet of things, biometrics etc.

      • D02 Data Storytelling

        The creative use of curated online or mobile data/insight in order to target, engage or develop a meaningful relationship with a specific audience or community.

      • D03 Data Visualisation

        Creative visual representation and presentation of digital data and insights.

    • E. Technology

      All digital entries including mobile can be entered multiple times in this section. The jury will consider the value of the applied technology as a platform for creative digital content and how it is executed to enhance the user experience.

      • E01 AR, VR & Mixed Reality

        Creative application of Augmented Reality, Virtual Reality & Mixed Reality. Including but not limited to immersive systems, video mapping, window on world systems (WoW) and telepresence.

      • E02 Innovative Use of Technology

        The inventive use of an existing or new digital technology in order to enhance the user experience and/or brand communication.

      • E03 Technological Achievement in Digital Craft

        Digital creative works that use existing or new technology to achieve unprecedented levels of accomplishment and in turn, contributes to the progress of digital communications.

      • E04 360 Videos

        The creative use and application of 360 video. Including but not limited to, 360 live action photography or explorable digital simulations.

      • E05 Advanced Learning Technologies

        Creative applications and intelligent technology. This can include, but is not limited to artificial intelligence, bots, personal voice assistant etc.

  • Film Craft Lions

    The Film Craft Lions celebrate onscreen artistry. Entries will need to demonstrate exceptional filmmaking. That is, work in which technical skill and prowess in production elevates an idea or dramatically enhances its execution.

    • Criteria considered during judging will predominantly be the execution.
    • There is no overall limit to how many times the same piece of work can be entered into Film Craft.
    • You may enter a 'Campaign of Executions' in any section.

    • A. Film Craft

      • A01 Direction

        The vision and achievement of the direction. The jury will think about the translation of the creative brief through a director's vision and how well that vision has been achieved. This will include the way that production elements (including casting, set design, sound design and cinematography) have been used to bring that vision to life.

      • A02 Script

        The film's script, as written. Analysis of the script will include dialogue, voice-overs, scene-setting, movement, actions and expressions. The jury will look at how successfully the script delivers on the creative idea and supports the final execution.

        You are required to provide a written English translation of the script as part of your submission.
      • A03 Casting

        The vision and achievement of the casting. This category includes the pre-production selection of actors, dancers, singers, models, non-professionals, animals and other talent. The entry process requires you to provide a description of the casting process and any significant information about the cast selected.

        We highly recommend providing a two minute Demo Film showcasing the casting process in addition to the film as it aired.
      • A04 Production Design / Art Direction

        The aesthetic of the Production Design/Art Direction. This includes set design and location builds, as well as the overall look, feel and atmosphere of the piece. The jury will consider how the narrative has been enhanced by the artful management of the visual components.

      • A05 Cinematography

        The quality and effect of the cinematography. The style, artistic choices, camerawork, cinematic techniques, shot composition, lighting and other effects will be considered.

      • A06 Editing

        The technical and creative success of the edit. All aspects of the film's edit will be considered, including timing, pace, visual dynamics, dialogue dynamics, sound integration and overall storytelling. The jury will respond to innovation and flair in the editing decisions, and think about the part that the edit has played in the success of the final execution.

      • A07 Use of Original Music

        The impact and success of original music compositions, created specifically for film advertisements. The artistic achievement of the track itself will be considered, along with its contribution to the piece as a whole.

      • A08 Use of Licensed / Adapted Music

        The selection of licensed or adapted music within film advertising. The way a track supports the script, creates the necessary atmosphere or otherwise delivers on the creative brief will be considered.

      • A09 Sound Design

        The creative use of sound design within film advertising. Technical excellence in recording, mixing and the synthesis of samples and sound effects will be considered, along with the cohesion of the edit and its impact on the overall piece.

      • A10 Animation

        The use and aesthetic of animation in film advertising. All types of animation, including cel, stop-motion, graphic, silhouette and computer animation in 2D or 3D will be accepted.

        You are required to provide supporting information to give the jury a clear understanding of animation methods used in the production process. It is highly recommended to provide a two minute Demo Film showcasing the animation process in addition to the film as it aired.
      • A11 Visual Effects

        The creation of film environments and other visual effects. The jury will consider the aesthetic and technical excellence of the effects themselves, along with the success of their integration into real footage.

        You are required to provide supporting information to give the jury a clear understanding of visual effects created in the production process and are highly recommended to upload a two minute demo film showing offline edit, pre-effects, for comparison in addition to the film as it aired.
      • A12 Innovation in Production

        Recognising innovation and advancements in the Production of film advertising. The jury will consider the inventive use of new or existing technology/methods to enhance the final execution. You are required to include a detailed description of the production process, including how the production team utilised these approaches to achieve unprecedented levels of accomplishment in production.

        It is highly recommended to provide a two minute Demo Film showcasing the production process e.g. a 'making-of' or 'behind the scenes' film, in addition to the film as it aired.
  • Industry Craft Lions

    The Industry Craft Lion celebrates the creative artistry, talent and skill required to deliver a beautifully executed solution and bring a creative idea to life. Entries should demonstrate the highest levels of expertise and vision in the application of creative techniques.

    • Criteria considered during judging will predominantly be the execution.
    • There is no overall limit to how many times the same piece of work can be entered into Industry Craft.
    • You may enter a 'Campaign of Executions' in any Print & Publishing or Outdoor category.

    • A. Typography

      • A01 Brand & Communications Design

        Including logo design, digital design, self-promotion, editorial and publication design, brand environment design, brand collateral, corporate comms, promotional items and other comprehensive branding programmes.

      • A02 Packaging Design

        Any packaging.

      • A03 Print & Publishing

        Any print or published work.

      • A04 Outdoor

        Any outdoor work, traditional billboards, posters, digital outdoor screens or ambient work.

    • B. Art Direction

      • B01 Brand & Communications Design

        Including logo design, digital design, self-promotion, editorial and publication design, brand environment design, brand collateral, corporate comms, promotional items and other comprehensive branding programmes.

      • B02 Packaging Design

        Any packaging.

      • B03 Print & Publishing

        Any print or published work.

      • B04 Outdoor

        Any outdoor work, traditional billboards, posters, digital outdoor screens or ambient work.

    • C. Illustration

      • C01 Brand & Communications Design

        Including logo design, digital design, self-promotion, editorial and publication design, brand environment design, brand collateral, corporate comms, promotional items and other comprehensive branding programmes.

      • C02 Packaging Design

        Any packaging.

      • C03 Print & Publishing

        Any print or published work.

      • C04 Outdoor

        Any outdoor work, traditional billboards, posters, digital outdoor screens or ambient work.

    • D. Photography

      • D01 Brand & Communications Design

        Including logo design, digital design, self-promotion, editorial and publication design, brand environment design, brand collateral, corporate comms, promotional items and other comprehensive branding programmes.

      • D02 Print & Publishing

        Any print or published work.

      • D03 Outdoor

        Any outdoor work, traditional billboards, posters, digital outdoor screens or ambient work.

    • E. Copywriting

      • E01 Brand & Communications Design

        Including logo design, digital design, self-promotion, editorial and publication design, brand environment design, brand collateral, corporate comms, promotional items and other comprehensive branding programmes.

      • E02 Packaging Design

        Any packaging.

      • E03 Print & Publishing

        Any print or published work.

      • E04 Outdoor

        Any outdoor work, traditional billboards, posters, digital outdoor screens or ambient work.