Digital Craft

Creative application of illustration within a digital context and digital manipulation of still imagery including photography.

Creative use of online video and digital footage with technical skill involved. This includes but is not limited to 360 and interactive video.

Creative use of motion graphics design and animation in a digital context.

Creative use of music and/or sound design. This includes but is not limited to sonic branding, music/brand partnerships and music-initiated work.

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

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

Immersive large- or small-scale digital experiences and events that are set up to engage and strengthen relationships with the consumer. This may include but is not limited to VR, AR, installations, voice-activated technologies, multiscreen/multidimensional experiences, the metaverse and virtual worlds. Does not include prototypes of early-stage technology.

Creation of cross-platform digital content that develops or embodies a brand identity. This may include, but is not limited to, desktop, rich media, mobile, wearable technology, outdoor installations, billboards, retail experiences, etc.

Creation of real-time or near-real-time content allowing brands to respond to world events, public affairs and other real-world, real-time activity in an immediate and meaningful way.

Dynamic, intuitive, targeted and highly relevant content or digital experiences created for specific audiences.

Beautifully crafted and effective image descriptions used to convey information, establish a mood and express a brand for people who are blind and partially sighted.

The image description should be complete, accurate, and concise and all work must have run within the eligibility period.

The creative use of data to convey a brand story. The work should demonstrate how the curated data/insight was used in order to engage or develop a meaningful relationship with a specific audience, culture or community.

The creative application of real-time near-real-time contextual data. This could include, but not be limited to, GPS, time, weather, real-time social trends and transactional data to deliver an experience in a creatively engaging way.

Creative visual representation and presentation of digital data and insights.

The creative collection, tracking and use of multiple sources of data to deliver a strategically and creatively insightful user experience or piece of design/content in a unique and significant way. This may include, but is not limited to, non-traditional interfaces, user data capture, artificial intelligence, machine learning, social listening/analytics, GPS, internet of things, biometrics, etc.

Celebrating the creative application of AI to elevate digital craft. The work must demonstrate exceptional form and masterful execution in the use of AI to transform the creative output. This includes, but is not limited to, AI-powered storytelling, AI-powered design, and human-AI collaboration.

Existing or new technology used to enhance the user experience and/or brand communication. This could include, but not be limited to, smart automation, AI applications, chatbots, avatars, virtual influencers, utility apps, on-demand services, content crowdsourcing/distribution, cloud services and marketplaces. Does not include prototypes of early-stage technology.

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

Digital creative work that balances beautifully executed aesthetic craft with an unparalleled level of technical understanding/advancement in order to contribute to the overall progress of digital communications/experiences.

The creative application of immersive experiences that creatively push the boundaries of technology within digital craft. This could include, but not be limited to, AR, VR, XR, wearable tech and mobile devices, voice technology, video mapping, blockchain technology, gamification, virtual worlds, the metaverse and all other emerging platforms. Does not include prototypes of early-stage technology.

The word limit for this section is 100 words.

This question is compulsory.

Please provide any brand and cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work.

You should outline why this piece of work was created for this particular brand, in this market, at this particular moment in time, with all of the cultural and market conditions.

The word limit for this section is 250 words.

This question is compulsory.

Please select the objective(s) that were most important when creating this work – what the work set out to achieve.

For the jury to accurately assess the work, it must first establish its objectives. As you progress through the entry system, you must link your results back to each objective selected.

• Overachieve on brand metrics (e.g. awareness, engagement)
• Change consumer behaviour (e.g. attitudes, frequency, penetration)
• Create short-term sales growth (e.g. sales, promotions, discounts)
• Improve brand health (e.g. consideration, preference)
• Create sustained sales success (e.g. profit, sales)
• Create long-term brand and sales growth (e.g. shareholder value, retention, loyalty)

There is no word limit for this section.

This question is compulsory.

Please provide a summary of your entry. describe the background and context behind the work what creative challenges did the work face

This should be an overview of the work and an analysis of its effectiveness. You should describe how the objectives of the campaign have been successfully met.

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the creative idea of the work

• Does the work cross boundaries/have the ability to think beyond conventional boundaries or categories?
• Does the work evoke surprise/have the power to continue captivating attention?
• Does the work transcend the original challenge?
• Does the work incorporate breakthrough thinking?

The word limit for this section is 150 words.

This question is compulsory.

Consider the following when describing the execution

• How effectively was the concept brought to life?
• What specific implementation strategies were employed to ensure success?
• Was the execution timeline realistic and well-managed?
• Which channels were utilised for placement, and were they optimal for reaching the target audience?
• How extensive was the scale of the execution in relation to the defined objectives?
• Did the execution adapt to any unexpected challenges or changes in the environment?

The word limit for this section is 300 words.

This question is compulsory.

If yes, you must disclose how it was used, considering the following:

• What AI tools were used?
• What was the extent of AI use in the final work?
• What were the data sources or inputs for any AI-generated elements, and where did they originate?

For guidance on acceptable AI usage please refer to the LIONS Integrity Handbook. Misrepresentation or wilful omission may result in your entry being withdrawn.

The word limit for this section is 150 words.

This question is compulsory.

As a member of AdNet Zero, we believe in the collective responsibility to reduce the carbon impact of developing, producing and running advertising to achieve real net zero. Please outline how this piece of work aligns with the brand's sustainability strategy and consider the following:

• Environmental cost: What steps were taken to measure, reduce and manage the environmental footprint of the work across its life cycle?
• Meaningful claims: What evidence can you provide to support any sustainability related claims made in the work, ensuring they are credible and meaningful?
• Long-term commitments: How do the sustainability-related claims reflect the brand's broader strategy and focus on relevant issues?

Please provide details of the benchmarks used to measure the success of this work's contribution to the overall strategy. This could include but is not limited to targets related to advertising business operations - advertising production - media planning and buying.

There is no word limit for this section.

This question is optional.

Based on the brief, what consideration was given to representation and diversity of the team(s) involved?

What consideration was given to accessibility in the work and what role did DEI thinking play throughout the development of the work?

There is no word limit for this section.

This question is optional.

If there are additional results you wish to disclose to the Jury but prefer to keep confidential, please enter them below.

The word limit for this section is 150 words.

This question is optional.

Please outline the role of AI in shaping the creative idea and final execution. Identify the tools/models, the human direction applied, and how AI outputs were integrated to elevate the final craft quality.