Industry Craft Lions

Any ambient outdoor work. This could include, but not be limited to, environmental installations, building projections, guerrilla advertising, interactive public displays, or experiential activations.

Any traditional outdoor work. This could include, but not be limited to, billboards, posters, transit advertising, digital outdoor screens, or conventional outdoor advertising formats.

Any typographic craft in non-traditional or adapted print and publishing, where type is the primary driver and the format, context or distribution departs from conventional pages or posters to alter how audiences encounter the work. This could include, but not be limited to, unconventional print placements, interactive print installations, Guerrilla print, or experimental publishing that transforms how printed material is experienced or distributed.

Any standard print or published work. This could include, but not be limited to, magazines, newspapers, brochures, annual reports, books, catalogs, direct mail, or conventional print advertising formats that focus on traditional typographic communication.

Any packaging.

Please send physical samples for the Jury to experience.

Any ambient outdoor work. This could include, but not be limited to, environmental installations, building projections, guerrilla advertising, interactive public displays, or experiential activations.

Any traditional outdoor work. This could include, but not be limited to, billboards, posters, transit advertising, digital outdoor screens, or conventional outdoor advertising formats.

Recognising art direction in print that reimagines form, placement or sequencing beyond standard formats, using layout, composition and production choices to reshape how the printed work is experienced or circulated.

Any standard print or published work. This could include, but not be limited to, magazines, newspapers, brochures, annual reports, books, catalogs, direct mail, or conventional print advertising formats that focus on traditional typographic communication.

Any packaging.

Please send physical samples for the Jury to experience.

Any ambient outdoor work. This could include, but not be limited to, environmental installations, building projections, guerrilla advertising, interactive public displays, or experiential activations.

Any traditional outdoor work. This could include, but not be limited to, billboards, posters, transit advertising, digital outdoor screens, or conventional outdoor advertising formats.

Recognising illustrative craft applied to adapted print or publishing, where the medium, context or distribution moves beyond the expected to create new ways of seeing and engaging with printed illustration.

Any standard print or published work. This could include, but not be limited to, magazines, newspapers, brochures, annual reports, books, catalogs, direct mail, or conventional print advertising formats that focus on traditional typographic communication.

Any packaging.

Please send physical samples for the Jury to experience.

Any ambient outdoor work. This could include, but not be limited to, environmental installations, building projections, guerrilla advertising, interactive public displays, or experiential activations.

Any traditional outdoor work. This could include, but not be limited to, billboards, posters, transit advertising, digital outdoor screens, or conventional outdoor advertising formats.

Recognising photographic print work that extends beyond typical placements, adapting format, surface or context so the image is encountered or distributed in a transformed way.

Any standard print or published work. This could include, but not be limited to, magazines, newspapers, brochures, annual reports, books, catalogs, direct mail, or conventional print advertising formats that focus on traditional typographic communication.

Any ambient outdoor work. This could include, but not be limited to, environmental installations, building projections, guerrilla advertising, interactive public displays, or experiential activations.

Any traditional outdoor work. This could include, but not be limited to, billboards, posters, transit advertising, digital outdoor screens, or conventional outdoor advertising formats.

Recognising writing-led adaptations in print or publishing, where language and format work together in non-traditional contexts to change how the message is read, shared or used.

Any standard print or published work. This could include, but not be limited to, magazines, newspapers, brochures, annual reports, books, catalogs, direct mail, or conventional print advertising formats that focus on traditional typographic communication.

Any packaging.

Please send physical samples for the Jury to experience.

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.

This can include, but not be limited to, brand identity, logo design, self-promotion, brand environment design, brand collateral, corporate communications, promotional items and other comprehensive branding programmes.

Standalone Packaging, Print & Publishing and Outdoor poster design work should not be submitted here.

Please send physical samples for the Jury to experience.

The word limit for this section is 100 words.

This question is compulsory.

Brand Context

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.

Provide a full English translation of any text.

This question is optional.

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.

Tell the Jury about the typography.

The word limit for this section is 150 words.

This question is optional for Section A.

Tell the Jury about the art direction.

The word limit for this section is 150 words.

This question is optional.

Tell the Jury about the illustration.

The word limit for this section is 150 words.

This question is optional for Section C.

Tell the Jury about the photography.

Do not name the photographer.

The word limit for this section is 150 words.

This question is optional for Section D.

Tell the Jury about the copywriting.

The word limit for this section is 150 words.

This question is optional for Section E.

Tell the Jury about the ai craft.

The word limit for this section is 150 words.

This question is compulsory for Section G.