Outdoor Lions

All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.

All fast-food entries should be entered into A04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.

Pharma, OTC drugs, wellness.

If the work has been created for a Charity/NFP then this should be entered into A07.

Vehicles, other automobiles.

All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.

Music, film, television, publications and media, books, news, digital platforms and other media.

All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.

Government, public information, NGOs, military, charities, nonprofit organisations.

All corporate social responsibility work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context.

All fast-moving and durable consumer goods, including but not limited to food and beverages, toiletries, cleaning products, other household goods, other FMCGs, clothing and accessories, furniture, and consumer electronics.

All fast-food entries should be entered into B04. Travel, Leisure, Retail, Restaurants & Fast-Food Chains.

Pharma, OTC drugs, wellness.

If the work has been created for a Charity/NFP then this should be entered into B07.

Vehicles, other automobiles.

All transport- and travel-related services, including public transport and tourism boards. All entertainment- and leisure-related services, including museums, festivals and gyms. All shops, including online shopping, opticians, hairdressers and estate agents. All restaurants and fast food chains, including cafés and bars.

Music, film, television, publications and media, books, news, digital platforms and other media.

All commercial public services, legal, financial, B2B technology, consultancies and professional services, other business services, internal and corporate communications.

Government, public information, NGOs, military, charities, nonprofit organisations.

All corporate social responsibility work should be entered in the relevant sector and/or E07. Corporate Purpose & Social Responsibility category in section E. Culture & Context.

Content on display including objects and promotional artwork designed to make a significant brand impact within the out of home environment. Work may be viewable in public spaces including exhibitions, installations and in-store displays.

Digital out of home (DOOH) that requires either linear motion picture/content or animation or interaction and active consumer engagement using digital touchscreens, motion technology, social media and mobile animation.

Physical constructions and adaptations of out-of-home sites such as building exteriors, street furniture, large-scale signage and the environment. This may include, but is not limited to, supersize sites, pop-up shops, 3D/non-standard shaped sites, ticket barriers and floor media.

Out-of-home activations that involve something live and are witnessed by an audience in real-time. The work may include live performances, demonstrations, branded concerts and promotional events.

Out-of-home activations that involve consumers. Including, but not limited to, experiential marketing, consumer and audience participation, physical interaction and interactive games, immersive storytelling, use of mobile, VR/AR, mixed reality, installations and multidimensional experiences.

Non-standard or free-format advertising using vehicles or transit sites/locations. The work may include the use of cars, trains, buses, taxis, trucks, aeroplanes, etc. or of nonstandard transit and commuter advertising sites such as car parks, airports, bus and train stations, ferry ports, roads and driving tracks.

Immersive large- or small-scale experiences that surround and engage consumers within an out-of-home environment. This may include but is not limited to immersive storytelling, experiential marketing, use of mobile, VR/AR, virtual worlds, installations and multiscreen and multidimensional experiences. Does not include prototypes of early-stage technology.

Work created for standard out-of-home sites that pushes boundaries or broadens the scope of traditional out-of-home mediums such as billboards, posters, transit advertising, commuter rail, wallscapes, displays or street advertising.

If you're submitting more than one execution please upload all executions in a single digital presentation image.

Work created for nonstandard, ambient out-of-home sites that leverage public spaces, objects and environments and are forward-thinking in their innovation.

Innovative use of technology to create out-of-home experiences. This could include, but not be limited to, the use of mobile with a strong out-of-home touch point, holographic images, drones, augmented reality, computer-generated imagery, algorithms and artificial intelligence.

Work for brands distributed solely within a specific locality. The work should resonate with a clearly defined, local target audience.

Brands that have creatively adapted their approach in response to competitor pressure by challenging the status quo to create game-changing work that uses progressive thinking and innovative creativity.

Work that aired or ran in a single country / region / market. The work should describe how the campaign was designed for the specific target market.

Work inspired by a specific audience or community, relying on identifiable social behaviour. The work should demonstrate how leveraging insights into consumer behaviour can create a powerful connection with a brand.

Work that celebrates the art of humour in branded communications, infusing wit, satire, and cleverness into campaigns that provide amusement and create memorable, laughter-inducing connections with audiences.

Creative use of modest budgets and/or resources in relation to the market and/or industry to create maximum impact. The work should demonstrate how fresh insight, smart spending and compelling strategic thinking solved a business problem despite limited resources.

Purpose-driven work/brand activism that addresses social, ethical and environmental issues. The work should demonstrate how the brand’s purpose has created value and affected communities by connecting customers to culture.

All not-for-profit, charity or government work should be entered in the relevant sector and/or A07. Not-for-profit / Charity / Government category in section A. Billboards: Sectors or B07. Not-for-profit / Charity / Government category in section B. Posters: Sectors.

Brands that have creatively adapted their strategy in response to local / regional / global issues, embracing new ways of delivering their brand while showing consideration for the consumer.

Work that honours marketers who craft strategic solutions rooted in the lived experiences of culturally grounded communities. This approach reflects and translates the nuances of customs, behaviours, and traditions that shape foundational perspectives on identity (e.g. disability, gender, race, orientation, age). Such insights reveal how diverse audiences choose brands and media experiences, driving growth and impact.

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.

Please refer back to the objectives selected when answering this question. Consider:

• performance against brand metrics (e.g. awareness, engagement)
• change in consumer behaviour (e.g. attitudes, frequency, penetration)
• indications of short-, medium- or long-term sales success (e.g. shareholder value, profit, revenue, ROI, sales, share)
• brand health improvement (e.g. consideration, preference)
• potential changes in government regulations or societal/economic events (e.g. changes in economic, political, social factors)

The word limit for this section is 150 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.

Translation

Provide a full English translation of any text.

There is no word limit for this section.

This question is compulsory for Section A.

Translation

Provide a full English translation of any text.

There is no word limit for this section.

This question is compulsory for Section B.

Write a short summary of the ambient work

Do not comment on the brief / challenges / success of the work...

The word limit for this section is 150 words.

This question is compulsory for Section C.

Tell the jury about the animated / interactive / dynamic component of the work.

The word limit for this section is 150 words.

This question is compulsory for C02.

Please outline the innovative elements of the work

The word limit for this section is 150 words.

This question is compulsory for Section D.

Please comment on how the brand resonated with a specific target audience in a single locality.

The word limit for this section is 150 words.

This question is compulsory for E01.

Please tell us how the work challenged or was different from the brand's competitors.

The word limit for this section is 150 words.

This question is compulsory for E02.

Please tell us how the work was designed/adapted for a single country / region / market.

The word limit for this section is 150 words.

This question is compulsory for E03.

Please tell us about the social behaviour that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for E04.

Please tell us about the humour insight that inspired the work.

The word limit for this section is 150 words.

This question is compulsory for E05.

Budget Details

Please provide budget details that show how the campaign achieved breakthrough results on a limited budget. Consider:

• the overall budget
• the breakdown of costs
• how the campaign maximised reach vs expenditure
• the significant impact this adjustment had on the campaign's effectiveness.

We recommend providing as much context as possible to understand the budget spend. However, we understand that different cases will have different types of results.

*(Any confidential information should be entered in the confidential information field)

The word limit for this section is 150 words.

This question is compulsory for E06.

Please tell us how the brand purpose inspired the work.

• Explain how the purpose is ingrained in the core values and mission of the brand’s DNA.
• Discuss the impact of these initiatives on communities, society or the environment.

The word limit for this section is 150 words.

This question is compulsory for E07.

Please tell us how market disruption inspired the work.

The word limit for this section is 150 words.

This question is compulsory for E08.

Please tell us about the specific cultural insight that drove the nuanced engagement behind this work.

The word limit for this section is 150 words.

This question is compulsory for E09.