PR Lions

All fast-moving and durable consumer goods, including but not limited to food and beverages, beauty products, toiletries, cleaning products, other household goods, other FMCGs, fashion, lifestyle, 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, education, B2B technology, consultancies and professional services, other business services, internal and corporate communications.

Government, public information, NGOs, military, charities, non-profit organisations.

All corporate social responsibility work should be entered in the relevant sector and/or F07. Corporate Purpose & Social Responsibility category in section F. Culture & Context.

Celebrating public relations and social media storytelling that build brand awareness and advocacy. The work should demonstrate how social media was harnessed to increase brand awareness and relevance.

Recognising the development, maintenance and nurturing of brand relationships. The work should demonstrate how engaging with a brand's online community/targeted audience built its reputation and established trust and authority within the online community.

Real-time social activity designed to respond to and engage in the conversation around world events, public affairs and other real-world, real-time activity in a creative and meaningful way.

Content created and produced to entertain, inspire or educate. The work should demonstrate how the content created was audience-relevant and engaging as well as in line with brand messaging.

Recognising a creative approach to content amplification and distribution in order to reach the largest potential audience. The work should demonstrate how a combination of earned, paid, shared and owned media contributed to increased brand engagement and awareness.

The creative and innovative use of influencers/creators to drive brand message and awareness to a specific audience.

Research and data-led or actionable insights that provide a meaningful contribution or input to a public relations programme. The work should provide evidence of research or insight, quality of thinking and the development of a strategy.

Recognises creative work that has a proven impact on business and reputation. The work should provide results data, as well as details of measurement tools and analysis methods used to evaluate results. Consideration will be given to tangible business results and the quality and quantity of media.

PR that puts journalism at the forefront of the campaign, with evidence of a high degree of innovation intended to engage, educate or influence editorial. The work should explain the relevance of media outcomes, including depth, quality and messaging. Consideration will be given to how this strategy achieved or supported the desired campaign outcome.

Work that uses stunts, events, event sponsorship, competitions, promotional games, street art, guerrilla marketing, launch parties, live shows, live streamed events, festivals, concerts, sporting events, etc. within traditional, digital and new emerging environments to build the value and reputation of a brand or communication project as part of a wider public relations strategy.

Work created to launch or relaunch a product or service.

Customised strategies designed to communicate a particular point of view/story of a brand/organisation in a consistently relevant way and to build an emotional connection with employees, shareholders and customers alike.

Existing or new technology that pushes the boundaries of digital innovation to execute or support a PR campaign. This could include but is not limited to artificial intelligence, virtual reality, virtual worlds, robotics, gadgets and electronics, wearable and interactive technology, etc. Does not include prototypes of early-stage technology.

Communications programmes or initiatives designed to inform, educate or inspire employees - engaging internal communities and cultivating strong team dynamics. The work should demonstrate innovative approaches to engaging staff, driving organisational goals and building employee loyalty and satisfaction.

Work that uses creative, insight-led communications to improve how a bran, organisation, product or service is discovered, understood or recommended in generative AI environments. The work should demonstrate how earned influence, authoritative information and communciations strategy shaped AI-generated answers and delivered measurable impact on reputation, consideration or commercial performance.

Work that builds the image/raises the profile and shapes the perceptions of a corporate brand, organisation or corporation.

Work planned to influence or inform the public policy agenda using either lobbying or wider public affairs strategies, as well as political or ballot initiatives.

The planning and/or handling of the consequences of a crisis or an issue that may affect a company’s credibility and reputation. The work should demonstrate evidence of the planning and/or implementation of a crisis communication strategy and how the desired outcome was achieved.

The content of entries in this category can be kept entirely confidential and used for judging purposes only.

Engaging internal communications and activities. This includes but is not limited to change management, intended to connect employees with a company identity or message. The work should demonstrate how activities translated into measurable results, employee satisfaction and business growth.

Work that utilised sponsorship and/or partnership programmes in order to meet specific awareness/business goals as well as to enhance the image of a brand, organisation or corporation.

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. PR: 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 brands that 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, they 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:

• 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?
• Demonstrate how the idea was designed to earn attention from the target audience?

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 PR implementation strategies were employed to ensure success?
• 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 150 words.

This question is compulsory.

Consider the following when describing the execution:

• How effectively was the concept brought to life?
• What specific PR implementation strategies were employed to ensure success?
• 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 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 250 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.

Provide evidence of how the research, insight and use of data enhanced the campaign output.

• Data and/or insights gathering and interpretation
• Data Targeting
• Data and/or insight integration and impact

The word limit for this section is 150 words.

This question is compulsory for C01.

Describe the effectiveness of the PR campaign

• Achievement of results against KPIs
• Effect of PR activities on brand awareness
• Measurable impact of the PR effort on client's objectives

The word limit for this section is 150 words.

This question is compulsory for C02.

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

The word limit for this section is 150 words.

This question is compulsory for F01.

Please tell us about 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 F02.

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 F03.

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 F04.

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 F05.

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 F06.

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 F07.

Please tell us how market disruption inspired the work

The word limit for this section is 150 words.

This question is compulsory for F08.

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 F09.